THURS2:50pm ← All 2017 Sessions

Aligned 2017 Session:5 Reasons Your Retailers Aren't Engaging (and How to Fix It)


Brands know a solid digital marketing plan is critical to driving more sales, but they often make mistakes in their approach to retailer engagement, execution, and post-campaign analysis and optimization. This results in disjointed marketing efforts with retailers that neither drive incremental, in-store foot traffic, nor increase brand value, loyalty, or sales.

In this session, find out what annoys your retail partners about the way you handle digital (and why this makes it so hard for them to adopt!), and how to strengthen your brand support. We'll cover how to combat co-op confusion, teach retailers ROI on digital marketing, respond to over-communication backlash, defeat retailer doubts, and ultimately motivate and inspire your retailers to help you increase local awareness and sales.

Having worked on the Electrolux retail marketing team and now a strategist at the New England Appliance and Electronics Group, Shelley is well versed on communicating the benefits of digital marketing to local store owners. Come discover the roadmap to becoming your retailers' favorite marketing partner!

Session Speakers

Shelley Kanther  
Marketing & Digital Strategy Consultant at NEAEG

Shelley Kanther may spend half the day in her PJs but that doesn’t mean she isn’t hard at work helping the 120 members of the New England Appliance & Electronics Group (NEAEG) with their digital strategy. Her role as exclusive marketing consultant for NEAEG allows her to work remotely from her Philadelphia home doing what she loves: trying to help local independent retailers not only survive but thrive amidst an increasingly competitive world online. Prior to this gig, Shelley spent almost five years handling trade marketing efforts for the independent dealer channel in the northeast region for Electrolux Major Appliances, where she led the charge in establishing turnkey duplicable digital marketing initiatives for her counterparts across the country. She enjoys skiing, eating queso and dabbling in essential oils while her toddler wrecks the house. Shelley will put on real clothes about once a month to attend NEAEG’s general membership meetings in Franklin, MA. Other than that, she prefers webinars without video conferencing.