Tuesday, October 2, 2018 
8:00 AM - 4:30 PM 

Gain the actionable insights necessary to win at the digital shelf.

Attend this one day symposium and learn from marketers, strategy leads and e-commerce professionals who are on the front lines of developing organizational and executional capabilities to stay ahead of the curve in this ever-evolving landscape. 


This event is presented as part of the Path to Purchase Expo (P2PX), a conference and trade show designed to educate and inspire brand marketers, retailers and their trade partners. Registration for this symposium includes complimentary breakfast and lunch on Oct. 2.

Attendees are also welcome to explore the Path to Purchase Expo exhibit hall and attend the event's keynote addresses.

7:30 -8:30 a.m.
Breakfast & Opening Remarks
8:30 -9:15 a.m.
How Accurate Data Informs Decision and Delivers E-Commerce Results on Amazon

As global e-commerce sales are set to reach almost $4 trillion USD by 2019, leveraging accurate data is more critical than ever to any brand manufacturer's success. Spencer Millerberg, CEO, One Click Retail will explore how brand manufacturers should harness the power of big data to understand what they're selling, where they're selling and who they’re competing with across the entire e-commerce landscape. Attendees will:

  • Learn to optimize detail page content for search.
  • Identify most critical consumer search terms.
  • Discover how to boost the value of AMS search campaigns.
Managing Partner
One Click Retail
Divisional Vice President, E-Commerce
9:15 -9:50 a.m.
Winning at Retail in the Face of E-Commerce Disruption 

To say that retail is in the midst of a revolutionary change is a huge understatement. New delivery models and digitally native e-commerce brands are upending the way consumers interact with retailers. Global brands need a roadmap with concrete, proven tactics to navigate the new path to the customer. During this session, attendees will:

  • Learn how digitally native brands are winning and how US/Multinational brands can adopt the same practices.
  • Explore techniques to enhance customer engagement and steal market share.
  • Discover key insights on where the e-commerce space is going and how to be in front of that growth.
Tod Harrick 
VP of Product
Marketplace Ignition - a Wunderman Commerce Agency
9:50 -10:25 a.m.
Engaging the Always On Shopper 

Engaging the Always on Shopper means your advertising strategy also needs to be always on.  Seventy percent of shoppers stay on the first page – how do you show up? What’s the share of voice you need?  Learn from ECommerce Strategy advisor and marketing expert Melissa Burdick as she unpacks the tools for eComm advertising success.

10:25 -10:40 a.m.
Morning Break
10:40 -11:25 a.m.
The E-Commerce Acceleration Playbook: Identifying E-Commerce Actions That Are Proven to Grow Sales Faster

The digital shelf presents many options for optimization and improvement, but brands don’t have unlimited resources or the time to tackle them all. So, where should you focus first to get the biggest bang for your buck: product content or search?

Anderson will share new industry research that ranks the sales impact of commonly advocated performance strategies and tactics, and also provide a playbook for helping brands prioritize their e-commerce activity. Jones will share how the Mars Wrigley Confectionery brands are using principles from the playbook to target growth opportunities. Attendees will:

  • Hear which e-commerce actions are proven to grow sales faster.
  • Understand how to prioritize their e-commerce activity.
  • Learn how Mars Confectionery is targeting opportunities for e-commerce growth.
SVP, Strategy & Insights
Customer Business Leader – Digital Commerce
Mars Wrigley Confectionery U.S.
11:25 a.m. -12:00 p.m.
How Coca-Cola Influences Retailers to Partner in E-Commerce
Coca-Cola has a long history of successfully partnering with retailers in the brick-and-mortar environment. The rise of digital commerce has forced those traditional relationships to evolve. Since the beverage category plays a critical role in online grocery, Coca-Cola is bringing a set of tailored solutions to help retail partners win in e-commerce. Examples include a click-and-collect playbook, strategies to trigger online impulse purchases, and world-class digital shelf capabilities.


Director, E-commerce Capability
Coca-Cola Co.
12:00-12:35 p.m.
What Would E-Commerce Look Like if it Were Easy?
Successfully leading organizations through the tidal wave of retail change is no small feat. But ironically, many e-commerce leaders identify internal challenges to be the greatest barriers to advocacy, progress and transformation. Challenges are natural in the face of change, but they can cause us to frame our proposed next steps in terms of overcoming resistance rather than enabling impact. As best-selling author Tim Ferriss aptly challenges us, what happens if we “solve” the problem by simply rewording it? Attendees will:
  • Review common challenges e-commerce leaders face inside their organization when trying to kickstart and accelerate e-commerce.
  • Discover proven best practices for tackling and solving these challenges, including organizational structure and journey; investment and measurement approach; and e-commerce channel strategy. 
  • Learn a different way to frame e-commerce from the beginning with the senior leadership team to help accelerate brands in the future of retail.
VP, Outreach & Education
PlanetRetail RNG
12:35-1:45 p.m.
1:45-2:30 p.m.
Private Brand - The Future of E-Commerce Success? 

Private brands now account for a disproportionately large share of sales in some large U.S. categories, indicating that offline and online shoppers have an increasing interest in these brands. This shift in consumer demand continues to drive a shift in the way retailers go to market in stores and online. 

In this presentation, Spencer Baird will highlight the increasingly important role of Private Label product attribution for online grocers across the entire online path to purchase. Attendees will: 

  • Examine structured granular product attributes and the role they play in delivering a personalized online experience for customers.
  • Explore derived attributes and the role they play in driving Health & Wellness transparency in this Private Label context. 
SVP, Merchandising
VP, Retail, Distribution Partnerships
2:30-3:05 p.m.
Why Engagement Is Quicksand on the Path to Purchase

Online media offers marketers various ways of connecting with shoppers, most of which postpone purchase rather than accelerate it. In the offline world, marketers typically wouldn’t ask a shopper to sign up for emails before buying a product, offer a game or survey as an alternative to buying now, or interrupt a shopper who is considering a new product by asking her to subscribe to weekly delivery. But online, we see this all the time.

Consumer packaged goods are low risk, which makes them natural candidates for impulsive online purchases if marketers offer a short path to purchase to fit the short attention span of shoppers. Attendees will:

  • Learn how digital media (social, video, etc.) sells us what marketers have, not what we need.
  • Understand how to not be fooled by non-CPG “data.” What works in other, high-consideration categories may not work in low-consideration CPG.
  • Discover how CPG marketers can leverage emotional impulse to drive sales online.
3:05-3:20 p.m.
Afternoon Break
3:20-4:15 p.m.
Chairperson's Roundtable: Educating the Organization on E-Commerce 

The CPG landscape is beset from all sides by rapidly changing technologies, marketplace disrupters and increasingly empowered shoppers. Organizations need to adjust and evolve to keep pace — and the first step is enlisting support from all functions. In this session, a group of e-commerce leaders will share the obstacles they faced and the successes they achieved as they built e-commerce capabilities at their companies. Attendees will learn effective business strategies and best practices for execution to help them navigate their own company's e-commerce journey now and into the future. 

Panel Led By:
VP, Outreach & Education
PlanetRetail RNG
Panelists Include:
SVP, Merchandising
Shopper Marketing Manager, Walmart
Kellogg Company
Director, E-commerce Capability
Coca-Cola Co.
Divisional Vice President, E-Commerce
4:15-4:30 p.m.
Open Q&A for panel /Closing
Thank You to Our Partners: