Path to Purchase Expo

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October 2-4, 2018 | Minneapolis Convention Center | Minneapolis, MN

How CPG Brands and Retailers Can Change Their Relationship to Deliver Profitable Customer Experiences

Date and Time: 
Wednesday, September 27, 2017 - 1:00pm to 1:45pm
Omnichannel Solutions

Retailers and CPG brands regard e-commerce as a subcategory of the retail channel. M-commerce might not even hit their radar. The online retail experience offered by omnichannel retailers often lags behind consumers' expectations because e-commerce is simply smaller than brick and mortar in overall share of revenue. By deprioritizing allocation of precious resources, the retailers (and the CPG brands that serve them) open the door to consumer defection to an online pure-play option. For consumers, it's just shopping and they're never without their trusted sidekick: the smartphone. This presentation will level-set on the current state of the industry, what it means, and ways that CPG brands and retailers can reorient their thinking and planning to catch up with consumers. Attendees will:

  • Learn how CPG brands and retailers fell out of sync with what consumers care about and how they shop.
  • Explore the impacts of CPG brands and retailers that truly motivate consumers and the kinds of experiences consumers seek.
  • Investigate how CPG brands and retailers can reorient their thinking and planning to get themselves to where consumers already are.
Aran Hamilton
Tony Long

Speaking at this Session

Aran Hamilton

Aran Hamilton


Aran Hamilton heads the leading eShopper marketing platform that enables collaboration between vendor brands and retailers to drive more profitable e-commerce. As one of North America's leading digital and mobile economy strategists focusing on predictive analytics and marketing automation, Hamilton has spent the past two decades working with retailers, payment networks, banks and wireless carriers to shape e-commerce experiences. An alumnus of such pioneering firms as Monitor, m-Qube, VeriSign, and EnStream/Zoompass, Hamilton is the founding president of the Digital ID and Authentication Council of Canada, the past Chair of the Mobile Transactions & Commerce Summit and is the co-founder of IdentityNorth.


Tony Long

Tony Long

Global E-Commerce Technology Lead

Tony Long is a marketing technology innovator with more than 20 years in global leadership of initiatives that combine marketing, technology and commerce. His diversified background includes founding one of the first “Silicon Alley” web development shops in the mid 1990s, consulting on digital marketing projects across numerous industries, serving as senior leadership with tech and non-tech start-ups and heading marketing initiatives for clients across the U.S. and Europe that included major retail, banking, consumer products and sporting franchises. Prior to joining Kimberly-Clark, Long served in leadership roles in several prominent digital agencies as well as SVP of sales and marketing of Revell-Monogram, the global toy and hobby brand. While with WhittmanHart he won WebAward honors for Consumer Goods Standard of Excellence (Black & Decker Site Redesign) and Automotive Standard of Excellence (Harley-Davidson Bike Builder). He is the author of “Data Is Currency,” an early exploration into the way data and content are fungible assets that companies need to leverage for competitive advantage.