PRI Retail Forum: Omni-Channel and the Future of Retail

Tuesday, February 11, 2014
8:00am - 5:00pm

Diamond Sponsor


Advancements in digital technology are causing a seismic shift in consumer purchase behavior. Today, customers access multiple channels to execute a purchase, leading to the requirement that all channels work seamlessly to support the brand and the experience. As distinctions between purchase channels blur, retailers must provide a singular view of their brand and pursue a consistent communication strategy with their customers. During this full-day Forum, participants will learn from leading retailers and other experts about how omni-channel is forever changing the face of retail and the winning strategies that retailers are adopting. Packages & Pricing

Media Sponsors

Clippings   Display    Retail TouchPoints    VMSD


8:00am – 9:00am Registration & Coffee
9:00am - 9:15am "Retail Omni-Channel Research Insights" - Steven Platt Details
9:15am - 10:15am "Next Generation Journey: Using Digital and Interactive for a Seamless Customer Experience" - Bart Westberg | Seth Wilson Details
10:15am - 10:30am Break
10:30am - 11:30am Managing Omni-Channel Marketing Across Multiple Locations, Devices, and Brands - Randy Dearborn | Janna Rider Details
11:30am - 12:30pm "The Impact of Omni-Channel Marketing on Retail Organizations" - Rick Chavie | Raj Maini | Irv Cassio Details
12:30pm - 1:30pm Networking Lunch
1:30pm - 2:20pm "Integrating Social Media into the Store" - Carl Ceresoli Details
2:20pm - 3:25pm "Interactive Panel: The State of Retail Technology and Omni-Channel Evolution" - Tim Johnson | Daniel Angus | Al Callier | Darrell Sandefur Details
3:25pm - 3:45pm Break
3:45pm - 4:25pm "The Retail Store of the Future" - Margot Myers | Ravi Sirigineedi Details
4:25pm - 5:00pm "Your Website Is a Business: Treat It Like One!" - Frank Rehme Details

"Retail Omni-Channel Research Insights" - Steven Platt

9:00am - 9:15am


Steven Keith Platt
Director and Research Fellow
The Platt Retail Institute

In this introduction to PRI's Retail Forum, Steven Platt will present summary findings from PRI's recent research on the state of retail adoption of omni-channel strategies. As retailers use multiple marketing channels to reach consumers, Platt will present PRI's insights into current and future channel utilization, budget allocations and perceived channel ROI. And as retailers are being driven to adopt a more integrated marketing approach, Platt will present PRI's findings on whether omni-channel strategies are being implemented. Underlying factors that are driving these plans, as well as budgets allocated to implement these programs, will also be discussed, as well as the most significant business challenges faced when implementing an omni-channel solution.

Steven Keith Platt is director and research fellow of The Platt Retail Institute, an international consulting and research firm that focuses on the use of technology to impact the customer experience. In an omni-channel environment, PRI works with its clients to develop marketing strategies that build brands by integrating various customer-facing technologies. PRI clients include retailers, media companies, financial institutions, hardware and software companies, educational institutions, and other businesses.

Platt received his bachelor of science degree in finance and marketing from the Boston University School of Management. He also has a law degree and a LL.M. in taxation from Boston University, where he served as articles editor for the university's Journal of Tax Law. Platt has co-authored six major Working Papers about digital communication networks, and serves as editor and publisher of various research reports for the National Retail Federation and American Marketing Association. He has published articles in journals including the American Bankers Association Journal, Digital Signage Quarterly, Extended Retail Solutions, Retail Information Systems News, the Retail Solutions Providers Association Magazine, and the Retail Navigator, among many others.

Platt has been quoted in publications including Business Week, Chain Store Age, the Chicago Tribune, DSN Retailing Today, Inc. Magazine, Stores Magazine, the San Jose Mercury News, Time Magazine, USA Today, and the Wall Street Journal. He has also appeared as a guest analyst on the CBS Evening News and Early Show, ABC World News, and HD News and has also lectured at conferences around the globe.

Platt is a member of the Executive Advisory Board at the University of Florida Center for Retailing Education, as well as a member of the National Economists Club, and an Associate Member of the American Collegiate Retailing Association and the National Retail Federation.

"Next Generation Journey: Using Digital and Interactive for a Seamless Customer Experience" - Bart Westberg | Seth Wilson

9:15am - 10:15am


Bart Westberg
Director, Channel Operations & Technology
Sprint Corporation
Seth Wilson
Program Manager
Sprint Corporation


Tom Nix
Scala Inc.

In this session the presenters will discuss the decisions and strategy that went into planning for the next generation of Sprint retail stores. They will share lessons learned during the deployment of the project and describe the various digital and interactive technologies that are included in the new store design.

Bart Westberg is director of channel operations and technology for Sprint, based in Overland Park, Kansas. His organization focuses on all consumer direct and indirect retail stores and business direct for systems and processes including network, point-of-sale, digital signage, CRM, and order management. Westberg has been with Sprint for 26 years and has served in a variety of leadership positions in operations, product management, and technical sales. Prior to joining Sprint, Westberg worked several years for General Electric and is a graduate of the General Electric Financial Management Program.  He is a graduate of University of Nebraska-Lincoln and holds a BS in business administration with a dual major in management and economics with an emphasis in computer science.  Westberg is active in his community, serving on the Blue Valley School District Facility Planning Committee.

Seth Wilson is a program manager at Sprint in Kansas City, Missouri. A 15 year veteran of Sprint, most of Wilson’s experience is focused on the company-owned retail store systems and store operations, with close ties into retail merchandising, customer care and the Sprint web/digital teams. Currently he is the program manager for Demo and Interactive Experience technology in the Sprint company-owned retail locations. In this role, Wilson manages the relationship between IT and business units serving as a product owner for enhancement development and production support of the digital signage platform, virtual queue and floor traffic management, touch interactive kiosks, and all customer-facing systems and technology. Wilson is a graduate of Missouri State University.



Managing Omni-Channel Marketing Across Multiple Locations, Devices, and Brands - Randy Dearborn | Janna Rider

10:30am - 11:30am


Randy Dearborn
Vice President - Multimedia and Guest Technology
MGM Resorts International
Janna Rider
Director of Digital Merchandising
American Dairy Queen Corp.


Richard Ventura
Vice President of Product Marketing and Solutions
NEC Display Solutions

In this session, the speakers will address the complexities associated with managing customer communications across multiple locations, touch points, and brands. They will also discuss the many issues faced when delivering consistent brand, product, promotion, and pricing messaging into the store; use of social media; and how to manage localization of content. In addition, technologies to manage this process and integration into the retailers’ overall marketing programs will be addressed.

Randy Dearborn is vice president of multimedia and guest technology for MGM Resorts International, one of the world’s leading hotel and gaming companies headquartered in Las Vegas, Nevada. Dearborn has been with the company for 20 years and has played an instrumental role in the development of fixed and mobile digital media technology, including content, hardware and software. His previous work experience includes Disney, Four Seasons and Marriott Hotels. Dearborn is currently Chairperson for CCSD/CSN/UNLV Joint Technical Skills Committee, as well as Program Advisory Board for The Art Institute of Las Vegas and a current DSE and DSF board member.

Janna Rider is the director of digital merchandising for American Dairy Queen Corporation. She has held various visual and brand merchandising and prototype store development roles in her 16 years with the DQ system. During the past four years, among other responsibilities, she directed the request for information(RFI), request for proposal (RFP) and implementation of digital signage for the Dairy Queen system in the U.S. and Canada.

Rider holds a BFA in graphic design from Appalachian State University in Boone, North Carolina. She has been involved in private and retail space design and implementation for 20 years. Her past experience includes exhibit fabrication and design, in addition to designing production and prototype molds for hard products and retail signage for companies such as Disney, Warner Brothers, and Rain Forest Café.

"The Impact of Omni-Channel Marketing on Retail Organizations" - Rick Chavie | Raj Maini | Irv Cassio

11:30am - 12:30pm


Rick Chavie
Vice President, OmniCommerce
Raj Maini
Worldwide Director of Marketing
Digital Signage Intelligent Systems Group
Intel Corp.
Irv Cassio
Digital Experience Director


David Weinand
SVP, Group Publisher

In this session, the panelists will present their views on the changes impacting the industry, why retailers need to adopt an omni-channel strategy, the technologies involved and an approach for building an integrated omni-channel marketing methodology. 

Rick Chavie is Vice President, OmniCommerce for hybris, a SAP company. He created the OmniCommerce Maturity Model and is responsible for driving its internal and external adoption. The goal is enabling seamless and satisfying customer experiences across digital and physical shopping. Chavie’s industry experience includes transformational executive roles at retailers (The Home Depot and C&A), technology companies (SAP and NCR), and consulting firms (Accenture and Deloitte). He holds a MBA from the Harvard Business School, studied international trade as a Fulbright Scholar to Germany, and has a B.A. in German and Accounting, from the University of St. Thomas.

As the worldwide director of visual retailing marketing for Intel Corp. in the Intelligent Systems Group, Raj Maini leads Intel’s worldwide Digital Signage, Automated Retailing, which includes Intelligent Vending and DIspensing, Interactive Kiosk product and market segments. His organization is responsible for driving adoption of Intel’s Visual Retailing and Digital Signage Platforms, as well as initiatives to fuel the growth of the Industry. Maini has a multi-faceted career with director level responsibility at Intel in business, marketing and strategic planning. He currently represents Intel on the Digital Screenmedia Association advisory board. Prior to his current role, he was director of marketing of Intel’s Ultra-wideband Networking Operation.

Maini is a 30-year veteran of the semiconductor industry, with the last eight years at Intel Corp. Prior to joining Intel, he managed various senior management level strategic marketing, business development, operations and engineering functions at Motorola and Philips Semiconductor. He received his B.S. EE from the Punjabi University in India and his M.S. in EE from the University of Utah. Maini has pursued an MBA in marketing from Arizona State and Santa Clara University. In addition, he has completed Executive Leadership Programs at the Darden School of Business at the University of Virginia and is the recipient of 2011 Intel’s Achievement Award for rapidly building the digital signage business.

"Integrating Social Media into the Store" - Carl Ceresoli

1:30pm - 2:20pm


Carl Ceresoli
Sr. Director, Infrastructure Architecture & Strategy
Microsoft Corporation

In this session, Carl Ceresoli will detail how to introduce social media into the retail store environment. The challenges and advantages will also be detailed. 

Carl Ceresoli is responsible for Microsoft's retail store infrastructure, technology strategy and New Store Operations (NSO). Infrastructure and technology strategy cover everything from digital signage and related infrastructure to point-of-sale, fixed and mobile; from wireless networks to back office systems. His recent focus has been on a project to reduce CapEx spending for each new store built without sacrificing functionality, network throughput, or end-user experience in any way. New designs currently in testing will allow key operational systems to scale more efficiently while providing additional technical flexibility on the sales floor. Previously, as the director of IT Concept Development and Implementation for AT&T, Ceresoli was responsible for operating a major internal Innovation Center servicing multiple business groups spanning the enterprise. He led a 45-person team responsible for driving technology innovation in retail, consumer/enterprise class applications, and other initiatives. Ceresoli is a graduate of the Rochester Institute of Technology.

"Interactive Panel: The State of Retail Technology and Omni-Channel Evolution" - Tim Johnson | Daniel Angus | Al Callier | Darrell Sandefur

2:20pm - 3:25pm


Tim Johnson
Senior Technical Director, Concept Development and Innovations
AT&T Services Inc.
Daniel Angus
formerly The Children's Place
Al Callier
VP, Strategic Innovation & Emerging Technology
Universal Parks
Darrell Sandefur
Director, Digital Innovation and R&D


Steve Nesbit
EVP, Chief Marketing Officer
RMG Networks

Our presenters will provide an update on the latest trends in retail technology and implementation of omni-channel solutions. This will be followed by a rigorous question and answer session.

Tim Johnson currently serves as senior technical director for Concept Development and Innovations (CDI) in the AT&T Mobility IT organization.  His group’s specialty is on retail in-store technologies and innovations, with a current focus on interactive experiences and digital signage technologies.  Currently the CDI team is responsible for thousands of interactive displays, self-service kiosks and digital signs nationwide inside AT&T retail stores. Johnson’s team is also responsible for the operation and technology supporting the AT&T Human Centered Design (HCD) Usability Center. The HCD Usability Center is utilized by multiple business units and  IT groups to capture and measure actual end-user perspective for many of the internal and external products and systems. This center is a valuable tool to gain real-time insight in an effort to respond quickly to a very dynamic marketplace. Johnson attended Georgia State University where he studied business and multimedia communications.  He has been in and around technology innovation and the human factors industry for over 20 years and has a passion for end-user acceptance. He often says “If a user can’t use it, it doesn’t work!”

Daniel Angus is an experienced retail executive with a proven track record in all aspects of customer marketing. He has had extensive experience managing customer contact strategies including the full customer life cycle from acquisition to reactivation. Angus managed and designed loyalty programs (with and without credit card components). He has a great understanding of technology, having managed several system enhancements and installations. He also managed retail websites with full P&L responsibility. Most recently, Angus was vice president of Strategic Marketing and Analytics for The Children’s Place, an American specialty retailer of children’s apparel and accessories. His previous retail experience includes serving as vice president Customer Loyalty at Borders and senior director of Database Marketing for Chico’s FAS Inc. Angus attended Loyola University of Chicago and Kent State University.

Al Callier serves as vice president of strategic innovation and emerging technology for Universal Parks. In this post, Callier is charged with driving innovation initiatives, and identifying, developing and proving out new opportunities for enhancing business value and guest service. In essence, he is a professional catalyst. Callier has been with Universal Orlando since 2002, most recently in leadership roles focused on digital content development overseeing digital strategy and website development, online advertising, and mobile content development for the U.S. and UK.  Prior to this, he managed brand marketing, eCommerce, CRM, and key product and sales channel development. Under his leadership, the online sales channel grew to become the #1 sales channel for Universal Orlando Resort. Before joining Universal, Callier held brand marketing and business team leadership positions with The Coca-Cola Company, The Pillsbury Company, and Kraft-Oscar Mayer Foods Corp. He also gained invaluable online marketing experience as the director of corporate and affiliate marketing with Overture Services (now Yahoo! Search), one of the pioneers in performance-based search engine marketing.  He has led many successful business growth initiatives across a variety of different products and businesses, including new product development, distribution expansion, spearheading advertising and promotional programs, brand strategy development, and interactive marketing campaigns. Callier holds a B.S. in business administration-marketing from The University of Florida (Go Gators!), and a MBA degree in marketing/finance from Clark Atlanta University in Atlanta, Georgia. He is also an avid tennis player, aspiring author and motorsport enthusiast with a passion for business and technology.

Darrell Sandefur is the director of Digital Innovation and R&D at Luxottica Retail. His primary responsibility is selecting and implementing strategic omni-channel solutions for customers and associates.  Sandefur is a member of the Association for Retail Technology Standards (ARTS) Board of Directors, NRF Integrated Mobile Initiative Mobile Blueprint contributor, and ARTS Mobile Integration contributor. He most recently keynoted "Perspectives on Retailers in Mobile Commerce’" at the NFC and Mobile Money Summit and co-presented "ARTS Roadmap for 2013 and Beyond" in January at the NRF "Big Show."

"The Retail Store of the Future" - Margot Myers | Ravi Sirigineedi

3:45pm - 4:25pm


Margot Myers
Director, Global Marketing & Communications
Platt Retail Institute
Ravi Sirigineedi
Visual Retail Segment Marketing Manager
Intel Corp.


Mark Lopez
Chief Innovation Officer
Two West Communications

This session will present findings from PRI's research on the future of retail. It will include a discussion of emerging retail trends and our prognosis about what stores and retail will look like in the future. Attendees will learn about what they should be considering both short- and long-term in order to prepare for technological innovations that will impact the retail industry. 


Margot Myers is the director of global marketing & communications at the Platt Retail Institute. She manages strategic marketing and communications programs and serves as the managing editor for PRI's publications and website. She also develops education programs and participates in PRI research and consulting projects. Myers completed a 31-year career in federal government serving as manager, retail in-store programs for the U.S. Postal Service.  She joined the Retail Marketing group after 18 years working in postal Public Affairs and Communications. In Retail Marketing, her primary responsibility was managing the messaging and point-of-purchase materials displayed in more than 32,000 Post Offices. An early adopter of using technology to enhance communications, she installed and managed an employee-facing communications network in the mid-'90s in more than 600 postal facilities. In 2004, she deployed and tested The Post Office Channel, a digital signage network designed to communicate with customers in postal retail lobbies.

Myers is a member of the advisory boards for Customer Engagement Technology World, Digital Signage Expo and the Digital Screenmedia Association, where she serves on the Board of Directors as Secretary. As a member of the Digital Signage Federation, she helped develop the National Standards for Higher Education in Digital Signage and currently serves on the Research Committee.

Ravi Sirigineedi is the visual retail segment marketing manager at Intel Corporation in the Internet of Things Solutions Group. In this role, Sirigineedi manages marketing and development of digital signage, interactive kiosks, and automated retailing businesses. Sirigineedi has been with Intel for 14 years and held numerous positions at Intel in business, marketing and engineering. He received his master of electrical engineering from Texas Tech University and his MBA from Arizona State University.  


"Your Website Is a Business: Treat It Like One!" - Frank Rehme

4:25pm - 5:00pm


Frank Rehme


Information coming soon

After a very well received session on Neuromarketing at the Point of Sale at last year's PRI Forum, Frank Rehme  is invited back to share his thoughts on how retailers can better leverage their websites. His topics will include:

• Neuroscience and websites.
• Convergence optimization of your website.
• Organizational/technical requirements.

More than 30 years of professional experience in retail and industry, plus constant dealing with change has influenced Frank Rehme’s profile. More than 25 years of management experience has enriched his interaction with people in different situations. Most recently he led retail innovation and the Future Store project for Metro Group of Germany, the fourth largest retailer in the world.

Innovation and retail are his daily routine. In a trading group with worldwide operations, his activities are focused on shopping scenarios for tomorrow. He is working on the challenges of the 21st century with innovation and new concepts.

Trends and changes in society are his passion, supported by a constant curiosity about people and social structures. His personal engagement supports the NGO foundation “Culture for Children.”

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