Let's talk about

• Strategy and leadership (and how they are connected).
• Brand strategy.
• How to communicate value without killing your brand or creating a race to the bottom.
• Trade spend between retail and CPG.
• Why today's digital ad tools aren’t as good as print or analog tools.
• The glaring issue with the hyper targeting ad world that Google and Facebook created.
• The new world of pricing transparency and how companies thrive in this world by switching from ‘selling stuff’ to ‘helping people buy’.
• Selling as a professional discipline.
• Presenting & communication as a discipline.

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Adam is the Senior Vice President of Business Development at Flipp, a leading retail technology company that is reinventing the digital shopping experience. In his role, Adam leads Flipp’s sales efforts across North America where he works to help the largest retail, CPG, and agency organizations navigate the fast changing digital shopping landscape. From growing up in a classified low income city, to touring worldwide on a very strict budget, Adam is no stranger to understanding the value of a dollar and looking for ways to make ends meet. It is this unique perspective that allows him to bridge the gap between retailers and consumers. 

Prior to joining Flipp, Adam led various businesses at Procter & Gamble including Retail Innovation, eCommerce, Market Strategy & Planning, and the Amazon Business Development Team. Adam graduated from the University of Toronto where he studied Computer Science and Political Science. Prior to graduation, Adam took a four-year break from University to tour the world as a member of a critically acclaimed reggae-rock band called Panic & the Rebel Emergency.

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Nearly 70% of shoppers have undergone some sort of store loyalty change! Prior to COVID, we saw an average of just 46% of shoppers were considered non-loyal but this grew to nearly 70%. 

We predicted this would happen because COVID had a double impact on consumers. First it created a massive life change and, as Alan Andreasen first identified in his ground-breaking research paper from 1984, life changes drive brand changes. This is why marketers like to target people who are getting married, moving, going to university, or starting a new job - any life change. Second, it created a recession and recessions have a tendency to re-define the retail and consumer goods landscape. A great example are Dollar Stores - there was a time not very long ago when dollar stores were not considered destinations for shopping, now they are completely accepted destinations for many goods - that was very much driven by the 2009 recession. Same goes for Private Label brands and stores like Trader Joes or ALDI who only sell private label goods. What changes will we see in 5 years because of what's happening today?

In 2020, for the first time, more shoppers use digital coupons and weekly ads vs. print. Digital consumption is at 40% and print is at 33% with the remaining using both equally. In 2016 (only four years ago), the number of digital users was only 25% and print users was at 57%.  

We have reached a true tipping point that will have major implications on the way brands deliver value messaging to consumers as well as the print newspapers who have relied on print circulars and coupons to survive. 

In the US 46MM people work in restaurants, hospitality, or factories. Jobs that rely on physical distancing and 73% of Americans claim that they have seen some form of family income decline due to COVID. This is why Flipp exists, we specialize in helping these people and helping brands continue to communicate value to people when they need it most.

The Last recession saw $52B of retail sales move from Full Price to some kind of discount (does not include auto or gas sales).

This recession we expect over $70B in sales to change from full price to some kind of discount. That means, on average, each us consumer will spend about $280 more on discounted items vs last year (assuming purchasing population of 250MM Americans).

In Canada ONLY - Flipp Canada has 34 times more search for the term ‘toilet paper’ than Google Canada. More Canadians start their searches for high frequency goods on Flipp than on Google. We also have 14X more searches for ‘Coke’, and 10X more searches for ‘eggs’ than Google in Canada.