eTail Canada 2017

May 16-May 18, 2017

Hyatt Regency Toronto, ON


Navigating Marketing Touchpoints Across Platforms

For All Attendees

08:10 AM - 08:50 AM Continental Breakfast & Registration In The Solutions Zone

Welcome to Day Two! Grab some breakfast to fuel up for our great sessions.

08:50 AM - 09:00 AM Welcome Remarks And eTail Canada Benchmark Report

Megan Kessler, Program Director, eTail Canada


Megan Kessler

Program Director
eTail Canada

09:00 AM - 09:10 AM Chairperson’s Opening Address

Brock Gourlay, SVP, Sales, ShipTrack


Brock Gourlay

SVP, Sales

09:10 AM - 09:30 AM Reinventing The Retail Wheel: The Road To Sales Growth Via Customer Obsession

Brandon G. Stranzl, CEO & Executive Chairman, Sears Canada Inc.

Brandon G. Stranzl

CEO & Executive Chairman
Sears Canada Inc.

09:30 AM - 09:50 AM Tailored Experiences: High Tech Meets High Touch

Peter Housley, CMO, Indochino
In a world in which anyone can have a custom case made for their iPhone and get personalized recommendations on Netflix, consumers expect the products and services they use to be tailored to their preferences. And yet apparel is still fundamentally a category in which products are designed and manufactured for averages; and historically, to get a custom garment, one has to spend multiples of what they’d spend for a ready-to-wear garment. In this session, Peter Housley will discuss how INDOCHINO is disrupting apparel by updating the traditional tailoring experience for the mass market. Key themes include:
• Increasing customer satisfaction through tailored experiences
• Personalized apparel for the 21st century consumer
• Marketing in 2017 is all about the data

Peter Housley


09:50 AM - 10:10 AM CMO PANEL DISCUSSION: Keep Your Customer Coming Back For More: Enhancing The Relationship With Your Brand

Jackie Poriadjian-Asch, CMO, Canada Goose Erin Young, Chief Marketing and Merchandising Officer, Stéphane Bérubé, CMO, L''Oréal Canada Alex de Bold, Co-founder, ChickAdvisor
Customer retention is one of the most important aspects of your digital business. You need to continually keep the customer in the loop of what’s new and hot, but also make that relationship feel personal. The leaders on this panel present tactics as to how to harness data to keep up to date with your buyer:
• How and why today’s connected customers are seeking brand relationships
• Connecting with your customers: assessing data to understand what editorialized content engaged them
• It’s the little things: recognizing loyalty through UGC
• Creating and implementing an effective omni-loyalty program
o Working through potential integration challenges
o Testing and measuring the effectiveness of your program and iterating as needed


Jackie Poriadjian-Asch

Canada Goose

Erin Young

Chief Marketing and Merchandising Officer

Stéphane Bérubé

L''Oréal Canada

Alex de Bold


10:10 AM - 10:30 AM Align The Core: How A Day In July Turned Vendors Into Partners

Johnny Russo, AVP of Digital Marketing and eCommerce, Mark's
A winning strategy requires getting all parties aligned around the same goal. In this session, hear how Canada’s leading casual apparel, footwear, and workwear retailer, Mark’s, brought all of its digital vendors into their strategic planning process to align around the team’s organizational goals. Join Johnny as he discusses the results:
• How the outputs from this core partner meeting added a layer of accountability for all (which was lacking prior)
• How this new, aligned strategy permeated throughout to the rest of the organization
• Gaining senior executive buy-in for a digital transformation
• Leveraging insights through training and education programs to help everyone understand the role digital plays in the overall customer experience


Johnny Russo

AVP of Digital Marketing and eCommerce

10:30 AM - 11:10 AM Morning Eye Opener Refreshments & Networking Break In The Solutions Zone

It's the middle eTail with so much more to come-- grab some coffee and a snack, shake hands, and learn about the best tech on the market.

For All Attendees

11:10 AM - 11:30 AM Redeveloping And Rebranding With Responsive Design

Megan Wade, Director, Digital Production + Operations, Gap Inc./Old Navy

Megan Wade

Director, Digital Production + Operations
Gap Inc./Old Navy

Constantlycaptivating your customer means having a fresh brand look. But when do you knowit is time to invest time and dollars to design your desktop and mobile site?How are you deciphering what aspects of the site works and which do not? Theleaders on this panel present tactics to for best design to lead to topconversion:

• When it’s time to redesign your website, what should you consider and why

o Mobile vs. desktop: assessing which device is best for your site design
• Implementing multi-variate testing to measure conversion impact by device
• Boosting your traffic, search rankings and sales with minimum back-end headache
• Testing at scale, tracking guest response and making constant adjustments along the way

Maxwell Payne

Director - Marketing and Communications
Gentec International

Audrey Gauthier

Marketing Director

Megan Wade

Director, Digital Production + Operations
Gap Inc./Old Navy

Lauren Teslia

Director, Omni-Channel Commerce
Roots Canada

Marina Chernyak

Head of Retail and Ecommerce
Visa Canada

12:00 PM - 12:10 PM A Common Missed Opportunity - Drive Deeper Customer Engagement With Smart Email Receipts

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As retailers worldwide strive to find better ways to understand and engage their customers, many are beginning to use email receipts to increase their data capture while also improving the customer experience. flexReceipts has helped retailers capitalize on this trend and allowed them to take e-receipts to a whole new level. flexReceipts has turned an ordinary transaction record into an offline conversion opportunity. In this session, you will learn how highly customizable and dynamic email receipts can help better engage customer post purchase. Hear how you can turn simple purchase confirmation emails into a brand new marketing medium that continues the dialogue across the customer lifecycle.

• Following the customer across touch-points: tying together in-store CRM, in-store data and email marketing
• Storing data points by building a holistic customer profile: immediately knowing what the customer wants
• Training in-store sales people to be more efficient by leveraging stored data
• Understanding the relationship between mobile browsing and in-store purchases
• Tying together CRM data to understand the customer journey paths


Noah Goldberg

eCommerce Director

Vicki Marcoux

eCommerce Manager
Thyme Maternity at Reitmans

Allan Zander

omNovos Omni-Channel Customer Engagement Solution

For All Attendees

12:40 PM - 1:40 PM Lunch In The King Street Social Restaurant

Invitation Only

12:40 PM - 1:40 PM Cloud Computing: The Race is On – Private Lunch

Hosted By Rubikloud

1:40 PM - 1:45 PM Chairperson’s Afternoon Welcome

Brock Gourlay, SVP, Sales, ShipTrack


Brock Gourlay

SVP, Sales

1:45 PM - 2:05 PM Using Custom Audiences To Increase Engagement, Relevancy, and Sales Via Social Media

Di Gallo, Director, Social Media, Indigo Books & Music
The more you know about your customers the better you are to deliver meaningful messages and content across social channels. Step one: strengthen existing connections by reaching out (on social media) to customers you already know. Step two: create Custom Audiences around specific personas (customers) by using customer data and activity. Join Di Gallo as she presents how to:
• Identify who are your customers and what is it that they want, what they like
• Expand Custom Audiences with lookalike audiences – identify who closely matches your existing base.
• Develop ads around these audiences and identified KPIs


Di Gallo

Director, Social Media
Indigo Books & Music

2:05 PM - 2:25 PM Lifecycle Email Marketing: Sending The Right Message To The Right Customer At The Right Time

Lisa Shuyao, Manager, Digital CRM, LUSH
Being more effective with budget and nixing “blast and batch emails” enhances your relationship with your customers. Knowing what product to “pitch” based upon CRM contributes to the bottom line. Join Lisa as she shares tactics to build lifetime value with your favorite customers:
• Trigger email campaigns at different stages of customer life cycle
• Use segmentation to deliver relevant campaigns
• Split test each and every time

Lisa Shuyao

Manager, Digital CRM
Social platforms are more than likes—they are the go-to vehicle for targeted advertisements. How are you ensuring you are connecting with the customer and not being scrolled by? How can you make your social initiatives seem authentic and not advertisements? The thought leaders on this panel showcase how to socialize with the customer and get them to buy:
• Pushing relevant ads to customers, and being where the customer is
• Which platforms your customer is most engaged
• Driving channel efficiency with customer behavior
• Accurately counting impressions: ensuring the ad is seen and interacted with
• Building people based measurements versus proxy based
• Using geotags and beacons on social platforms to capture customer behavior


John Panighel

CRM & Digital Marketing Manager
adidas-Group Canada

Olivia van Eyk

Global Social Media Marketing
Four Seasons Hotels and Resorts

Olivier Gareau

Digital Marketing Director

Katie Drechsel

VP, Marketing, Digital & Customer Experience
Saje Natural Wellness

2:55 PM - 3:15 PM YouTube Your Brand: How to Go Viral with Video

Ryan Kluftinger, Video Host, FortNine Neil Turner, Director of Marketing, FortNine
In 2015 FortNine’s YouTube channel was dead. It was boring and contrived – just another check on the content marketing checklist. FortNine felt they were sharing their tiny number of subscribers with hundreds of similar channels. Sound familiar?

Fast forward eight months and FortNine’s YouTube channel has over 50,000 subscribers and 4.5 million organic views. Neil and Ryan show you:
• How to create branded video content on a budget
• How to get audiences to watch, share and engage with your channel by designing a content map that works
• How to monetize video content

Ryan Kluftinger

Video Host

Neil Turner

Director of Marketing

3:15 PM - 3:55 PM Afternoon Local Craft Beer & Networking Break In The Solutions Zone

It's back! Our famous Mill Street Brewery break. Cheers!

These interactive sessions are your opportunity to ask personal Q & A from the track presentations; sit with the presentation you may have missed, and network in a relaxed setting. Priority seating for retailers.

1. Shopping Success With Quality Community Support
Di Gallo, Director, Social Media, Indigo Books & Music

2. YouTube Your Brand: How to Go Viral with Video
Neil Turner, Director of Marketing, FortNine
Ryan Kluftinger, Video Host, FortNine

3. Lifecycle Email Marketing: Sending The Right Message To The Right Customer At The Right Time
Lisa S. Li, Digital CRM and Email Marketing Specialist, Lush Fresh Handmade Cosmetics North America

4. Align The Core: How A Day In July Turned Vendors Into Partners
Johnny Russo, AVP, Digital Marketing & eCommerce, Mark’s

5. Creating Customer Loyalty With Effective Post-Purchase Messaging
Greg Zakowicz, Senior Commerce Marketing Analyst, Bronto Software

6. Wholesaler And Brand Relationship: Growth Opportunity And Sticking Points
Elisa Wong, Director Marketing, Holiday Group

7. eCommerce Merchandising For The Endless Aisle
Adam Powell, Director, eCommerce Merchandising, Hudson’s Bay Company

8. International Shipping: Things You Should Know
Mary Cochrane, Director, Commercial Marketing, Canada Post Corporation
Mike Poirier, Director, International Product Management, Canada Post Corporation

Ryan Kluftinger

Video Host

Neil Turner

Director of Marketing

Di Gallo

Director, Social Media
Indigo Books & Music

Johnny Russo

AVP of Digital Marketing and eCommerce

Jennifer Campbell

General Manager, Influencer Marketing
Canada Post Corporation

Elisa Wong

Director, Marketing
Holiday Group

Lisa Shuyao

Manager, Digital CRM

Adam Powell

Director, eCommerce Merchandising
Hudson's Bay Company

Greg Zakowicz

Senior Commerce Marketing Analyst
Bronto Software

Guest Presentation!

4:40 PM - 5:00 PM The Interactive Canadian Fashion Scene: Sparking Innovation, Creativity And Enterprise Sales

Melanie Trevett, CEO and Founder, Digital Fashion Week Montréal
No phenomenon provides a better metaphor for our deepening intimacy with digital technology than wearable tech—that is, technologies worn on, near, or inside the body. Technology is no longer something we hold onto or put in our purse or pocket — it’s something we wear on our body; it’s something that touches our skin.

While mainstream wearable technology today focuses on the wrist and looks a lot like the jewellery and accessories we’re used to (think Fitbit and Apple Watch) we’re already beginning to witness the seamless integration of technology into textiles. Sensors, conductive threads, 3D printing, and microcomputers promise to extend our clothing’s capabilities in ways never before imagined. The fashions of the future will augment our bodies, extend our senses, and enable us to cross a threshold into a new kind of existence

Melanie Trevett

CEO and Founder
Digital Fashion Week Montréal

5:00 PM - 5:30 PM End Of Sessions

5:30 PM - 8:30 PM Party at SPiN

Who's going to be the eTail Canada Ping Pong champ? Join our party at SPiN, just a 5-minute walk from the Hyatt Regency. We will have an epic tournament going! Don't worry, not the competitive type? Feel free to play free-style or just hang out with your new friends and kick back with some great food and drinks!

Address: 461 King St West

8:30 PM - 11:59 PM End Of Day Two

Thanks for joining us today-- see you tomorrow for our last day!