Award-Winners Abound on Path to Purchase Expo Stage
The just concluded Path to Purchase Expo celebrated best-in-class consumer engagement in numerous ways, but none more so than through the awards to industry visionaries presented during the show.
The first award presented during the event was the official recognition of Sandeep Dadlani as CIO of the Year.
In his two years heading up IT at Mars as chief digital officer, Dadlani has been helping the entire enterprise undertake wholesale digital transformation — at the same time that the company has been undergoing what’s probably the most significant evolution in its 100-plus years of history, aggressively expanding into new businesses and services, and working to become smarter, more consumer-centric, and faster.
By combining data analytics, AI and automation with design thinking principles and techniques, Dadlani has fostered an enterprise-wide approach that lets Mars adapt its business practices and consumer strategies at a much faster rate — a rate that has become necessary to stay ahead in a rapidly changing marketplace.
Earning official recognition as CMO of the Year was Amit Shah, chief marketing officer at 1-800-Flowers.com. Under his direction, the company has integrated game-changing retail technologies that are revolutionizing the customer experience and making it easy for shoppers to express, connect and celebrate the special occasions in their lives.
An early proponent of voice-assistant and messaging platforms, Shah identified the huge potential for these conversational channels to not only enhance the customer experience, but ultimately to redefine how people shop and interact with brands. He worked swiftly to integrate Apple Business Chat, Google Assistant, Amazon Alexa, Facebook Messenger and Samsung’s Bixby as commerce channels, making 1-800-Flowers.com one of the first brands on all five major platforms. His strategic vision was to recreate the 1:1 relationships that were a hallmark of the company’s early brick-and-mortar success.
Finally, Path to Purchase Institute hosted its 4th annual Women of Excellence Awards in conjunction with the Network of Executive Women. This year, 12 outstanding women were selected from among nearly 100 nominations for their leadership, passion and ability to change the way we engage with and influence shoppers along the path to purchase. The 2019 program was sponsored by FCB/RED and IN Connected Marketing. Full profiles of the winners will be published in the December and January issues of Path to Purchase IQ.