14 November 2019, Mochtar Riady Auditorium

Next-Gen Retail: Unravelling the New Norm

About the Retail Centre of Excellence (RCOE)

The world of consumer technology and retail design have been upended in recent years as both have

evolved on their own and converged in exciting and challenging ways. In the home and work place,

versatile laptops, dazzling flat screen monitors and sleek mobile phones are now an indispensable

part of our life. Beyond devices, the customer now demands real-time, immediate access to content

and personalized services. The subscription economy has enabled mainstream access to latest fash-

ion and innovation, focusing on experiences rather than just ownership.

Just as retailers begin to gain clarity on what makes millennials tick, a new generation is emerging

that widens the digital divide even further. What are the millennial shoppers and the Generation Z con-

sumers concerned about, what gets them excited? How do retailers respond to these disruptions and

behavioral shifts of the next generation of consumers?

Against this background, the Retail Centre of Excellence (RCoE) at the Singapore Management Uni-

versity (SMU) is organizing its second edition of the Asia Retail Leaders Conference to the theme of

“Next-Gen Retail: Unravelling the New Norm”.

The Retail Centre of Excellence was officially launched by Ms Sim Ann, Senior Minister of State, Min-

istry of Culture, Community and Youth, and Ministry of Trade and Industry on 10 October 2017. It is

the first retail insight-sharing hub in Singapore focusing on generating and disseminating actionable

knowledge for retailers in Singapore, Asia and beyond. RCoE is based in the LKCSB of SMU and sup-

ported by two government agencies, the Economic Development Board and Enterprise Singapore.

The Centre aims to empower retailers with the know-how through research and insights, and build

an ecosystem comprising retailers, retail experts, knowledge & industry partners, SMU faculty and

student talent. Helmed by SMU Professor of Marketing Kapil R. Tuli, the centre is joined by a group of

Founding Members comprising DFS Venture, DBS, Decathlon, Microsoft, Harvey Norman, IKEA, Pop-

ular Holdings, Tiffany & Co. and Visa.

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Welcome toAsia Retail Leaders Conference 2019 Conference Programme

Dear Attendees,

On behalf of the Singapore Management University (SMU) and Retail Centre of Excellence (RCoE), it is a pleasure to welcome you to the Asia Retail Leaders Conference (ARLC) 2019. The inaugural ARLC which was launched last year brought valuable insights to retailers in Singapore and in the region. Marketing and retail leaders from 76 companies such as Asia Malls Management, Charles & Keith, Jardine Cycle & Carriage and Lego provided their expertise on navigating the turbulent waters of retail in the climate of the “Retail Apocalypse”. In 2019, as brick and mortar retailers and e-retailers take bold and significant steps to get closer to their customers while facing a competitive labour market and rapidly evolving technology, a new generation is emerging – bringing along with them their own brand of disruptions and behavioural shifts. It is indeed a challenging yet exciting time for the retail industry in South East Asia and Singapore.

ARLC 2019 will delve deep into retail innovation to tackle the new and exciting frontier: millennials and Genera-tion Z. The conference will focus on three key pillars: Next-Gen Voice, Next-Gen Business Models and Next-Gen Research, to fuel insights into conceiving and adhering to a digitally-ready strategy for the new consumer which includes the exploration of immersive technologies, social commerce and augmented reality.

The conference will feature an impressive line-up of industry experts from across the globe who represent a mix of leaders from industry, statuary boards and academia. In this full-day event, the conference will feature talks, Q&A, panel discussions as well as the first-of-its-kind Inter-Varsity Retail Challenge where you will get first-hand insights into the mindsets and behaviours of the new generation.

As we come together to Engage, Design, Enhance, Understand and Imagine, the RCoE team hopes that the knowledge shared at ARLC 2019 will inspire and empower retailers to do more in embracing retail for the new generation.

Wishing you a valuable and enjoyable learning experience.

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Guest Registration

Welcome AddressDr Gerry George, Dean and Lee Kong Chian Chair Professor of Innovation and Entrepreneurship, Lee Kong Chian School of Business, Singapore Management University

Conference OverviewDr Kapil R. Tulli, Professor of Marketing, Director, SMU Retail Centre of Excellence

SESSION 1: EngageMs Elaine Heng, Chief Executive Officer, Retail Business - FairPrice GroupDr Ernst Christiaan Osinga, Associate Professor of Marketing - Singapore Management UniversityMr Christopher Daguimol, Director/Head of Brand Communications - ZaloraQ&A Session

Morning Tea Break & Networking Session

SESSION 2: DesignMr Mark Wee, Executive Director - DesignSingapore CouncilMs Dione Song, Chief Commercial Officer - Love, BonitoMs Richa Menka, Principal - Eight Inc.Ms Kim Nayoung, Marketing Officer - ShimanoQ&A Session

Buffet Lunch & Networking Session

SESSION 3: EnhanceMr Sam Too, Head of Corporate and Media Relations - Qoo10 Pte Ltd Mr Gary Chan, Channel & Device Marketing Director - MicrosoftMr Mark Jamison, SVP, Global Head of Innovation and Design - VisaDr Nirmalya Kumar, Professor of Marketing - Singapore Management UniversityQ&A Session

Afternoon Tea Break & Networking Session

SESSION 4: UnderstandMs Gayathri Venkatesan, Marketing Science Partner - FacebookMr Pratt Hetrakul, Marketing Science Partner - FacebookDr Sandeep R Chandukala, Associate Professor of Marketing - Singapore Management University Dr Tan Yong Chin, Assistant Professor of Marketing - City University of Hong KongMs Sheryl Woon, Online Traffic Acquisition Leader - DecathlonQ&A Session

SESSION 5: ImagineInter-Varsity Retail Challenge

End Of Conference

Dr. Kapil R. TuliDirector, Retail Centre of ExcellenceProfessor of MarketingLee Kong Chian School of BusinessSingapore Management University

Engage

What have eminent retailers and retail leaders done to stay relevant? This will be discussed in-depth by a panel of speakers featuring Elaine Heng, Chief Executive Officer, Retail Business, FairPrice Group, Dr Ernst Chris-tiaan Osinga, Associate Professor of Marketing, Lee Kong Chian School of Business, Singapore Management University and Christopher Daguimol, Director/Head of Brand Communications, Zalora.

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SESSION 1

As ZALORA’s Group Director for Brand Communications, Christopher is responsible for the overall corporate and public communications strat-egy of the Group across Asia. He leads a team across six markets, tak-ing care of media relations, external and executive communications, crisis and reputation management, branding and consumer events, corporate storytelling and branding, and social media.

Before joining ZALORA, Christopher spent most of his PR career han-dling luxury and fashion brands which includes Louis Vuitton, Atelier Swarovski and Asia’s inaugural Men’s Fashion Week in Singapore. He has also worked on FMCG clients such as Unilever, DIAGEO and Asia-Pacific Breweries, and served as in-house PR lead for luxury prop-erties and a non-profit organization. He specializes in running large scale events, crisis communications, media management and influ-encer engagement.

Christopher holds a Master’s Degree in Philosophy from the National University of Singapore and a Bachelor’s Degree in Philosophy (Hons) from the University of Santo Tomas. He was also a SIF-ASEAN Fellow in Singapore Management University (2004)

Mr Christopher DaguimolDirector/Head of Brand CommunicationsZalora

Ms Elaine Heng is the Chief Executive Officer, Retail Business, FairPrice Group where she currently oversees the operations and overall man-agement of more than 370 FairPrice stores in various retail formats. Prior to current appointment, Ms Heng was the Deputy CEO, Head of Channels, running the operations of the stores. She was instrumental in strategising and implementing the launch of FairPrice Xtra at Vivo City, redefining retail to better cater to evolving customer lifestyles. She continuously drives customer-centricity and operational excellence across the organisation.

Ms Heng has over 20 years of retail banking experience and was for-merly the Managing Director, Regional Head of Branch Sales & Distri-bution for Asia Pacific, Citibank N.A. She was responsible for the per-formance of the sales and service force across the Branch Banking business in thirteen countries. Prior to joining Citibank, Ms Heng spent fifteen years in Standard Chartered Bank where she was Managing Di-rector, Regional Head of Integrated Distribution, Singapore and ASE-AN and was responsible for sales and service front line staff across multiple channels consisting of Priority banking, International banking, Branch banking, direct sales force and Digital banking.

Elaine HengChief Executive Officer, Retail BusinessFairPrice Group

Ernst C. Osinga is an Associate Professor of Marketing at the Lee Kong Chian School of Business, Singapore Management University. Prior to joining SMU, Ernst held an Assistant Professor position at Tilburg Uni-versity. He obtained his PhD, cum laude, from the University of Gron-ingen. His research interests include online advertising and retailing, pharmaceutical marketing, and the marketing-finance interface. His work has been published in the Journal of Marketing, Journal of Mar-keting Research, Academy of Management Journal, and International Journal of Research in Marketing. Ernst is a recipient of the 2017 Dean’s Impact Award, Dutch Marketing Science Award, and a runner-up for the EMAC McKinsey Award. He received several research grants. Ernst served as an expert witness for the Court of Amsterdam and provided guidance to large players in the pharmaceutical, retail, and advertising industry. Ernst taught courses on marketing models, customer intelli-gence, and marketing research. He obtained various teaching honors.

Dr Ernst Christiaan OsingaAssociate Professor of Marketing, Lee Kong Chian School of BusinessSingapore Management University

DesignDesign looks into the creation of a seamless weave of technology, visual engagement and consumer empathy to develop a highly-focused consumer-centric retail experience. Mark Wee, Executive Director, DesignSinga-pore Council, Dione Song, Chief Commercial Officer, Love, Bonito, Richa Menka, Principal, Eight Inc. and Kim Nayoung, Marketing Officer, Shimano. will share why retailers need to incorporate design thinking to provide more opportunities to better connect with consumers.

Mark is a pioneer in using design thinking to shape innovative hu-man-centred experiences across products, services, and environments. He is also an awardwinning designer and architect. He represented Singapore at the 11th Venice Biennale International Architecture Ex-hibition with work from UNION Experience, where he was a founding partner. From 2011 to 2016, he led the Experience Design studio, the strategic design and innovation practice that he started at ONG&ONG.

Mark joined the DesignSingapore Council (Dsg) as Executive Director on 14 May 2018. Before joining Dsg, Mark was the founder and prin-cipal of ANNEX A, a design, innovation and architectural consultancy that takes a design thinking approach to crafting human-centred expe-riences.

He also served as an adjunct lecturer at the National University of Sin-gapore (NUS)’s Institute of System Science (ISS), teaching digital ser-vice design and innovation practice.

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Mr Mark WeeExecutive DirectorDesignSingapore Council

SESSION 2

Ms Kim Nayoung joined Shimano since 2010 as a graphic designer and has also been the team leader for packaging design, creation of point-of-sales in retail and merchandising. She has since moved to the marketing section in 2016. She is responsible for Shimano’s overall dig-ital marketing, planning and creation of lifestyle gear contents.

Ms Kim NayoungMarketing OfficerShimano

Dione is a creative strategist who likes getting things done right, well and fast. She is a thought leader and has been featured three years in a row in LinkedIn’s power profiles.

Currently the Chief Commercial Officer at Love, Bonito, Dione spear-heads the growth and strategy of Love, Bonito’s global expansion, fundraising and driving the brand’s performance and innovation. She also drives the business’s profitable omnichannel strategies and tech investments.

Love, Bonito’s ambition is to become the Asian female brand of the fu-ture - thoughtful, considerate, truly omnichannel and a representation of ‘new female retail’. A brand builder and creative at the core, Dione is well-poised to hash out the most innovative and efficient solutions to big problems. And alongside the passionate team of 150 around the region, she has transformed the company and positioned it for broad global expansion. Love, Bonito currently has growing presence across Singapore, Malaysia, Indonesia and Cambodia, while also shipping in-ternationally.

Ms Dione SongChief Commercial OfficerLove, Bonito

As Principal at Eight Inc. Richa applies the lens of human experience to business strategy in order to help some of the world’s leading compa-nies grow in ever-changing technological, cultural, and business land-scapes.

Richa is passionate about driving better business outcomes through better human outcomes. She is interested in the underlying forces that drive human behavior

Ms Richa MenkaPrincipalEight Inc.

EnhanceHow do retailers respond to the disruptions and behavioural shifts of the next generation of consumers to drive their business? Hear from Sam Too, Head of Corporate and Media Relations, Qoo10, Gary Chan, Channel & Device Marketing Director, Microsoft and Mark Jamison, SVP, Global Head of Innovation and Design, Visa. together with Nirmalya Kumar, Professor of Marketing from Singapore Management University as discussant.

With over 10 years of regional business development and startup ex-perience in various companies, he started his eCommerce journey by joining Deal.com.sg (eventually known as ENSOGO) during their initial startup phase in 2010. In Deal.com.sg, he was involved in the business development role and help initiated one of the new category (Travel) that saw the rapid rise of the platform.

From there, seeing the rising trend of ecommerce and the potential of the e-marketplace business model, he joined Qoo10 Pte Ltd (www.Qoo10.sg) in May 2011. From the early days of Qoo10 Singapore (then known as Gmarket Singapore), he was able to witness the evolution of ecommerce in Singapore (of both Buyers and Sellers) and aspects that is unique to its locality and context.

Mark Jamison is Visa’s executive leader of Global Innovation and De-sign, overseeing Visa’s global network of 12 Innovation Centers and Studios and its Global Design team.

In this role, Mark leads new product exploration teams around the world – located in Berlin, Beijing, Dubai, London, Mexico City, Miami, Moscow, New York, San Francisco, Sao Paulo, Singapore, and Warsaw – to explore and commercialize emerging growth opportunities for cli-ents through prototypes and market pilots of new commerce experi-ences. Similarly, the global design team works across organizational and geographical lines to deliver comprehensive design services for Visa’s global product suite and many of its partners.

Mark is a recognized fintech pioneer and a proven corporate leader of digital transformation. Before joining Visa, Mark was an executive com-mittee member and the global head of customer solutions and digital transformation for BBVA in Madrid, one of the largest global banks with operations across 30+ countries. Mark also previously served as the chief digital officer for Capital One Bank and was the founding execu-tive leader of Capital One Labs.

Mark has an MBA from Northwestern’s Kellogg School and a B.S. in Business Administration from Indiana University.

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Mr Sam TooHead of Corporate and Media RelationsQoo10 Pte Ltd

SESSION 3

Mr Mark JamisonSVP, Global Head of Innovation and DesignVisa

Dr. Nirmalya Kumar is Lee Kong Chian Professor of Marketing at the Lee Kong Chian School of Business, SMU. He received his MBA from the University of Illinois at Chicago, and Ph.D in Marketing from Kel-logg Graduate School of Management. To date, he has written seven books, six articles in the Journal of Marketing Research, and nine in the Harvard Business Review. Professor Kumar managed group strat-egy as Member-Group Executive Council at Tata Sons, and served on the Board of Directors for companies like ACC, Bata India, Tata Capital, Tata Chemicals and Zensar.

Professor Kumar has received significant media coverage and atten-tion for his work, such as six European Case (ECCH) adoption awards, teaching, research and lifetime achievements honours, being lauded by The Economic Times as 6th on the Global Indian Thought Leaders list, the “Rising Superstar” in The Economist’s cover story “The New Masters of Management”, and named amongst the 50 Best worldwide B-School Professors and Influential Business School Professors.

Dr Nirmalya KumarProfessor of MarketingSingapore Management University

Gary Chan leads channel and device marketing for Microsoft across South East Asia, Korea and India where he and his team have the op-portunity to bring Microsoft’s mission of empowering every individual and organization to life each day together with channel and ecosystem partners. Gary is passionate about creating shared value and bringing scalable solutions to meet an ever changing world and solve real-world problems, working towards a just and loving world where everyone can live out their best lives and achieve more.

Mr Gary ChanChannel & Device Marketing DirectorMicrosoft

UnderstandHow should traditional retailers refresh their business models to address new practices, new norms and new behaviours of the younger generations? Find out from a panel consisting of Gayathri Venkatesan and Pratt Hetrakul, Marketing Science Partners, Facebook, Sandeep R Chandukala, Professor of Marketing from Singa-pore Management University, Tan Yong Chin, Assistant Professor of Marketing from City University of Hong Kong and Sheryl Woon, Online Traffic Acquisitions Leader, Decathlon.

Gayathri has over 10 years of experience with applying data driven tech-niques to marketing across Tech, Ecommerce, Finance, Manufacturing and Non-Profit industries. In her current role at Facebook, she acts as a consul-tant to key clients in the e-commerce and finance space on how best they can measure effectiveness of their advertising. Outside of work, Gayathri is a mother of 2 daughters and an avid traveler.

Sandeep Chandukala is currently Associate Professor of Marketing at LKCSB, SMU. Prior to joining SMU, Sandeep was Assistant Professor of Marketing and 3M Jr. Faculty Fellow at Indiana University’s Kelley School of Business. He has a Ph.D. in Marketing (with a minor in Statistics) from The Ohio State University, MS (MAS) and MBA from University of Texas at Dallas, MS (Computer Engineering) from University of Minnesota.

Sandeep’s research interests are related to developing quantitative mod-els of consumer behaviour using industrial data. His research primarily focuses on retail analytics. Specifically, understanding and measuring the impact of promotions, advertising and new products and proposing new approaches for market segmentation using Bayesian and Markov Chain Monte Carlo (MCMC) methods. His research has appeared in Marketing Science, Journal of Marketing, Journal of Retailing, Marketing Letters and Customer Needs and Solutions.

Pratt has over 10 years of analytical and academic experiences working with Fortune 500 clients in Market Research using Applied Statistics. Prior to joining Facebook, he led Price & Promotions for Tesco Thailand work-ing for dunnhumby. In his current role at Facebook, he works with key cli-ents across various industries with focus on Retail in driving their business through data driven marketing.

Sheryl Woon is the Traffic Manager for Decathlon Singapore, one of the world’s largest sports retailer. Her job is to make sports accessible to the many, and to get as many Singaporeans to our website and to our stores!

Dr. Tan received his PhD in Business (Marketing) from Singapore Manage-ment University. His research focuses on new technologies and digital strat-egies in online and offline retail. Prior to his doctoral studies, he obtained his Bachelor’s in Business Management from Singapore Management Univer-sity, and worked at Nielsen and Kantar Millward Brown.

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Ms Gayathri VenkatesanMarketing Science PartnerFacebook

Mr Pratt HetrakulMarketing Science PartnerFacebook

SESSION 4

Ms Sheryl WoonOnline Traffic Acquisition LeaderDecathlon

Dr Sandeep R ChandukalaAssociate Professor of MarketingSingapore Management University

Dr Tan Yong ChinAssistant Professor of MarketingCity University of Hong Kong

Imagine

Preparing the Next Generation of Retail Leaders: The Inter-Varsity Retail Challenge

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SESSION 5

One of the highlights of the Asian Retail Leaders Conference would be the opportunity for the Retail Centre of Excellence to showcase students leadership talent in the New Retail. In August 2019, RCOE organized an Inter-Varsity Retail Challenge where the centre invited teams from the major institutions of higher learning to participate in trend research and analysis of key issues fac-ing retailers today. The institutions of higher learning include NUS, NTU, SMU, SUTD, SUSS, SIM Glob-al. More than 70 teams took part in the preliminary rounds. The top ten teams then pitched their ideas to a panel at the semi finals stage and the top four final teams will vie for the prizes at the conference. The teams will be presenting their findings in two main contemporary themes in retailing:

The Key Trends influencing Millennial Retail Shopping Behaviours in the Age of the New Retail: Implications for Retailers

The Professional Retail Job of the Future for Millennials