Path to Purchase Expo

September 26-28, 2017 | Donald E. Stephens Convention Center | Rosemont (Chicago) IL

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How IoT Is Changing the Customer Journey for Durables & Home Improvement Brands at Retail

J3
Date and Time: 
Thursday, September 28, 2017 - 2:00pm to 2:45pm
Track: 
Retail Bricks & Clicks

Digital shopper marketing is not new, but the hardware and home improvement channel has been slow to adapt to this changing marketing marketplace. However, with mobile-armed Millennials in the heart of the home improvement demographic, younger and more tech-savvy sales associates, Wi-Fi enabled stores and the movement toward smart/connected appliances, durable brands and retailers are now at a critical inflection point and must get on the bandwagon or risk being left behind. Striking the right balance between print and digital in-store experiences requires collaboration. Both clients and their agencies must change not only their ways of thinking, but also their ways of working to make this successful transition — from different investments in talent and technology, to different ways of thinking about benchmarks and measurement, to different ways of training and supporting sales associates, to different conversations concerning power sources and monitoring of in-store technology. This session will explore what it takes to transform an organization, a marketing plan and the agency/client/retailer partnership to meet the demands of ‘moment of purchase’ in a digital world. Attendees will:

  • Learn from other categories that either led or were left behind the transition from print to digital.
  • Identify all key stakeholders involved in the transition from print to digital experiences at the moment of purchase in the home improvement channel – across agency, brand, sales, training and retailer.
  • Discover 10 things to do today to make the transition from print to digital shopper marketing in the home and hardware channel.

 

Speakers: 
Chris Hunt
Rob Sundy
Stacey Rubin

Speaking at this Session

Chris Hunt

Chris Hunt

VP, Digital
Catapult

Chris Hunt has more than 15 years of marketing and advertising experience on both the client and agency sides. He has an extensive digital background, leveraging analytics and user journeys to create both strategic plans and large-scale campaigns for his clients. Hunt has developed award-winning work across the entire brand ecosystem, from the discovery stage to execution and launch, for companies such as SAP, Capital One, Cars.com and the New York Mets.

Stacey Rubin

SVP Account/Strategy
Catapult

Stacey Rubin is a “through-the-line” integrated marketer with more than 25 years of diverse B2C and B2B blue-chip brand and retailer experience across the agency, client and media sides of the business. She currently leads the Whirlpool business, as well as provides strategy and new business leadership for the office. Rubin is also a frequent industry speaker and contributing author of thought leadership articles. Prior to Catapult, she held senior marketing positions at Tribune Company, Havas, FCB, JWT and DDB. Rubin has an MBA from Northwestern University.

Rob Sundy

Rob Sundy

Sr. Director, Brand & Marketing Services
Whirlpool Corp.

Rob Sundy leads the team responsible for all marketing activities for the Whirlpool, Maytag, Kitchen-Aid and Amana brands. He began his business marketing career at General Mills, where he worked on the Cheerios brand and worked in Mexico City leading Latin American kid cereal brands. He has a bachelor’s from the United States Military Academy at West Point and an MBA from Harvard.