DTC and digitally native disrupters have emerged in nearly every vertical over the last few years, from mattresses to shoes to kitchen cabinets. Often it is attributed to their ability to cut out the middle man, making the sale easy and direct, but that is just one piece of a big puzzle made up of customer-centric moments.
In this session, Kyle Bottoms of Critical Mass, in conversation with Kimberley Gardiner of Mitsubishi, will explore a playbook of empathetic triggers that direct-to-consumer and digitally native vertical brands pull in order to create intense customer loyalty without the need to shift entire business models. The discussion will study how applying this playbook to an industry steeped in legacy—automotive, looking toward and planning for a near future of necessary change.
Kimberley Gardiner is the Vice President and Chief Marketing Officer (CMO) for Mitsubishi Motors North America, Inc. (MMNA). In this role, she is responsible for overseeing all marketing communications activities for MMNA in the United States, including brand strategy, digital, social and broadcast advertising, creative development and deployment, strategic short- and long-range planning, retail marketing, CRM, data analytics and integration of global marketing messages for the brand’s critical U.S. market.
Prior to this role, Gardiner served as Chief Marketing Officer and Vice President Operations at 5th Kind LLC, and held various roles for the Toyota, Lexus and Scion divisions of Toyota Motor Sales, USA. During this time, Gardiner oversaw the development, planning, and execution of innovative digital experiences, interactive marketing campaigns, and trade shows and events that supported new vehicle launches.
A creative strategist, brand steward and challenger of convention, Kyle is a member of the Critical Mass Strategy team. Having guided and represented brands across automotive, consumer products and entertainment for over a decade, he lives to blow up conventional thinking and explore the “what if.”
June 9, 2020 | 1:40 pm - 2:00 pm EDTDesigning with Generosity: Building Brands That ThriveNadine Steklenski created a number of brands that earned over $1 billion sales in their first year. Hear from this former Target design leader as she shares her approach to key fundamentals in research, strategy, merchandising and leadership.
June 11, 2020 | 1:40 pm - 2:00 pm EDTInnovating From The Inside Out for DTC TransformationIn this fireside session, Stephan Schambach, CEO and Founder of NewStore, and Jeff Lord, VP of Global Direct and Digital Commerce at Burton Snowboards, will discuss the journey to DTC retail, focusing on the tight integration required of teams, technology, and channels. Donny Askin, Principal and Founder of TechTurn Consulting, Inc., will moderate the conversation.
June 11, 2020 | 1:40 pm - 2:00 pm EDTCreate the FutureEntrepreneur and brand-builder Scott Roslyn shares a perspective on what's ahead in this Next Normal. He will discuss future-forward insights on transformations in 3 key areas: human behavior, customer experience, and the future of retail.
The Future of Retail festival has been produced by the team at Retail Innovation Week(R), a spin-off division from research and strategy think-tank PSFK.