Path to Purchase Expo

Save the Date!

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

How Digital Has Restructured Retail Faster Than a Dash Button…

Date and Time: 
Thursday, September 28, 2017 - 9:00am to 10:00am

A decade (or two) after became a household click — after smartphones transformed shopping and apps enabled personal service — the world of retail is fast being restructured. But it’s not all online, and it’s not all bad news.

CVS Health VP, Executive Creative Director Brett Gerstenblatt and WSL’s Wendy Liebmann will examine how digital has changed — and will change — retail and the brand landscape. Liebmann will present the results of a new “How America Shops” study that reveals how shoppers use the new digital tools. Gerstenblatt will showcase how CVS Health has evolved its relationship with shoppers through a multifaceted digital strategy. Attendees will learn:

  • How digital shopping tools, including curbside pickup, subscriptions, self-checkout, digital coupons and personalization measure up in shoppers’ lives today — and will in the future.

  • How the right digital tools can drive basket size and sales in-store.

  • How CPG companies need to build digital partnerships with retailers going forward.

Brett Gerstenblatt
Wendy Liebmann

Speaking at this Session

Brett Gerstenblatt

VP, Executive Creative Director
CVS Health

Brett Gerstenblatt has led the development of corporate branding, marketing and communications programs for progressive companies for more than 15 years. He has advised C-suite executives and collaborated with leadership at a broad range of organizations including nonprofits, startups and Fortune 500s, helping them pursue new strategies, respond to competitive challenges and adapt to changing environments.

Currently he works with executives and senior leaders to ensure CVS Health's purpose, strategy and values are being expressed properly and consistently every day. Partnering with internal and external agencies, he leads the ideation and implementation of brand identity systems, marketing campaigns and customer experiences to extend the influence and impact of the largest pharmacy innovation company in the United States.

Prior to CVS Health, Gerstenblatt was as an expert in McKinsey & Company’s marketing and sales practice. While at the firm he served clients across diverse industries and was a founding member of McKinsey's experimental design studio.

In 2001 Gerstenblatt founded a boutique branding and marketing consultancy and led the firm through 2011. He and a team of cross-functional consultants, partners, experts and specialists created business and brand strategies, built thought leadership and engagement platforms, empowered users with innovative digital tools, applications and training and prototyped and piloted new marketing ideas and concepts.

Before starting his own company, Gerstenblatt was a designer, a practice leader at a digital marketing agency and the executive creative director at a strategic communications firm. He has been a guest lecturer and critic at Parsons New School of Design, the Hartford Art School, University of Hartford, the Graduate Center, CUNY and Columbia University. He completed his senior thesis at the Rhode Island School of Design and studied abroad at the Hogeschool voor de Kunsten Arnhem and the University of Haifa. He earned a Bachelor of Fine Arts in Visual Communications from the Hartford Art School, University of Hartford.

Wendy Liebmann

Founder, CEO & Chief Shopper
WSL Strategic Retail

Wendy Liebmann founded WSL in 1986 as a global consultancy to help clients build innovative shopper-led retail strategies. She is recognized as one of the innovators of shopper insights. Liebmann has has extensive global experience in marketing, retail and research, beginning in her native Australia where she learned to be a passionate shopper. She holds a degree in business and psychology from the University of New South Wales in Sydney. Liebmann has been cited by the The New York Times, The Wall Street Journal and Fortune, appears on CBS, NBC, ABC, CNN, BBC, and is a guest host on “Bloomberg Surveillance.” Liebmann was recognized by the National Retail Federation as one of “The Influencers Shaping Retail’s Future” in 2017. She has also been recognized as “One of the 50 Most Powerful Women in Beauty” by Women’s Wear Daily/Beauty Inc. and a “Women of Excellence” by the Path to Purchase Institute. Liebmann is a Distinguished Faculty Member of the Path to Purchase Institute, sits on the board of Cosmetic Executive Women and is vice chairperson of the advisory board of the Fashion Institute of Technology’s Master's degree program in cosmetics & fragrance marketing and management.