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May 2, 2012
University of Wisconsin - Madison

8:30 to 4:00 p.m. Followed by Reception
Union South in Varsity Hall



Agenda

Welcome, food & conversation

Opening

n  Broader perspectives on the digital challenge, Krista Berry, Kohl’s Department Stores EVP of Multi-Channel Commerce

n  Overview of the Day

Session 1:  Consumer Path to Purchase – Touchpoints, Messages and the Role of Relationships

The consumer’s purchase journey is no longer a linear path.  In fact, the word “meandering” does not begin to describe it.  The opportunities to reach consumers and the communication platforms available have exploded.  Now you just have to make sense of it and harness it to drive your business effectively.

n  A framework for understanding the communication platforms available and the unique customer experience and branding opportunities they represent , Rajeev Batra, Sebastian K. Kresge Professor of Marketing/Director of Yaffe Center for Persuasive Communication

n  A perspective on how you can make the new world work for you, leveraging these platforms to connect with consumers at various points along the purchase journey, Nancy Wong, Professor of Consumer Science/Faculty Director Kohl’s Center for Retailing Excellence

 

n  Alfredo Muccino, Chief Creative Officer of Liquid Agency, will share his vision of the future of retail: a branding perspective

 

n  In addition, we will spend a little time addressing the challenges of measuring effectiveness across communication vehicles and touchpoints

Session 2: Negotiating the Search Journey – the Role of the Physical Stores

There are many who suggest that the physical store is the retail dinosaur, clearly on its way to extinction.  While extinction is not imminent (only about 15% of total retail business is conducted online today), doing things the way we’ve always done them is likely to lead to the ultimate demise of the store (or at least yours).  What is the role of that physical space?  Are you using it properly today?  How does your physical store need to evolve to be relevant to today’s and tomorrow’s consumer?

n  The psychology of consumer experience inside a physical store and the role of the environment, Jeff Inman, Associate Dean for Research and Faculty/Albert Wesley Frey Professor of Marketing and Professor of Business Administration, University of Pittsburg

n  The unique benefits of being physically present and the co-creation of value that results when consumers engage in an experience you designed, Aric Rindfleisch, Department Chair of Marketing/McManus Bascom Professor in Marketing, University of Wisconsin-Madison

n  Evolving consumer expectations for fulfillment in an omnichannel world and what that means for the future of supply chain, Raj Veeramani, Robert A. Ratner Undergraduate Chair and Professor, Industrial Engineering/Executive Director UW E-Business Consortium

 

n  Robin Lewis of The Robin Reports will share his vision of the future of the physical store and the role of consumer experience.

Session 3: The Evolutionary View of Market Analysis

Data is no longer the issue – we are literally drowning in it.  More insights are not what we need.  What we need is action – effective maneuvers on a changing retail landscape to position us in the sweet spot of consumer spending.  It requires a nimble organization in which market insight and decisive action are woven together seamlessly.  It requires a shift from rocket-science retail to special ops-field intelligence. Like Wayne Gretzky used to say, I don’t skate to where the puck is, but where it is going to be.  How much better if you can influence not only your location, but the puck’s? 

n  Market intelligence as creative destruction and the type of retail organization required to leverage it effectively, Peter Dickson, Professor of Marketing/Ryder Eminent Scholar Chair in Logistics Management

n  Leveraging dynamic methods to change the game of market analysis from cricket to hockey, Neeraj Arora, Professor of Marketing

 

n  Steve Coffey, Chief Research Officer of The NPD Group, Inc., will share his vision of the future of information and market intelligence.

 

Closing

How should marketers (i.e. retailers) negotiate these treacherous waters? It’s clear that the playbook has changed and will continue to change, what should we do, as managers, as educators, to prepare for the digital/omnichannel future?

n  John Deighton, Harvard University, Harold M. Brierley Professor of Business Administration and Executive Director - Marketing Science Institute

Cocktail Reception

 

 Questions? Contact Jerry O'Brien, Executive Director, 608-263-7996  gobrien@wisc.edu