Watch: How retailers have pivoted in the pandemic
The retail industry is in more need of revitalization than ever before. While the pandemic resulted in a huge shift to online shopping, stores need to re-evaluate their physical strategies. E-commerce spending will increase 18 percent this year as U.S. consumers spend $709 billion digitally, though brick-and-mortar spending, by comparison, is expected to fall 14 percent, according to eMarketer. Trends like "buy online, pickup in store" are on the rise. A recent report from TPN Retail, a creative commerce agency, found that 60 percent of shoppers who use "buy online, pickup in store" services do so to avoid lines and crowds; 52 percent use it to decrease the amount of time they spend inside a store.
At Ad Age Next: Retail, we take a look at such trends that were already underway well before the pandemic, and explore how COVID-19 has accelerated their progress. We also look at new strategies brought on solely by the coronavirus. Speakers from Ulta Beauty, Verizon and Mastercard discuss the store of the future, re-imagined with touchless interfaces, while representatives from Dick's Sporting Goods, Walmart and Work & Co. talk about the new challenges that come with an e-commerce experience. We look at changes at existing brands, and touch on how consumer behavior will be altered post-coronavirus.
The one-day virtual program also included a case study on successful brand marketing during the pandemic, and one-on-one chats with brand executives who are leading the charge into the post-coronavirus retail world.
AGENDA (all times in EDT)
11:00 a.m. Welcome remarks
11:05 a.m. Walgreens' digital transformation
Patrick McLean, Walgreens
11:30 a.m. Ecommerce essentials
Miche Dwenger, Dick's Sporting Goods; Stephen Howard-Sarin, Walmart Media Group; Dever Thomas, Work & Co.
11:55 a.m. Why "buy now, pay later" is here to stay (sponsor session)
David Gendell, PayPal Credit
12:05 p.m. Store of the future
Krista Bourne, Verizon; Karla Davis, Ulta Beauty; Stephane Wyper, Mastercard
2:00 p.m. Welcome back
2:05 p.m. Case study: Car buying goes digital
Joseph A. Agresta Jr., Benzel-Busch Motor Car Corporation; Debbie Looney, Looney Advertising; Sean Looney, Looney Advertising
2:30 p.m. Meeting the customer where they are (sponsor session)
Julian Mintz, Roku
2:40 p.m. Building a community online
Sarah Cunningham, TPN; Bill Watkins, Pinterest; Steven Tristan Young, Poshmark
3:05 p.m. Marketers' playbook post pandemic
Kian Bakhtiari, The People; Barbara Kahn, The Wharton School at the University of Pennsylvania