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6 Steps for Pandemic Recovery
As a result of the pandemic, people have changed. Our shopping and buying habits have fundamentally changed, especially in terms of how we shop (more digital) and what we buy (essentials vs. luxuries). In all likelihood, people will not return to old habits or ways of doing things where shopping is concerned. This means that we need to get to know our customers all over again.

Additionally, consumers are looking for evidence that it is safe to be out in the world again and are eager for the brands they love to love them back in relevant and meaningful ways. Brands need to be clear about how they are keeping their associates and customers safe. They need to be much more personally and contextually relevant to re-build their brand confidence and trust.

To come out on the other side of this crisis and accelerate recovery, retailers must analyze new consumer behaviors and attitudes, rethink segmentation, and use people-level data to deliver personalized, relevant, timely and useful communication about brands’ safety actions, their products and their services. To do this successfully they must also understand and actively build “data trust.”

Bottom line, there’s never been a better time to know your customer. Digital transformation has been accelerated out of necessity and has created the expectation of people that they will have digital experiences that are relevant, convenient, easy, meaningful, and valuable to them right now. And that requires additional diligence with regard to how personal data is captured, curated, managed, and utilized to serve the customer in a more personal and relevant way along the buyer journey.

Join Michele Fitzpatrick, Acxiom’s Retail Strategist, Sheila Colclasure, Chief Global Digital Responsibility and Public Policy Officer, IPG Kinesso, and Carlos Melvin Chief Global Privacy Officer for Starbucks as they share practical ideas for engaging with the post-pandemic consumer while keeping data trust in mind.

Nov 18, 2020 01:00 PM in Eastern Time (US and Canada)

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Carlos Melvin
Chief Global Privacy Officer @Starbucks
Carlos Melvin is Starbucks' Global Data Privacy Officer, accountable for ensuring collection and use of personal data across Starbucks global footprint is compliant with relevant regulations, and is consistent with Starbucks ethical view of data collection practices. Before working at Starbucks, Carlos led Recreational Equipment Inc. (REI)’s cyber security program for over 8 years. In this role, Carlos was directly accountable for cyber security services, PCI, and other relevant IT compliance practices. Carlos has also obtained two Master’s Degrees, one in cyber security (DePaul University) and the other in technology management (U. Of Idaho). Carlos has over 20 years experience in cyber security, data privacy and other IT and data governance practices.
Michele Fitzpatrick
Retail Strategist @Acxiom
Michele is a veteran customer experience (CX) consultant and customer relationship management (CRM) marketing strategist. She is focused on helping Acxiom’s major retail and consumer brands clients better understand and connect effectively with people throughout their buying journey and across the customer lifecycle utilizing data-enabled digital and traditional channels. Michele is passionate about helping brands connect with people in ways that matter to them while delivering value to the brand. This requires gaining unique insights into the hearts, minds and behaviors of real people, then determining how, when, what, and most importantly, why they need something. Prior to joining Acxiom, Michele held senior level CX consulting and CRM marketing strategy roles at MRM//McCann and Harte Hanks, serving clients in retail, consumer brands, automotive, financial services, pharma/healthcare, agriculture and associations.
Sheila Colclasure
Chief Global Digital Responsibility and Public Policy Officer @IPG Kinesso
Sheila leads the global data policy and digital responsibility strategies for Kinesso, ensuring that data and digital technology are used ethically and accountably. She helps confirm practices operating at the leading edge of digital technology are consistent with principles of responsible, respectful, proportionate, and fair data use. Sheila is also responsible for public policy engagement with regulators, policy groups, clients and other key stakeholders globally, advocating for ethical advertising and marketing practices in ways that earn people’s trust. Sheila is a recognized global thought leader, speaker, Presidential Leadership Scholar, and she was recognized by CSO as one of the “12 amazing women in security” (2017). Prior to joining IPG Kinesso, she was Acxiom’s Global Chief Data Ethics Officer and Public Policy Executive, Manager of Congressional and Political Affairs for the AICPA, and Staff Assistant in the U.S. Senate. Sheila has a MA in communications.