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HUB
�e
L IVE
THE RETAIL
EXPERIENCE
SYMPOSIUM
APRIL 23 2015
H EL EN M IL L S T H E AT ER
N EW YOR K CIT Y
8:00 am R EG I S T R AT ION & BR E A K FA S T
9:00 am W EL COM ING REM A R K S 9:10 am DWAYNE CHAMBERS • CMO • KRISPY KREME
Delivering Joy: Krispy Kreme is About More Than Doughnuts.
Since 1937, Krispy Kreme guests have lined the block for a taste of its signature hot
“Original Glazed®” doughnuts. Now in 23 countries, this iconic brand’s secret to
success comes from knowing their business is about more than selling doughnuts:
it’s about delivering joy. CMO Dwayne Chambers explains how Krispy Kreme’s simple
purpose “to touch and enhance lives through the joy that is Krispy Kreme” drives
the decisions that have shaped the experience people crave today. And, yes,
doughnuts for everyone!
10:00 am
SHARON LOVE • CEO • TPN
The Human Touch: Shoppers Expect More Than Just the Next Killer App.
While technology has changed shopper behavior, customers still want a human touch.
Sharon Love will share best practices in creating shopping experiences that modernize
and streamline, while also ensuring that technology does not overwhelm humanity.
10:20 am BR E A K
10:50 am
DARYL TRAVIS • CEO • BRANDTRUST
Retail Details: Little Things Can Add Up to Big Returns at the Store.
Eighty percent of companies believe they deliver a good customer experience, but
only eight percent of customers agree. Why is that? Daryl Travis will show how to
build loyalty by identifying the little things that draw customers in or turn them
away — and demonstrate that what matters most costs very little to implement.
11:10 am
LAURA GORDON • VP MARKETING & INNOVATION • 7-ELEVEN
Real-Time Retail: 7-Eleven’s Journey from ‘Convenience’ to ‘Convenient’ Store.
Consumer needs change not only by the day, but also by the hour. Understanding
how to use apps and other technologies to get information to them in the right
way, at the right time, is crucial. Laura Gordon, VP of Marketing and Brand
Innovation will detail 7-Eleven’s transition from a ‘convenience’ to a ‘convenient’
store that gives customers information when and where they need it, and provides a
broader range of services to satisfy a broader range of needs.
12:00 pmL UNCH
JEANNINE D’ADDARIO • CMO • WHOLE FOODS
1:00 pm
Values Matter: How Whole Foods Helps Make the World a Better Place.
From its humble beginnings in Austin, Texas in 1980 to more than 400 stores
in the US, Canada and UK today, Whole Foods Market fulfills a higher purpose,
adheres to core values, and delivers on its “Win 6” philosophy of taking care of its
customers, team members, supplier partners, investors, communities and the greater
environment. CMO Jeannine D’Addario shares how Whole Foods communicates and
makes good on its purpose, values, and mission both to core customers and a
broader audience as it opens more locations with the goal of reaching 1,200 stores.
1:50 pm
WILL CLARKE • EXECUTIVE CREATIVE DIRECTOR • INTEGER
Storyselling: What’s Your Story?
Stories are evolutionarily hardwired to engage the human brain in ways that other
forms of communication simply cannot. Will Clarke will guides you through the
post-marketing world where brands and retailers co-create the future through the
power of telling stories.
2:10 pm LEONTYNE GREEN-SYKES • CMO • IKEA
Understanding the Customer: How IKEA Strives to be the Leader in Life at Home.
Since its 1943 founding in Sweden, IKEA has offered well designed, functional home
furnishing products at very affordable prices. Now with more than 360 IKEA stores
in 47 countries, IKEA continues its vision to “create a better everyday life” for its
customers by understanding how people live in their homes and offering beautiful,
smart solutions to fit their needs. CMO Leontyne Green-Sykes illuminates how IKEA
listens and responds to customers at every touch point, from product development
to marketing communications to the in-store experience.
3:00 pmBREAK
3:30 pm HEALEY CYPHER • HEAD OF RETAIL INNOVATION • EBAY
Redefining Retail: How eBay is Taking Retailers into the Future.
The boundaries of retail stores and the use of mobile are changing by the day to
keep up with accelerating customer expectations. eBay is taking retailers into the
future by connecting the online and offline shopping experience. Healey Cypher,
Head of Retail Innovation at eBay, will share how eBay is redefining in-store retail
with technology that creates instantly shoppable moments. He’ll detail how eBay
is helping retailers gather data in-store, just as they do online to help inform their
strategy and revolutionize the shopping experience across multiple screens.
4:20 pm TINA MANIKAS • PRESIDENT • FCB RED
4:40 pm
BREAK
5:10 pm DR. DAN FLINT • PROFESSOR • UNIVERSITY OF TENNESSEE
The Hub Top 20: Benchmarking Excellence in Shopper Marketing
An ‘exit poll’ analysis of the state of best practices in Shopper Marketing based on the
results of the 8th Annual Hub Top 20 survey of excellence in Shopper Marketing.
6:00 pm
HUB TOP 20 COCKTAILS & DINNER BUFFET
Announcing Results & Celebrating Winners of the 2015 Hub Top 20!
TO REGISTER: www.hubmagazine.com/live
Headliners
DWAYNE CHAMBERS
Dwayne Chambers is senior vice president and chief
marketing officer of Krispy Kreme. He previously
held key marketing roles with Fuddruckers, Noodles
& Company, Red Robin Gourmet Burgers and Sonic
Corporation.
9:10 am / Delivering Joy: Krispy Kreme
is About More Than Doughnuts.
LAURA GORDON
Laura Gordon is vice president, marketing and brand
innovation of 7-Eleven. She is responsible for the
overall development and execution of marketing
initiatives for 7-Eleven products and services in the
United States and Canada.
11:10 am / Real-Time Retail: 7-Eleven’s Journey
from ‘Convenience’ to ‘Convenient’ Store.
JEANNINE D’ADDARIO
Jeannine D’Addario is global vice president of
marketing and communications for Whole Foods
Market, responsible for all marketing, advertising and
reputation management activities. She is also at the
helm of the company’s first national brand campaign.
1:00 pm / Values Matter: How Whole Foods
Helps Make the World a Better Place.
Headliners
LEONTYNE GREEN-SYKES
Leontyne Green-Sykes is chief marketing officer of Ikea US,
where she focuses on game-changing programs that
deliver significant growth and consumer awareness for
the global lifestyle home furnishings brand.
2:10 pm / Understanding the Customer:
How IKEA Strives to be the Leader in Life at Home.
HEALEY CYPHER
Healy Cyper is head of retail innovation at eBay Inc.,
changing the way people shop by incorporating technology
into the in-store experience. He joined eBay in 2010
with the acquisition of Milo, where he was vice
president of business development.
3:30 pm / Redefining Retail: How eBay
is Taking Retailers into the Future.
Featured Speakers
SHARON LOVE
Sharon is chief executive officer of TPN, a brand-centric
retail marketing agency with clients including 7-Eleven,
Bank of America, The Clorox Company, PepsiCo and
The Hershey Company. She can be reached at:
sharon_love@tpninc.com.
10:00 am / The Human Touch: Shoppers
Expect More Than Just the Next Killer App.
DARYL TRAVIS
Daryl is founder and CEO of Brandtrust, where he advises
many of the top brands in the world on how to create
lasting emotional brand connections. His latest book is
How Does It Make You Feel? He can be reached at:
daryl.travis@brandtrust.com.
10:50 am / Retail Details: Little Things
Can Add Up to Big Returns at the Store.
WILL CLARKE
Will Clarke is the executive creative director at
The Integer Group. Throughout his career, Will has
created activation experiences ranging from promotions
for multi-unit retailers like 7-Eleven, FedEx Office,
McDonald’s and Tiffany’s, to in-store, online and mass.
1:50 pm / Storyselling: What’s Your Story?
Featured Speakers
TINA MANIKAS
Tina Manikas is president of FCB Red leading the
promotions and shopper-marketing discipline across
all offices. She plays a leadership role in creating big,
integrated ideas as well as developing and perfecting
the unique tools and creative processes used to
optimize the shopper’s path-to-purchase.
4:20 pm /
DR. DAN FLINT
Dan Flint is a professor of marketing at The University
of Tennessee and is director of its Shopper Marketing
Forum. He regularly researches, publishes, teaches, and
engages companies on branding, insights and shoppermarketing strategies.
5:10 pm / The Hub Top 20: Benchmarking
Excellence in Shopper Marketing