Bricks and Mobile Event - Chicago - October 5th

A Day of Collaboration and Education

Articles to Prepare You

8:30-9:00 Industry Insights in Retail Mobile

Julie Krueger, Industry Director of Retail, Google

There are so many exciting changes going on in the retail and mobile commerce space.  We will take a look at what’s to come with marketing and loyalty programs meeting mobile payment and virtual wallets, discuss what you can do right now to engage your customer, share methods for building a loyalty program while being compliant, and considering the security issues that will be faced.

To get our focus for the day, Julie will give us a big picture - 30,000 ft view of what is going on with mobile in the retailer's world.  She will share high level trends in mobile usage from a consumer behavior perspective, such as, what they are researching, when mobile usage is highest, the incrementally of mobile to desktop and other exciting mobile trends in retail.

9:00-10:00 Engaging Instore Experience That Generates Shopping Excitement

Steen Andersson, CMO, 5th Finger, Johann Huber-Guitierrez, Strategy & Product Development, Macy's & Bloomingdale's JJ Hirschle, Head of Retail, Google, George Findling, Enterprise Architect, Crate&Barrel

Consumers expect a meaningful in store mobile experience, are you prepared for bricks-and-mobile? Across the past year optimized in store experience has transitioned from exceeding customer expectations, to now simply meeting expectations – and QR codes are not enough. Panelists from leading retailers and mobile marketing leaders share successful mobile in store strategies to drive CRM, consumer engagement, and sales. The era of mobility has arrived, and your customers expect a customized relevant in store experience delivered to their phone- how does your company perform?  Learn to push branded video games, mp3s, in-store specials and promotions that capture the attention of consumers and generate excitement around the products being sold.

• Create traffic in stores during off-peak seasons
• Increase POS opportunities
• Target specific groups of consumers
• Raise your brand awareness

 30-Minute Break

10:30-11:30 Engaging the On-The-Go Consumer 

Tim Hayden, CMO, 44Doors,  Jessica Rotnicki-Magaro,VP Ecommerce North America, Estee Lauder Companies, Scott Forshay, Director, Mobile Strategy, Morpheaus Media, A Createthe Group Company, Tom Nawara, Vice President, Digital Strategy and Design, Acquity Group, and  Suhail Pothigara, Manager, Mobile Development Program, Macys.com

As the tablet and smartphone markets explode, marketers reasonable expect there to be additional windows and channels through which to reach audiences on-the-go. Not surprisingly, timing for when best to engage the “mobile consumer” is a constantly shuffled puzzle, and the volume of time that consumers spend attentive to digital media may be decreasing. This presents an exciting but challenging opportunity to capitalize on the empowered consumer's moments to be reached within shared opinions and impressions.  Join practitioners who live at the intersection of social and mobile technology to discuss current trends, war stories and how they are each succeeding in converting clicks to purchases, online and offline.

LUNCH 11:30-12:30 Chat it up with Buffet Style Lunch

INTERACTIVE WORKSHOP - 10th FLOOR (12:30-3:15)

12:30-1:15 Brand in Hand – How Brands can Influence the Shopping Trip

Molly Garris, Director of Digital Strategy, Leo Burnett and Arc Worldwide

While retailers have traditionally controlled the shopping experience, mobile marketing allows brands to provide shoppers with additional information to influence the purchase. Learn how brands are embracing the channel by looking at successful experiences that vary by low- and high-involvement categories, outside and within the store and across tactics from text messaging to the latest location-based apps. Understand how to prioritize solutions for your brand, which content to provide and how to leverage partnership opportunities with retailers and third party apps like ShopKick and FourSquare.

1:15-2:00 Building your Mobile Program with Interactive Indulgences

Brian Daniel, CEO, Juggernaut Interactive, Tim Hayden, CMO, 44Doors, Michael Woods, Technology Evangelist, The Nerdery, Jim Stack, Director of Iris Events, Iris Mobile

Listen to experts share recent advancements with augmented reality, QR codes, SMS, MMS, and video that will help retailers plan for 2012.  Understand more about novel and engaging applications that are now possible without a large budget.  These tactics influence your consumer's behavior.  Understand how to start use them in tandem and understand how they can be an effective complement to print advertising as well as online, mobile or video efforts.  These points of entry enable interaction with brand, products and characters in compelling ways not previously possible.  It allows for interaction with your consumer that can quickly go viral and spread exposure with word of mouth, social networking, and link sharing.

2:00-2:30 Interactive Break - QR Codes, MMS, SMS,  and Augmented Reality

(Download the Layar's App and a QR Code Scanner App Before You Attend)

Are you excited about Augmented Reality, QR Codes, SMS and MMS tactics for building your Mobile Program? We are (and so are your customers)!  Prepare to get introduced to the trends you can look forward to with the mobility tactics! We have built a highly interactive break where you will participate, gain knowledge of, and discuss the ways in which they are innovative and cost effect ways for your new mobile customers to find you through self-indulgent reality via their mobile devices.

2:30-3:15 The Why and What, Could Change your How

Shanon Marks, Creative Director, Acquity Group, Jack Philbin, Co Founder and President, Vibes,  Chuck Hemann, VP Digital Analytics, Edleman, Joseph Rueter, Co-Founder Curation Station, Kipsu, and Deals.by  Bruce Parker, Cofounder and CEO of ModoPayments  

Connect with customers, demonstrate relevance and create effective mobile experiences by knowing where to be, how to be there, and what to measure. Our panel's first hand accounts will show you how to get your brand in the minds, and hands, of as many consumers as possible through targeted, and relevant mobile experiences. Please join us for a compelling and interactive session where you'll learn how to leverage location based services, gaming strategies, and incentive programs that drive sales, demonstrate relevance, and fit seemlessly within the rapidly expanding mobile universe.

15-Minute Break 

3:30-4:30 The Proposition Value for Mobile Payment and Virtual Wallets

Gary Schwartz, CEO of Impact Mobile and Mobile Chair for MEF, Troy Bernard, Director–Mobile Products and Services, Discover®, Douglas Kilgour, Sales and Account Management, Isis, Larry Glenn, Senior Director Application Development, Saks Direct, Saks Fifth Avenue, Erik Vlugt, Vice President, Product Marketing – Integrated Systems, VeriFone, Robyn Katzman, Strategic Partner Development - Commerce, Google

Let’s discuss the three mobile wallets: Carrier Wallet, Quick Checkout Cloud-based Wallet and NFC Proximity Wallet. Each services digital, virtual and now physical content sales on the mobile device.

Form factor is a key topic (TV, LAPTOP, TAB, PHONE . . . all mobile). What content is consumed on what screen. How can the content owner manage the “battle for the screen” as Andrew Harrison from Best Buy discussed at the MEF CEO summit.

Remember for this panel that COMMERCE is more than PAYMENT. Farhan Ahmad from Discover says that “Mobile Payment is a subset of mobile commerce. M-Commerce is primarily about consumer engagement and marketing.”

4:30-5:00 Great Expectations

Rick Blair, CIO, OpinionLab

The online consumer waited patiently as retailing matured online. Not true for mobile. A look into the high expectations mobile consumers have, and how it can impact much more than just mobile. What should Retailers think about heading into 2012? Looking ahead, what are the bigger thinking questions to consider?

5:00-7:00 Networking Happy Hour - Mercat a la Planxa! (same block)

"Bricks and Mobile is a phenomenal event for any retailer or brand engaged in the mobile space or interested in learning more. We all know mobile is where we need to be, but the challenge is discovering how to get there. Kelly and her team do a fantastic job educating attendees and creating a collaborative community of industry thought leaders to share best practices, challenges, and successes in the mobile space. Highly recommended, I can't wait to return this October for more!" ~Jessica Rotnicki-Magaro, Vice President Ecommerce North America, Estee Lauder Companies