Woolworths, Officeworks, an FMCG success story and more join Mumbrella Retail Marketing Summit

The story behind one of Australia’s first Google Assistant products, why Woolworths created a long-term influencer strategy and how behavioural science is shaping stores have been added to the Mumbrella Retail Marketing Summit line up.

Also added to the program is the story of how the Obela Dips brand was successfully launched and has helped drive a category, while new speakers have been added for the session looking at opportunities in China.

The Mumbrella Retail Marketing Summit takes place on February 28 in Sydney. For more details and tickets click here.

Last week Officeworks launched its Google Assistant product, allowing customers to search for product information, store opening times and more information from the Google Home devices.

This session will see Daniel Gladki, head of eCommerce for Officeworks and Matt Ware, head of operations, for their agency First, discuss the process of bringing the product to life, what it has done for Officeworks and why they have moved so quickly into this space which is predicted to be a growing part of the search ecosystem.

Another new session will see Adam Singles, marketing and innovations manager for  Obela Fresh Dips and Spreads and Wayne Dagg, joint managing director of The Conversion Group, tell the story of the launch of the Obela brand into the market in 2012.

The hummus brand, a joint venture between Strauss and PepsiCo, has been a phenomenal success and helped grow and revolutionise the category as a whole.

Pippa Kulmar will explain how behavioural psychology can improve your bottom line

Meanwhile Retail Oasis’ Pippa Kulmar will be presenting a new session looking at the science of store design, and how retailers are using cutting-edge techniques to keep customers in store and buy more, using international best practice to help give you tips and tricks to use on your own.

And while many brands have taken a traditionally campaign-based approach to influencer marketing Woolworths has turned that model on its head, creating sustained activity to drive results for one of its brands.

This session will see Anna Butler, brand manager for Woolworths and The Remarkables Group bosses Lorraine Murphy and Natalie Giddings discuss the approach, and what it had done for the brand in market.

Ophenia Liang and Darren Jacobs will tell you how to make the most of the Chinese opportunity

And new speakers have been added to already announced sessions for the event, including Ophenia Liang, director, Digital Crew and Darren Jacobs, head of agency sales SEA and Europe, iClick Interactive for the session looking at how Australian retailers can make the most of the opportunities in China.

These speakers join a lineup boasting an exclusive keynote presentation from VML’s head of shopper marketing Jon Bird on the third age of digital, KFC’s advertising renaissance, and how SuperCheap Auto revamped ts retail experience.

To see the full program and buy tickets click here.


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