CHESS Conference To Address Path To Purchase

Four housewares industry leaders will share their insights on engaging consumers in today’s multi-channel marketplace during a panel discussion moderated by HOMEWORLD BUSINESS® Editor-in-Chief Peter Giannetti at next month’s annual CHESS (Chief Housewares Executive SuperSession).

With an overall theme this year that examines ways to intercept consumers along the consumer path to purchase, CHESS 2014 is set for October 7-8 at the Loews Chicago O’Hare hotel (formerly the InterContinental Chicago O’Hare), here. CHESS is presented by the International Housewares Association and sponsored by CORE, the IHA members networking group.

The opening-day keynote moderated by Giannetti is set for 10 a.m., October 7. Entitled “The Housewares Hot Seat— Securing Your Place Along the Purchase Path,” the panel includes Richard Boynton, president, Jura Inc.; AJ Khubani, CEO/president, TeleBrands Corp.; Brian Melzer, president, Epoca International Inc.; Jay Zilinskas, managing director, Meyer Corporation.

The panelists will share B2B and consumer marketing strategies to engage, convert and sustain buyers along today’s path to purchase. The session will examine, among several topics, keys to earning more favorable in-store and digital commerce placement; insights on impactful, cost-effective marketing, merchandising and media campaigns; and strategies for optimizing diverse channels of distribution.

Day two of CHESS 2014 will feature a panel moderated by Chef’n executive chairman Linda Graebner entitled, “So You Don’t Want To Sell Your Business: How Do You Get the Capital to Grow It?” A follow-up to Graebner’s panel at the 2013 CHESS exploring how to manage a business with an eye toward selling it, this year’s session will address two key elements of a business growth plan: how to attract investors and how to finance the plan.

CHESS 2014 also is slated to feature a day-two keynote by former Navy SEAL and best-selling author, Eric Greitens; a presentation by marketing guru and TV personality Tony Chapman on ways to engage the consumer and change behavior; and sessions on omni-channel retailing, social media marketing and design innovation.