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8:00am - 6:00pm
General
Session
2:15pm -
2:30pm
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Devon Wylie
Executive Director, CRMC
President
Seklemian/Newell |
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Craig Wood
Program Director, CRMC
Founder & CEO
Clarity Group
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Erica
Vice-President CRM & eCommerce PetSmart |
2:30pm
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2:35pm
2:35pm
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3:15pm
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Professor Andrew Razeghi
Kellogg School of Management
Northwestern University |
Moments of
economic turbulence provide the unique opportunity to grab
market share, diversify into adjacent businesses, and
strengthen customer loyalty, often at a discount. Creativity
loves constraints. During these challenging times, Kellogg
School of Management professor Andrew Razeghi offers an
inspirational and pragmatic approach for not only for
managing through recession, but thriving in the subsequent
recovery. If you're looking for creative solutions to your
most challenging business problems, you won't want to miss
this talk.
3:15pm -
3:30pm
3:30pm
- 4:00pm
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Dave Frankland Principal Analyst
Forrester Research
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Cathy Pringle Ascend Marketing |
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CRMC has partnered with Forrester Research to conduct the
first annual Retail Marketing Spend
Study. The
resulting study will detail how much retailers are spending
on marketing today, and how they allocate their marketing
budgets. Dave and Cathy will present the findings from the
survey, helping you to understand what is happening in your
competitive environment, evaluate marketing expenditures,
and make more informed marketing decisions.
4:00pm - 4:15pm
4:15pm - 4:45pm
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Leslie Smithers
Director of CRM
Shopko Stores |
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Jeff
Simpson
Vice President of Strategy
Harte-Hanks Retail Practice |
During this session, Leslie
Smithers and Jeff Simpson will share several examples of how
"best in class" retailers are using customer insight to
define, prioritize and execute their "best customer"
strategies to find ways to turn "Best" Customers Into
"Better" Customers. In addition, the presentation will
include benchmarks of several key insight metrics across a
variety of retailers including Shopko. Additionally they
will address the role of insight in the budgeting, media mix
and planning processes.
4:45pm - 5:00pm
5:00pm - 6:30pm
Welcome Reception Sponsored by
7:00am -
8:00am
General
Session
8:00am -
8:15am
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Tom
Collinger
Associate
Dean & IMC Department Chair
MEDILL School at Northwestern University |
Preparing CRM
Professionals for a (complicated) Integrated World
8:15am - 8:20am
8:20am - 8:50am
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Michael Lynch,
Director of Loyalty Marketing & Market Research
Lettuce Entertain You Enterprises |
With over
70 restaurants operating under 30 different names, Lettuce
Entertain You's biggest challenge was making sure its
program participants strongly identified with the brand.
Because of the variety of brands and the significant
differences between them, the effective use of a
multi-channel marketing approach was of paramount
importance. Mike will discuss how they fit many different
restaurant concepts under one umbrella, keeping the message
branded and consistent. Specifically, you will learn how
they implemented a new approach to the loyalty program,
which has enabled them to move from a broad appeal towards a
more targeted communication strategy.
8:50am - 9:05am
9:05am - 9:45am
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Brian Wesbury
Chief Economist
First Trust Advisors |
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Unemployment is rising
and the auto and housing markets are in shambles. The
government is bailing out banks, printing money with abandon
and handing out billions in stimulus checks. But is the
economy as bad as people think? Is a government rescue
going to work? How long and deep will the recession be?
Should we fear inflation or deflation? Brian Wesbury, an
internationally known economist, will address these
questions and more, with a focus on how Retail will fare in
this new economy.
9:45am - 10:00am
Q&A
10:00am - 10:20am
10:20am - 10:50am
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John
Bancroft
Vice President,
Direct to Consumer
Tommy Bahama |
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Jim
Harold
Industry Executive
Retail and Consumer Markets
Acxiom Corporation |
In today's challenging
environment, retailers need to intimately engage with their
customers to retain and grow this valuable asset. This
presentation will demonstrate how this luxury lifestyle
brand defined a unique, best customer model, which helped
identify hidden treasures of opportunity within its existing
customer base. The customer model combined multiple customer
touchpoints identifying customers for the introduction of
the Best Guest customer loyalty program. This was the
retailer's first targeted direct mail, and the best-customer
model will form the basis of Tommy Bahama marketing efforts
for 2009.
10:50am - 11:05am
11:05am - 11:35am
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Melissa Schmitt
Director of Student Marketing
Barnes & Noble College Bookstores
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Eric Holmen
President
SmartReply |
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Sophia Maksymchak
Vice President
of Marketing
EZ Lube
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Budgets cut, difficult
layoffs, cautious consumers: Now What? This is a short
course primer on navigating the new retail
realities. Discover how to lower your costs, multiply
resources and engage your consumer in order to increase
sales and reduce attrition. You will hear from Melissa
Schmitt, Director of Student Marketing at Barnes and Noble
College Booksellers and Sophia Maksymchak, Vice President of
Marketing at EZ Lube, as they reveal the latest successes
from their most recent multi-channel approach to marketing
in today's environment. You will also learn how to do more
with less, the new principles of Retail Combat, and proven
retail road tactics.
Melissa,
Sophia, and Eric will
share
will share with you a proven roadmap to handling intensified
competition and achieving faster returns using digital
marketing media. You will leave this session with new
insights to your consumers, their needs, wants and most
importantly, their wallets.
11:35am - 11:50pm
Barnes & Noble Q&A
11:50pm - 1:00pm Luncheon - Sponsored
by
1:00pm - 2:15pm
2:15pm - 2:20pm
2:20pm - 2:50pm Chicago Ballroom V & VI
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Donna Mills
Director, CRM
Stein Mart |
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Ed
Higdon
Integrative Logic |
Stein Mart is a
powerful brand with a very loyal customer base. However, up
until recently they were not tapping into their data to gain
a better understand of their core customers shopping habits,
preferences, frequency, or brand affinities. By going
beyond standard RFM tactics, new levels of customer insight
were found that are now being leveraged to motivate
customers to return more often, buy more per visit and to
become strong advocates of the Stein Mart brand.
Donna and Ed will explain in
detail exactly how to closely identify your Core customers--
those who in these tough economic times are more than likely
holding up your business. You will learn how some small, but
critical steps can be implemented to go beyond the
well-known and often repeated RFM tactics to make a huge
difference in top-line sales and bottom-line profit.
2:20pm - 2:50pm
Chicago Ballroom I, II, & III
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Tracy Rhyan
VP of Multi-channel Marketing Frederick's of
Hollywood |
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Jean-Yves Sabot
VP, Retail Group
Epsilon |
In this
session, you will learn the strategies used by leading
intimate apparel retailer, Frederick's of Hollywood, to
maximize in-store results through the use of direct
marketing and specific tools and modeling techniques that
allow for precise trade area definition and how to assess
market potential. Tracy and Jean-Yves will uncover how
to use marketing data for retail trade area analysis as well
as direct marketing to increase awareness, drive store
traffic and increase store sales. Direct marketing data can
help you understand where to place new stores, how to
effectively target the best buyers in a given area to
promote grand openings and new stores, introduce new
products, clearances, reward programs and other special
promotions.
2:50pm - 3:05pm
3:05pm - 3:25pm
3:25pm - 3:55pm
Chicago Ballroom V & VI
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Mike Perri
SVP Merchandising and Marketing
Factory Card & Party Outlet |
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Rebecca
Haas
VP of Decision Support Analytics
SHC Direct |
Factory Card &
Party Outlet initially developed their database for
traditional direct mail marketing purposes.
But - as you will hear in this presentation - Mike
and his team now utilize intense data analysis and
segmentation for a lot more than optimizing direct mail ROI.
What they have learned and what they are continuing to learn
about FCPO customer shopping behavior and preferences is
serving as a critical aid in the formulation of cross
functional decisions relating to merchandising, in-store
operations and even to the design of Factory Card & Party
Outlet customer-direct marketing materials.
3:25pm - 3:55pm
Chicago Ballroom I, II, & III
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David Bernstein
President
Beauty Brands |
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Steve Bernstein
President
Bernstein-Rein Advertising
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Since the
chain's initial launch in 1995, Beauty Brands has embedded
the disciplines of CRM throughout the organization to
understand customers, drive sales, and build a truly
customer-centric retail chain.
In this presentation, David
and Steve will explain how a relatively small retailer with
a limited budget has successfully created a 360-degree view
of its customers and used that knowledge to embed CRM
throughout the organization. Starting with an in-store
customer capture rate of more than 90%, leveraging
aggressive analytics, segmentation and targeting in its
marketing efforts (that rely almost exclusively on direct
mail to profitably drive sales), Beauty Brands uses its
knowledge of customers to drive store traffic, engage
customers throughout the customer lifecycle, plan products
and promotions, and identify new store locations.
This customer-centric
approach enable Beauty Brands to deliver positive comp store
sales throughout the difficult retail year of 2008.
3:55pm - 4:10pm
4:10pm - 4:50pm
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Jay Dunn
Vice President Marketing
Lane Bryant
Founder
Supergroup
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Bailouts,
bankruptcies, and budget cuts – the economy is a mess and
retailers are under pressure to find innovative ways to
attract and maintain customers and sales. Jay Dunn will
demonstrate how blending your traditional marketing
strategies with cost-effective new media and social
networking tools may be the way to not only survive, but
thrive, in the era of uncertainty.
The presentation includes lots of hands-on examples, live
web, video, and Jay’s unique commentary on retail,
marketing, and the current challenges facing all of us.
5:05pm - 6:30pm
7:00am - 8:00am
General
Session
8:00am - 8:15am
8:15am - 8:20am
8:20am - 5:50am
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Cheryl Max,
Director & Functional DG Lead IBM
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Alex Bombeck, President - Euro RSCG
Discovery |
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Leveraging Best Practices for Digital Sales Enablement
Cheryl and
Alex will discuss how IBM greatly improved the quality and
measurability of their sales-generated email communications,
by empowering marketing teams to create content that sellers
can leverage as part of trackable and measurable emails. In
this way, IBM is able to maintain control of branding and
messaging for products and services, while empowering
sellers with the ability to assemble and personalize
professional looking emails, which are tracked at the
customer and content level.
During this discussion, you
will learn how IBM uses email strategies combined with
real-time reporting to improve customer response and
retention. You will also learn how they improve productivity
and efficiency while increasing the quality of electronic
relationships with IBM customers and prospects.
8:50am - 9:05am IBM
Q&A
9:05am - 9:35am
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Chuck Chapek,
Vice President CRM & Database Marketing
Charming Shoppes
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For this retailer, data accuracy is
paramount to the bottom line. When the quality of the data
plunged, Charming Shoppes regained its foothold by
innovating the way it captures customer data. In today's
market, protecting your customer base is the single most
important aspect of your business. Chuck will provide a
significant lesson learned for all CRM and marketing
professionals regarding the importance of having on-demand
insights about customers in order to drive long-term
retention and growth.
9:35 -
9:50am
9:50am - 10:20am
Talbots
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Lisa Chalmers
Manager, CRM
Talbots |
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Sandra Gudat
Program Designer and CEO
Customer Communications Group |
Over the
past several years, Talbot's loyalty program "Classic
Awards" has become an established and essential ingredient
to Talbot's success. Talbot's charge customers eagerly await
their "Appreciation Dividends" which in turn drives
additional visits and incremental spending to the retailer.
However, it was strategically important for Talbot's
management to gain a greater understanding of all of their
customers; they wanted more of a complete view of all
customers regardless of tender. So Talbot's decided to
improve upon a classic and expand the reach of the loyalty
program beyond Talbot's Charge customers. In January 2009,
Talbots re-launched the Classic Awards program which now
rewards all customers regardless of tender-type and
motivates them to consolidate their category spending. At
the same time the program reserves the highest level of
reward for customers who use the Talbots Charge to make
purchases. Learn about Talbot's journey from building the
initial business case justification (for two different
CEOs!) to launching the program to initial learnings from
the first 6 months of the program.
10:20am - 10:35am
Talbots Q&A
10:35am - 11:05am
Barry and Tim will
share
how TWE was able to convert their CRM initiatives
(traditionally a cost center for retailers) into a profit
center for their 750+ stores.
TWE accomplished this shift by structuring a
fee-based lifestyle membership offer at the POS that rewards
customers for their in-store spend and extends their
brand reach beyond the confines of their four walls by
providing discounts and value on the activities their
customers do the most, every day.
11:05am - 11:20am
11:20am - 11:35am
11:35am
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