Future Stores Seattle

June 25-June 28, 2017

Washington State Convention Center, Seattle

Contact Us: 1.888.482.6012

Day 2: Tuesday, June 27, 2017 Retail Customer Experience and Engagement

07:35 AM - 08:20 AM Continental Breakfast and Networking In The Innovation Lab

08:20 AM - 08:25 AM Welcome Remarks

08:25 AM - 08:40 AM Chairperson’s Opening Address

08:40 AM - 09:05 AM Keynote: Retail Experience and Digital Connectivity

Paul Stone, Senior Vice President and Chief Retail Officer, Cabela’s
Hear how Cabela's is merging online with their physical stores to create more seamless and enjoyable customer experiences.
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Paul Stone

Senior Vice President and Chief Retail Officer
Cabela’s

09:05 AM - 09:30 AM Interview: Changing The Game: How Fabletics Reimagines The Customer Experience

Hilary Milnes, Senior Reporter, Glossy Media Gregg Throgmartin, President and GM, Fabletics
Gregg Throgmartin, President of Fabletics will introduce you to "Omnicart,” TechStyle’s proprietary technology that makes the Fabletics customer experience seamless across all channels – desktop, mobile and in-store.
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Gregg Throgmartin

President and GM
Fabletics
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Hilary Milnes

Senior Reporter
Glossy Media

09:30 AM - 10:05 AM Panel Discussion: Blurring The Boundaries: Connecting Brands and Customers To Drive Engagement

Steve Dumas, SVP, Retail Experience Design, Westfield , , Paula Wyllie, VP, Retail Design , Westfield
Retailers with stores in malls and airports have a unique opportunity to collaborate and offer engaging, entertaining experiences for their customers that will drive traffic and increase sales. A diverse panel of retailers will discuss:

How to better connect retailers and drive traffic in malls and airports
New concepts for driving customer engagement through unique content
Creating community spaces in retail environments
Technology to promote an effortless shopping experience
Leveraging social to create buzz and promote brand awareness

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Steve Dumas

SVP, Retail Experience Design
Westfield
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Paula Wyllie

VP, Retail Design
Westfield

10:05 AM - 10:55 AM “Donut Worry” Morning Break

Donut worry, be happy! We’ve got you covered here at Future Stores with delightful treats! What goes better with Seattle’s Best Coffee than a delicious donut!

10:55 AM - 11:20 AM Keynote: Applying Customer-Centric Store Design From Concept to Execution

Whitney Walker, GM, Sonos
Sonos, creators of the whole-home sound system, opened its first ever retail location in New York last year. Get an inside look at the customer-centered design elements, technology and immersive experiences that make the store so unique. Hear from Whitney Walker, GM of Stores at Sonos, on how their team landed on the unique designs and approach to their store at 101 Greene St. in New York. Topics that will be discussed include:

• Defining the customer’s challenge—what is the problem you’re trying to help your customer solve?
• Understanding the complication—what is getting in the customer’s way?
• Developing the solution—what can you do to solve the customer’s problem and how will you know you've got it right?


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Whitney Walker

GM
Sonos

11:20 AM - 11:40 AM Keynote: In-Store e-Commerce: How Online Shopping Technology Is Modernizing Physical Stores

Craig Witsoe, CEO, Elo
Shoppers have adapted to a digital lifestyle where everything is bright, beautiful and fast. But digital can’t deliver for certain needs – and this divide is where brick and mortar must excel. Bringing eCommerce in-store bridges the gap between online and in-store experiences and enables brick and mortar to play on its strengths:

Physical locations – the physical store is an asset, an experience to have with merchandise to touch and try on.
Interactive experiences – eye catching technology driven experiences that enrich shopping and can be used collaboratively.
Knowledgeable people – sales associates as personal retail experience guides, upskilling from transactional duties.

The digital lifestyle is pervasive and in-store eCommerce allows brick and mortar stores to capitalize on their already developed digital assets. Shoppers expect to have what they want when they want it. Harvard Business Review recently found that 81% of all customers attempt to self-serve before reaching out to a live representative. This statistic applied to retail says give your customer what they want - autonomy. Provide fast, simple and knowledgeable experiences in-store.

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Craig Witsoe

CEO
Elo

11:40 AM - 12:15 PM An Inside Look at Chico’s: Capturing Customer Voice To Deliver Exceptional Service and Style

Shelly Langa, VP, Head of Stores, Chico's Michelle Martin, Head of Stores, Operations & Communications, White House Black Market Tallie Kawahara, VP, Stores, Soma Intimates
Hear how three unique brands under the Chico’s FAS umbrella are listening to their customers and advancing their approach to service. Shelly, Tallie and Michelle will walk you through how they:

• Capture and interpret the voice of the customer
• Articulate the value of customer insights to the organization
• Take meaningful action on customer feedback and insights
• Are evolving the customer experience as a result


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Shelly Langa

VP, Head of Stores
Chico's
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Michelle Martin

Head of Stores, Operations & Communications
White House Black Market
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Tallie Kawahara

VP, Stores
Soma Intimates

12:15 PM - 12:35 PM Keynote: The Spectrum of Personalization

Neil DuPlessis, E-Commerce Operations Manager, Guess?, Inc.
In the context of commerce, personalization is meant to enhance the customer experience based on the inputs and outputs each brand chooses to utilize to individualize the customer journey. The Spectrum of Personalization is the vision of a true customer experience that reduces the barriers that have been created between channels bringing data, behaviors and micro segmentation together to uncover the true intent and interest of every consumer. Learn from practical, real world use cases from the world’s largest retail brands where the Spectrum of Personalization is enabled and how they are measured. For a deeper dive, join us at our roundtable and let’s take a look at your vision for your brand’s Spectrum of Personalization.
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Neil DuPlessis

E-Commerce Operations Manager
Guess?, Inc.

12:35 PM - 1:00 PM Keynote: Reaching Your Customers At Every Point In Their Shopping Journey

We have entered a new era: mobile-first commerce. Mobile is the common thread throughout the path to purchase and Facebook and its family of apps play a central role in mobile discovery and shopping. As retail and e-commerce clients rethink their entire value proposition to be mobile first, Facebook can help retailers go beyond the click to measure offline activity, such as store visits and sales.
During this session, Graham Mudd, Facebook’s Director of Monetization Product Marketing will discuss how Facebook can help retailers connect with current and prospective customers throughout their path to purchase by:
Generating and nurturing leads throughout the buyer journey
Reaching custom audiences at scale with relevant people-based messaging
Bridging the measurement gap between online and offline conversions, so advertisers can better optimize their budget as leads move down the sales funnel


Luncheon

1:00 PM - 2:00 PM Luncheon

Private lunch hosted by Max Media

1:00 PM - 2:00 PM Private lunch hosted by Max Media

Track A: Trends In Experiential Retailing

2:00 PM - 2:10 PM Opening Remarks By The Track Chair

Jeff Cashman, SVP, Business Development, Manhattan Associates

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Jeff Cashman

SVP, Business Development
Manhattan Associates

Track B: Associate Development & Customer Engagement

2:00 PM - 2:10 PM Opening Remarks By The Track Chair

Mike Tippets, VP, Media Services, Hughes

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Mike Tippets

VP, Media Services
Hughes

Track C: Retailer Only Interactive Boardrooms

2:00 PM - 2:10 PM Boardroom 1

Carl Chang, Director, Retail Operations, Best Buy Michelle Grant, Head Of Retailing, Euromonitor International
You'll collaborate with other retailers in this closed door session. Pick a roundtable and get your questions answered. After 30 minutes, rotate and pick

1.Organizational and cultural transformation to execute omni-channel experiences

Moderator: Carl Chang, Director, Retail Operations - Technology and Tools, Best Buy

2.Exploring Trends, Concepts and Innovations Shaping the Future Shopping Experience

Moderator: Michelle Grant, Head of Retailing Research, Euromonitor


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Carl Chang

Director, Retail Operations
Best Buy
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Michelle Grant

Head Of Retailing
Euromonitor International

Track A: Trends In Experiential Retailing

2:10 PM - 2:30 PM Case Study: Creating Digitally Integrated Brand Experiences

Angela Gearhart, Senior Director, Retail Experience and Design, Sleep Number
Today’s consumer is living a digital, connected life and appreciates brands that integrate technology while maintaining a person touch. In addition, they want a shopping experience that is simple and intuitive, with products that add value to their lives. Find out how Sleep Number designed innovative retail experiences to attract, engage and educate the customer, while being an effortless customer experience. Find out how to:

Create authentic brand storytelling with technology as the differentiator
Increase brand awareness and create differentiation in a low interest category
Technology to simplify a traditionally complicated purchase process
Utilize technology to build credibility, confidence and increase conversion

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Angela Gearhart

Senior Director, Retail Experience and Design
Sleep Number

Track B: Associate Development & Customer Engagement

2:10 PM - 2:30 PM Case Study: Building Engaged Store Teams To Drive Customer Engagement

Kurt Rachdorf, Senior Director Brand Retail Operations, LEGO Brand Retail

A look at the tools and framework LEGO Brand Retail stores use to strive for high levels of playful engagement in the retail experience. We will share tips from hiring to team member development. We are an experience focused retailer who believes sales are requisite, but success hinges on delivering engaged experiences to our teams and their Guests. Learning objectives:

Discuss:

  • How to hire for core values

  • Best practices for onboarding and educating associates

  • Ideas for recognizing and rewarding associates

  • Using a focus on continuous improvement to drive engagement


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Kurt Rachdorf

Senior Director Brand Retail Operations
LEGO Brand Retail

Track C: Retailer Only Interactive Boardrooms

2:10 PM - 2:30 PM Boardroom 1

Carl Chang, Director, Retail Operations, Best Buy Michelle Grant, Head Of Retailing, Euromonitor International
You'll collaborate with other retailers in this closed door session. Pick a roundtable and get your questions answered. After 30 minutes, rotate and pick

1.Organizational and cultural transformation to execute omni-channel experiences

Moderator: Carl Chang, Director, Retail Operations - Technology and Tools, Best Buy

2.Exploring Trends, Concepts and Innovations Shaping the Future Shopping Experience

Moderator: Michelle Grant, Head of Retailing Research, Euromonitor


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Carl Chang

Director, Retail Operations
Best Buy
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Michelle Grant

Head Of Retailing
Euromonitor International

Track A: Trends In Experiential Retailing

2:30 PM - 3:00 PM Case Study Revolution: 14 Types Of Retail Innovation

Tony Bynum, Director of Strategy and Innovation, RTC
Over the last decade marketers have struggled to keep pace with evolving consumer expectations and definitions of value. Seismic impacts have been felt across sectors from consumer electronics to fashion to durable goods, CPG products and health care. Progressive marketers are leading the way forward toward dynamic and curated in-store experiences.

RTC’s Strategy and Innovation Group conducted extensive research to codify the experiential strategies being used by some of the most progressive brands and retailers from around the world. RTC will share a collection of real world examples of fringe and progressive marketers who are rethinking the use of space as a component of their brand experience. Through the lens of a simple and actionable framework, the audience will be shown the leading indicators of next generation shopping experiences and how to use the framework as a diagnostic and a springboard for retail innovation.

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Tony Bynum

Director of Strategy and Innovation
RTC

Track B: Associate Development & Customer Engagement

2:30 PM - 3:00 PM Panel Discussion: Leveraging a Unified Commerce Platform Approach to Unify Commerce

Jim Barnes, Senior Managing Partner, President, CEO, Enspire Commerce , , Jim Brownell, COO, American Freight Furniture and Mattress Gene Bornac, Vice President , Boston Retail Partners
  • Retailers of the future are required to leverage a customer-centric platform that unifies commerce
  • Physical and digital paths to purchase are merging, and therefore retail technology solutions of the future will no separate how, and where a customer engages
  • POS, OMS, PIM and eCommerce point solutions will merge to a common platform

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Jim Barnes

Senior Managing Partner, President, CEO
Enspire Commerce
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Jim Brownell

COO
American Freight Furniture and Mattress
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Gene Bornac

Vice President
Boston Retail Partners

Track C: Retailer Only Interactive Boardrooms

2:30 PM - 3:00 PM Boardroom 1

Carl Chang, Director, Retail Operations, Best Buy Michelle Grant, Head Of Retailing, Euromonitor International
You'll collaborate with other retailers in this closed door session. Pick a roundtable and get your questions answered. After 30 minutes, rotate and pick

1.Organizational and cultural transformation to execute omni-channel experiences

Moderator: Carl Chang, Director, Retail Operations - Technology and Tools, Best Buy

2.Exploring Trends, Concepts and Innovations Shaping the Future Shopping Experience

Moderator: Michelle Grant, Head of Retailing Research, Euromonitor


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Carl Chang

Director, Retail Operations
Best Buy
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Michelle Grant

Head Of Retailing
Euromonitor International

Track A: Trends In Experiential Retailing

3:00 PM - 3:40 PM Panel Discussion Revolution: Transform Your Store Into A Retail Destination

Nikki Easterday, Experience Design Manager, Recreational Equipment, Inc. (REI) Jaime Bettencourt, Sr Vice President, Premier Accounts, Mood Media
Customers are not just looking for products when they come to your store—They are looking for an exciting experience. They are seeking out social, entertaining environments that are meaningful and memorable.
Expert panelists from diverse retail verticals will discuss:

  • Out-of-the-box ideas for engaging customers in-store
  • How retail footprint have changed to accommodate today’s shopper
  • Which experiential trends are resonating with consumers and why

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Nikki Easterday

Experience Design Manager
Recreational Equipment, Inc. (REI)
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Jaime Bettencourt

Sr Vice President, Premier Accounts
Mood Media

Track B: Associate Development & Customer Engagement

3:00 PM - 3:40 PM Fireside Chat and Audience Q&A: Foster Associate Adoption Of Mobile Devices

Tara Maffeo, Director, Store Innovation, Gymboree Catherine Mouttet, Creative Director, Digital, David’s Bridal
Why is it difficult to drive adoption of mobile in a world where everyone is dependent on their mobile device? Panelists will cover some lessons learned from creating and implementing associate facing mobile tools.

  • Capture associate feedback and ideas around the best use of mobile in the store environment
  • Understand and overcome barriers to adoption
  • Lessons learned creating and implementing associate-facing mobile tools

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Tara Maffeo

Director, Store Innovation
Gymboree
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Catherine Mouttet

Creative Director, Digital
David’s Bridal

Track C: Retailer Only Interactive Boardrooms

3:00 PM - 3:40 PM Boardroom 2

Jennifer Stone Williams, VP, Retail Services, Perry Ellis International Ryan St. Mary, Director of Stores, GANT
Ideas For Improving Wholesaler and Retailer Collaboration

Host: Jennifer Stone Williams, VP, Retail Services, Perry Ellis International

Improving the retail customer experience through personalization

Moderator: Ryan St. Mary, Director of Stores, GANT


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Ryan St. Mary

Director of Stores
GANT
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Jennifer Stone Williams

VP, Retail Services
Perry Ellis International

3:40 PM - 4:25 PM “Here’s the Scoop” Afternoon Break

Get the latest info from exhibitors in The Innovation Lab on their latest products all while cooling off with ice cream. This is your last chance to win at the Plinko board so don’t forget to collect your tickets!

Track A: Trends In Experiential Retailing

4:25 PM - 4:55 PM Case Study: How To Design For A Global Brand—Driving A Consistent Guest Experience Around The Globe

HeeSoo Kim, Architectural Designer, Dunkin’ Brands
How to focus on core design elements which drive brand equity.
How design localization can be managed.
How our partnerships around the world help us learn and grow as a brand.


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HeeSoo Kim

Architectural Designer
Dunkin’ Brands

Track B: Associate Development & Customer Engagement

4:25 PM - 4:55 PM Case Study Revolution: Using Associate Engagement Tactics To Delight Your Customers

Tara Maffeo, Director, Store Innovation, Gymboree
In order to effectively engage your customers, your associates must be engaged first. Tara Maffeo will walk you through Gymboree’s approach to the associate experience and tips for how to:

Unite associates around a common purpose of delivering superior customer experiences
Show associates how their role is critical to customer engagement and business growth
design customer experience-based rewards and recognition strategies
Determine how to better share feedback and goals with associates


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Tara Maffeo

Director, Store Innovation
Gymboree

Track C: Retailer Only Interactive Boardrooms

4:25 PM - 4:55 PM Women In Retail Discussion and Cocktail Reception

Kari Harkins, Senior Director, Store Operations, DSW Beth Rick, Director, Customer Portfolio Transformation, DSW
Listen and be motivated by an accomplished group of fierce femmes; then, cultivate new friendships with your table group and discuss the issues that were raised on the panel.
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Kari Harkins

Senior Director, Store Operations
DSW
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Beth Rick

Director, Customer Portfolio Transformation
DSW

Track A: Trends In Experiential Retailing

4:55 PM - 5:30 PM Fireside Chat: Curated Retail Spaces And How They Influence The Customer Experience

Sarah Furnari, VP, Retail Experience, BEHR
Consumers have been gravitating toward curated store environments. A diverse group of retailers will provide examples of this trend in artistic retail spaces and discuss:

Why consumers are looking for more curated retail experiences
Examples of new store formats and store within store ideas
How to partner with artisans, bloggers, other retailers, etc. to bring a curated space to life

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Sarah Furnari

VP, Retail Experience
BEHR

Track B: Associate Development & Customer Engagement

4:55 PM - 5:30 PM Case Study Revolution: Social Engagement: Driving Your Brand and Customer Experience In-Store

Jennifer Stone Williams, VP, Retail Services, Perry Ellis International
Jennifer Stone Williams, VP Retail Services Perry Ellis International, will share some insights and challenges for brand social engagement and customer experience within department stores. Highlights will include "Laundry Loves Perry" - a Valentine's Day collaboration between Perry Ellis and Laundry by Shelli Segal, as well as other brand and social marketing highlights for Original Penguin, and Cubavera.

The audience will work in groups to talk through the following challenges:

Navigating through department store guidelines
Decreased department store traffic to capitalize on & plan experiences around


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Jennifer Stone Williams

VP, Retail Services
Perry Ellis International

Track C: Retailer Only Interactive Boardrooms

4:55 PM - 5:30 PM Women In Retail Discussion and Cocktail Reception

Kari Harkins, Senior Director, Store Operations, DSW Beth Rick, Director, Customer Portfolio Transformation, DSW
Listen and be motivated by an accomplished group of fierce femmes; then, cultivate new friendships with your table group and discuss the issues that were raised on the panel.
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Kari Harkins

Senior Director, Store Operations
DSW
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Beth Rick

Director, Customer Portfolio Transformation
DSW

5:30 PM - 7:30 PM Networking and Cocktail Reception at The Seattle Aquarium

Kick off the night with cocktails on the Elliot Bay Patio. Then, head inside to wander, discover and explore the best the Northwest has to offer. See, touch and explore the sea life of the Puget Sound tide pools, step through a 12’ high crystal ring filled with luminous moon jellies, walk through an undersea dome with a 360º view of hundreds of fascinating Puget Sound Fish, help feed the sea otters and more!

7:30 PM - 11:59 PM End of Day Two