Day One
Wednesday, June 11

11:00am – 2:00pm         Registration: Promenade Ballroom 

General Session: Grand Ballroom                         

2:15pm – 2:30pm           Welcome to CRMC 2008

Devon Wylie Executive Director CRMC/President, Seklemian/Newell Inc.

Brian Beitler Retail Advisory Committee Chairman – CRMC/Senior Vice President Marketing Kohl’s

Craig Wood Program Chair & Host – CRMC / Founder & CEO Clarity Group

2:30pm – 2:35pm           First Day Sponsor Introduction

                                    

 2:35pm – 3:15pm           Yankelovich 

J. Walker Smith President Yankelovich

A Passion for Precision: The Consumer Empowerment Revolution Hits Full Stride
The consumer empowerment revolution is over...and consumers have won. So the challenge for marketers is no longer one of getting out of the way but one of figuring out how to follow. Consumers have assumed control and now face the reality of making control work. To do this, consumers have begun to adopt new strategies of engagement and it is through an understanding of how control will be expressed that marketers can win in this new marketplace. In this presentation, Yankelovich President J. Walker Smith will provide a look into the future of consumer behavior in the age of consumer empowerment.

 3:15pm – 3:30pm          Yankelovich Q&A

  3:30pm – 4:00pm           Regis Corporation

Mary Kiley, Senior Vice President Marketing Regis Corporation

Doug Kershner Senior Vice President Strategy SHC Direct

Creating Multiple CRM Initiatives in a Crowded Beauty Industry Marketplace
As the owner / operator of over 30 high-recognition national and regional salon brands in North America and Europe, Regis Corporation is the undisputed global leader in the beauty industry.  Nonetheless, in an intensely competitive marketplace, the critical and ongoing challenge is to nurture and maintain the strong loyalty of the existing customer base as well as to entice new customers.

In this presentation, you will hear how Mary and her team garnered internal approval (and IT support) to move forward with the planning and implementation of first-ever systems-based CRM initiatives tailored specifically to the behaviors and preferences of unique Regis owned salon brand customers. She will share with us how having access to strategic data analysis has allowed for nurturing of those customers of greatest immediate and potential importance to the brand. Additionally, Mary will speak to the impact of gained customer insight on customer-brand alignment, brand expansion and the in-salon experience.

4:00pm – 4:15pm           Regis Corporation Q&A

 4:15pm – 4:45pm           Best Buy   

Matt Smith Vice President Financial Services and Loyalty Marketing Best Buy

Change at the Speed of Retail: Best Buy’s Customer Centric Journey
Best Buy, the leading consumer electronics retailer, operates over 1,100 stores in North America and is expanding internationally in China, Puerto Rico and Mexico . Through this session you’ll learn how the company is evolving from a product-centric to customer-centric business and see the steps this successful specialty retailer is taking to drive the evolution.  Specifically, Matt will include examples of leveraging data assets and building multi-dimensional views of customers to drive customer insights into the business.  Additionally, you’ll get a glimpse into the role that the Reward Zone loyalty program and 1-to-1 marketing activities play in building deeper relationships with Best Buy's consumers.  

4:45pm – 5:00pm           Best Buy Q&A

5:00pm – 6:30pm           Welcome Reception – Sponsored by

                                     

7:00am - 8:00am            Breakfast – Sponsored by
 
                                                      

General Session           

8:00am – 8:10am           Introduction – Brian Beitler

8:10am – 8:15am           Second Day, First Session Introduction

8:15am – 8:45am           PetSmart

Erica Thompson Vice President Customer Relationship Marketing PetSmart

PetPerks – Keeping it Fresh and Relevant
PetSmart constantly evolves their PetPerks loyalty program to keep members involved and increase trackable data. You will hear how they revamped the 2+ year old program this spring.  Erica will take you through the phases of customer research, employee interviews, analytics and testing that led to their improved program.   You’ll hear how PetSmart re-launched the loyalty program by rolling out new benefits, adding a credit card program, and retraining their store associates.

8 :45am – 9:00am           PetSmart Q&A

9:00am – 9:30am         Albertson’s

Mike Hendry Vice President of Marketing Albertsons Grocery Stores

Eric Holmen President SmartReply

How to Recession-Proof Your Marketing
A short course primer on how to infuse your marketing mix with trust, loyalty and choice. Discover revolutionary new strategies creating unprecedented levels of customer loyalty and trust—the very ingredients a retailer needs to survive a turbulent market. During this session you will hear state of the art integration strategies that are giving retail executives new levels of control over their marketing and their customer relationships, proven marketing methods today’s grocery retailers are using to increase average purchase and competitive advantage, and why the “Choice Effect” may help you weather a recession market; what it is, how it works, and its impact on your bottom line.

9 :30am – 9:45am          Albertson’s Q&A

9 :45am – 10:05am        Refreshment Break

10:05am – 10:35am       Aeroplan and LMG-UK

Steve Allmen, GM, New Partnerships Aeroplan

Peter Gleason Managing Director Insights & Communication LMG-UK

The Evolution of a Frequent Flyer Program to Coalition Program and Global Leader in Loyalty
Steve Allmen, General Manager at Aeroplan will be joined by Peter Gleason, Managing Director at LMG-UK (Nectar) to discuss how a popular frequent flyer program emerged from the bankruptcy protection of their air carrier, to become a major Coalition Loyalty program in the strong loyalty market of Canada. And, more recently, how it became the cornerstone of a global loyalty powerhouse with the acquisition of LMG-UK. They will also explain how the new global Aeroplan have leveraged loyalty and insights with its Canadian and British business partners.

10:35am – 10:50am        Aeroplan and LMG-UK Q&A

10:50am – 11:20am        Mother’s Work  

Adam Bashe Managing Director Mothers Work

Matt Massaua Director of Partnership Management Barclays

Building Customer Loyalty Beyond its Expected Lifecycle 
In this presentation, Adam will share how Mothers Work built their business from a mail-order maternity catalog company to four retail store concepts, an online presence, and leased departments in major department stores, to capture nearly 60% of the 1.8M first time mothers in the US in a given year. Mothers Work clients want what they want when they want it, and you will learn how Mother Works provides that with the most sophisticated fashion monitoring technology. You will also learn about the Destination MaternityTM superstore, designed to indulge the pregnant woman with a focus on the fusion of body, mind, spirit and fashion. Additionally, you will hear how Mothers Work used a loyalty program for college savings to extend their customer lifetime value beyond the typical nine months.

11:20am – 11:35pm       Mother’s Work Q&A

11:35pm – 12:05pm           National Vision

Paul Gross
Vice President
National Vision 

Getting your Customers to See the Benefit of your Loyalty Program
After purchasing America's Best in 2005, National Vision was intrigued by the three year membership club that was supposed to keep customers loyal to America 's Best. Conversion rates were high, but retention in the club was quite low. The club was created as a loyalty program, but executed as short term cash generator and no concern for keeping customers long term. Paul will explain how they started a fresh program to remind their customers the value of membership and to encourage them to use their benefits.   While there was cost to America 's Best for the effort and for club members to use their benefits, the minimal cost has been largely offset by increased retention and incremental purchases as a result.

12:05pm – 12:20pm        National Vision Q&A

12:20pm – 1:30pm         Luncheon – Sponsored by
 
                                    

1:30pm – 2:40pm            Roundtable Discussions

2:40pm – 3:00pm           Refreshment Break: Grand Court

3:00pm – 3:05pm          Second Day, Second Session Sponsor Introduction
 
                                    

3:05pm – 3:45pm           Larry Weber (author, Marketing to the Social Web) 


 

New Media in the Retail Industry
The explosion in social media -- as evidenced by the growth of social networks such as Facebook and MySpace and the proliferation of more than 70 million blogs -- is having a profound impact on how consumer perceptions are shaped and purchase decisions influenced.  Larry will discuss the implications for marketers of the shift from traditional to mainstream media and how retailers can move beyond gimmicky approaches and leverage social media to build deeper and more meaningful long-term relationships with their customers.

3:45pm – 4:00pm           Larry Weber Q&A

4:00pm – 4:30pm           Bank of America  

Linda Mahoney Senior Vice President Bank of America

Michael Hemsey President Kobie Marketing

Zero Liability: dream or reality?
Whether you’re revamping an existing loyalty product and earning model, or creating a new one that needs to compete – come hear how Bank of America's point program has helped them to develop a zero-liability solution for strategic credit card portfolios. You will learn how they achieve best practices to activate, retain, and increase spend, and how this model and approach to strategic portfolios has expanded to other customized offerings and beyond. Hear innovations across the 3Es: Enterprise loyalty strategies, Engagement strategies, and Economic drivers, and describe Loyalty Alchemy – Taking your Enterprise Loyalty Ideas from Concept to Implementation to Innovation.

 4:30pm – 4:45pm           Bank of America Q&A

4:45pm – 5:00pm           Session Summary
                                  Brian Beitler, CRMC Retail Advisory Committee Chairman
 

5:00pm – 6:30pm           Networking Reception: Grand Court – Sponsored by
 
                                     

7:00am – 8:00am           Breakfast: Astor & Promenade Ballrooms – Sponsored by
 
                                                

General Session           

8:00am – 8:20am           What’s on your mind? – Brian Beitler & Craig Wood

8:20am – 8:25am           Third Day Sponsor Introduction

8:25am – 8:55am         Macy’s & 1-800 Flowers Panel
 

Gregg Aamoth Vice President Marketing Systems and Marketing Privacy Officer Macy’s

Lisa Hendrikson Director, Direct & Email Marketing 1-800-Flowers

Jonathan Silver President & CEO Affinity Solutions

 
Achieving Market Share Growth in a Recessionary Economy
Threat or opportunity? The U.S. economy appears to be moving from a long period of expansion into a recessionary one. Tradition-minded retailers will brace for marketing budget cuts, leaving their customers in the dark at precisely the time when those customers need to hear from them the most. This might actually be the best time to grow market share! The key is to understand each of your individual customer’s shopping behavior – with you and your competition.  During this session, you will hear innovative approaches to protect and grow customer share, even in a shrinking-pie environment.  Learn through example how to identify and protect the critical base of your most loyal customers, and expand your share of your customers’ wallets-- while your competitors hit the brakes.

8:15am – 9:10am         Macy's & 1-800 Flowers Q&A          

9:10am – 9:25am        Refreshment Break: Grand Court

9:25am –9:55am        Gap  

Scott Key Vice President Relationship Marketing and Business Development Gap Inc. Direct

Allison Cripps Contributing Editor COLLOQUY

Retail Loyalty in Hot Demographic Segments: Where & How They Buy
Scott Key of Gap, Inc. operator of more than 3,000 stores worldwide discusses the cross-branded loyalty program they built for Gap, Banana Republic and Old Navy around a private-label credit card. Scott Key will discuss the challenges of implementing an enterprise-wide loyalty strategy in a brand-centered retail organization.  You’ll learn how Gap measures customer loyalty across their brands, what customer insights they’ve gained, and the cultural and operational hurdles they overcame.    

You will also hear the results of the latest retail research that explores the hottest segments in marketing to reveal the drivers of retail loyalty. Learn what affluent, women, young adult, Hispanic and senior consumers in North America expect from retailers, and to which department store, grocery, mass merchandise and specialty retailer they are most loyal.

9:55am – 10:10am        Gap Q&A

10:10am – 10:40am        AT&T Mobility  

Keith Schumann Senior Director Direct Marketing AT&T Mobility

Rod Ford Founder and CEO CognitiveDATA, Inc.

Brian Maupin Senior Database Marketing Manager - AT&T Mobility

Achieving a Perfect Data Environment
AT&T Mobility, formerly Cingular Wireless, is the largest wireless company in the United States , with more than 65 million subscribers who use the nation’s largest digital voice and data network.  The company operates a robust direct mail customer acquisition program as well as manages over 1800 retail stores.  AT&T Mobility’s primary objective was to design, implement, and maintain a perfect data environment; however, due to the sheer number of data contributors and data preparation processes inherent in their large database, as well as the “batched nature” of typical data accuracy processes, erroneous data was infiltrating the direct response and retail traffic mail campaigns.

In this presentation Keith and Rod will explain how, AT&T Mobility was able to create an extremely accurate direct marketing data repository, to fuel all call centers and store direct marketing activities. You will also hear how these measurable changes resulted in reduced direct marketing campaign cycle times, increased flexibility in retail store campaign selections and reduced marketing acquisition costs through increased response.

10:40am – 10:55am        AT&T Q&A        

10:55am – 11:10am       Closing Remarks, Devon Wylie & Craig Wood        

11:15am                         Adjournment / Committee Luncheon