1. JUNE17-19,2013 HILTON,CHICAGO
The20thAnnualCRMC
BringingRetailerstogethertolearnandnetwork
Each and every year the CRMC brings you an unbeatable lineup of retail case
studies. This year, hear from a wide range of speakers who will be taking the stage
including large, small, grocery, airline, restaurant, and international retailers.
Retail
Sessionsupdated March 6, 2013
American Airlines
Yoshi Tanaka, Director – Customer Insights and Analysis
- American Airlines
American Airlines: Customer and Competitive Insights
for Effective CRM
Traditional retailers may have a difficult time
understanding the seemingly insurmountable
customer loyalty challenges faced by today’s
airlines. Imagine how your loyalty program might
look 30 years from now. Every competitor has
a well-established program that looks more or
less like yours. How would you keep your best
customers engaged when they already know the
nuts and bolts of your program? How would you
serve a customer base so disparate that the most
valuable customers are easily 1,000 times more
profitable than regular customers? The good
news is that you also have an extremely rich pool
of customer data-- so rich that even you don’t
know the depth of customer insight it can pro-
vide. In this session, you will learn how American
Airlines has consistently developed new CRM
strategies in this very unique environment since it
launched AAdvantage-- the world’s first frequent
flyer program--- in 1981. Gain valuable ideas and
strategies for your own loyalty program from this
pioneer in the loyalty space.
Bare Necessities
Jay Dunn, Chief Marketing Officer - Bare Necessities
Transmedia: The 21st Century Marketing Strategy for a
Multi-Screen Consumer Landscape.
Tablets, smartphones, mobile apps, t-com,
m-com, time-shifting, 6-second video, push
notifications, content marketing — the platforms,
devices, and techniques are evolving faster than
business can keep up with. For marketers and
CRM executives, today’s strategy is dead yester-
day, and the consumer is the trailblazer. So what
to do? Jay Dunn introduces “Transmedia,” his
concept that merges the storytelling strategies
of Hollywood, comic books, video games, and
interactive media and the opportunity retail mar-
keters have to captivate consumers, create and
distribute winning content and marketing, and
disrupt a mobile, multi-device consumer to deliver
business success in the 21st century.
BJ’s Restaurants, Inc.
Matt Hood, CMO - BJ’s Restaurants, Inc.
Omnichannel Loyalty Strategies that Maximize Customer
Experience and Engagement
BJ’s Restaurants, Inc. is one of the most inno-
vative and profitable casual dining restaurant
concepts in the world and, unlike many estab-
lished foodservice brands, continues to thrive
despite the economic downturn. A major reason
behind their ongoing success is a companywide
commitment to providing an unparalleled custom-
er service experience, and their diehard fan base.
The strong popularity has fueled incremental
growth and new expansion plans for 2013.
Founded in 1978, BJ’s incredible customer
loyalty is the result of providing a consistent and
exceptional ‘inrestaurant’ experience regardless
of the location. In fact, BJ’s launched its first
system-wide Premier Awards program in July of
2012—a multi-layered best-in-class program that
was first pilot tested in seven restaurants. Pre-
mier Awards is being touted as one of the most
innovative customer loyalty and engagement
programs in the marketplace. As a result, BJ’s
is able to maximize outreach across all available
channels, especially through online, social media
and mobile, utilizing behavioral segmentation to
personalize engagement, drive loyalty and deliver
ROI. Join Matt Hood, CMO as he shares the BJ’s
journey over the years and how the company is
embracing emerging technology to prepare for
the future.
Cabela’s
Corey Bergstrom, Senior Director Digital & Ecommerce
– Cabela’s
Jason Baadsgaard, SVP, Strategic Account Development
- Dotomi
Leveraging Your Proprietary Customer Knowledge for
Powerful Digital CRM
Is your business leveraging its proprietary
customer knowledge to build strong customer in-
timacy and a seamless omnichannel experience?
Come to this interactive session to learn first-
hand how Cabela’s is turning consumer insights
into real-time personalized communications for
greater marketing efficiency and a unique con-
versation with each individual. Corey and Jason
will show how to effectively Engage consumers
with unprecedented Digital CRM strategies for
the most relevant messaging over time, drive
the right investment at the individual level with a
consistent brand voice across consumer touch-
points, and demonstrate a clear sense of financial
outcomes for your marketing investments.

2. JUNE17-19,2013 HILTON,CHICAGO
Charming Charlie
Kim Lewis, CRM Director – Charming Charlie
Starting Small Drives Big CRM at Charming Charlie
Join Kim as she shares her challenges, process-
es, and successes on starting a CRM program
from the ground up. Learn how she implemented
a customer segmentation strategy to prove that
spending money on direct mail pays off big. Hear
how she dramatically increased her consumer
mailings while lowering her opt-out rates. Kim will
also share the journey she is on now with launch-
ing a customer loyalty program. This session
will surely enlighten and inspire you with all the
insight that Charming Charlie has gained along
the way to “Big CRM”.
Chico’s and Orvis
Keith Clark, VP CRM and Consumer Insights - Chico’s
Eric Johnson, Senior Marketing Manager - Orvis
Stacey Hawes, SVP - Epsilon
Retailers Rejoice: How Customer Insights Can Lead to
Greater ROI
Who are your best customers and what do you
know about them? These two questions are top
of mind for retailers. Today, a true 360-degree
view of the customer is required to understand
their needs and how to effectively market to
them in an omnichannel environment. In this
session, women’s specialty retailer Chico’s and
traditional sporting retailer Orvis will discuss how
their brands successfully use customer insights
to unlock this challenge. Attendees will learn
specific ways to leverage customer insights from
different sources to communicate intelligently
with their best customers across channels to
impact purchase behavior.
The Children’s Place
Imtiaz Patel, Head of Strategy and Marketing – The
Children’s Place
Big Data Drives Insights
Learn how The Children’s Place uses cut-
ting-edge customer analytics to be more relevant
to its customers at every turn. Whether that be
in their general marketing, in their new Loyalty
program, online and in-store, and in internal
visibility about how customers are behaving. Big
Data-driven insights about every one of their cus-
tomers has helped The Children’s Place predict
how they will react going forward, and is key to
each effort.
IKEA
Diane Zoll, Loyalty Program Manager - IKEA
Laura Saati, VP Strategic Marketing Services –
89Degrees
The IKEA Family: How the IKEA loyalty program, FAMILY,
drives sales, creates engagement and delivers relevance
for their customers
Live for less than two years across its 38 U.S.
locations, IKEA’s loyalty program, FAMILY,
already has nearly 4.3 million members. Like
the iconic brand itself, the IKEA FAMILY loyalty
program is truly “unique.” In an era of “me too”
loyalty programs, how did IKEA concept and
deliver a “different” loyalty program like FAMILY?
In this session, learn what makes FAMILY special,
how IKEA keeps the program fresh and distinc-
tive, and how IKEA is using this rich customer,
channel, and transactional data to drive sales and
deliver relevance to their customer.
Raley’s
David Palmer, VP Marketing & Consumer Relationships
- Raley’s
Adrian Newson, SVP Client Leadership - dunnhumbyUSA
Power to the People: A New Model for Customer-First
CRM
Customers are becoming their own CMOs, defin-
ing their own marketing mix, and deciding which
businesses and messages will make the cut. In
this hyper-connected, hyper-competitive, cus-
tomer-driven world, creating sustainable business
growth requires much more than data mining
and singular tactics. California-based grocery
retailer Raley’s has adopted a new go-to-market
strategy, one that allows them to engage custom-
ers in their brand story and then deliver to the
individual. This presentation will give attendees
an inside look into Raley’s “non-traditional” loyalty
program Something Extra™ and the subsequent
launch of the first retailer-branded online advoca-
cy platform. Hear from Raley’s on how they put
the person into their personalization strategy - in
targeting, content, products, rewards, offers, and
design.
Register
Now
Regular
SponsorGuest
“A truly inspiring event.
The level of content
and sharing exceeded my
expectations.
”
Charles Pascalar
Payless Shoesource
“CRMC is the only
conference I’ve been to
where every attendee
“gets” CRM. This focus
provides unparalleled
learning and networking
opportunities.
”
Kim Lewis
Charming Charlie
“Great attendance from
retailers! This is my
third year attending the
conference and I always
enjoy it and look forward
to it.
”
Isabelle Cote
Christian Dior
“CRMC delivers on its
promise of learning,
collaboration and
innovative insights.
”
David Slavick
FTDI

3. JUNE17-19,2013 HILTON,CHICAGO
Specialty Fashion Group
Alison Henriksen, Chief Financial Officer - Specialty
Fashion Group
Making Omni-Channel Retailing a Reality
SFG is Australia’s largest women’s apparel group,
focused on omni-channel retailing and delivering
personalization to 7 million Loyalty Members.
They operate seven brands through a single om-
ni-channel platform – powered by SDL Campaign
Management & Analytics. Implemented in just 3
months, the SDL solution immediately started to
deliver value to SFG by streamlining marketing
processes and drastically reducing production
times for eDM (electronic Direct Marketing)
from 24 hours to less than 2 hours. Leveraging
this improved efficiency enabled SFG to deliver
personalized, targeted communications based on
the behavior of individual customers, ultimately
supporting their omni-channel strategy. During
this presentation, SFG Chief Financial Officer,
Alison Henriksen and SDL Senior Vice President
of Marketing, Rusty Warner, will provide valuable
insights to a broad marketing audience, from
CMOs and marketing managers, to campaign
managers and marketing analysts – all of whom
face the challenge of providing a consistent
customer experience in the omni-channel world
of today’s empowered consumer.
ULTA
Eric Messerschmidt, VP of Loyalty and CRM - ULTA
Taking the Plunge: A Step-by-Step Guide on
Understanding Your Customer
Creating a single view of the customer is a
daunting task for retailers. For most, they have
access to a vast amount of rich data, but it is
inconsistent across various systems, making it
nearly impossible to extract valuable customer
information and create relevance across all
communications channels. Marketers are asked
to take this information from disparate systems
to better understand their customers, but they
aren’t given any guidance on how or where to
start the process. In fact, more questions than
answers often arise. Eric Messerschmidt from
ULTA Beauty can not only address these ques-
tions, but discuss real-life experiences on how the
company was able to quickly and efficiently take
data sources from 30+ data feeds and seven
systems to create a single view of their customer.
During this session, he will provide a step-by-step
guide on how ULTA tackled this problem and also
created loyalty among customers by developing
relevant and targeted communications across
multiple channels.
Whole Foods
Natanya Anderson, Social Media and Community Team
Lead - Whole Foods Market
Virtual Store Floor: Marrying the Heart of your Business
with the Heart of your Customer
Effectively marrying the retail store experience
with customer expectations of social media brand
engagement can be a delicate dance. At Whole
Foods Market, we think of our social communi-
ties as a virtual store floor, an extension of the
physical store where customers can experience
the brand in new and exciting ways. By focusing
on creating engaged communities on the virtual
store floor, marketers add value to customers
by helping them draw connections between
their personal lifestyle goals and needs through
content that fuels their passion and sets context
as to how the brand and store products can
help. In this presentation, Natanya will share real
world examples of Whole Foods Markets social
engagements that built community and directly
supported retail business objectives. She will
cover strategies and tactics for creating engaged
communities on the virtual store floor. The audi-
ence will also learn how visual storytelling within
social networks such as Pinterest and Instagram
supports and furthers virtual store floor success.
Challenges and opportunities measuring sales
impact will be discussed, and how virtual store
floors can assist with hyper-local social efforts.
“Thank you for another
great CRMC! The speakers
were great, as always and
I found so many helpful
things to apply to my
daily work. It was also
great to catch up with
some people and meet
some new friendly folks
as well. Overall, a very
enjoyable experience!
”
Mindy Snider
Dick’s Sporting Goods
“Thanks again for the
opportunity to share
some of the work underway
at Groupon. The entire
program was fantastic,
and we enjoyed the chance
to be a part of it.
”
Jay Hoffman
Groupon
“Great attendance from
retailers! This is my
third year attending the
conference and I always
enjoy it and look forward
to it.
”
Isabelle Cote
Christian Dior
“I liked networking with
other CRM professionals
and sharing stories. CRM
is new for my company, so
it helped to hear about
the journey from others
that have “walked a mile
in my shoes”.
”
Sheila Hayward
Food Lion

4. G O L D S P O N S O R S
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