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12th Annual<br />
<strong>SHOPPER</strong><br />
<strong>INSIGHTS</strong><br />
IN ACTION<br />
Championing the Value of<br />
Activating Research at Retail<br />
IN-STORE<br />
The New, Integrated,<br />
Multi-Channel, Socially<br />
Interwoven Journey<br />
to Purchase<br />
MOBILE<br />
ONLINE<br />
BILLY BEANE<br />
General Manager,<br />
Oakland A’s<br />
and Subject of<br />
Moneyball<br />
JOHN GERZEMA<br />
Co-Author,<br />
Spend Shift<br />
and The Brand<br />
Bubble<br />
DARREN MARSHALL<br />
VP Global Shopper<br />
Development,<br />
The Coca-Cola Co<br />
ANNIE ZIPFEL<br />
VP Owned<br />
Brands and<br />
Packaging,<br />
Target<br />
Corporation<br />
DAVID EAGLEMAN<br />
Neuroscientist<br />
and International<br />
Bestselling Author,<br />
Incognito<br />
SEAN BRUICH<br />
Measurement &<br />
Monetization<br />
Analytics,<br />
Facebook<br />
MARTHA WALSH<br />
Director, Global<br />
Customer Insights,<br />
Walmart<br />
KATE HAMMER, Ph.D.<br />
Chief Storyteller<br />
KILN<br />
July 18-20, 2012<br />
Marriott Downtown Magnificent Mile<br />
Chicago, IL<br />
www.shopperinsightsevent.com
12th Annual<br />
<strong>SHOPPER</strong><br />
<strong>INSIGHTS</strong><br />
IN ACTION<br />
Every July in Chicago, your industry gathers to champion the activation of research at retail.<br />
The gathering is known as The Shopper in Insights in Action Event… where the focus<br />
is ALWAYS on the action.<br />
We’re often asked how we continue to improve<br />
and evolve the event every year, year on year…<br />
Our answer is simple.<br />
It is a privilege to be the trusted brand for hosting the annual voice of the industry. There is no<br />
other event that’s more practical and on point with exactly what you need whether you are a<br />
shopper marketer, retailer, researcher or category leader. We take this very seriously. Our<br />
dedicated team spends countless hours making sure we understand what matters most to you,<br />
your brand, your category and growing your business.<br />
Responding to the resulting behavior shifts regarding the economy, digital and social<br />
commerce, our timely 2012 theme and focus is grounded in navigating The NEW, Integrated,<br />
Multi-Channel, Socially Interwoven Journey to Purchase.<br />
The 2012 agenda is designed to be holistic...<br />
We’ve made sure to capture a diversity of insights from big box to small box to boutique shops.<br />
We include research on the multicultural shopper to the consumer revolution in China retail.<br />
Through specific real world case examples and prolific visionary expertise, we make sure to<br />
provide a Global Economic Update revealing long-term implications to shifting shopper<br />
dynamics and behavior.<br />
The event that never stops growing...<br />
We proudly announce 15 main stage keynote presenters, more than 80 speakers,<br />
and 5 brand new tracks covering Segmentation, Mobile and Social Commerce, ROI and<br />
Measurement, and Technology as a Research Tool and Shopping Tool.<br />
Remaining loyal to the core and history of the Shopper Insights program, we’ll continue to discuss<br />
the rapidly transforming areas in Category Management, Insights in the Store, Insights Beyond<br />
the Store, Collaboration, Retail Brands, and Global Capabilities & Emerging Markets with<br />
ALL BRAND NEW content from those who are driving innovation and making things happen.<br />
Chances are future growth will come from the fringes, so find out what will remain center of the<br />
plate for value-minded consumers and the biggest opportunities to expand in China, India,<br />
Ukraine, Switzerland and more.<br />
In a digital world where mobile is a lifestyle not a technology, we recognize that social<br />
commerce is going to forever change the way we look at and segment our shoppers. This year<br />
pays particular attention to the digital space and segmentation as a focus area.<br />
In an increasingly complex and intensely competitive environment where change and<br />
uncertainty are the New Normal, understanding customer behavior and translating that<br />
strategically calls for mass collaboration of retailers, manufacturers and supplier and agency<br />
side thought leaders.<br />
At Shopper Insights in Action, that’s exactly what you’ll get. You’ll have the unique opportunity to<br />
learn from the most accomplished storytellers across disciplines, industries and expertise.<br />
This is certainly a Shopper Revolution and there’s a lot to talk about and share.<br />
We look forward to seeing you this July in Chicago.<br />
Rachel McDonald<br />
Conference Director,<br />
Shopper Insights in Action<br />
Institute for International Research<br />
Championing the Value of<br />
Activating Research at Retail<br />
Kim Rivielle<br />
Managing Director,<br />
Marketing & Business Strategy Division<br />
Institute for International Research<br />
Lessons From A Legendary Leader<br />
•••••••••••••••••••••••••••••••••••••••••<br />
“You want insight to be<br />
robust, actionable and right.<br />
But we run the risk of making<br />
the pursuit too complex and<br />
too difficult, because really<br />
what you want at the end<br />
of the day is not perfection,<br />
but something you can act<br />
upon.<br />
”<br />
– A. G. Lafley, Former CEO, Procter & Gamble<br />
and Keynote 2011<br />
The Industry Has Spoken<br />
•••••••••••••••••••••••••••••••••••••••••<br />
“Great conference, I am<br />
definitely coming back next<br />
year and will bring more of<br />
my staff. The material was<br />
relevant and actionable.<br />
Thank you!<br />
”<br />
– Art Sebastian, Director, Sales Strategy &<br />
Customer Development, Kraft Foods<br />
“Best cross pollination of<br />
manufacturers, retailers, and<br />
suppliers I’ve seen at an<br />
event.<br />
”<br />
– JD Spangler, VP Global Business Development,<br />
HanesBrands<br />
Our Social Community Agrees<br />
•••••••••••••••••••••••••••••••••••••••••<br />
@bwhittaker:<br />
Had a day<br />
filled w/great<br />
shopper insights<br />
techniques.<br />
#shopper360<br />
@ SteveLevine1:<br />
#shopper360 really<br />
good conference.<br />
Shopper insight<br />
conference<br />
yieldedinsight<br />
#shopper360<br />
2<br />
www.ShopperInsightsEvent.com
16 Keynotes and 80+ Speakers Representing the Most Accomplished<br />
Storytellers Across Disciplines, Industries & Expertise<br />
Main<br />
Stage<br />
Keynotes<br />
1 2 3 4 5 6 7 8<br />
9 10 11 12 13 14 15 16<br />
BILLY BEANE, General Manager, Oakland A’s and Subject of Moneyball<br />
discusses objectivity that numbers can bring to the business world...Create Value<br />
DAVID EAGLEMAN, Renowned Neuroscientist and Author Incognito: The<br />
Secret Lives of the Brain marshals new data from social neuroscience to<br />
show that people use the same brain circuitry to relate to brands as they do<br />
to one another… What Matters to the Mind of the Consumer?<br />
JOHN GERZEMA, Co-Author, Spend Shift and The Brand Bubble explores<br />
post-crisis values and behavior shifts and the new imperatives for business…<br />
Shopper Revolution<br />
MARC GOBE, CEO, Emotional Branding LLC reflects on the future of retail<br />
in a social economy. Capture the limitless opportunities offered for those<br />
who have a social voice…Social Commerce as an Ecosystem<br />
KEN ERICKSON, Ph.D., CEO & Cultural Anthropologist, Pacific Ethnography<br />
Company reveals research on consumer revolution in China retail…<br />
Global Retail Research<br />
ANDREW DUGUAY, Senior Economist, ITR presents a global economic<br />
outlook with distinct points that business leaders must not miss…<br />
Separate Fact from Fiction<br />
KATE HAMMER, Ph.D., Chief Storyteller, KILN provides you with the tools to<br />
craft better stories across the product/brand lifecycle…Connecting the Dots<br />
DARREN MARSHALL, Vice President, Global Shopper Development,<br />
The Coca-Cola Company shares how their movement for Shelf Savvy Marketing<br />
is empowering leaders around the world…Convert Shoppers into Buyers<br />
MARTHA WALSH, Director, Global Customer Insights, Walmart delivers a<br />
deep understanding of the path-to-purchase through the lens of the trip type…<br />
Create Shopper Missions<br />
ANNIE ZIPFEL, VP Owned Brands and Packaging, Target Corporation<br />
explores impactful strategies that revitalize both categories and owned<br />
brands…Growth in Private Brand<br />
11<br />
12<br />
13<br />
14<br />
15<br />
16<br />
SEAN BRUICH, Measurement & Monetization Analytics, Facebook unveils<br />
the new ROI tool that links in-store sales to social, mobile and traditional<br />
media…The New KPI’s<br />
JEFF SMITH, Partner, Prophet provides you with the business case for<br />
building a strong consistent brand and how that “start to finish” strategy can<br />
help you create value…Brand Excellence<br />
MIKEL CIRKUS, Global Director, Conceptual Design Group, Firmenich Flavors<br />
examines future trends shaping tomorrow’s global consumer…<br />
What’s Trending Now?<br />
KRISTIN FERRARACCIO, Director, Category Management, Activision Blizzard<br />
DARD NEUMAN, Ph.D., President of Insights, SmartRevenue showcases<br />
how the consumer moves through gaming platforms…<br />
Gamers Shop the Way they Play<br />
RICHARD WINTER, President, POPAI reveals an exclusive first look at a<br />
Shopper Engagement Study focusing on traditional intercept interviews,<br />
eye-tracking, and neuromonitoring…What Makes a Shopper Stop?<br />
Retailers<br />
Jeffrey Boorjian, VP, Marketing,<br />
CAESARS ENTERTAINMENT<br />
Sharonda Britton, Director of Marketing,<br />
African American and Asian, WALMART<br />
Deanna Canedo, Director of Marketing, Hispanic, WALMART<br />
Cindy Casper, Senior Director Insights, SAM’S CLUB<br />
Ned Kumar, Web Strategist, FEDEX SERVICES<br />
Stanley Lucas, Director, Customer Insights, LANE<br />
BRYANT, FASHION BUG AND CATHERINES PLUS-<br />
CHARMING SHOPPES, INC.<br />
Damodar Mall, Director Food Strategy, FUTURE GROUP<br />
Harry Overly, VP of Marketing, USA Grocery,<br />
TREEHOUSE FOODS<br />
Connie Walsh, Director of Marketing and Packaging,<br />
STAPLES<br />
LaNoir Washington, Senior Manager, Global<br />
Consumer Insights, WALMART<br />
Ben Wynkoop, Director of Visual Merchandising &<br />
Category Planning, 7-ELEVEN<br />
Manufacturers<br />
Tetyana Abrosimova, Head of Consumer Marketing,<br />
LG ELECTRONICS UKRAINE<br />
Michelle Adams, VP, Strategic Insights, PEPSICO<br />
Rafael Alcaraz, Ph.D., VP Global Advanced Analytics,<br />
Digital Media, and Strategic Foresight,<br />
THE HERSHEY COMPANY<br />
Andres Amezquita, VP eCommerce, MATTEL, INC.<br />
CarrieAnn Arias, Director of Shopper Marketing,<br />
DOLE FRESH VEGETABLES<br />
Jamie Borteck, VP Marketing,<br />
FOOD SHOULD TASTE GOOD<br />
Jill Boyce, Director Shopper Insights, SARA LEE<br />
Tom Burkemper, Senior Director Category<br />
Management/Trade Marketing,<br />
ANHEUSER-BUSCH INBEV<br />
Lauren Cercone, Director of Consumer & Shopper<br />
Insights, DOLE FRESH VEGETABLES<br />
Rob Colarossi, VP, Category Leadership,<br />
HOSTESS BRANDS<br />
Rich Ezra, VP Marketing, EK SUCCESS BRANDS<br />
T G FuQua, Brand Manager Shopper Marketing,<br />
TYSON FOODS<br />
Craig Geiger, Director Category Management,<br />
BARILLA AMERICA<br />
Sangeeta Gupta, Director, Consumer Strategy &<br />
Insights, PEPSICO INDIA<br />
Anne Jones, VP, Shopper Marketing and<br />
Business Development, KIMBERLY-CLARK<br />
Mike Klein, Associate Director, Sales Analytics &<br />
Insights, POST FOODS<br />
Tracy Luckow, Senior Director, Strategy, Insights &<br />
Innovation, DANNON<br />
Bryce McTavish, VP, Channel Marketing, MILLERCOORS<br />
Phil McGee, Director, Shopper Insights, Campbell's North<br />
America & Pepperidge Farm, CAMPBELL SOUP COMPANY<br />
Nancy Montague, Senior Director of Global Category<br />
Development, WRIGLEY<br />
Kelley Peters, VP Integrated Insights & Strategy, POST FOOD<br />
Mike Quintan, Senior Manager, Consumer Strategy<br />
and Insights, FRITO-LAY NORTH AMERICA<br />
Vikram Sarma, Global Shopper Insights Lead,<br />
Specialty Division, CLOROX CO.<br />
Chris Shaw, Group Leader, Category Business<br />
Planning, H.J. HEINZ CO.<br />
Simon Small, Global Sales and Category<br />
Development - Confectionery, NESTLÉ<br />
JD Spangler, VP Global Business Development,<br />
HANESBRANDS<br />
Joy Steinberg, Consumer Care Insights, BURT’S BEES<br />
Joe Tasker, Category Manager,<br />
LACTALIS AMERICAN GROUP<br />
Christian Thompson, Senior Director of Shopper<br />
Insights, KELLOGG’S<br />
John Whitaker, VP Consumer & Shopper Insights,<br />
HANESBRANDS<br />
Heath Willis, Director, Global Shopper Marketing,<br />
COCA-COLA REFRESHMENTS<br />
Digital & Mobile<br />
Chip Jessopp, Vice President, GROUPON<br />
David Laird, Research Director, B2B Insights, YAHOO!<br />
Lisa Landsman, Team Manager, Commerce CPG<br />
Sales, GOOGLE<br />
Catherine Roe, Head of CPG, GOOGLE<br />
David Wolf, VP, Global Business & Market Development,<br />
AMERICAN EXPRESS<br />
Thought-Leaders<br />
Candace Adams, Ph.D., President, Global Retail Strategy,<br />
SMARTREVENUE<br />
Priya Baboo, EVP, Shopper Insights & Strategy,<br />
VIDEOMINING<br />
Louis-Michel Barbotin, President Global Shopper<br />
Insight, SYMPHONYIRI<br />
Mark Berry, EVP, Retail & Shopper Insights,<br />
IPSOS MARKETING<br />
Joe Beier, EVP, GFK <strong>SHOPPER</strong> & RETAIL STRATEGY<br />
Ralph Blessing, EVP, GFK NEW PRODUCT WORKS<br />
George E. Brown II, Senior Account Executive,<br />
MEYERS RESEARCH CENTER<br />
Carmen Bryant, Research Director, ESSENCE<br />
COMMUNICATIONS<br />
Alison Chaltas, EVP, GFK <strong>SHOPPER</strong> & RETAIL STRATEGY<br />
Andy Cremer, Vice President, RTC<br />
Brant Cruz, VP, Retail and eCommerce Practice,<br />
CHADWICK MARTIN BAILEY<br />
John Dranow, CEO, SMARTREVENUE<br />
Sarah Gleason, EVP, GFK <strong>SHOPPER</strong> & RETAIL STRATEGY<br />
Cheryl Halverson, VP, Retail & Services,<br />
GONGOS RESEARCH<br />
Brenda Hurley, Senior Vice President, C+R RESEARCH<br />
Ellie Hutton, VP, Community Panel Research,<br />
VISION CRITICAL<br />
Jeff Inman, Associate Dean for Research and Faculty,<br />
Katz School, UNIVERSITY OF PITTSBURGH<br />
Kris Medford, Director, Shopper Sciences,<br />
INTERBRAND DESIGN FORUM<br />
Nadine McCracken, VP, Retail Solutions and<br />
Product Development, SMARTREVENUE<br />
Jeff McKenna, Senior Consultant,<br />
CHADWICK MARTIN BAILEY<br />
Aaron Reid, Ph.D., Founder and Chief Behavioral<br />
Scientist, SENTIENT DECISION SCIENCE<br />
Dhiraj Rajaram, Founder, CEO & Chairman, MU SIGMA<br />
Juan Ruiz, Research Director, C+R RESEARCH<br />
Susan Sentell, President & CEO, GLADSON<br />
James Sorensen, Senior Vice President,<br />
TNS RETAIL & <strong>SHOPPER</strong><br />
Tom Sullivan, President, VIDEOMINING<br />
Bruce Vierck, Vice President, RTC<br />
Christi Walters, Principal, Consumer Products,<br />
GONGOS RESEARCH<br />
John Williamson, Founder & CEO, QUALVU<br />
Kaye Young, Senior Vice President, SMARTREVENUE<br />
To Register CALL 888.670.8200 INTERNATIONAL 941.554.3500 EMAIL Register@iirusa.com 3
AGENDA AT A GLANCE ........................................................................................<br />
1<br />
DAY ONE SYMPOSIA ....................................................................................... WEDNESDAY July 18, 2012<br />
8:00 Registration and Morning Coffee<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
8:30 Chairman Address<br />
John Dranow, CEO, SMARTREVENUE<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
Opening Keynote<br />
9:00 The Ripple Effect – Creating a Global Movement to Convert Shoppers into Buyers<br />
Darren Marshall, Vice President, Global Shopper Development,<br />
THE COCA-COLA COMPANY<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
9:45 Networking Break<br />
Every session is focused on how insights drive activation at retail. Each session is 40 minutes followed by 5 minutes to transition to the next. Move between them as much as you’d like.<br />
GLOBAL CAPABILITIES AND<br />
MOBILE AND SOCIAL<br />
EMERGING MARKETS 2 RETAIL BRANDS 3 CATEGORY SOLUTIONS 4 COMMERCE 5 SEGMENTATION<br />
All New<br />
for 2012<br />
1:30 The 5 Cs of the Bazaar in<br />
Modern Retail: Context,<br />
Conversation, Comfort, Celebration<br />
and Culture<br />
Damodar Mall, Director Food<br />
Strategy, FUTURE GROUP<br />
Sangeeta Gupta, Director, Consumer<br />
Strategy & Insights, PEPSICO INDIA<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 Global Growth Opportunities:<br />
Shoppers are Showing the Way<br />
Louis-Michel Barbotin, President<br />
Global Shopper Insight,<br />
SYMPHONYIRI<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Making Properties, Assets &<br />
Sponsorships Make Sense at Retail<br />
for Shoppers<br />
Heath Willis, Director, Global Shopper<br />
Marketing, COCA-COLA<br />
REFRESHMENTS<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 Mobile Shopping Innovation<br />
in Emerging Markets<br />
Tetyana Abrosimova,Head of<br />
Consumer Marketing,<br />
LG ELECTRONICS UKRAINE<br />
1:30 Featured Session Creating<br />
Private Brands in conjunction with<br />
Branded Products<br />
Ben Wynkoop, Director of Visual<br />
Merchandising & Category Planning,<br />
7-ELEVEN<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 Integrating Shopper Insights<br />
for Scalability<br />
Dr. Candace Adams, President, Global<br />
Retail Strategy, SMARTREVENUE<br />
Nadine McCracken, VP, Retail<br />
Solutions and ProductDevelopment,<br />
SMARTREVENUE<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Driving Private Brand<br />
Through Product Innovation<br />
Connie Walsh, Director of Marketing<br />
and Packaging, STAPLES<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 Structuring an Organization<br />
for Private Brand Development<br />
Harry Overly, VP of Marketing, USA<br />
Grocery, TREEHOUSE FOODS<br />
1:30 Pasta Meal Season Wheel of<br />
Fortune: Applying Shopper Insights<br />
to Drive Incremental Seasonal Sales<br />
Craig Geiger, Director Category<br />
Management, BARILLA AMERICA<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 Insights that Align all your<br />
Marketing and Category<br />
Management Activities<br />
Rich Ezra, VP Marketing,<br />
EK SUCCESS BRANDS<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Be an Expert in Price &<br />
Promotion Strategy<br />
Joe Tasker, Category Manager,<br />
LACTALIS AMERICAN GROUP<br />
•••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 Know Before You Go: A<br />
Shopper-Centric Retail Story<br />
Tom Burkemper, Senior Director<br />
Category Management/Trade Marketing,<br />
ANHEUSER-BUSCH INBEV<br />
Keynote<br />
10:15 Make Your Move: Global Economic Update<br />
Andrew Duguay, Senior Economist, ITR<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
11:15 New Research Revealed! What Makes a Shopper Stop: A 360 Degree View of<br />
Today's Shopper Based Upon Neuro, Eye-Tracking, & Intercept Interview Data<br />
A Panel moderated by Richard Winter, President, POPAI including<br />
Michelle Adams, Vice President, Strategic Insights, PEPSICO<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
12:15 Lunch<br />
1:30 Leveraging Digital Insights<br />
and Media Throughout the Entire<br />
Journey to Purchase<br />
Catherine Roe, Head of CPG,<br />
GOOGLE<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 The Hidden Dangers of Using<br />
Aggregate Data to Develop Mobile<br />
Marketing Strategies to Reach<br />
Consumers<br />
Rafael Alcaraz, Ph.D., Vice President<br />
Global Advanced Analytics, Digital<br />
Media and Strategic Foresight,<br />
THE HERSHEY COMPANY<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Featured Session<br />
Reinventing Retail for the<br />
Next-Generation Customer<br />
Chip Jessopp, Vice President,<br />
GROUPON<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 Addressing In-Store Changes<br />
Nancy Montague, Senior Director of<br />
Global Category Development,<br />
WRIGLEY<br />
1:30 Layering Segmentation<br />
Methodologies to Uncover the Path<br />
to Purchase and Align Elements of<br />
Retail Strategy<br />
Stanley Lucas, Director, Customer<br />
Insights, LANE BRYANT, FASHION<br />
BUG and CATHERINES PLUS -<br />
CHARMING SHOPPES, INC.<br />
•••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 Featured Session The Aging<br />
Boomer: The Largest Opportunity for<br />
Retail Consumer Growth in our<br />
Lifetimes<br />
Anne Jones, Vice President, Shopper<br />
Marketing and Business<br />
Development, KIMBERLY-CLARK<br />
•••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
•••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Filling Up the Shopping Cart:<br />
A Look at Bicultural Hispanic Shoppers<br />
Brenda Hurley, Senior Vice President,<br />
C+R RESEARCH<br />
Juan Ruiz, Research Director,<br />
C+R RESEARCH<br />
•••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 Multi-Channel Millennial<br />
Shopper: Using Shopper Insights to<br />
Win in Beer<br />
Bryce McTavish, VP, Channel<br />
Marketing, MILLERCOORS<br />
1<br />
Kick-Off Keynote<br />
5:00 The Shoppers’ Experience of Retail in China: Local Meetings, Global Patterns<br />
Ken Erickson, Ph.D., CEO & Cultural Anthropologist, PACIFIC ETHNOGRAPHY COMPANY<br />
DAY TWO THE CONFERENCE ......................................................................... THURSDAY July 19, 2012<br />
7:30 Registration and Morning Coffee<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
8:00 Chairman Address<br />
Phil McGee, Director, Shopper Insights, Campbell's North America &<br />
Pepperidge Farm, CAMPBELL SOUP COMPANY<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
Opening Keynote<br />
8:30 Emotional Branding at Retail: Building a Social Voice for Your Brand<br />
Marc Gobe, CEO, EMOTIONAL BRANDING LLC<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
Keynote<br />
9:30 Moneyball: The Art of Winning an Unfair Game<br />
Billy Beane, GM, OAKLAND A’S and Subject of MONEYBALL<br />
Every session is focused on how insights drive activation at retail. Each session is 40 minutes followed by 5 minutes to transition to the next. Move between them as much as you’d like.<br />
<strong>INSIGHTS</strong> BEYOND<br />
THE STORE 2 <strong>INSIGHTS</strong> IN THE STORE COLLABORATION ROI & MEASUREMENT<br />
DIGITAL/TECHNOLOGY<br />
3 4 5 AS A RESEARCH TOOL<br />
1:30 Using Hybrid Methods for<br />
Multi-Cultural Insights<br />
George E. Brown II, Senior Account<br />
Executive, MEYERS RESEARCH<br />
CENTER<br />
Carmen Bryant, Research Director,<br />
ESSENCE COMMUNICATIONS<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 Featured Session Driving<br />
Retail Growth via Shopper<br />
Platforms<br />
Vikram Sarma, Global Shopper<br />
Insights Lead, Specialty Division,<br />
CLOROX CO.<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Activating the Shopper Along<br />
the Journey to Purchase in the<br />
Store<br />
Simon Small, Global Sales and<br />
Category Development -<br />
Confectionery, NESTLÉ<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 Capturing the Value of<br />
Shopper Insights Across Retail<br />
Channels<br />
TG.FuQua, Brand Manager Shopper<br />
Marketing, TYSON FOODS<br />
1:30 Demystifying the Allure of<br />
Casino Floor Merchandising<br />
Jeffrey Boorjian, Vice President,<br />
Marketing, CAESARS<br />
ENTERTAINMENT<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 Part I: Triangulating the<br />
Shopper: Using Multiple<br />
Methodologies to Drive Produce<br />
Department Reinvention<br />
Lauren Cercone, Director of<br />
Consumer & Shopper Insights,<br />
DOLE FRESH VEGETABLES<br />
James Sorensen, Senior Vice President,<br />
TNS RETAIL & <strong>SHOPPER</strong><br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Reinventing the Retail Environment:<br />
How to be Unique, Compelling and<br />
Profitable In-store<br />
Joe Beier, EVP, GFK <strong>SHOPPER</strong> &<br />
RETAIL STRATEGY<br />
Ralph Blessing, EVP, GFK NEW<br />
PRODUCT WORKS<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 The Gift That Keeps Giving (or How<br />
to Make Your Work Work Harder for You)<br />
Phil McGee, Director, Shopper Insights,<br />
Campbell's North America & Pepperidge<br />
Farm, CAMPBELL SOUP COMPANY<br />
Jeff Inman, Associate Dean for<br />
Research and Faculty, KATZ SCHOOL -<br />
UNIVERSITY OF PITTSBURGH<br />
10:30 Networking Break<br />
Baseball & book signing with Billy Beane, GM, OAKLAND A’S and Subject of MONEYBALL<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
Keynote<br />
11:00 Emotion, Motivation, and Reputation: What Matters to the Mind of the Consumer<br />
David Eagleman, Renowned Neuroscientist and International Bestselling Author,<br />
INCOGNITO: THE SECRET LIVES OF THE BRAIN<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
Keynote<br />
11:45 Gamification: When Gamers Shop the Way they Play<br />
Kristin Ferraraccio, Director, Category Management, ACTIVISION BLIZZARD<br />
Dard Neuman, Ph.D., President of Insights, SMARTREVENUE<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
12:30 Lunch<br />
1:30 Featured Session How<br />
Shopper Emotions Unlock<br />
Understanding of Retailer Choice<br />
Jill Boyce, Director Shopper Insights,<br />
SARA LEE<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
2:15: Insights to Action:<br />
How to Make the Most of your<br />
Investment in Insights<br />
Alison Chaltas, EVP, GFK <strong>SHOPPER</strong><br />
& RETAIL STRATEGY<br />
Sarah Gleason, EVP, GFK <strong>SHOPPER</strong><br />
& RETAIL STRATEGY<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 PART II: Produce Department<br />
Reinvention: Partnering with your<br />
Retailers to Implement your<br />
Insights In-Store<br />
CarrieAnn Arias, Director of Shopper<br />
Marketing,<br />
DOLE FRESH VEGETABLES<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 The Ever Elusive Insight:<br />
Uncovering Insights in a Stack of<br />
Findings<br />
Bruce Vierck, Vice President, RTC<br />
Andy Cremer, Vice President, RTC<br />
1:30 Trade Spending ROI:<br />
Maximizing the Organization’s<br />
Profitability<br />
Kelley Peters, VP Integrated Insights<br />
& Strategy, POST FOODS<br />
Mike Klein, Associate Director, Sales<br />
Analytics & Insights, POST FOODS<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
2:15: Featured Session The<br />
Shopper’s Journey<br />
David Laird, Research Director, B2B<br />
Insights, YAHOO!<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Improving Conversion Using<br />
Member Insights<br />
Dhiraj Rajaram, Founder, CEO &<br />
Chairman, MU SIGMA<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 Understanding the<br />
“Shopper Equity” of Your Brands<br />
Mark Berry, Executive Vice President,<br />
Retail & Shopper Insights,<br />
IPSOS MARKETING<br />
Keynote 5:00 Heroes of the Purchase Story - Kate Hammer Ph.D., Chief Storyteller, KILN 5:45 Cocktail Reception<br />
1:30 Leveraging New Shopper<br />
Metrics for Success at Retail<br />
Chris Shaw, Group Leader, Category<br />
Business Planning, H.J. HEINZ CO.<br />
Priya Baboo, EVP, Shopper Insights &<br />
Strategy, VIDEOMINING CORPORATION<br />
Tom Sullivan, President, VIDEOMINING<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
2:15: Web 2.0 Something: The<br />
Future of Online Shopping<br />
Brant Cruz, Vice President, Retail<br />
and eCommerce Practice,<br />
CHADWICK MARTIN BAILEY<br />
Jeff McKenna, Senior Consultant,<br />
CHADWICK MARTIN BAILEY<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Shopper Communities: How<br />
Manufacturers & Channel Partners Optimize<br />
Sales through Ongoing Consumer Conversations<br />
Christi Walters, Principal, Consumer<br />
Products, GONGOS RESEARCH<br />
Cheryl Halverson, Vice President,<br />
Retail & Services, GONGOS RESEARCH<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 Opportunities are Endless with<br />
an Online Community: Experience<br />
Burt’s Buzz with Burt’s Bees<br />
Joy Steinberg, Consumer Care Insights<br />
Manager, Global Insights, BURT’S BEES<br />
Ellie Hutton, Vice President, Community<br />
Panel Research, VISION CRITICAL<br />
4<br />
www.ShopperInsightsEvent.com
...............................................................................................................................<br />
DAY THREE THE CONFERENCE ............................................................................. FRIDAY July 20, 2012<br />
7:30 Morning Coffee<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
8:00 Chairman Address: Phil McGee, Director, Shopper Insights,<br />
Campbell's North America & Pepperidge Farm, CAMPBELL SOUP COMPANY<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
Keynote<br />
8:15 Spend Shift: How the Post-Crisis Values Revolution is Changing the<br />
Way We Buy, Sell, and Live<br />
John Gerzema, Co-Author, SPEND SHIFT and THE BRAND BUBBLE<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
Keynote<br />
9:00 Evolving ROI from “Evaluation” to “Explanation”<br />
Sean Bruich, Measurement & Monetization Analytics, FACEBOOK<br />
Keynote<br />
9:45 Managing Customer Touchpoints to Deliver Exceptional Brand Experiences<br />
Jeff Smith, Partner, PROPHET<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
10:30 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
Keynote<br />
11:00 Target’s Guest Insights-Owned Brand Success<br />
Annie Zipfel, VP Owned Brands and Packaging, TARGET CORPORATION<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
Keynote<br />
11:45 Walmart’s Path-to-Purchase Through the Lens of Trip Type<br />
Martha Walsh, Director, Global Customer Insights, WALMART<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
12:30 Lunch followed by Dessert and Coffee in the Exhibit Hall<br />
Every session is focused on how insights drive activation at retail. Each session is 40 minutes followed by 5 minutes to transition to the next. Move between them as much as you’d like.<br />
1<br />
<strong>INSIGHTS</strong> BEYOND<br />
THE STORE 2 <strong>INSIGHTS</strong> IN THE STORE 3 COLLABORATION 4 ROI & MEASUREMENT 5<br />
DIGITAL/TECHNOLOGY<br />
AS A SHOPPING TOOL<br />
1:30 Break the Rules & Transform<br />
Your Shopper Insights<br />
JD Spangler, VP Global Business<br />
Development, HANESBRANDS<br />
John Whitaker, VP Consumer &<br />
Shopper Insights, HANESBRANDS<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 Macro Trends & Innovation<br />
Impacting Today’s Shopper<br />
Tracy Luckow, Senior Director,<br />
Strategy, Insights & Innovation,<br />
DANNON<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 The Rules to Back-to-School<br />
Shopping Have Officially Changed<br />
Christian Thompson, Senior Director<br />
of Shopper Insights, KELLOGG’S<br />
1:30 Featured Session Sam’s<br />
Club 360 Degree Segmentation<br />
Cindy Casper, Senior Director<br />
Insights, SAM’S CLUB<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 Ways a Small Company<br />
Activates on Insights<br />
Jamie Borteck, Vice President of<br />
Marketing, FOOD SHOULD<br />
TASTE GOOD<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Get out of my Head and Into<br />
my Cart! How a Multitouch<br />
Ethnographic and Implicit Emotion<br />
Shopper Study Drove Creative<br />
In-Store Insight<br />
Aaron Reid, Ph.D., Founder and Chief<br />
Behavioral Scientist, SENTIENT<br />
DECISION SCIENCE<br />
Mike Quintan, Senior Manager,<br />
Consumer Strategy and Insights,<br />
FRITO-LAY NORTH AMERICA<br />
1:30 Category Reinvention and<br />
Retail Leadership: Building Better<br />
Relationships with Your Retailers<br />
Rob Colarossi, Vice President,<br />
Category Leadership, HOSTESS BRANDS<br />
Kaye Young, SVP, SMARTREVENUE<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 Manufacturers and Retailers:<br />
Partnering for Success<br />
Kris Medford, Director, Shopper<br />
Sciences, INTERBRAND DESIGN<br />
FORUM<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Partnering for Profit: Retailers<br />
and Manufacturers Collaborate at<br />
the Shelf<br />
Susan Sentell, President & CEO,<br />
GLADSON<br />
1:30 The New KPIs: From<br />
Transactional to Relational<br />
Ned Kumar, Web Strategist, FEDEX<br />
SERVICES<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 Featured Session Insights<br />
into Measuring the Walmart<br />
Multicultural Consumer Sharonda<br />
Britton, Director of Marketing, African<br />
American and Asian, WALMART<br />
LaNoir Washington, Senior Manager,<br />
Global Consumer Insights, WALMART<br />
Deanna Canedo, Director of<br />
Marketing, Hispanic, WALMART<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Open Session<br />
Since we publish this brochure up to<br />
five months prior to the live event,<br />
we’ve left this session open to ensure<br />
you learn the most up-to-the-minute<br />
insights. If you have industry-leading<br />
information to share and would like<br />
to be considered for this session,<br />
please contact Jon Saxe at<br />
jsaxe@iirusa.com.<br />
1:30 From Check-in to Check out:<br />
How American Express Connects<br />
Buyers & Sellers in the Digital Space<br />
David Wolf, Vice President, Global<br />
Business & Market Development,<br />
AMERICAN EXPRESS<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 How Mobile Shopper Insights<br />
Empower You to Make Decisions<br />
Based on the Facts<br />
John Williamson, Founder & CEO,<br />
QUALVU<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 The Future of Google Wallet<br />
Lisa Landsman, Team Manager,<br />
Commerce CPG Sales, GOOGLE<br />
Concluding Keynote<br />
4:15 Future Trends Shaping Tomorrow’s Global Consumer<br />
Mikel Cirkus, Global Director, Conceptual Design Group, FIRMENICH FLAVORS<br />
MORE<br />
PRODUCTIVE<br />
WAYS TO<br />
MAXIMIZE YOUR<br />
NETWORKING<br />
EXPERIENCE<br />
••••••••••••••••••••••<br />
Achieve<br />
More<br />
➢ THE EXTENSION ROOM Have you ever attended a session, and when it was over, wish you could<br />
learn more on that topic? Now you can. Newly added this year, the Extension Room offers a full immersive<br />
experience so you can continue your educational journey after the session ends. It will feature white<br />
papers, an article shop, case studies, an information lab and a human library – focused on specific topics<br />
areas that will rotate throughout the event. Topic themes may include: Digital Shopper, In-Store,<br />
Emerging Technologies, Retail Activation and more.<br />
If you are interested in exploring opportunities to add intellectual collateral to this room, please<br />
contact Jon Saxe at jsaxe@iirusa.com.<br />
➢ CONTENT REVIEW BOARD ensures no commercialism from the platform. Our diligent board<br />
gets a sneak peek at all presentations to ensure they are content driven and not a summary of the<br />
company’s capabilities.<br />
➢ EXECUTIVE SUMMARY delivered to you after the event summarizing key findings, takeaways and<br />
highlights– a reference as you implement your key takeaways from the event.<br />
➢ CORPORATE MATCHMAKING connects you with the experts you are most likely to benefit from meeting.<br />
As the event grows larger every year, the need to connect with relevant industry leaders becomes more important than ever.<br />
➢ <strong>SHOPPER</strong> CONNECT a private online community created exclusively attendees. From the moment you register, you’ll gain visibility<br />
into who’s attending before you arrive so you can organize meetings, personalize your on-site agenda and keep in touch after the event. This<br />
site is exclusive for paid conference attendees.<br />
➢ MENTOR PROGRAM If you're a first-timer, you’ll never be alone. We’ll pair you up with a veteran attendee who can show you the<br />
ropes and help you maximize your experience.<br />
To Register CALL 888.670.8200 INTERNATIONAL 941.554.3500 EMAIL Register@iirusa.com 5
MAIN STAGE KEYNOTE SPEAKERS Invite You to Think Bigger ...........................<br />
Wednesday, July 18, 2012<br />
DARREN MARSHALL<br />
ANDREW DUGUAY<br />
RICHARD WINTER<br />
KEN ERICKSON<br />
The Ripple Effect – Creating a Global Movement to Convert Shoppers into Buyers 9:00<br />
Darren Marshall, Vice President, Global Shopper Development, THE COCA-COLA COMPANY<br />
As one of the world’s most respected marketers, The Coca-Cola Company doesn’t just shape brands that people love, it builds brands<br />
that people buy … 1.7 billion times a day … in over 200 countries. In our new world of more stores, more media, and more brands,<br />
every shopper becomes critical to the global growth agenda. Learn how The Coca-Cola Company’s movement for Shelf Savvy<br />
Marketing is empowering leaders around the world to convert shoppers into buyers, creating value for all those who touch its brands.<br />
Make Your Move: Global Economic Update 10:15<br />
Andrew Duguay, CPF, Senior Economist, ITR ®<br />
Maximizing the future is all about separating fact from fiction. The fear and uncertainty about the global markets are enough to<br />
cause any business leader to wonder if the recovery is durable or not. Andrew Duguay will be presenting the economic outlook for<br />
our industry and for the global economy with the clarity that business leaders have come to expect from ITR ® . This is a must<br />
meeting for leaders looking to prepare for the changes that are coming over the next few years.<br />
New Research Revealed! What Makes a Shopper Stop: A 360 Degree View 11:15<br />
of Today's Shopper Based Upon Neuro, Eye-Tracking, & Intercept Interview Data<br />
A Panel moderated by Richard Winter, President, POPAI including<br />
Michelle Adams, Vice President, Strategic Insights, PEPSICO<br />
Get an exclusive first look at POPAI’s findings from the 2012 Shopper Engagement Study, which incorporated traditional intercept<br />
interviews, eye-tracking, and neuromonitoring to develop a 360 degree view of today's shopper. This study, the first of its kind with over<br />
2400 grocery shoppers across the U.S., will equip attendees with actionable insights that will help them better win shoppers at the shelf.<br />
• What shoppers are looking at, engaging with, and responding to emotionally in the retail environment.<br />
• Where the buy buttons are located in the brain and the steps you need to take to help activate them in-store.<br />
• The path-to-purchase and what drives the cycle including purchase influencers, outlet choices & drivers of product choice in-store.<br />
Shoppers' Experience of Retail in China: Local Meanings, Global Patterns 5:00<br />
Ken Erickson, Ph.D., CEO & Cultural Anthropologist, PACIFIC ETHNOGRAPHY COMPANY<br />
Drawing on field research since 1999 across multiple product categories in urban and rural China, we'll explore the Middle<br />
Kingdom's retail spaces. How do generational differences shape shopping practices? How are big-box retail, global brands, and<br />
local "traditional trade" experienced by shoppers? What are the opportunities to improve the Chinese—and global—retail<br />
experience, from this vantage point? Learn key generational changes that limit and direct shopper expectations in China.<br />
Thursday, July 19, 2012<br />
Emotional Branding at Retail: Building a Social Voice for Your Brand 8:30<br />
Marc Gobe, CEO, EMOTIONAL BRANDING LLC<br />
Buying habits are changing around us as well as the notion of time and space. The challenge for manufacturers and retailers is to adapt to<br />
consumers that are purchasing products anywhere and anytime often after an online search and recommendations from friends. Brands that<br />
are successful are those that have become part of the conversation. Marc’s presentation will reflect on the future of retail in a social economy.<br />
Only through this new emotional engagement, will you be able to capture the limitless opportunities offered for those who have a social voice.<br />
6<br />
MARC GOBE<br />
BILLY BEANE<br />
DAVID EAGLEMAN<br />
DARD NEUMAN<br />
KRISTIN FERRARACCIO<br />
Moneyball: The Art of Winning an Unfair Game 9:30<br />
Billy Beane, General Manager, OAKLAND A’S AND SUBJECT OF MONEYBALL<br />
How did one of the lowest paid teams in baseball win three American League West Division titles? Go behind the scenes of Michael<br />
Lewis’ best-selling book Moneyball (now a major motion picture) and discover how Beane shattered traditional MLB beliefs that big<br />
payrolls equated wins by implementing statistical methodology that inevitably led the Oakland A’s, one of the worst teams in baseball,<br />
to four consecutive playoff appearances and three American League West Division Titles. The conventional wisdom in Major League<br />
Baseball is that wealthy teams will win out. However, during Beane’s four seasons in Oakland, the A`s won more regular season games<br />
than the New York Yankees, who during the same period spent $350 million more on player payroll than did the Athletics. Combining<br />
baseball and business strategies and offering an unprecedented look inside the inspiring true story, Billy Beane discusses objectivity<br />
that numbers can bring to the business world. Be inspired and uplifted by this rousing sports-underdog story.<br />
Emotion, Motivation, and Reputation: What Matters to the Mind of the Consumer 11:00<br />
David Eagleman, Renowned Neuroscientist and International Bestselling Author, INCOGNITO:<br />
THE SECRET LIVES OF THE BRAIN<br />
What motivates people to care about a brand? Why do people show loyalty to corporations? What is the role of emotion in<br />
decision-making? Brain scientist David Eagleman marshals surprising new data from social neuroscience to show that people use<br />
the same brain circuitry to relate to brands as they do to one another. This suggests strong motivation for companies to work on<br />
reputation, loyalty and trust - subconscious issues which powerfully navigate customer decisions, but are missed by traditional<br />
methods of market research. Traditional research fails for two reasons: (1) it usually probes the conscious mind of the customer, which<br />
is not, in the end, what drives actual purchasing decisions, and (2) it is geared to measure the immediate influence of branding<br />
changes, while investments in social reputation pay off on a slower time scale. In this talk, Dr. Eagleman translates cutting-edge<br />
neuroscience into everyday examples to illuminate customer motivations, emotions, and decision-making from new angles.<br />
Gamification: When Gamers Shop the Way they Play 11:45<br />
Dard Neuman, Ph.D., President of Insights, SMARTREVENUE<br />
Kristin Ferraraccio, Director, Category Management, ACTIVISION BLIZZARD<br />
In this new retail environment, what tools are needed to understand how the consumer moves through gaming platforms to<br />
research, shop, and buy in the category? How can consumer and shopper insights be integrated and leveraged to drive marketing<br />
and merchandising strategies and solutions along the path to purchase? What is the relationship and impact of the online<br />
experience with the in-store experience? In order to drive customer leadership, Activision partnered with SmartRevenue to gain<br />
insight into how their consumer behaves and shops in these interconnected platforms.<br />
www.ShopperInsightsEvent.com
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Heroes of the Purchase Story 5:00<br />
Kate Hammer Ph.D., Chief Storyteller, KILN<br />
In the 21st century consumers are bored of hearing about you. Product detail? Brand image? It’s all old news. The real protagonist in<br />
every purchase is someone else – probably someone you’ve never met: your consumer. Their stories matter… to them. And you<br />
need to find ways to marry your decisions and actions to them and their stories. Kate’s presentation provides you with the tools to<br />
craft better commercial stories, tips on how to prioritize the consumer and examples showing stories in action across the<br />
product/brand lifecycle. Stop talking about “engagement” and start telling stories.<br />
KATE HAMMER<br />
Friday, July 20, 2012<br />
Spend Shift: How the Post-Crisis Values Revolution is Changing the Way We 8:15<br />
Buy, Sell, & Live<br />
John Gerzema, Co-Author, SPEND SHIFT and THE BRAND BUBBLE<br />
New spending patterns reveal how post-crisis values shifts can be recognized in today’s consumer behavior and are remaking<br />
capitalism for the better. While the consumerist psyche is changing even faster than the economy, companies can adapt and thrive.<br />
In the process, they may also feel a lot better about their impact on the communities they serve and on the planet they share with<br />
JOHN GERZEMA<br />
their customers. John’s talk focuses on how societal values are changing and how businesses can connect with customers who vote<br />
with their dollars, every day after the recession.<br />
Evolving ROI From “Evaluation” to “Explanation” 9:00<br />
Sean Bruich, Measurement & Monetization Analytics, FACEBOOK<br />
Over the course of the last 5 years, thousands of companies have increasingly looked to Facebook to help fulfill a variety of<br />
marketing objectives, yet, questions key to ROI measurement still loom large, particularly for our clients with offline sales outcomes.<br />
Sean addresses three areas key to enabling ROI measurement in a digitally, connected world:<br />
SEAN BRUICH<br />
• Why cross platform, person-based audience measurement is crucial<br />
• How earned media and social data can be successfully incorporated into marketing mix models<br />
• Why we believe that massive scale, test/control approaches are crucial to decomposing success into best practices<br />
Managing Customer Touchpoints to Deliver Exceptional Brand Experiences 9:45<br />
Jeff Smith, Partner, PROPHET<br />
Senior leaders know that a strong brand is essential to innovating and growing the business, capturing market share and increasing<br />
customer loyalty. Equally important are your internal branding efforts to engage employees and deliver on the brand promise to the<br />
customer. As organic growth depends more and more on the relationships that you build with your customers and how the<br />
JEFF SMITH<br />
Customer Experience is managed the case for building your Employer Brand is stronger than ever. This session provides you with<br />
the business case for building a strong consistent brand both externally and internally and how that “start to finish” strategy can<br />
help you create value that goes right to the bottom line.<br />
Walmart’s Path-to-Purchase Through the Lens of Trip Type 11:00<br />
Martha Walsh, Director, Global Customer Insights, WALMART<br />
The language of trip types is nearly ubiquitous; whether a shopping cart contains 3 items or 30 or the weekly grocery trip is referred<br />
to as a “Stock Up’ or ‘Variety’. Trip types provide manufacturers and retailers common ground on which to build strategies to drive<br />
loyalty and sales. Learn how Walmart drives higher shopper engagement by applying key learnings around specific trip types and<br />
MARTHA WALSH<br />
the key touch points that enhance or detract from the shopping experience.<br />
Target’s Guest Insights-Owned Brand Success 11:45<br />
Annie Zipfel, VP Owned Brands and Packaging, TARGET CORPORATION<br />
The key to building a successful business is constantly evaluating “what’s working” or “not working” and then adjusting in order to<br />
thrive. The same is true in seeking to grow a category that includes Owned Brands. Businesses need to be analyzed, which will<br />
then lead to impactful strategies, which, if followed, can revitalize both categories and Owned Brands.<br />
ANNIE ZIPFEL<br />
Future Trends Shaping Tomorrow’s Global Consumer 4:15<br />
Mikel Cirkus, Global Director, Conceptual Design Group, FIRMENICH FLAVORS<br />
Today’s consumer, in every area, is about to embark on an incredible journey. The landscape of discovery and possibilities is<br />
limitless. Looking at global trends in Connectivity, Empowerment, and Wellbeing open the door for us to new opportunities.<br />
From the clean slate of a “New Page” to the “Neo-Urbanism” of the cities of the future, we’ll explore how the essentials of life will<br />
translate to the new frontier of consumer experience.<br />
MIKEL CIRKUS<br />
To Register CALL 888.670.8200 INTERNATIONAL 941.554.3500 EMAIL Register@iirusa.com 7
DIVE DEEP ON YOUR MOST REQUESTED CRITICAL TOPIC AREAS<br />
DAY ONE SYMPOSIA ..............................................................................................<br />
8:00 Registration and Morning Coffee<br />
8:30 Welcome & Opening<br />
Remarks from Symposia<br />
Chairperson<br />
John Dranow, CEO,<br />
SMARTREVENUE<br />
Wednesday Keynotes<br />
OPENING KEYNOTE<br />
9:00 The Ripple Effect –<br />
Creating a Global<br />
Movement to Convert<br />
Shoppers into Buyers<br />
Darren Marshall, Vice President,<br />
Global Shopper Development,<br />
THE COCA-COLA COMPANY<br />
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9:45 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
KEYNOTE<br />
10:15 Make Your Move:<br />
Global Economic Update<br />
Andrew Duguay, Senior<br />
Economist, ITR<br />
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NEW RESEARCH REVEALED<br />
11:15 What Makes a<br />
Shopper Stop: A 360<br />
Degree View of Today's<br />
Shopper Based Upon<br />
Neuro, Eye-Tracking, &<br />
Intercept Interview Data<br />
A Panel moderated by Richard<br />
Winter, President, POPAI including<br />
Michelle Adams, Vice President,<br />
Strategic Insights, PEPSICO<br />
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12:15 Lunch<br />
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Each session is 40 minutes followed by 5 minutes to transition to the next session. Choose from 5 breakout sessions.<br />
1<br />
GLOBAL CAPABILITIES AND<br />
EMERGING MARKETS<br />
2 RETAIL BRANDS<br />
1:30 The 5 Cs of the Bazaar in Modern Retail:<br />
Context, Conversation, Comfort, Celebration<br />
and Culture<br />
Damodar Mall, Director Food Strategy, FUTURE GROUP<br />
Sangeeta Gupta, Director, Consumer Strategy &<br />
Insights, PEPSICO INDIA<br />
This presentation provides manufacturers and retailers<br />
with novel ways to engage with shoppers on a two-way<br />
basis at the moment-of-truth. It illustrates how we can<br />
create opportunities for conversations that are mutually<br />
meaningful and beneficial. An exploration of the nature<br />
and role of bazaar conversations and behavior, and<br />
understanding how this contrasts with modern retail<br />
experiences has yielded fascinating shopper insights of<br />
special interest to Asia Pacific markets.<br />
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2:15 Global Growth Opportunities: Shoppers<br />
are Showing the Way<br />
Louis-Michel Barbotin, President Global Shopper<br />
Insight, SYMPHONYIRI<br />
Hear how major retailers continue to grow their<br />
business by offering a renewed wide range of products<br />
and by answering the needs of extremely demanding<br />
Shoppers in tough economical environment in Western<br />
World as well as in developing countries.<br />
• A renovated multi segmented Private Label range:<br />
from low cost to Health & Wellness and not<br />
forgetting main stream<br />
• A dynamic innovative and differentiated product<br />
range: Reinventing tastes, formats, packaging,<br />
communication<br />
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3:00 Networking Break<br />
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3:30 Making Properties, Assets &<br />
Sponsorships Make Sense at Retail for<br />
Shoppers<br />
Heath Willis, Director, Global Shopper Marketing,<br />
COCA-COLA REFRESHMENTS<br />
During this presentation, you’ll learn how to leverage<br />
key assets and insights in a meaningful manner to key<br />
retailers and suppliers in order to maximize ROI and be<br />
as relevant to shoppers as possible. Hear how to<br />
reassess existing partnerships to ensure companies are<br />
getting the most out of spend and deploy key funding<br />
against initiatives that will build brands, affinity and be<br />
meaningful to large customers.<br />
1:30 Creating Private Brands in Conjunction<br />
with Branded Products<br />
Ben Wynkoop, Director of Visual Merchandising &<br />
Category Planning, 7-ELEVEN<br />
Private Brands have come a long way in the last 10 years,<br />
with many retailers investing significant time and money<br />
to develop products that are at the same or higher<br />
quality and innovation as leading brands, a major shift<br />
from the Private Label ‘knock-off’ strategy 10-20 years<br />
ago. Retailers are under pressure to differentiate to gain<br />
shoppers from their competition; brands are under<br />
pressure to stay ahead of Private Brands and shopper<br />
demand. This case study will review how to create<br />
innovative Private Brands that meet shopper demand and<br />
compliments existing brand offerings, as opposed to<br />
cannibalize brands, in order to grow the total category.<br />
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2:15 Integrating Shopper Insights for<br />
Scalability<br />
Dr. Candace Adams, President, Global Retail<br />
Strategy, SMARTREVENUE<br />
Nadine McCracken, VP, Retail Solutions and<br />
Product Development, SMARTREVENUE<br />
With the proliferation of data sources, all too often we<br />
find ourselves in a state of paralysis vs. action as we try<br />
to sort through what really is an insight and how we can<br />
bring these seemingly disparate data sources together.<br />
And with the evolution of trendy medium, it is critical to<br />
act quickly to uncover the most effective methods to<br />
reach individual shoppers, both in-store and pre-store.<br />
This session will focus on best practices regarding the<br />
integration of attitudinal data with product movement,<br />
consumer panel and behavioral data, store propensity,<br />
and other qualitative research.<br />
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3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Driving Private Brand Through Product<br />
Innovation<br />
Connie Walsh, Director of Marketing and<br />
Packaging, STAPLES<br />
This session will discuss how Staples’ private brand has<br />
focused not only on driving bottom line success but<br />
also driving topline sales with new product innovations.<br />
You will learn how the own brand team at Staples<br />
leverages customer insights, trend information and<br />
design to launch new products and grow categories.<br />
This session will include case studies in a number of<br />
office supply categories.<br />
Main Conference<br />
Kick-Off Keynote<br />
5:00 Shoppers'<br />
Experience<br />
of Retail in China: Local<br />
Meanings, Global Patterns<br />
Ken Erickson, Ph.D., CEO &<br />
Cultural Anthropologist,<br />
PACIFIC ETHNOGRAPHY<br />
COMPANY<br />
Drawing on field research since 1999 across<br />
multiple product categories in urban and rural<br />
China, we'll explore the Middle Kingdom's<br />
retail spaces. How do generational differences<br />
shape shopping practices? How are big-box<br />
retail, global brands, and local "traditional<br />
trade" experienced by shoppers? What<br />
are the opportunities to improve the<br />
Chinese—and global—retail experience,<br />
from this vantage point? Learn key<br />
generational changes that limit<br />
and direct shopper<br />
expectations in China.<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 Mobile Marketing Shopping Innovation in<br />
Emerging Markets<br />
Tetyana Abrosimova, Head of Consumer<br />
Marketing, LG ELECTRONICS UKRAINE<br />
Actionable shopper insight is an idea based on<br />
fundamental discovery concerning shopper needs,<br />
attitudes, trends & behaviors that is relevant to business<br />
strategy, creates additional value for the shopper and<br />
competitive advantage for the company. This session<br />
takes you through mobile case study from emerging<br />
market of Ukraine focused on designing a shopping<br />
experience, developing communication and creating<br />
product with respect to shopper insights.<br />
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4:15 Structuring an Organization for Private<br />
Brand Development<br />
Harry Overly, VP of Marketing, USA Grocery,<br />
TREEHOUSE FOODS<br />
Learn how retailer Treehouse Foods applied<br />
fundamental CPG marketing techniques to store brand<br />
marketing functions. This presentation will explore how<br />
to combine consumer driven insights and innovation<br />
with customer/account strategies to drive store brand<br />
success.<br />
Hear how Treehouse Foods created talented and<br />
diverse skillsets to accommodate forward thinking<br />
innovation with sales and customer requests.<br />
8<br />
www.ShopperInsightsEvent.com
....................................................................... WEDNESDAY July 18, 2012<br />
Each session is 40 minutes followed by 5 minutes to transition to the next session. Choose from 5 breakout sessions.<br />
CATEGORY SOLUTIONS<br />
MOBILE AND SOCIAL<br />
3 4<br />
COMMERCE<br />
5<br />
1:30 Pasta Meal Season Wheel of Fortune:<br />
Applying Shopper Insights to Drive Incremental<br />
Seasonal Sales<br />
Craig Geiger, Director Category Management,<br />
BARILLA AMERICA<br />
Barilla continues to mine and apply shopper insights<br />
beyond the Pasta Category. In this presentation, Craig<br />
will detail how the Barilla team applied shopper insights<br />
to drive incremental category sales beyond Pasta,<br />
utilizing the Pasta Meal Season Wheel of Fortune as a<br />
guide to grow the retailer basket.<br />
• Research design and application<br />
• Multi-category merchandising<br />
• Testing and results<br />
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2:15 Insights that Align all your Marketing and<br />
Category Management Activities<br />
Rich Ezra, VP Marketing, EK SUCCESS BRANDS<br />
The presentation will demonstrate the process EK<br />
Success used to gain foundational consumer and<br />
shopper insights in the paper crafting category and<br />
how these insights are transforming marketing and<br />
retail go-to-market plans. Specific examples will be<br />
given on leveraging the category hierarchy of needs to<br />
rebrand a product line including packaging<br />
improvements as well as aisle layout.<br />
• Core foundational insights about consumers and<br />
shoppers are essential, especially the emotional<br />
mental models guiding behavior<br />
• Leveraging new digital tools like QR codes in a way<br />
that supports the insights about the desired consumer<br />
and shopper experience<br />
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3:00 Networking Break<br />
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3:30 Be an Expert in Price & Promotion<br />
Strategy<br />
Joe Tasker, Category Manager,<br />
LACTALIS AMERICAN GROUP<br />
In this session, Lactalis American Group presents on a<br />
custom built “Elasticity Tool” with the goal of helping<br />
retailers make fact based pricing and promotion decisions.<br />
• Identify consumer perceived Base Price thresholds<br />
• Identify Base Price gaps relative to key competitors<br />
• Models and predicts merchandising efficiency<br />
• How responsive consumers are to price changes<br />
• Estimates the impacts of specific base price changes<br />
1:30 Leveraging Digital Insights and Media<br />
Throughout the Entire Journey to Purchase<br />
Catherine Roe, Head of CPG, GOOGLE<br />
Your consumer has left the building, literally. The<br />
traditional means of reaching your loyalists and<br />
attracting new consumers no longer works in today's<br />
digitally savvy world. Consumers - not brands - now<br />
decide how, when and if they care to engage with your<br />
brand.<br />
• Why winning pre-store is now just as important as<br />
winning in-store<br />
• How savvy retailers and CPG companies have<br />
leveraged digital to drive sales, market share & ROI<br />
• How social media is now integrated and influencing<br />
search results and ultimately sales<br />
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2:15 The Hidden Dangers of Using Aggregate<br />
Data to Develop Mobile Marketing Strategies<br />
to Reach Consumers<br />
Rafael Alcaraz, Ph.D., Vice President Global Advanced<br />
Analytics, Digital Media and Strategic Foresight,<br />
THE HERSHEY COMPANY<br />
The use of mobile technology in the CPG industry has<br />
increased significantly in the past five years, adding a<br />
layer of complexity to the marketing researcher’s task.<br />
Although point-of-sale data have become more<br />
accessible, the data do not represent the individual<br />
characteristics necessary to successfully segment and<br />
target consumers at a granular level. Rafael presents a<br />
masked analysis in which he reveals insights based on<br />
aggregate point-of sale-data may lead to a significantly<br />
different mobile marketing strategy than insights<br />
obtained from mining frequent shopper data.<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Reinventing Retail for the<br />
Next-Generation Customer<br />
Chip Jessopp, Vice President, GROUPON<br />
How can retailers stay relevant, develop new and repeat<br />
customers and deliver a compelling experience for<br />
today's shopper? As the founder of the group buying<br />
concept, Groupon will talk to us about who she is, how<br />
she behaves and the fact that her relationship with<br />
Groupon.<br />
SEGMENTATION<br />
All New<br />
for 2012<br />
1:30 Layering Segmentation Methodologies to<br />
Uncover the Path to Purchase and Align<br />
Elements of Retail Strategy<br />
Stanley Lucas, Director, Customer Insights,<br />
LANE BRYANT, FASHION BUG AND<br />
CATHERINES PLUS - CHARMING SHOPPES, INC.<br />
You will hear how to design in-home groups and<br />
shop-a-longs to understand the emotional and rational<br />
elements of the path to purchase and innovative<br />
quantitative techniques. Align all dimensions of your<br />
category strategy—pricing, promotion, product<br />
development, sales associate training, and<br />
merchandizing.<br />
• How to get more value out of a shopper<br />
segmentation<br />
• How to layer qualitative and quantitative results for<br />
more complete insight<br />
• How to provide the depth and breadth of insight<br />
needed to align all elements of retail strategy<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 The Aging Boomer: The Largest Opportunity<br />
for Retail Consumer Growth in our Lifetimes<br />
Anne Jones, Vice President, Shopper Marketing<br />
and Business Development, KIMBERLY-CLARK<br />
There are 79 million Boomers today and they account<br />
for $230 billion in purchasing power. Come hear how<br />
the Boomer consumer will transform the retail world<br />
from new emerging categories and products, product<br />
expectations, the shopping experience and new<br />
channels.<br />
• Understand key Boomer trends and how they will<br />
impact retail<br />
• Learn about the key categories that over-index with<br />
Boomers<br />
• Discover the drivers of unlocking growth potential<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Filling Up the Shopping Cart: A Look at<br />
Bicultural Hispanic Shoppers<br />
Brenda Hurley, Senior Vice President, C+R RESEARCH<br />
Juan Ruiz, Research Director, C+R RESEARCH<br />
U.S. Hispanics are now younger, more bicultural, and<br />
exposed to more products, services, cross-media and<br />
messaging than ever before. As this segment of the<br />
population continues to evolve to eventually become<br />
up to a quarter of your target customers, learn where<br />
they like to shop; brand loyalty; attitudes and usage of<br />
national vs. store brand vs. Latin American brands; etc.<br />
Will culturally-driven messaging still be relevant?<br />
Presenting results from survey data, online bulletin<br />
boards and in-the-moment mobile research, C+R<br />
Research takes a serious look into the shopping habits<br />
of bicultural Hispanics.<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 Know Before You Go: A Shopper-Centric<br />
Retail Story<br />
Tom Burkemper, Senior Director Category<br />
Management/Trade Marketing, ANHEUSER-BUSCH<br />
Shopper Centricity receives a lot of lip service, but truly<br />
putting the Shopper at the center of retail marketing<br />
and merchandising efforts is rarely executed.<br />
Anheuser-Busch InBev (AB InBev) developed a strategic<br />
process to move the organization toward Shopper<br />
Centricity, focusing on key path to purchase<br />
touchpoints derived from a blend of shopper research<br />
techniques, including virtual shopping. Working with<br />
Decision Insight’s suite of ShopperIQ research<br />
solutions, AB InBev was able to identify the winning<br />
merchandising strategy before retail activation. Case<br />
studies will demonstrate key research conducted during<br />
this journey.<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 Addressing In-Store Changes<br />
Nancy Montague, Senior Director of Global<br />
Category Development, WRIGLEY<br />
During a time of retail reinvention, learn how to work<br />
with retailers to ensure clear path to purchase... for the<br />
everywhere consumer. This presentation will cover<br />
trends and challenges in the transforming world of<br />
grocery and convenience retailing. Learn how to use<br />
shopper understanding and insight to connect and<br />
engage with your shoppers by meeting their<br />
unarticulated needs at retail.<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 Multi-Channel Millennial Shopper: Using<br />
Shopper Insights to Win in Beer<br />
Bryce McTavish, VP, Channel Marketing,<br />
MILLERCOORS<br />
Understanding the new Millennial Shopper and<br />
beer drinker; how shopper and behavioral insights<br />
leads to breakthrough communication and<br />
programming across channels.<br />
• Identifying the need and developing a solution<br />
• Using Shopper Marketing to unify<br />
cross-functional teams<br />
• Working with your agency to connect the<br />
shopper and consumer<br />
A BRAND YOU CAN TRUST - THE PLACE TO BE<br />
• Content you can count on by the leading minds in shopper research, shopper marketing and category management<br />
• The tradition of legendary keynotes continues - always challenging the way you respond to shoppers<br />
• 100% all new case studies, never repurposed or repeated<br />
• Consistently features 70% client-side speakers, double the industry average<br />
• Where the industry assembles every year to explore, debate and respond to the changing shopping ecosystem<br />
To Register CALL 888.670.8200 INTERNATIONAL 941.554.3500 EMAIL Register@iirusa.com 9
100% PRACTICAL STORIES, ALWAYS LESSONS YOU CAN APPLY TO YOUR WORLD<br />
DAY TWO THE CONFERENCE ............................................................................<br />
7:30 Registration and Morning Coffee<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
8:00 Welcome & Opening Remarks – Phil McGee, Director, Shopper Insights, Campbell's North America & Pepperidge Farm, CAMPBELL SOUP COMPANY<br />
8:30 OPENING KEYNOTE<br />
Emotional Branding at Retail: Building a Social<br />
Voice for Your Brand<br />
Marc Gobe, CEO, EMOTIONAL BRANDING LLC<br />
9:30 KEYNOTE<br />
Moneyball: The Art of Winning an Unfair Game<br />
Billy Beane, General Manager, OAKLAND A’S<br />
and Subject of MONEYBALL<br />
•••••••••••••••••••••••••••• 10:30 Morning Break – Baseball and book signing with Billy Beane, General Manager, Oakland A’s and Subject of MoneyBall ••••••••••••••••••••••••••••<br />
Each session is 40 minutes followed by 5 minutes to transition to the next session. Choose from 5 breakout sessions.<br />
1<br />
<strong>INSIGHTS</strong> BEYOND<br />
THE STORE<br />
1:30 Using Hybrid Methods for Multi-Cultural<br />
Insights<br />
George E. Brown II, Senior Account Executive,<br />
MEYERS RESEARCH CENTER<br />
Carmen Bryant, Research Director,<br />
ESSENCE COMMUNICATIONS<br />
While shoppers today may have similar needs driven by<br />
issues such as the financial crisis and other more global<br />
activities, there are also key differences that need to be<br />
understood and acted upon to be a successful<br />
marketer. In addition, manufacturers and retailers are<br />
increasingly charged with obtaining actionable insights<br />
with growing budget constraints. During this session,<br />
you’ll learn the ways in which they have been able to<br />
link different insights to address multi-cultural issues.<br />
This includes integrating qualitative, quantitative and<br />
syndicated data to help better target your core<br />
customer and be a better resource to your business<br />
partners.<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 Driving Retail Growth via Shopper Platforms<br />
Vikram Sarma, Global Shopper Insights Lead, Specialty<br />
Division, CLOROX COMPANY<br />
As retail trips stay flat/down, retailers face pressure to<br />
find ways to ‘build baskets’. This session gets into<br />
uncovering key insights from shoppers and how to<br />
translate them into ‘basket building’ platforms working<br />
with retail partners. In one case study, a retailer literally<br />
saw baskets the week of execution go 2x greater than<br />
their weekly average basket.<br />
2<br />
<strong>INSIGHTS</strong> IN THE STORE<br />
1:30 Demystifying the Allure of Casino Floor<br />
Merchandising<br />
Jeffrey Boorjian, Vice President, Marketing,<br />
CAESARS ENTERTAINMENT<br />
Each day thousands of customers walk through the<br />
doors of Caesars Entertainment’s 50+ global casinos<br />
enamored with the stimulating environment geared to<br />
attract to their senses. Hundreds of decisions have<br />
been made to optimize the customer experience on the<br />
gaming floor in regards to slot product, signage,<br />
lighting, and floor layouts. Key objectives of this<br />
presentation:<br />
• Provide insight into how the world’s largest gaming<br />
company thinks about the in-store experience &<br />
merchandising<br />
• Share ideas & tactics on how to engineer customer<br />
behavior<br />
• Demonstrate the synergies between retail & casino<br />
floor challenges<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 Part I: Triangulating the Shopper: Using<br />
Multiple Methodologies to Drive Produce<br />
Department Reinvention<br />
Lauren Cercone, Director of Consumer & Shopper<br />
Insights,<br />
DOLE FRESH VEGETABLES<br />
James Sorensen, Senior Vice President,<br />
TNS RETAIL & <strong>SHOPPER</strong><br />
Dole and TNS Retail and Shopper present results on a<br />
comprehensive study of produce department shoppers’<br />
in-store behavior, with a broad overlay of retailers’<br />
current practices, beliefs and attitudes toward the<br />
department and the Shopper Insight function.<br />
Complementary data-gathering techniques, including<br />
eye tracking, path tracking, intercepts, and qualitative,<br />
were interwoven to yield rich insights that will<br />
profoundly affect the future of the hottest real estate in<br />
the store.<br />
3<br />
COLLABORATION<br />
1:30 How Shopper Emotions Unlock Understanding<br />
of Retailer Choice<br />
Jill Boyce, Director Shopper Insights, SARA LEE<br />
Understanding how shoppers make channel and retailer<br />
choices is an important step in the consumer-shopper<br />
journey. While many frameworks have focused on very<br />
rational elements of shopper decision-making, Sara<br />
Lee’s framework focuses on the emotive elements of<br />
store choice. Humans make decisions very emotionally,<br />
and it is in tapping into this understanding – how we<br />
want to feel when shopping and how we want to be<br />
perceived by others – that we can best influence<br />
shoppers. The power in this work comes from<br />
understanding how retailers and brands fit with<br />
shoppers’ emotions so that we can develop a full range<br />
of shopper marketing and category management<br />
initiatives based on shopper insights.<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 Insights to Action: How to Make the Most of<br />
your Investment in Insights<br />
Alison Chaltas, EVP,<br />
GFK <strong>SHOPPER</strong> & RETAIL STRATEGY<br />
Sarah Gleason, EVP,<br />
GFK <strong>SHOPPER</strong> & RETAIL STRATEGY<br />
As companies step up their investment in shopper<br />
insights, it is increasingly important that these dollars<br />
drive meaningful change. Yes, there are very simple<br />
steps that can be taken to be sure research reports do<br />
far more than sit on a desk collecting dust. This<br />
presentation will dig into what works across the 39% of<br />
organizations surveyed indicated they were effective at<br />
translating shopper insights into winning actions,<br />
including:<br />
• Encourage teams to work cross-functionally<br />
• Leverage insights as strategic currency with retail<br />
partners<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Activating the Shopper Along the Journey to<br />
Purchase in the Store<br />
Simon Small, Global Sales and Category Development -<br />
Confectionery, NESTLÉ<br />
This discussion will outline the principals of shopper<br />
activation through the shopper journey. The uses of<br />
different messaging and cues in various parts of the<br />
store have a direct correlation to shopper category<br />
conversion rates. A shopper’s cognitive state is<br />
predictive to both impulse shopping rates as well as<br />
perceived shop experience. By activating a category<br />
focused on the shopper a retailer is able to drive both<br />
category expansion and shopper satisfaction ratings.<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Reinventing the Retail Environment: How to be<br />
Unique, Compelling and Profitable In-store<br />
Joe Beier, EVP, GFK <strong>SHOPPER</strong> & RETAIL STRATEGY<br />
Ralph Blessing, EVP, GFK <strong>SHOPPER</strong> & RETAIL<br />
STRATEGY<br />
Both retailers and manufacturers want innovation in<br />
store, but retail redesign requires tremendous<br />
operational and financial resources. How can retailers<br />
and manufacturers become more data-based in<br />
reinventing the retail environment? What insights are<br />
really needed to understand core shopper influencers<br />
and competitive differentiation? GfK will combine the<br />
best of proven shopper research with new concept<br />
development processes to share new ways to engage<br />
shoppers.<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 PART II: Produce Department Reinvention:<br />
Partnering with your Retailers to Implement your<br />
Insights In-Store<br />
CarrieAnn Arias, Director of Shopper Marketing,<br />
DOLE FRESH VEGETABLES<br />
Shoppers and retailers agree: perceptions of a grocery<br />
store’s quality and freshness rest heavily on the produce<br />
department. Retailers have made produce a focal point<br />
of mission statements, marketing campaigns and total<br />
store design, but are Shoppers in agreement with<br />
retailer on how well this is working? Dole partnered<br />
with TNS Retail and Shopper on a comprehensive study<br />
of produce department shoppers’ in-store behavior.<br />
Carrie will review how this research was and will be<br />
brought life in-store.<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 Capturing the Value of Shopper Insights<br />
Across Retail Channels<br />
TG.FuQua, Brand Manager Shopper Marketing,<br />
TYSON FOODS<br />
Learn how a strategy including analytics from Nielsen,<br />
NPD group, Mintel, Technomic, ECRM , Smart Revenue,<br />
Spectra, Crest and others led to “Proven” ROIC<br />
success; with the adoption by the sales and marketing<br />
team, as well as key national retail decision makers.<br />
Examples and discussion will include the results of B2B<br />
and B2C social media, creative design, consumer<br />
promotions, and recognition from the industry including<br />
the 2011 Category Captain selection in Progressive<br />
Grocer and Supermarket News.<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 The Gift That Keeps Giving (or How to Make<br />
Your Work Work Harder for You)<br />
Phil McGee, Director, Shopper Insights, Campbell's<br />
North America & Pepperidge Farm,<br />
CAMPBELL SOUP COMPANY<br />
Jeff Inman, Associate Dean for Research and Faculty,<br />
KATZ SCHOOL - UNIVERSITY OF PITTSBURGH<br />
Last year, Campbell Soup shared highlights from its<br />
ground-breaking Path to Purchase study. This study<br />
identified critical moments of influence across the<br />
marketing mix and how they can be leveraged to create<br />
or reinforce shopper loyalty. In this new session, Phil<br />
McGee from Campbell Soup and Jeff Inman from the<br />
University of Pittsburgh will show you how they<br />
partnered to extract new and compelling learning from<br />
an existing, robust data set.<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 The Ever Elusive Insight: Uncovering Insights in<br />
a Stack of Findings<br />
Bruce Vierck, Vice President, RTC<br />
Andy Cremer, Vice President, RTC<br />
Most marketers have no shortage of shopper research<br />
findings. But to return the investment in shopper<br />
research, findings must be turned into insights and<br />
strategies that inspire stakeholders and inform the<br />
process of designing actionable retail solutions. During<br />
this presentation, you’ll hear best-in-class methods for<br />
translating findings into useable insights and powerful<br />
strategies.<br />
• Methods for synthesizing findings into insights and<br />
strategies that will inspire the design process<br />
• Techniques for creating alignment and collaboration<br />
among teams<br />
• Examples of artifacts that help bring insights and<br />
strategies to life for all stakeholders<br />
10<br />
www.ShopperInsightsEvent.com
............................................................................ THURSDAY July 19,2012<br />
11:00 KEYNOTE<br />
Emotion, Motivation, and Reputation:<br />
What Matters to the Mind of the Consumer<br />
David Eagleman, Renowned NEUROSCIENTIST and<br />
International Bestselling Author, INCOGNITO:<br />
THE SECRET LIVES OF THE BRAIN<br />
11:45 KEYNOTE<br />
Gamification: When Gamers Shop the Way they Play<br />
Dard Neuman, Ph.D., President of Insights, SMARTREVENUE<br />
Kristin Ferraraccio, Director, Category Management,<br />
ACTIVISION BLIZZARD<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 12:30 Lunch •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
Each session is 40 minutes followed by 5 minutes to transition to the next session. Choose from 5 breakout sessions.<br />
4<br />
ROI & MEASUREMENT<br />
1:30 Trade Spending ROI: Maximizing the<br />
Organization’s Profitability<br />
Kelley Peters, VP Integrated Insights & Strategy,<br />
POST FOODS<br />
Mike Klein, Associate Director, Sales Analytics &<br />
Insights, POST FOODS<br />
A multi-stage approach was used to better understand<br />
the promotional and EDLP ROIs at each individual<br />
customer. Post was able to understand the specific<br />
volume associated with buying down the everyday price<br />
and the effects of all promotions in-store. The<br />
implications of this study are “game changing” and the<br />
audience will gain an understanding of the importance<br />
of measuring the efficiencies of trade spending and<br />
creating strategies to spend better will increase both<br />
sales and profitability.<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 The Shopper’s Journey<br />
David Laird, Research Director, B2B Insights, YAHOO!<br />
Technology allows marketers to create digital<br />
experiences that are relevant and personalized,<br />
ultimately benefiting the shoppers’ experience. The<br />
internet enables shoppers with access to more<br />
information than ever before, making shopping more<br />
social, more fun, and less impulsive. Our insights<br />
illustrate how marketers can strengthen relationships<br />
with their target audiences to maximize ROI.<br />
• The internet, both mobile and pc based, is a<br />
consistent and trusted part of the shopping<br />
experience<br />
• Relevant, personalized ads influence shopper<br />
decisions<br />
• Changes in the way deals and circulars are distributed<br />
have changed the way consumers shop and consider<br />
brands<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Improving Conversion Using Member Insights<br />
Dhiraj C Rajaram, Founder, CEO & Chairman,<br />
MU SIGMA<br />
How do you get your best customers to activate? What<br />
are the key characteristics of these customers that<br />
enable you to maximize the return from your activation<br />
campaigns? An online retailer wanted to improve the<br />
conversion rate of members who signed up on their<br />
websites. This presentation is about identifying member<br />
segments and driving value through targeted activation<br />
campaigns using these segment level characteristics<br />
along with customer level insights.<br />
5<br />
DIGITAL/TECHNOLOGY<br />
AS A RESEARCH TOOL<br />
1:30 Leveraging New Shopper Metrics for Success<br />
at Retail<br />
Chris Shaw, Group Leader, Category Business Planning,<br />
H.J. HEINZ CO.<br />
Priya Baboo, EVP, Shopper Insights & Strategy,<br />
VIDEOMINING CORPORATION<br />
Tom Sullivan, President, VIDEOMINING<br />
This presentation will focus on new shopper metrics<br />
that provide valuable guidance for optimizing every<br />
retail touch point. These metrics provide a systematic<br />
framework to improve parameters, such as exposure,<br />
engagement and conversion, by optimizing market<br />
execution that resonates well with the changing needs<br />
of consumers. Breakthrough video analytics<br />
technologies provide the ability to continuously track<br />
and monitor these metrics in a scalable manner for<br />
achieving retail excellence.<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 Web 2.0 Something: The Future of Online<br />
Shopping<br />
Brant Cruz, Vice President, Retail and eCommerce<br />
Practice, CHADWICK MARTIN BAILEY<br />
Jeff McKenna, Senior Consultant,<br />
CHADWICK MARTIN BAILEY<br />
Learn how new technologies like customization,<br />
co-creation and social shopping will lead eCommerce<br />
companies to change the way they help their customers<br />
shop online.<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Shopper Communities: Optimize Sales through<br />
Ongoing Consumer Conversations<br />
Christi Walters, Principal, Consumer Products,<br />
GONGOS RESEARCH<br />
Cheryl Halverson, Vice President, Retail & Services,<br />
GONGOS RESEARCH<br />
Online research communities provide manufacturers<br />
and retailers with an ongoing stream of information and<br />
insights. Hear how corporations learn from consumers<br />
in-and out of-the community environment; and envision<br />
how mobile-enabled communities can enhance<br />
insights, and channel partner relationships. Learn<br />
best practices for engaging members in activities:<br />
path-to-purchase longitudinal exploration,<br />
consumption trends, marketing program evaluations,<br />
co-creation and ideation.<br />
Tuesday Evening Activities:<br />
End of Day Keynote<br />
5:00<br />
Heroes of the<br />
Purchase Story<br />
Kate Hammer Ph.D., Chief<br />
Storyteller, KILN<br />
In the 21st century consumers<br />
are bored of hearing about you. Product detail?<br />
Brand image? It’s all old news. The real<br />
protagonist in every purchase is someone else –<br />
probably someone you’ve never met: your<br />
consumer. Their stories matter… to them. And<br />
you need to find ways to marry your decisions<br />
and actions to them and their stories. Kate’s<br />
presentation provides you with the tools<br />
to craft better commercial stories, tips on how<br />
to prioritize the consumer and examples<br />
showing stories in action across the<br />
product/brand lifecycle. Stop talking<br />
about “engagement” and<br />
start telling stories.<br />
••••••••••••••••••••••••••••••••••••••••••••<br />
5:45 Cocktail Reception<br />
Now it’s time to make things happen as you<br />
collaborate over drinks with the industry’s most<br />
innovative partners as they showcase the newest<br />
advancements and latest innovations. Meet with those<br />
who can help you bring these ideas to life with the right<br />
tools, techniques and expertise at the annual cocktail<br />
reception in our bustling exhibition pavilion. At the<br />
Shopper Insights in Action event, the only thing that<br />
rivals our content is our networking.<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
Join our network of 7000+<br />
Shopper Focused Leaders<br />
& Stay Connected<br />
All Year Long<br />
........................................<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 Understanding the “Shopper Equity” of Your Brands<br />
Mark Berry, Executive Vice President, Retail & Shopper<br />
Insights, IPSOS MARKETING<br />
Market research traditionally measures the tangible<br />
"equity" each shopper assigns to your brand even<br />
before they enter the store. All forces being equal, we<br />
know that these shoppers will purchase according to<br />
their underlying distribution of brand preferences and<br />
associated brand equity. However, these forces are<br />
rarely in balance all the time, and some brands and<br />
companies are simply better at shopper marketing and<br />
in-store execution than others. Ipsos Marketing believes<br />
that the concept of brand equity should be divided into<br />
“consumer equity” and “shopper equity.” While<br />
traditional consumer equity for a brand represents how<br />
much consumers desire a brand, shopper equity<br />
measures how much shoppers are influenced to actually<br />
buy the brand in-store. In addition to providing a<br />
detailed understanding of this approach, Mark will also<br />
share a recent case study conducted in 2012.<br />
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
4:15 Opportunities are Endless with an Online<br />
Community: Experience Burt’s Buzz with Burt’s Bees<br />
Joy Steinberg, Consumer Care Insights Manager,<br />
Global Insights, BURT’S BEES<br />
Ellie Hutton, Vice President, Community Panel<br />
Research, VISION CRITICAL<br />
Join Burt’s Bees and Vision Critical in this presentation<br />
about key learnings, techniques, and best practices in a<br />
behind the scenes look at the Burt’s Buzz community<br />
panel. This session will showcase methodology used to<br />
better understand the consumer’s view of health and<br />
wellness, impact of “natural”, and sustainability in the<br />
context of product development through to branding,<br />
positioning, packaging, and concept testing changes<br />
made based on deeper understanding of path to<br />
purchase.<br />
Shopper 360<br />
Shopper Insights in<br />
Action Group<br />
@Shopper360<br />
#Shopper360<br />
www.myshopper360.com<br />
Shopper Channel<br />
To Register CALL 888.670.8200 INTERNATIONAL 941.554.3500 EMAIL Register@iirusa.com 11
100% PRACTICAL STORIES, ALWAYS LESSONS YOU CAN APPLY TO YOUR WORLD<br />
DAY THREE THE CONFERENCE ........................................................................<br />
7:30 Morning Coffee<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
8:00 Chairman Address – Phil McGee, Director, Shopper Insights, Campbell's North America & Pepperidge Farm, Campbell Soup Company<br />
8:15 OPENING KEYNOTE<br />
Spend Shift: How the Post-Crisis Values Revolution is<br />
Changing the Way We Buy, Sell, and Live<br />
John Gerzema, Co-Author, SPEND SHIFT and THE BRAND BUBBLE<br />
9:00 KEYNOTE<br />
ROI Measurement: Measuring In-Store Sales in a Cross<br />
Platform World Including Social, Search, & Traditional Media<br />
Sean Bruich, Measurement & Monetization Analytics, FACEBOOK<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 10:30 Networking Break •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
Each session is 40 minutes followed by 5 minutes to transition to the next session. Choose from 5 breakout sessions.<br />
1<br />
<strong>INSIGHTS</strong> BEYOND<br />
THE STORE<br />
2<br />
<strong>INSIGHTS</strong> IN THE STORE<br />
3<br />
COLLABORATION<br />
1:30 Break the Rules & Transform Your Shopper<br />
Insights<br />
JD Spangler, VP Global Business Development, HANESBRANDS<br />
John Whitaker, VP Consumer & Shopper Insights,<br />
HANESBRANDS<br />
Research is not always aligned with the “speed of<br />
retail.” Study complexity and using external resources<br />
at times falls short of the need for real-time shopper<br />
feedback. Discarding some of the conventional wisdom<br />
of the past 20+ years can result in breakthrough<br />
innovation in how shopper insights are gathered.<br />
This session will bring to life how an organization can<br />
transform the speed and quality of their shopper<br />
insights in a highly cost-effective manner.<br />
• Targeted in-sourcing can be cost-effective when done<br />
with foresight<br />
• Simple surveys can be highly powerful and influential<br />
• Share of Wallet is an example of the effectiveness of<br />
this approach<br />
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2:15 Macro Trends & Innovation Impacting Today’s<br />
Shopper<br />
Tracy Luckow, Senior Director, Strategy, Insights &<br />
Innovation, DANNON<br />
Responding to dramatic shifts in consumer behavior,<br />
find out where future growth will surface. Full of<br />
possibility and opportunity, today’s shopper creates<br />
their own path…in store and beyond. Learn how to<br />
follow and connect with shoppers, anticipate future<br />
trends and maintain cultural relevance. Explore the key<br />
trends and macro themes that retailers and<br />
manufacturers can leverage to enhance the shopping<br />
experience and drive sales.<br />
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1:30 Sam’s Club 360 Degree Segmentation<br />
Cindy Casper, Senior Director Insights, SAM’S CLUB<br />
Sam’s Club has crafted a 360 degree view of its member<br />
base in order to create meaningful and actionable<br />
segments to drive strategy across many facets of the<br />
organization. Members are clustered and profiled<br />
based on a combination of attitudes, in-club<br />
transactional history and out of the club transactional<br />
history. These disparate sources are linked at the<br />
Member level enabling Sam’s Club to not only<br />
understand member behavior across retailers, but the<br />
drivers behind the behavior of our member.<br />
• How rich insights incorporate both the “what” and the<br />
“why” of consumer behavior<br />
• How a comprehensive view of your customer can help<br />
increase the ROI of customer investments<br />
• Learn how to target your highest potential customers<br />
and opportunities to pursue in each segment<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 Ways a Small Company Activates on Insights<br />
Jamie Borteck, Vice President of Marketing,<br />
FOOD SHOULD TASTE GOOD<br />
This presentation will share unique challenges and<br />
opportunities a thriving small company goes through to<br />
drive results through insights. Audience will see<br />
in-store activation, awards, and other marketing activity<br />
from a high-growth company in the natural foods space.<br />
• Differences between large and small company<br />
research<br />
• Examples of small company activity (with majority to<br />
in-store)<br />
• Topline references to leveraging resource-efficient<br />
consumer feedback<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
1:30 Category Reinvention and Retail Leadership:<br />
Building Better Relationships with Your Retailers<br />
Rob Colarossi, Vice President, Category Leadership,<br />
HOSTESS BRANDS<br />
Kaye Young, Senior Vice President, SMARTREVENUE<br />
Hostess Brands partnered with SmartRevenue to better<br />
understand changing shopper behavior in the bread<br />
and bakery aisles. In-store research insights into how<br />
shoppers shop the bread and bakery aisles led not only<br />
to a reinvention of the aisle, but also allowed Hostess to<br />
demonstrate its thought leadership and become a key<br />
category partner with retailers. In this presentation, you<br />
will learn how Hostess is connecting in-store insights to<br />
optimized shelf sets and layouts to re-invent the<br />
category and drive conversion from existing traffic in<br />
the store, and how to effectively leverage insights to<br />
build better partnerships with retailers.<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 Manufacturers and Retailers: Partnering<br />
for Success<br />
Kris Medford, Director, Shopper Sciences<br />
INTERBRAND DESIGN FORUM<br />
Your retail relationships are the key to category and<br />
brand growth. Whether you’re the category captain or<br />
the underdog, the basics of being influential are the<br />
same, but you need to scale your plans accordingly.<br />
With insights gained from working with many of the<br />
world’s top CPG brands and retailers, we’ll help you<br />
understand the opportunities for innovation at retail<br />
and how to get concepts sold in. Retailers will learn<br />
how to better leverage their vendor partners to grow<br />
categories.<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
– Director, Category Shopper Insights, Nestle Purina<br />
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3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 The Rules to Back-to-School Shopping Have<br />
Officially Changed<br />
Christian Thompson, Senior Director of Shopper<br />
Insights, KELLOGG’S<br />
Kellogg’s Senior Director of Shopper Insights presents<br />
new research on how to understand the attitudes and<br />
behaviors of the back to school shopper and what is<br />
going into the basket and why. What motivates and<br />
influences them? The rules of back-to-school shopping<br />
have officially changed.Take a look into how the<br />
shopping patterns and behaviors are evolving.<br />
Leverage the change in habits and look how to move<br />
to what is important to the shopper during this peak<br />
retail season.<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Get out of my Head and Into my Cart! How a<br />
Multitouch Ethnographic and Implicit Emotion<br />
Shopper Study Drove Creative In-Store Insight<br />
Mike Quintan, Senior Manager, Consumer Strategy and<br />
Insights, FRITO-LAY NORTH AMERICA<br />
Aaron Reid, Ph.D., Founder and Chief Behavioral<br />
Scientist, SENTIENT DECISION SCIENCE<br />
What motivates a shopper to pull a snack off the shelf<br />
and into the cart? How does a business better gauge<br />
the emotional drivers for target audiences season by<br />
season so that it can serve them better? This case study<br />
reveals how to access the emotional and subconscious<br />
drivers of shopper behavior by combining ethnography,<br />
online implicit association methods, and in-store<br />
observation and interviewing methods. Presenters will<br />
address how their deep dive into shopper psychology<br />
led to understanding the true drivers of<br />
decision-making. Methods to be discussed include<br />
ethnography, in-store observation, quantitative implicit<br />
emotion assessment and segmentation, and how the<br />
research findings were brought to life through<br />
storytelling in creative in-store marketing executions.<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Partnering for Profit: Retailers and<br />
Manufacturers Collaborate at the Shelf<br />
Susan Sentell, President & CEO, GLADSON<br />
Retailers and manufacturers work diligently to create<br />
shopper-centric planograms that maximize the return<br />
on each foot of shelf space but surveys show a big gap<br />
between planning and execution. Learn how a<br />
combination of collaborative thinking, execution tools<br />
and accurate product data are significantly improving<br />
planogram accuracy when first set, maintaining the shelf<br />
according to plan, reducing out-of-stocks and driving<br />
profits.<br />
• The common causes of poor planogram execution<br />
• Best practices in combining planning and execution<br />
tools to make sure the shelf is stocked and maintained<br />
according to the plan<br />
• How retailers and manufacturers are driving profits by<br />
collaborating on shelf execution<br />
12<br />
www.ShopperInsightsEvent.com
.................................................................................... FRIDAY July 20,2012<br />
9:45 KEYNOTE<br />
Managing Customer Touchpoints<br />
to Deliver Exceptional Brand<br />
Experiences<br />
Jeff Smith, Partner, PROPHET<br />
11:00 KEYNOTE<br />
Target’s Guest Insights Owned Brand Success<br />
Annie Zipfel, VP Owned Brands and Packaging,<br />
TARGET CORPORATION<br />
11:45 KEYNOTE<br />
Walmart’s Path-to-Purchase Through<br />
the Lens of Trip Type<br />
Martha Walsh, Director, Global<br />
Customer Insights, WALMART<br />
••••••••••••••••••••••••••••••••••••••••••••••••••• 12:30 Lunch followed by Dessert and Coffee in the Exhibit Hall ••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
Each session is 40 minutes followed by 5 minutes to transition to the next session. Choose from 5 breakout sessions.<br />
4<br />
ROI & MEASUREMENT<br />
1:30 The New KPIs: From Transactional to Relational<br />
Ned Kumar, Web Strategist, FEDEX SERVICES<br />
Today’s business is about relationships and interactions<br />
and so the challenge is how does one go about<br />
quantifying and measuring the ROI from those<br />
relationships and engagements. How can we quantify<br />
the level of engagement of our customers in social<br />
channels? In this session, Ned takes a dive into some of<br />
the key metrics that has gained critical importance in<br />
driving loyalty, brand advocacy, and return on marketing<br />
spend. The focus will be on the digital front with<br />
emphasis on social engagement and relationship<br />
marketing.<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 Insights into Measuring the Walmart<br />
Multicultural Consumer<br />
Sharonda Britton, Director of Marketing, African<br />
American and Asian, WALMART<br />
LaNoir Washington, Senior Manager, Global Consumer<br />
Insights, WALMART<br />
Deanna Canedo, Director of Marketing, Hispanic,<br />
WALMART<br />
African Americans and Hispanics combined make up<br />
approximately a quarter of the US population, and<br />
represent nearly $2 trillion in purchasing power. Via<br />
ethnographies, shop-a-longs and the calibration of a<br />
concentrated 2011 A&U study conducted by Walmart’s<br />
Global Customer Insights team, you’ll hear the key<br />
opportunities to assist in the pricing, assortment and<br />
community needs of today’s multicultural customers.<br />
• Leverage the growth and purchasing power of the<br />
multicultural consumer<br />
• Key opportunities to meet the multicultural<br />
consumers retail needs<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 Open Session<br />
Since we publish this brochure up to five months prior<br />
to the live event, we’ve left this session open to ensure<br />
you learn the most up-to-the-minute insights. If you<br />
have industry-leading information to share and would<br />
like to be considered for this session, please contact<br />
Jon Saxe at jsaxe@iirusa.com.<br />
Save<br />
the Date<br />
T H E 2 N D A N N U A L<br />
INTERNATIONAL<br />
<strong>SHOPPER</strong> <strong>INSIGHTS</strong> IN ACTION<br />
OCTOBER 2012 • LISBON, PORTUGAL<br />
DIGITAL/TECHNOLOGY<br />
5 Main Conference<br />
AS A SHOPPING TOOL<br />
Concluding Keynote<br />
1:30 From Check-in to Check out: How American<br />
Express Connects Buyers & Sellers in the Digital<br />
Space<br />
David Wolf, Vice President, Global Business & Market<br />
Development, AMERICAN EXPRESS<br />
During this session you’ll hear how to link digital<br />
behavior to actual in-store spend in ways never been<br />
done before. David Wolf offers a fresh twist on how to<br />
reach high-spending shoppers engaged in social<br />
networks, location-based services and other daily deal<br />
applications worldwide.<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
2:15 How Mobile Shopper Insights Empower You to<br />
Make Decisions Based on the Facts<br />
John Williamson, Founder & CEO, QUALVU<br />
What better time to study shoppers than during their<br />
natural shopper journeys, and what better way to<br />
engage them than to leverage what every consumer<br />
has in his pocket today ‒ smartphones? By empowering<br />
consumers with a flexible platform for sharing a variety<br />
of media files (photos, videos, text messages, etc.) that<br />
leverages social media dynamics, the world’s leading<br />
companies are able to get a bargain of their own: the<br />
knowledge and insight that came from accompanying<br />
consumers in their natural shopping element during<br />
their moments of truth.<br />
John discusses the value of mobile for collecting<br />
shopper insights, and how retailers can leverage<br />
in-the-moment shopper insights to make more strategic<br />
business decisions.<br />
• Gain a high level of participant engagement shared<br />
by consumers right from the stores<br />
• Leverage smartphones and tablets – to not only<br />
capture the voice and face of consumers; their<br />
moments of truth; their surroundings; their attitudes,<br />
but bring their shopper journey to life<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:00 Networking Break<br />
••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••<br />
3:30 The Future of Google Wallet<br />
Lisa Landsman, Team Manager, Commerce CPG Sales,<br />
GOOGLE<br />
Mobile Wallets are making their way into shoppers’<br />
hands. Hear how Google is leveraging technology to<br />
guide shoppers along the digital path to purchase.<br />
• Trends in mobile commerce and how it will impact<br />
shopping<br />
• Closing the loop between online ads and offline sales<br />
• How Google emerging as a shopper marketing<br />
platform<br />
4:45<br />
Future Trends<br />
Shaping Tomorrow’s<br />
Global Consumer<br />
Mikel Cirkus, Global Director,<br />
Conceptual Design Group,<br />
FIRMENICH FLAVORS<br />
Today’s consumer, in every area, is about to<br />
embark on an incredible journey. The landscape<br />
of discovery and possibilities is limitless.<br />
Looking at global trends in Connectivity,<br />
Empowerment, and Wellbeing open the door<br />
for us to new opportunities. From the clean<br />
slate of a “New Page” to the “Neo-Urbanism”<br />
of the cities of the future, we’ll explore<br />
how the essentials of life will translate<br />
to the new frontier of consumer<br />
experience.<br />
An integrated, multi-channel<br />
approach calls for<br />
collaboration<br />
BRING YOUR<br />
ENTIRE TEAM<br />
Consumer & Shopper Researchers<br />
No other event offers the breadth and<br />
depth of insight into shopper needs,<br />
attitudes, trends and behavior.<br />
Category Leaders<br />
Own your own success by incorporating a<br />
deep understanding of shoppers needs<br />
into your category growth strategies.<br />
Shopper Marketers<br />
Discover how the best brands are<br />
activating insights and succeeding in<br />
converting shoppers into buyers<br />
anywhere, anytime.<br />
Retailers & Manufacturers<br />
Navigate the changing retail<br />
environment together.<br />
Digital, Social & Mobile<br />
Learn how to navigate new digital, social<br />
& mobile insights throughout the entire<br />
journey to purchase.<br />
IT’S A <strong>SHOPPER</strong> REVOLUTION AND<br />
THERE IS A LOT TO LEARN AND SHARE.<br />
TAKE ADVANTAGE OF TEAM DISCOUNTS.<br />
LEARN MORE ON PAGE 15.<br />
To Register CALL 888.670.8200 INTERNATIONAL 941.554.3500 EMAIL Register@iirusa.com 13
FOR INVESTING IN THE WORLD’S LARGEST, MOST COMPREHENSIVE <strong>SHOPPER</strong><br />
THANK YOU to our Supporters ...........................................................................<br />
FOCUSED EVENT AND HELPING THE INDUSTRY REINVENT <strong>SHOPPER</strong>-CENTRICITY<br />
The Most Holistic<br />
Event That Mirrors<br />
The Real World<br />
Year after year we continue to unite the most relevant audience of qualified<br />
decision makers with over 70% client side participants. It’s the one and only<br />
event that attracts the complete customer-facing team – the reason it has<br />
become the industry gathering place to share and learn from the best<br />
visionary minds in the world.<br />
MARQUEE SPONSOR .........................................................................................................<br />
SmartRevenue provides shopper-centric insights that help companies know where the purchase decision is made and why; strategies to optimize<br />
pre-store and in-store marketing and merchandising; and solutions for category and retail reinvention. SmartRevenue’s insights, strategies and<br />
solutions are founded on the integration of quantitative and qualitative ethnography, quantitative data collection, advanced analytics,<br />
technology, and real world experience to deliver next-generation customer solutions. A pioneer in shopper marketing, SmartRevenue counts<br />
many of the largest global manufacturers, retailers, and service providers as clients. Visit us at www.smartrevenue.com for more information.<br />
SPONSORS & EXIBITORS ......................................................................................................<br />
MEDIA PARTNERS ..............................................................................................................<br />
WHERE<br />
REAL TIME<br />
COLLABORATION<br />
& PARTNERSHIPS<br />
HAPPEN<br />
•••••••••••••••••••••••<br />
JOIN THE<br />
INDUSTRY.<br />
The Right People. 70% of our attendees are from mega retailers and<br />
best-in-class national brands.<br />
It’s Industry Specific. Conversations are highly-targeted and authentic.<br />
Return on Investment. Many of our sponsors have attributed Shopper Insights in<br />
Action to the start of major business deals.<br />
The Optimal Ratio. Unlike most trade shows or large events, Shopper Insights in<br />
Action has 40 booths and more than 600 in attendance. You will stand out.<br />
The Right Audience. An event packed with decision makers looking for new<br />
tools, techniques, and partnerships.<br />
To explore sponsorship and exhibit opportunities, contact: Jon Saxe at jsaxe@iirusa.com or 646.895.7467.<br />
For media partnerships and press coverage contact: Alexandra Saland at asaland@iirusa.com or 646.895.7309.<br />
©2012 Institute for International Research, Inc. All rights reserved<br />
14<br />
www.ShopperInsightsEvent.com
............................................................................... Details<br />
3<br />
EASY<br />
WAYS<br />
TO REGISTER<br />
<br />
CALL:<br />
888.670.8200<br />
or Intl: 941.554.3500<br />
@<br />
EMAIL:<br />
register@iirusa.com<br />
INVESTMENT OPTIONS FOR MANUFACTURERS & SERVICE PROVIDERS<br />
Pass Options<br />
Description<br />
ONLINE:<br />
www.ShopperInsightsEvent.com<br />
THE EARLIER YOU REGISTER, THE MORE YOU SAVE ............................................<br />
Register by March 23 Register by April 27 Register by May 25 Register by June 22 Standard<br />
SAVE $400 SAVE $300 SAVE $200 SAVE $100 & Onsite Rate<br />
Main Conference + Symposia<br />
Access to All Sessions on<br />
Wednesday, Thursday & Friday<br />
$3,595 $3,695 $3,795 $3,895 $3,995<br />
Main Conference Only<br />
Access to Thursday<br />
& Friday Sessions<br />
$2,595 $2,695 $2,795 $2,895 $2,995<br />
INVESTMENT OPTIONS FOR RETAILERS<br />
Register by March 23 Register by May 25 Standard<br />
Pass Options<br />
Description<br />
SAVE up to $200 SAVE $100 & Onsite Rate<br />
Main Conference + Symposia<br />
Access to All Sessions on<br />
Wednesday, Thursday & Friday<br />
$1095 $1195 $1295<br />
Main Conference Only<br />
Access to Thursday<br />
& Friday Sessions<br />
$849 $895 $995<br />
Tiered pricing valid through<br />
expiration date. New Pricing takes<br />
effect at specific dates indicated.<br />
All fees must be paid in full by<br />
expiration date or price will increase<br />
to next level tier.<br />
DATE & VENUE<br />
July 18-20, 2012<br />
Marriott Downtown<br />
Magnificent Mile<br />
540 North Michigan Avenue<br />
Chicago, IL 60611<br />
BOOK YOUR ROOM<br />
To book your hotel stay, contact the hotel<br />
directly by calling the Reservations<br />
Department at 800.228.9290 and asking<br />
for the ”Institute for International<br />
Research” rate or mentioning the group<br />
code which is “SHOP 2012”. Guests can<br />
also fax a request to 312.836.6139.<br />
Reservations must be received no later<br />
than Monday, June 25, 2012. Reservations<br />
received after this date will be accepted on<br />
a space and rate availability basis.<br />
YOUR REGISTRATION INCLUDES<br />
• Access to conference presentations & breakout sessions<br />
• Morning coffee and afternoon lunch<br />
• Full conference presentations in electronic format & speaker handouts*<br />
• A copy of the SIA executive summary distributed via email after the event<br />
• Exhibit hall admittance<br />
• Opportunity to meet 1-on-1 with speakers<br />
NOTE: We do our best to secure all of the presentations from our speakers for you. Occasionally, distribution of<br />
presentation materials is prohibited by the speaker or their respective company. Thank you for your understanding.<br />
PAYMENTS<br />
Payment is due within 30 days of registering. If registering within 30 days of the event, payment is due immediately.<br />
Payments may be made by check, Visa, MasterCard, Discover, Diners Club or American Express. Please make all checks<br />
payable to the “Institute for International Research, Inc.” and write the name of the delegate(s) on the face of the<br />
check, as well as our reference code: M2415. If payment has not been received prior to registration the morning of the<br />
conference, a credit card hold will be required.<br />
BENEFITS OF SENDING YOUR WHOLE TEAM<br />
SIA requires both a cross-functional teamwork and the ability to work with numerous vendors, partners and suppliers.<br />
We’ve created a robust program covering it all – from insights to strategy to activation. This is an event for the entire<br />
customer team across geographies, disciplines and functionalities - the topics are comprehensive and business relevant<br />
and the format is highly collaborative. With so much value, this is the one event you must attend as a group. As a team,<br />
you can split up amongst concurrent sessions – maximizing the return on your company’s investment. We are happy to<br />
work with you to coordinate additional private functions, meet and greets with speakers and or activities that would<br />
allow you to extract even more value from this event.<br />
SEND MORE, SAVE MORE!<br />
SAVE<br />
SEND<br />
25% off the standard rate Group of 7 or more<br />
20% off the standard rate Group of 5 or 6<br />
15% off the standard rate Group of 3 or 4<br />
For information on customized group packages & standard group discounts, call Terrence Johnson at +1 646.895.7429.<br />
NOTE: No two discounts can be combined. Please note that early registration discounts may be a better value than<br />
some of the discount opportunities here, so please register today. For groups of 10 or more please contact us.<br />
DO YOU QUALIFY FOR A DISCOUNT?<br />
Take 30% off the standard rate if you are a Government, Non-profit or Academic Professional<br />
Take 25% off the standard rate if your company is a sponsor<br />
Take 20% off the standard rate if someone from your company is a speaker<br />
NOTE: No two discounts can be combined. All discounts are off the standard price.<br />
CANCELLATION POLICY: If you need to make changes or have questions, contact us via email at register@iirusa.com. Cancellations<br />
must be in writing and must be received by <strong>IIR</strong> prior to 10 business days before the start of the event. Upon receipt of a timely<br />
cancellation notice, <strong>IIR</strong> will issue a credit voucher for the full amount of your payment, which may be applied towards registration fees at<br />
any future <strong>IIR</strong> event held within 6 months after issuance (the “Expiration Date”). All credit vouchers automatically expire on the Expiration<br />
Date and shall thereupon become void. In lieu of issuance of a credit voucher, at your request, <strong>IIR</strong> will issue a refund less a $795<br />
processing fee per registration. Registrants are advised that no credit vouchers or refunds will be issued for cancellations received less<br />
than ten business days prior to start of the event, including cancellations due to weather or other causes beyond the Registrant’s control.<br />
<strong>IIR</strong> therefore recommends that registrants allow for unexpected delays in making travel plans. Substitutions are welcome at any time.<br />
If for any reason <strong>IIR</strong> decides to cancel this conference, <strong>IIR</strong> accepts no responsibility for covering airfare, hotel or other costs incurred by<br />
registrants, including delegates, sponsors, speakers and guests.<br />
WHAT SHOULD I WEAR: Casual & comfortable attire is suggested. We recommend bringing a sweater, as conference rooms may be cool.<br />
AUXILIARY AID: Any disabled individual desiring an auxiliary aid for this conference should notify <strong>IIR</strong> at least 3 weeks prior to the<br />
conference in writing, by faxing +1 212.661.6045.<br />
INCORRECT MAILING INFORMATION: If you are receiving multiple mailings, have updated information, or would like to be removed<br />
from our database, please contact our database department at +1 212.661.3876.<br />
To Register CALL 888.670.8200 INTERNATIONAL 941.554.3500 EMAIL Register@iirusa.com 15
12th Annual<br />
<strong>SHOPPER</strong><br />
<strong>INSIGHTS</strong><br />
IN ACTION<br />
July 18-20, 2012<br />
Marriott Downtown Magnificent Mile<br />
Institute for International Research<br />
708 Third Avenue, 4th Floor<br />
New York, NY 10017-4103<br />
NEW FOR 2012<br />
• 100% new main stage keynotes - the most prolific minds today<br />
• New Symposia on Segmentation - what matters to: Multicultural,<br />
Boomers and Millennials<br />
• More Global Perspectives than ever: China, India, France,<br />
Switzerland, Ukraine and more<br />
• Extension Room offers a full immersive experience to dive deeper<br />
• New speakers on Digital, Social and Mobile from<br />
Groupon, American Express, Yahoo! and Google<br />
• Global Economic Update examining shifts in shopper spending and<br />
behavior around the world<br />
BACK BY POPULAR DEMAND<br />
• Global capabilities and emerging markets Symposium<br />
• Diverse retail perspectives including Target, Walmart, 7-Eleven,<br />
Sam's Club and more<br />
• Content review board ensuring no commercialism from the podium<br />
• Mentor program for first timers<br />
• 100% all new case studies always focused on the “IN ACTION”<br />
Experience for yourself, why this is considered<br />
the VOICE OF THE INDUSTRY.<br />
If you've already received a mailing, please pass this along to someone else who might be<br />
interested in attending. Together let's keep the earth clean and the networking growing.<br />
M2415<br />
12th Annual<br />
<strong>SHOPPER</strong><br />
<strong>INSIGHTS</strong><br />
IN ACTION<br />
Championing the Value of<br />
Activating Research at Retail<br />
IN-STORE<br />
The New, Integrated,<br />
Multi-Channel, Socially<br />
Interwoven Journey<br />
to Purchase<br />
MOBILE<br />
ONLINE<br />
BILLY BEANE<br />
General Manager,<br />
Oakland A’s<br />
and Subject of<br />
Moneyball<br />
JOHN GERZEMA<br />
Co-Author,<br />
Spend Shift<br />
and The Brand<br />
Bubble<br />
DARREN MARSHALL<br />
VP Global Shopper<br />
Development,<br />
The Coca-Cola Co<br />
ANNIE ZIPFEL<br />
VP Owned<br />
Brands and<br />
Packaging,<br />
Target<br />
Corporation<br />
DAVID EAGLEMAN<br />
Neuroscientist<br />
and International<br />
Bestselling Author,<br />
Incognito<br />
MARTHA WALSH<br />
Director, Global<br />
Customer Insights,<br />
Walmart<br />
SEAN BRUICH<br />
Measurement &<br />
Monetization<br />
Analytics,<br />
Facebook<br />
KATE HAMMER, Ph.D.<br />
Chief Storyteller<br />
KILN<br />
July 18-20, 2012<br />
Marriott Downtown Magnificent Mile<br />
Chicago, IL<br />
www.shopperinsightsevent.com