Path to Purchase Expo

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

Bricks & Clicks Retail: From Enemies to Allies

Date and Time: 
Thursday, September 28, 2017 - 1:00pm to 1:45pm
Retail Bricks & Clicks

Bricks & clicks are often pitted against each other as onlookers question which will win the race to keep shoppers loyal to their stores or websites. The truth is, shoppers want an experience that includes both compelling in-store experiences and frictionless digital shopping. This provocative seminar will flip the narrative on its head by answering the question, “What if bricks & clicks went from enemies to allies?” By showcasing Medley, Hershey and Wild Blue’s fictitious grocery chain, the presenters will explore how physical retailers can win in the digital age, and online retailers can connect with shoppers in the physical world. There’s no denying the intersection of physical and digital. Attendees will:  

  • Get a model for how retailers can win omnichannel shopping.
  • Hear actionable ideas for how to bring compelling experiences to the physical shopping world.
  • Understand the disruptive technology that will change the definition of “frictionless” shopping.


Brian Kavanagh
Steve McLean

Speaking at this Session

Brian Kavanagh

Sr. Director, Retail Evolution & Insights Driven Performance
The Hershey Company

Brian Kavanagh is responsible for leading a Center of Excellence team of futurists that builds and executes Hershey’s category management capabilities, customer collaborative planning process and future-focused, non-product innovation to help drive unmet consumer demand. In this role, he balances the development of tactical and strategic capabilities to drive overall category growth with a robust pipeline of strategic levers to prepare retail partners for the impact of future trends. Kavanagh has also held various roles of leadership within Hershey’s category strategy and insights group working with Walmart, food, c-store, dollar and drug retailers to deeply understand shoppers, categories, retailers and broader macro trends for the mutual benefit of Hershey, retailers, and shoppers. Kavanagh has held roles in sales, marketing, category management and business development at both Hormel Foods and Miller Brewing. Kavanagh has a bachelor’s in Marketing from the University of Georgia.


Steve McLean

Steve McLean

President & Founder
Wild Blue Technologies

Steve McLean founded Wild Blue Technologies in 1999. As human interactions continue moving from the fulfillment of needs to models built almost entirely around wants, Wild Blue has focused on the development of rich, satisfying and information-filled experiences that resonate emotionally and delightfully. Areas of future-looking expertise include retail innovation centers, immersive retail, digital solutions, optimized environments, innovative brand communications and engagement ideation. With a degree in human psychology from the University of Wisconsin-Green Bay and a long history of helping Fortune 500 CPG-makers, McLean is deeply interested in uncovering emotional drivers and turning them into solutions that define the future of on-site human interactions, including those in retail settings.