Wednesday, August 12
10:30 a.m. – 3 p.m. Cultural Immersion Tour: A retailer’s insider view of Curacao, Tawa 99 Ranch, Super King and Superior
4:15 p.m. – 6:30 p.m. Welcome and Opening General Sessions
- The Multicultural Edge: Rising Super Consumers, a new Nielsen research report
- Diversity: The Missing Link to Successfully Connect with Multicultural Consumers through Recruitment, Succession Planning and Sourcing
6:30 p.m. – 7:45 p.m. Opening Networking Reception
Thursday, August 13
8:00 a.m. – 9:15 a.m. Keynote Address: The NFL’s Total Market Strategy for Accelerating Hispanic Fan Growth
9:00 a.m. – 12:30 p.m. General Sessions
- Marketing Across the Cultural Continuum: New Total Market Strategies for Winning at Retail
- Integration: Diversity as Business Strategy
- Additional sessions to be announced
12:30 p.m. – 2:00 p.m. Networking Lunch & Dessert
2:00 p.m. – 2:45 p.m. Concurrent Sessions – Tracks for Hispanic; Asian- and African-American; Research and Niche Markets; and Interactive Discussions
- Latino Cultural Value Dimensions and Their Influences in the Path-to-Purchase
- Hispanic Millennial Project: Food, Beverage & Alcohol
- Understanding Asian-American Culture and Language for Retail Sales Growth
- Loyalty Marketing: Using Customer Data to Impact Your Multicultural Shopper
- Working Group Interactive Discussion – Winning With the Spanish-preferred Audience
2:45 p.m. – 3:15 p.m. Networking Break
3:15 p.m. – 4 p.m. Concurrent Sessions – Tracks for Hispanic; Asian- and African-American; Research and Niche Markets; and Interactive Discussion
- Reaching Hispanic Consumers Through the Power of Audio
- How to Connect Organically with the Hispanic Community and Avoid Condescending Stereotypes
- Using Story Telling to Connect with Women of Color
- Engage Every Age: Connect with Your Consumer
- Working Group Interactive Discussion – A Guide to Growing Through Diversity
4:00 p.m. – 4:30 p.m. Networking Break
4:30 p.m. – 5:15 p.m. Concurrent Sessions – Tracks for Hispanic; Asian- and African-American; Research and Niche Markets; and Interactive Discussion
- Using Community Events as a New Media Platform to Reach Latino Customers
- The 3 M’s That Determine Brand Success: Multicultural, Millennials & Mobile
- Indulging Asian Customers – Godiva’s Winning Campaign
- Driving Growth by Targeting the U.S. Multicultural Shopper
- Working Group Interactive Discussion – How to Energize Your Team and Get Buy-in for Multicultural Strategies
5:15 p.m. – 5:30 p.m. Networking Break
5:30 p.m. – 6:15 p.m. Concurrent Sessions – Tracks for Hispanic; Asian- and African-American; Research and Niche Markets; and Interactive Discussion
- Developing an Effective Store Brand Strategy for Hispanic Shoppers
- Hispanic Ad Allocation Impact on Revenue Growth
- Optimal Mobile Marketing Strategies to Reach the Multicultural Consumer
- Working Group Interactive Discussion
6:15 p.m. – 7:15 p.m. Cocktail Reception
Friday, Aug. 14
8:30 a.m. – 12:30 p.m. General Sessions
- Walmart’s Multicultural Journey
- Brookshire’s 360 Multicultural Approach
- More to be announced!