12:00 – 12:10pm
WELCOME & DISCUSSION
Disruption in Consumer Shopping Behavior
An overview of consumer behavior today and trends moving forward.
Scott McDonald, Ph.D. – President & CEO, ARF
Kevin Hartman – Director of Analytics, Consumer, Government & Entertainment Sector, Google

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12:10 – 12:20pm
Brand Loyalty Research Study
Before COVID, the brand debate centered on whether loyalty was on the decline. Several reasons were offered: DTC, Online Shopping, Influencer Marketing and the shopping habits of Gen Z and Millennials. The ARF has analyzed ten years of shopper data to understand if loyalty, leading up to COVID had really changed.
Paul Donato – Chief Research Officer, ARF

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12:20 – 12:40pm
The Future of Brands
COVID-19 and demands for increased social justice have led consumers to rapidly shift their behaviors, increasing their conscious efforts towards health and wellness, economic protection and heightened awareness of purpose-based brand marketing all driving major shifts in buying patterns. These forces are propelling companies to adapt faster than ever before to meet new needs, think differently about their pipeline and reimagine the future of their brand. Hear what six considerations brands can be discussing for the new economy and awakened social culture: Tiered Offerings; Staying Top of Mind; Developing a Private Label Mitigation Strategy; Ensuring Higher Order Brand Messaging, Driving Personalization at Scale; and Innovating to Prepare for the Future.
Nishat Mehta – President Media, IRI
Jennifer Pelino – EVP Media, IRI

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12:40 – 12:55pm
From ‘Advertising in Crisis’ to ‘How to Advertise in a Crisis’
The pandemic is changing the way we all attend to the world and how to interact with it. What are the implications for advertising? Before the pandemic struck, advertising was already in crisis; it had become flat, abstracted, devitalized, with disastrous implications for effectiveness. Where should it go next? Hear about the type of advertising that connects in this new world and that will steer brands out of the crisis.
Orlando Wood – Chief Innovation Officer, System1 Group; Best-Selling Author, Lemon

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12:55 – 1:10pm
Leadership Perspective on Brand Loyalty
As a brand rooted in purpose, Chipotle has always relied on its brand values to influence its marketing strategy. As consumers ‘vote with their dollar’ during this time of rapid cultural evolution and global pandemic, brands are being held to even higher standards. Learn how Chipotle has seen continued growth leaning into consumer insights, transparent communication, real time brand relevancy, and industry leading innovation.
Stephanie Perdue – VP, Brand Marketing, Chipotle Mexican Grill
Moderator: Jeanine Poggi – Senior Editor, Ad Age

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1:10 – 1:25pm
Marketing Strategy Toolkit
Brands in today’s shopping environment face a number of challenges: What type of content and messaging hits the right note? What doesn’t? How are brands optimizing reach via social media, influencers, online, emails, TV and radio?
Nick Reggars – Group Content Strategy Director, GS&P
Robyn Cushing – Global Vaseline Consumer and Market Insights Lead, Unilever
Moderator: Jeanine Poggi – Senior Editor, Ad Age

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1:25 – 1:30pm
Closing Remarks
Scott McDonald, Ph.D. – President & CEO, ARF

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Bonus Session
1:30 – 1:45pm
Coffee Chat
Join the conversation! Moderators will lead small discussion groups about what you heard during the presentations that resonated and questions you would like to raise. Take this opportunity to make new contacts and share your thoughts.

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12:00 – 12:05pm
Welcome/Introduction
Paul Donato – Chief Research Officer, ARF

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12:05 – 12:25pm
E-Commerce Shifts
How has COVID-19 impacted e-commerce business and what changes will we see in the way consumers buy furniture online? Hear how understanding customers’ behavior can drive online growth including: focusing on the shopper experience, mapping out the customer journey, creating meaningful conversion-driven content, and creating an e-commerce store that addresses individual customer’s needs.
Alex Kubo – VP, E-Commerce and Digital Marketing, Burrow
Moderator: Scott McDonald, Ph.D. – President & CEO, ARF

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12:25 – 12:45pm
Consumer Behaviors and Attitudes: What COVID–19 Means to the Future of Shopping
The pandemic response is not one-size fits all. MRI-Simmons has been conducting COVID-19 surveys every 6 weeks to uncover consumers’ shifting attitudes and behaviors as the pandemic evolves. How is COVID-19 changing shopping behaviors now and in the future, by both category and distinct shopper segments (from Penny Pinchers, to Conscientious Consumers, to Swayable Shopaholics)?
Karen Ramspacher ‒ SVP, Innovation & Insights, MRI-Simmons, a division of GfK

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12:45 – 1:10pm
A Word from DTC & Retail Brands
What place does Brick & Mortar have in an evolving digital world? What are key aspects of retail that make the experience special? Hear from two DTC brands how they are engaging existing and new consumers now.
Vera Koch – VP of Global Marketing, eSalon
David Bass – President, Peet Bros.
Moderator: Howard Klein – SVP Group Management, Director of Shopper Marketing Operations, FCBRED

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1:10 – 1:25pm
The Future of Consumer Trends: Gen Z and Millennial Marketing Post-COVID
Discover the key takeaways from a recent white paper Snap commissioned from BCG that explored how Gen Z and Millennial consumer behaviors are changing in light of COVID-19 using new survey and focus group research.
Patrick Kemp – Senior Manager, Marketing Science Research, Snap Inc.

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1:25 – 1:30pm
Closing Remarks / Coffee Chat
Paul Donato – Chief Research Officer, ARF

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Bonus Session
1:30 – 1:45pm
Coffee Chat
Join the conversation! Moderators will lead small discussion groups about what you heard during the presentations that resonated and questions you would like to raise. Take this opportunity to make new contacts and share your thoughts.