2014 Agenda

Day 2: Thu
Day 2Thursday June 5

Williford Room – Third Floor

7:30am – 8:30am

Breakfast: Sponsored by

Grand Ballroom – Second Floor

8:30am - 10:00am

General Session

8:30am – 8:45am

State of our Industry: Jenn McMillen, Vice President, CRM – Michaels Stores

8:45am – 8:50am

Session Introduction: Brian Meier, Director of Partner Marketing - Discover

8:50am – 9:50am


Flip the Funnel: How to use existing customers to gain new ones

What if we got it all wrong? What if we’ve been going about marketing completely the wrong way? In this provocative keynote, Joseph will outline how retention can become the new acquisition for retailers today and in doing so, literally transform the way they go to market and establish a critical competitive edge and advantage. Using his “flipped funnel” methodology, Jaffe will outline the notion of customer experience, introduce the 10 new rules of customer service and present a social media-powered customer activation model that harnesses the true potential and impact of customer-generated word-of-mouth, reviews and referrals. If “getting more from less” has become your new mandate, you won’t want to miss a new approach which presents the possibility of doubling your revenues whilst halving your budget in the process.

Joseph Jaffe

CEO & Co-Founder – Evol8tion

9:50am – 10:00am

Joseph Jaffe Q&A

Grand Foyer & Normandie Lounge – Second Floor

10:00am – 10:20am

Refreshment Break: Sponsored by

Grand Ballroom – Second Floor

10:20am - 11:45am

Concurrent Session

10:20am – 10:25am

Second Day Second Session Introduction: Stacey Hawes, Senior Vice President - Epsilon

10:25am – 10:55am

Do it Best Corp.

Taking it to the Streets – Selling CRM to Independent Business Owners and Managers.

Do it Best Corp. is the only US-based, member-owned comprehensive and fully integrated hardware, lumber and building materials cooperative in the home improvement industry. Do it Best member-owners, most of whom operate hardware stores, home centers, or lumber yards, are able to pick and choose from a menu of services offered by Do it Best Corp. to help their business. The Do it Best footprint includes 3,800 stores in all 50 states and 53 countries. In this session, Rich will tell the story of growing participation in Best RewardsSM, the company’s CRM program. He will share experiences of doing so in a world in which each store can choose whether to participate or not, has its own unique logo and brand, and can vary the reward threshold and level based on its particular needs. He will also discuss the continuing challenge of morphing the focus of the program from loyalty (“discounts” in the mind of the typical business owner) to CRM (driving sales by understanding and building campaigns around data).

Rich Lynch

VP of Marketing – Do it Best Corp.

10:55am – 11:05am

Do it Best Corp. Q&A

11:05am – 11:35am


Getting Closer… through data

20 years ago, Hallmark launched its retail loyalty program, the Gold Crown Card. Fast forward to 2014 and Hallmark has evolved and recently launched a brand-level all-channel loyalty program, Hallmark Card Rewards. In this session, Hallmark one of the world’s high-touch brands will share their journey in migrating to a high tech, digital, technology and data driven approach to strengthening consumer relationships and building loyalty

Craig Elbert

Marketing Development Director – Hallmark

11:35am – 11:45pm

Hallmark Q&A

Continental Ballroom – Third Floor

10:25am - 11:45am

Concurrent Session

10:25am – 10:55am

Vitamin World

Importance of eCommerce & Technology to a Healthy Omnichannel Strategy

2014 started off with a spate of negative publicity about vitamins and supplements, further complicating a challenged retail environment.
 Vitamin world, owned by NBTY, was in the process of rebranding to take advantage of their positioning as The Source. This branding, and the new store formats to go along with it, had set the stage for a successful 2014. Data analysis showed that customers were buying 25% or less of their requirements at Vitamin World, indicating a significant opportunity for share of wallet. Research indicated that one of the key barriers to driving repeat usage for Vitamin World was convenience. A key omni channel objective was to drive repeat online business, enabling customers to get the same product they had found in store online to replenish their supply.

Join this session to hear how Vitamin World drove the CLM marketing elements. The enhanced website served to provide a seamless online experience, while the clm program tested 4 new approaches. Together, these initiatives have driven true synergy between In-store and online. Repeat purchase rates have increased dramatically, and responders are twice as likely to shop online.

Jessica Koster

Director of eCommerce - NBTY (Vitamin World)

10:55am – 11:05pm

Vitamin World Q&A

11:05am – 11:35am

Barnes & Noble

Creating Personal Experiences in the Age of Disruption

NOOK is the digital reading platform for Barnes & Noble, one of the world’s largest booksellers and the nation’s highest rated bookselling brand. NOOK Tablets and eReaders are award winning, and NOOK Reading Apps for Android, iOS, and Windows 8 are highly-rated. NOOK will discuss how the company found success by leveraging individual customers’ purchase histories and book category affinities to create increasingly personalized experiences for each consumer and, in turn, drive revenue and engagement. Marketers will see tangible results and learn from NOOK’s journey when they shifted to a more customer-centric approach.

Matt Kassan

Director, NOOK CRM Marketing - NOOK Media/Barnes & Noble

11:35am – 11:45am

Barnes & Noble Q&A

Williford Room - Third Floor

11:45pm – 12:50pm

Luncheon: Sponsored by

Continental Ballroom & Boulevard Rooms

12:50pm – 2:25pm

Speed Dating with Sponsors

Grand Ballroom - Second Floor

2:25pm – 4:50pm

General Session

2:25pm – 2:30pm

Afternoon Session Introduction: Linda Clasen, Vice President, Marketing Strategy and Insights - The Agency Inside, A Harte Hanks Company

2:30pm – 3:00pm

Orchard Supply Hardware

Neighbors Helping Neighbors – How to Localize your Customer Loyalty

The mantra at Orchard Supply Hardware is “Neighbors Helping Neighbors,” and customers know their store managers by name. In a market dominated by big box retailers, how does Orchard use their strong historical and local roots to build presence in the community and create customer loyalty among the most desirable and profitable customer segments? Roxanne will explain how any retailer can localize their customer loyalty through community outreach and old fashioned service.

Roxanne Joe

Director of Strategic Marketing & Analysis - Orchard Supply Hardware

David Rosen

Strategy, Analysis and Consumer Insights Division - TIBCO Loyalty Lab

3:00pm – 3:10pm

Orchard Supply Hardware Q&A

3:10pm – 3:30pm

Refreshment Break: Sponsored by

3:30pm – 4:00pm


Reinvigorating Your Loyalty Program

Join Mara and Ann to hear how Toys“R”Us is reinvigorating their loyalty program to serve as a catalyst for customer centricity. Following an overview of past programs, they will take you through the process step by step. Learn how analysis of past programs led to the decision to make changes supporting customer centricity. The presentation will cover processes and strategies for updating a loyalty program to better fit the needs of today’s customer.

Mara Kelly

Vice President, CRM & Loyalty - Toys“R”Us

Ann Pressimone

Manager, Loyalty Marketing - Toys“R”Us

4:00pm – 4:10pm

Toys“R”Us Q&A

4:10pm – 4:40pm


Leveraging Big Data to Drive Smart Personalization. And A Bit More

Luxottica is global eyewear player that includes iconic proprietary brands such as Oakley and Ray Ban, along with licensed brand such as Chanel, BVLGARI and Prada. The company has a global base of over 7,000 stores with well-known banners such as Sunglass Hut, LensCrafters, Pearl Vision, Sears Optical, and Target Optical. Luxottica’s goal was to insource its data management, analytics, campaign management and engagement channels in order to drive a more complete view of their 100,000,000 customers; drive increased data intimacy; increase personalization; and grow loyalty while improving marketing productivity. Hear from Gianluca and Mike why Luxottica decided to make their insourcing decision, and how they insourced their data management and analytics in record time. You will also learn how about current campaigns and how Luxottica’s brands are successfully engaging with customers. In addition, hear why Luxottica is building an expanded customer engagement hub with new channels; why and how they are adding new data sources; and what new programs will be developed in the future. Attend this session to hear about the complex and intense journey of the Luxottica team, and learn some of their keys to success, as well as pitfalls to avoid.

Gianluca Pogliani

Senior Director Analytics & Consumer Insights – Luxottica

Nicola Saraceno

Vice President CRM - Luxottica

Mike Blyth

Chief Operating Officer - Aginity

4:40pm – 4:50pm

Luxottica Q&A

4:50pm – 5:00pm

Bob Thacker will share insight on how we can give deserving teaches a hand. Adoptaclassroom.org is teaming up with retailers across America to help teachers get the materials they need to help the underprivileged succeed.

Grand Foyer and Normandie Lounge

5:00pm – 6:30pm

Networking Reception: Sponsored by

Day 2: Thu