With retail sales plunging to record lows—overall sales fell 8.7 percent in March, led by a 50 percent plummet at clothing stores—and high-profile brands already in bankruptcy, the retail industry is more in need of revitalization than ever before.
At Ad Age Next: Retail, we’ll take a look at trends that were already underway well before the pandemic, and explore how COVID-19 has accelerated their progress. Speakers will discuss the Store of the Future, reimagined with touchless interfaces, and the new challenges that come with an e-commerce experience. We’ll look at changes already underway at existing brands, and touch on how consumer behavior will be altered post-coronavirus.
The one-day virtual program will include case studies on brand success during the pandemic, and one-on-ones with brand executives who are leading the charge into the post-coronavirus retail world.
Wednesday, July 8
Live streamed from 11:00 a.m. EDT - 3:30 p.m. EDT from your laptop, phone or other connected device
Walgreens’ digital transformation
Even before the pandemic, Walgreens was undergoing a digital transformation—the pharmacy chain recently partnered with Microsoft and has been exploring the role of data and new delivery models. Now, that agenda has been massively accelerated as the coronavirus changes the way consumers view the brand. As customers rely on ecommerce and apps as a way to order both medicine and household essentials, Walgreens has an opportunity. Patrick McLean, CMO, talks about what’s ahead for the 119-year-old brand as it pivots to meet both loyalists and new customers.
Ecommerce essentials
With more consumers turning to online shopping than ever before—eMarketer predicts ecommerce will reach the record high of 14.5 percent of overall retail sales in 2020—it’s crucial to have the right technology in place. Executives from Dick’s Sporting Goods and Walmart, as well as digital agency Work & Co., discuss what brands need to get it right in today’s hyper digitized shopping environment.
Why ‘buy now, pay later’ is here to stay
Sponsor session
PayPal’s David Gendell talks about how the “buy now, pay later” player is innovating in response to changes in consumer behavior and explores which retail categories are seeing the most growth. Gendell also touches on how PayPal is helping the small business community—and its customers—during this time.
Store of the future
The coronavirus pandemic has reimagined what is possible with the brick-and-mortar retail experience by fast-tracking innovation formerly reserved for science fiction movies. According to a recent Mastercard report, nearly 80 percent of consumers are using contactless payments. As customers clamor for touchless interfaces, an efficient purchase process and the same style and shopping advice they’ve always received, stores such as Ulta Beauty and Verizon are leading the charge.
Case study: Car buying goes digital
One of the most high-touch purchases in retail, car buying has been strictly reserved for in-person shopping—until now. Benzel-Busch, a dealer of Mercedes and Audi cars, and ad agency Looney completed a pivot to online sales during the pandemic that included live-stream test drives and valet service. The shift resulted in 1.7 million social media impressions and a 30 percent lift in site traffic. Executives will talk about how they succeeded at a time when most consumers are at-home and even driving.
Meeting the customer where they are
Sponsor session
Roku’s Julian Mintz discusses how the streaming platform is engaging with viewers through frictionless t-commerce and data-backed partnerships with leading CPG brands. Mintz also touches on why it’s critical that retailers right-size their TV spend ahead of the holiday season.
Building a community online
As consumers spent more time in the digital realm, online platforms are diversifying to better connect with their community. Executives from Pinterest, Poshmark and TPN will discuss what changes they’re seeing, the trends that consumers are seeking out, and what might lie ahead for the crucial holiday shopping season.
Marketers’ playbook for post-pandemic
The coronavirus has drastically altered consumer behavior and shopping habits, as consumers ramp up their online shopping and at-home bread-baking. However, many of the changes we’ve seen in the last few months are here to stay. Marketing and consumer behavior experts will walk us through the trends that will outlive COVID-19, and how marketers can be ready.
For more information, please email aaevents@adage.com.
To inquire about available sponsorship opportunities, email aasales@adage.com.