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CRMC 2017 Agenda at a glance

CRMC 2016 Agenda

10:00am – 5:00pmRegistration: Registration Desk8th Street North – First Floor
11:30am – 1:30pmWorkshops:
– Bond Brand Loyalty: Personaloyalty – The Move from TX (Transaction Based) to CX in increasing Brand Loyalty
– Kobie Marketing: Converting Passive Loyalty into Active Advocacy
– Harte Hanks: Tweets, Pics, Clips, and Apps – The Mobile Experience
Boulevard Rooms – Third Floor
Boulevard A
Boulevard B
Boulevard C
General Session Grand Ballroom
2:00pm – 2:10pmWelcome to CRMC 2016: Craig Wood, CRMC Host / Managing Director & Chief Engagement Office – 360 Live Media
2:10pm – 3:00pmDaniel Burrus: Transforming Retail with Strategic Foresight & Certainty
What do Apple, Warby Parker, and Amazon know that most retailers don’t know? There are new tools and strategies that can transform the customer experience, grow brand loyalty in amazing new ways, increase consumer engagement, and accelerate the results of omnichannel marketing. By learning to separate the Hard Trends that will happen from the Soft Trends that might happen, you can accurately anticipate technology-driven disruptions before they disrupt, problems before they happen so that you can pre-solve them, customers’ needs before they express them, and game-changing opportunities before the competition. Mastering these capabilities will position you and your organization to turn disruption and change into an advantage.
3:00pm – 3:10pmDaniel Burrus Q&A
3:10pm – 3:30pmRefreshment Break: Sponsored by EpsilonGrand Foyer & Normandie Lounge
3:30pm – 3:35pmSession Introduction: Epsilon
3:35pm – 4:05pmLowe’s Home Improvement: Integration of Analytics into the Customer Journey
Lowe’s is embarking on an initiative to improve their customer’s home improvement journey, and realize that the integration of analytics is essential to understanding the needs and wants of consumers and pros in order to guide them in achieving their objectives.  They intend to use each interaction as an opportunity to drive a meaningful and impactful relationship, creating trust as well as an emotional connection with the brand. In order to accomplish this, they need to gain an understanding of consumer and pro lifecycles and acknowledge that each customer is on a different and unique journey. Learn how Lowe’s is using analytics to better understand the needs of consumers, to provide each customer with the right information — wherever, whenever, and however they want it — ultimately leading to increased devotion and brand loyalty.
4:05pm – 4:15pmLowe’s Home Improvement Q&A
4:15pm – 4:50pmGameStop: How GameStop’s PowerUp Rewards Program Transformed GameStop into a Loyalty Company and Not Just a Company with a Loyalty Program
Please join Mike and Jim as they discuss how GameStop has truly evolved from a company with a loyalty program to a loyalty company. This presentation will describe GameStop’s commitment to loyalty, customer relationship management, engagement and customer advocacy and how it continues to transform and guide the business today.
4:50pm – 5:00pmGameStop Q&A
5:00pm – 6:30pmWelcome Reception: Sponsored by CrowdTwistGrand Foyer & Normandie Lounge
7:00pm – 10:00pmCRMC Retailer Dinner: Co-Hosted by 89 Degrees, Aimia, Movable Ink, Synchrony Financial, & VeraCentra
(All retailers welcome. Please RSVP when registering, or let a staff member know on-site that you plan to attend. Transportation is provided from the hotel, next to the CRMC Registration Desk.)
ZED451 Restaurant & Rooftop Lounge
7:00am – 8:00amBreakfast: Sponsored by Bond Brand LoyaltyBoulevard Room
General SessionGrand Ballroom
8:00am – 8:20amA Look Ahead: Who Owns the Customer?
8:20am – 8:25amSession Introduction: CrowdTwist
8:25am – 9:05amBridget Brennan: Why She Buys – How to Grow Your Business with Women Consumers in 2016 & Beyond
In this enlightening presentation based on her acclaimed book, Why She Buys, Bridget Brennan educates audiences on how to evaluate their business through the lens of the world’s most powerful consumers: women. Brennan highlights key demographic and marketplace trends impacting women’s purchasing habits, with a particular focus on Millennial women. Key topics covered include how the mass documentation of Millennials’ lives impacts store choice, how delayed marriage and delayed household formation affect customer marketing efforts, and why inspiration is such a crucial component for engaging this demographic. Brennan brings powerful insights to life through examples and best practices in marketing to women, and explains how to apply these insights to Retail businesses.
9:05am – 9:15amBridget Brennan Q&A
9:15am – 9:45amDunkin’ Brands: Optimizing Mobile to Deepen Engagement with Consumers
Dunkin’ Brands has a successful DD Perks loyalty program with over 3.6 million members and over 15 million downloads of the Dunkin’ App. John Costello, President, Global Marketing and Innovation and the current Global Chairman of the Mobile Marketing Association will discuss how the team is optimizing mobile across all digital touch points, providing the company with a way to interact with customers and create a two-way dialogue that gives the brand essential feedback. Learn more about how Dunkin’ Brands determines the right approach for mobile and cross-platform marketing when traditional marketing continues to work very well.
9:45am – 9:55amDunkin’ Brands Q&A
9:55am – 10:15amRefreshment Break: Sponsored by EpsilonGrand Foyer & Normandie Lounge
Concurrent SessionGrand Ballroom – Second Floor
10:15am – 10:20amSession Introduction: Acxiom
10:20am – 10:50amPriceSmart: How Customer Lifecycle Journey & Analytics Combine to Drive Growth
The lifecycle model, coupled with behavioral analytics that anticipate the customer decision-making journey, is now central to customer relationship strategy as well as a key brand differentiator to drive improved financial performance and business growth. Yet many of us face the challenge of establishing the technology foundation critical to integrating customer insight into journey design and message execution. Attend this session and learn how PriceSmart, the largest operator of membership warehouse clubs in Central America, The Caribbean and Colombia has overcome this challenge. As a membership club (a model similar to US Costco or Sam’s Club), success depends on member loyalty and annual renewals. Interpreting data to identify lifecycle status and directing member communications to improve renewals is high stakes for the fast – growing PriceSmart enterprise. Jose Luis and Dave will discuss how data is transformed into member insight, then distributed to regional marketing teams across 13 countries to enable timely, relevant lifecycle communications. Learn how behavioral analytics informs the customer lifecycle journey, identify ways you can distribute insights (even across countries) for fast use in relevant communications and how lifecycle marketing impacts growth and bottom line performance.
10:50am –11:00amPriceSmart Q&A
11:00am – 11:30amJourneys: How to Market to Today’s Millennials with True 1:1
If you’re in the business of being a millennial-focused brand today (Hint: most brands are as millennials age), you have to be savvy enough to navigate an aging customer-base. And you must be nimble and flexible enough to evolve your strategy into 1:1 relationships. While this seems challenging, it’s a lot simpler than you think. Everyone is talking about millennials but the primary conversations are missing the mark. This session will explore recent research, which focuses on marketing to millennials by life stage. Findings from the research indicate that marketers must move past thinking about this generation by age. Age doesn’t determine preferences and behaviors, life stage does. Attendees will learn why targeting millennials by life stage is important, how to reach this tech-savvy generation as a tech-savvy marketer and how to use data to move past silos to achieve a customer-centric journey. Attendees will leave this session thinking about the customer experience, ready to step into the shoes of millennials and understand how technology combined with data and messaging can play a role in driving conversions for this notoriously hard to reach segment.
11:30am – 11:40amJourneys Q&A
11:40am – 12:10pmALDO: Leveraging Your Customer Data in an Omnichannel World
When Ian Richards joined ALDO Group in late 2014, he was faced with the monumental challenge of building a multi-brand, global CRM program from scratch. ALDO needed to get closer and more relevant to its customers to improve their experience across all channels and drive sales. But where to begin? In this session, Ian reflects on his challenge and shares his vision. And he’s joined by Olson 1to1’s Margaret Murphy, whose team’s experience has been instrumental in bringing this vision to life. Like most retailers, ALDO’s customer identification was low. Improving customer identification at the point of sale, along with offering the right content strategy across ALDO’s multi-brand, global footprint, had to be priorities. Learn first-hand from Ian’s experience as he and Margaret share with you ALDO’s journey, touching on several topics, including how to build the right team structure,how to sell your idea up and across a traditional retail organization, which types of vendors to partner with, and how to measure and report results to maintain momentum.
12:10pm – 12:20pmALDO Q&A
Concurrent SessionContinental Ballroom – First Floor
10:20am – 10:50amRack Room Shoes: Pumping Up Customer Loyalty
This retailer combines data, research, and mobile email to deliver high-heeled digital loyalty…
Keeping pace with the on-the-go shoe lovers who comprise their customer base is top priority for Rack Room and Off Broadway Shoe Warehouse – the US operations for the Diechmann Group, the world’s largest shoe retailer. So, after conducting extensive research and data analysis, the retailer launched two loyalty programs over the course of a single year to attract and retain both mobile moms and shoe fashionistas. After three years into both programs, a combined 7.4 million customers have enrolled and the retail group has captured 20% more of its customers’ overall shoe budget. Join Paul and Sandra to learn the strategy and execution behind the success of the loyalty program. They will explain the drivers behind the launch of the digitally focused loyalty program, along with the research and data that informed their decisions. Also covered will be the overall channel strategy for the loyalty program, the digital elements of the program, and how it integrates with other channels. Attend this session to hear strategies, insights, and lessons learned in researching and rolling out the program.
10:50am – 11:00amRack Room Shoes Q&A
11:00am – 11:30amBelk: Credit – Your Secret CRM Weapon
Belk goes beyond loyalty alone and discusses the value of a loyalty program combined with credit. How can retailers maximize their issuer partnership and get the most of their credit card program? And, if they don’t have a credit program, what are some benefits and challenges? Belk will discuss how their private label credit program resulted in deeper customer insights and personalization and how the program different from multi-tender loyalty. Success factors will also be discussed, as well as pitfalls to avoid.
11:30am – 11:40amRack Room Shoes Q&A
11:40am – 12:10pmEtsy: Innovations in CX & Personalization at Critical Points in the Customer Lifecycle
Powerful CX research findings and innovations at Etsy…
New VoC research findings indicate that consumers expect competitively differentiating customer experiences and “smart” personalization at key points in their customer lifecycles.  Per the research, most marketers are failing to deliver these experiences. Brittany will share real world examples covering how Etsy is using customer insights to guide high quality customer engagement and personalization at key points in customer’s life cycles and across the complex omnichannel mix. DMA Marketing Hall of Famer Ernan Roman will present transformational VoC research findings regarding the extremely personalized communications and experiences expected by today’s consumers at nine key points in the customer lifecycle. He will also explain how to obtain deep human data in today’s privacy sensitive environment. The session will conclude with Nine Action Items for transforming your Customer Experience.
12:10pm – 12:20pmEtsy Q&A
END Concurrent Session
12:20pm – 1:20pmLuncheon:Sponsored by Yes Lifecycle MarketingWilliford Room
1:25pm – 2:55pmSpeed Dating with Sponsors (exhibits open during Speed Dating session)Continental Ballroom
General SessionGrand Ballroom
3:00pm – 3:05pmSession Introduction: Yes Lifecycle Marketing
3:05pm – 3:15pmSoles4Souls: Shoes that Help End Poverty
3:15pm – 3:45pmJohn Deighton, Ph.D.: Connecting with Your Customers in the Age of Digital Disruption
Attend this presentation to learn how the changing digital landscape is changing the way marketers interact with their customers online and off, creating a shift toward customer-centric marketing.  You will leave with an understanding of how to approach data and customer behavior data captured across devices and channels within a customer focused marketing approach to drive better engagement and marketing ROI.
3:45pm – 3:55pmJohn Deighton, Ph.D. Q&A
3:55pm – 4:15pmRefreshment Break: Sponsored by EpsilonGrand Foyer & Normandie Lounge
4:15pm – 5:00pmMark Scharenbroich: Nice Bike: the Road to Making Meaningful Connections
Exceptional retail marketers create a rich culture of connections.  When team members are fully connected to the mission, to each other and to their customer – real growth takes place. Join Emmy award-winning speaker, Mark Scharenbroich as he takes you for a fun ride on how to be more effective at making meaningful connections both in work and in life. His Nice Bike principle will fuel the passion to better acknowledge, honor and connect with others. Scharenbroich is an award winning author, National Speakers Hall of Fame inductee and pure entertainer.  He will inspire, engage and teach you how to fuel your passion to lead and to serve others.
5:00pm – 6:30pmNetworking Reception: Sponsored by AcxiomGrand Foyer & Normandie Lounge
7:30am – 8:30amBreakfast: Sponsored by Bond Brand LoyaltyBoulevard Room
General SessionGrand Ballroom
8:30am – 8:35amSession Introduction: Sean Claessen, EVP of Strategy & Executive Creative Director – Bond Brand Loyalty
8:35am – 9:25amSeth Godin: Welcome to the New Normal: A morning with Seth Godin.
Godin is the author of 18 bestselling books, a compelling speaker and a successful entrepreneur. In this fast-moving talk, he’ll fit you with a new pair of glasses, a new way of seeing how our post-industrial, possibly post-retail world is already working. From the Purple Cow to the tribes we lead, Godin is famous for helping leaders and organizations leap into the opportunities that the digital revolution has created. It doesn’t pay to wait for the next big thing. It’s already here.
9:25am – 9:35amSeth Godin Q&A
9:35am – 10:05amAveda: The Beauty of Brand Loyalty
The world is a beautifully complex place. Delivering a consistent, exceptional Customer Experience is becoming increasingly complicated, and brands that meet or exceed the high expectations of today’s consumer are reaping disproportionate rewards for their bottom line. Service providers, manufacturers and retailers alike are grappling with the right way to recognize “known customers” across all their interactions. This is as true for mass (perceived) leader brands like Starbucks as it is for niche premium brands like AVEDA. But there are important differences for brands pursuing this topic, whether vertically integrated or diversely mixed channels, and differing frequencies in their consumers’ habits and routines. Aveda is a leader in plant-based hair, skin and body care professional products. In this session, Rachael and Sean will share the history and evolution of AVEDA’s own paid Loyalty Program, Pure Privilege, and the impressive role it plays with known customers across e-commerce, their own retail and throughout their indirect salon channel. The discussion will span typical redesign objectives for tenured programs, new approaches to answering those and broader brand objectives, and payoffs that differentiate a brand by delivering a more personal, brand aligned and valuable “known customer” experience.
10:05am – 10:15amAveda Q&A
10:15am – 10:30amRefreshment Break: Sponsored by EpsilonGrand Foyer & Normandie Lounge
10:30am – 11:00amIKEA: Optimizing Life Event Communications through Big Data
Big Data patterns can reveal a change in life events. Life events are powerful times to speak with customers and prospects, as they are often in a mindset that provides opportunities for brands to build a new relationship or cement an existing one. A good example is the period before, during and after a move – whether moving into a first apartment after college, expanding from an apartment to a townhouse or single-family home, or downsizing after the kids leave “the nest”. Hear from Ashley and Ted how IKEA has been analyzing and integrating big data consumer behaviors on IKEA.com with brick-and-mortar spending patterns to drive more relevant content in New Mover email communications, as well as testing the timing and sequencing of those communications, leading to strong increases in both email engagement and spending.
11:00am – 11:10amIKEA Q&A
11:10am – 11:40pmChico’s: Leveraging “Retail Science” to Identify and Maximize Your Most Valuable Customer Relationships
Customer centricity is key in today’s retail environment. But with innumerable tools, data points, and individual shoppers, it can be challenging to cut through the noise to create more granular and authentic connections. Chico’s believes that the future’s most successful retailers are already using data to build tailored experiences around individual customer relationships. In this session, Corey and Rachel explore how to leverage retail science to understand where your customer is coming from, how she’s interacting with the brand today, and where she’ll be in the lifecycle tomorrow.
11:40am – 11:50amChico’s Q&A
11:50am – 12:15pmGiveaway
12:30pm – 2:00pmCommittee LuncheonRoom, 3rd Floor


Seth Godin

Best-Selling Author, Entrepreneur, and Public Speaker

Bridget Brennan

Author of Why She Buys and Expert on Marketing to Women

Daniel Burrus

Leading Technology Forecaster and Business Strategist

John Deighton

Professor of Business Administration at Harvard Business School

Mark Scharenbroich

Emmy Award-winning Entertainer and Motivational Speaker

Retail Presentations

The Beauty of Brand Loyalty

Rachael Ostrom
Executive Director, Consumer
Engagement – Aveda

Sean Claessen
EVP of Strategy &
Executive Creative Director
- Bond Brand Loyalty

Leveraging Your Customer Data in an Omnichannel World

Ian Richards
Vice President, CRM & Analytics - ALDO Group

Margaret Murphy
President & COO - ICF Olson

Credit – Your Secret CRM Weapon

Sara Patterson
Director of Credit - Belk

Whit Goodrich
Chief Marketing Officer,
Retail Card – Synchrony Financial

Leveraging “Retail Science” to Identify and Maximize Your Most Valuable Customer Relationships

Rachel Minerva
Vice President, Customer & Marketing Analytics – Chico’s

Corey Pierson
CEO - Custora

Lowe’s Home Improvement
Integration of Analytics into the Customer Journey

Kerrie Adams
Director of Enterprise Analytics – Lowe’s Home Improvement

Dunkin’ Brands
Optimizing Mobile and Digital to Deepen Engagement with Consumers

John Costello
President of Global Marketing and Innovation

Innovations in CX and Personalization at Critical Points in the Customer Lifecycle

Brittany Williams
Senior Product Marketing Manager – Etsy

Ernan Roman
      President – ERDM Corp      

Optimizing Life Event Communications through Big Data

Ashley Wahl
CRM Specialist, IKEA

Ted Silverman
Sr. Director, Planning
& Customer Engagement - 89 Degrees

How GameStop’s PowerUp Rewards Program Transformed GameStop into a Loyalty Company and Not Just a Company with a Loyalty Program

Mike Hogan
EVP of Strategic Business &
Brand Development - GameStop

Jim Sturm
CEO – Brierley+Partners

How to market to today’s millennials with true 1:1

Wade Jones
Vice President, Direct to Consumer and CRM
- The Journey’s Group

Jean-Yves Sabot
Vice President, Retail – Epsilon

How Customer Lifecycle Journey & Analytics Combine to Drive Growth

Jose Luis Marin
Senior Vice President Marketing
and Member Services
- PriceSmart, Inc.

David Resnick
Vice President of Client Solutions - VeraCentra

Rack Room Shoes
Pumps Up Its Customer Loyalty

Paul Voss
Director of CRM – Rack Room
Shoes/Off Broadway Shoe Warehouse

Sandra Gudat
CEO - Customer Communications Group


2016 Showbook

2015 Showbook

2014 Showbook

2013 Showbook

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