SHOPPER INSIGHTS - IIR

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100% PRACTICAL STORIES, ALWAYS LESSONS YOU CAN APPLY TO YOUR WORLD DAY TWO THE CONFERENCE ............................................................................ 7:30 Registration and Morning Coffee •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 8:00 Welcome & Opening Remarks – Phil McGee, Director, Shopper Insights, Campbell's North America & Pepperidge Farm, CAMPBELL SOUP COMPANY 8:30 OPENING KEYNOTE Emotional Branding at Retail: Building a Social Voice for Your Brand Marc Gobe, CEO, EMOTIONAL BRANDING LLC 9:30 KEYNOTE Moneyball: The Art of Winning an Unfair Game Billy Beane, General Manager, OAKLAND A’S and Subject of MONEYBALL •••••••••••••••••••••••••••• 10:30 Morning Break – Baseball and book signing with Billy Beane, General Manager, Oakland A’s and Subject of MoneyBall •••••••••••••••••••••••••••• Each session is 40 minutes followed by 5 minutes to transition to the next session. Choose from 5 breakout sessions. 1 INSIGHTS BEYOND THE STORE 1:30 Using Hybrid Methods for Multi-Cultural Insights George E. Brown II, Senior Account Executive, MEYERS RESEARCH CENTER Carmen Bryant, Research Director, ESSENCE COMMUNICATIONS While shoppers today may have similar needs driven by issues such as the financial crisis and other more global activities, there are also key differences that need to be understood and acted upon to be a successful marketer. In addition, manufacturers and retailers are increasingly charged with obtaining actionable insights with growing budget constraints. During this session, you’ll learn the ways in which they have been able to link different insights to address multi-cultural issues. This includes integrating qualitative, quantitative and syndicated data to help better target your core customer and be a better resource to your business partners. ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 2:15 Driving Retail Growth via Shopper Platforms Vikram Sarma, Global Shopper Insights Lead, Specialty Division, CLOROX COMPANY As retail trips stay flat/down, retailers face pressure to find ways to ‘build baskets’. This session gets into uncovering key insights from shoppers and how to translate them into ‘basket building’ platforms working with retail partners. In one case study, a retailer literally saw baskets the week of execution go 2x greater than their weekly average basket. 2 INSIGHTS IN THE STORE 1:30 Demystifying the Allure of Casino Floor Merchandising Jeffrey Boorjian, Vice President, Marketing, CAESARS ENTERTAINMENT Each day thousands of customers walk through the doors of Caesars Entertainment’s 50+ global casinos enamored with the stimulating environment geared to attract to their senses. Hundreds of decisions have been made to optimize the customer experience on the gaming floor in regards to slot product, signage, lighting, and floor layouts. Key objectives of this presentation: • Provide insight into how the world’s largest gaming company thinks about the in-store experience & merchandising • Share ideas & tactics on how to engineer customer behavior • Demonstrate the synergies between retail & casino floor challenges ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 2:15 Part I: Triangulating the Shopper: Using Multiple Methodologies to Drive Produce Department Reinvention Lauren Cercone, Director of Consumer & Shopper Insights, DOLE FRESH VEGETABLES James Sorensen, Senior Vice President, TNS RETAIL & SHOPPER Dole and TNS Retail and Shopper present results on a comprehensive study of produce department shoppers’ in-store behavior, with a broad overlay of retailers’ current practices, beliefs and attitudes toward the department and the Shopper Insight function. Complementary data-gathering techniques, including eye tracking, path tracking, intercepts, and qualitative, were interwoven to yield rich insights that will profoundly affect the future of the hottest real estate in the store. 3 COLLABORATION 1:30 How Shopper Emotions Unlock Understanding of Retailer Choice Jill Boyce, Director Shopper Insights, SARA LEE Understanding how shoppers make channel and retailer choices is an important step in the consumer-shopper journey. While many frameworks have focused on very rational elements of shopper decision-making, Sara Lee’s framework focuses on the emotive elements of store choice. Humans make decisions very emotionally, and it is in tapping into this understanding – how we want to feel when shopping and how we want to be perceived by others – that we can best influence shoppers. The power in this work comes from understanding how retailers and brands fit with shoppers’ emotions so that we can develop a full range of shopper marketing and category management initiatives based on shopper insights. ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 2:15 Insights to Action: How to Make the Most of your Investment in Insights Alison Chaltas, EVP, GFK SHOPPER & RETAIL STRATEGY Sarah Gleason, EVP, GFK SHOPPER & RETAIL STRATEGY As companies step up their investment in shopper insights, it is increasingly important that these dollars drive meaningful change. Yes, there are very simple steps that can be taken to be sure research reports do far more than sit on a desk collecting dust. This presentation will dig into what works across the 39% of organizations surveyed indicated they were effective at translating shopper insights into winning actions, including: • Encourage teams to work cross-functionally • Leverage insights as strategic currency with retail partners ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3:00 Networking Break ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3:30 Activating the Shopper Along the Journey to Purchase in the Store Simon Small, Global Sales and Category Development - Confectionery, NESTLÉ This discussion will outline the principals of shopper activation through the shopper journey. The uses of different messaging and cues in various parts of the store have a direct correlation to shopper category conversion rates. A shopper’s cognitive state is predictive to both impulse shopping rates as well as perceived shop experience. By activating a category focused on the shopper a retailer is able to drive both category expansion and shopper satisfaction ratings. ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3:00 Networking Break ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3:30 Reinventing the Retail Environment: How to be Unique, Compelling and Profitable In-store Joe Beier, EVP, GFK SHOPPER & RETAIL STRATEGY Ralph Blessing, EVP, GFK SHOPPER & RETAIL STRATEGY Both retailers and manufacturers want innovation in store, but retail redesign requires tremendous operational and financial resources. How can retailers and manufacturers become more data-based in reinventing the retail environment? What insights are really needed to understand core shopper influencers and competitive differentiation? GfK will combine the best of proven shopper research with new concept development processes to share new ways to engage shoppers. ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3:00 Networking Break ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3:30 PART II: Produce Department Reinvention: Partnering with your Retailers to Implement your Insights In-Store CarrieAnn Arias, Director of Shopper Marketing, DOLE FRESH VEGETABLES Shoppers and retailers agree: perceptions of a grocery store’s quality and freshness rest heavily on the produce department. Retailers have made produce a focal point of mission statements, marketing campaigns and total store design, but are Shoppers in agreement with retailer on how well this is working? Dole partnered with TNS Retail and Shopper on a comprehensive study of produce department shoppers’ in-store behavior. Carrie will review how this research was and will be brought life in-store. ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 4:15 Capturing the Value of Shopper Insights Across Retail Channels TG.FuQua, Brand Manager Shopper Marketing, TYSON FOODS Learn how a strategy including analytics from Nielsen, NPD group, Mintel, Technomic, ECRM , Smart Revenue, Spectra, Crest and others led to “Proven” ROIC success; with the adoption by the sales and marketing team, as well as key national retail decision makers. Examples and discussion will include the results of B2B and B2C social media, creative design, consumer promotions, and recognition from the industry including the 2011 Category Captain selection in Progressive Grocer and Supermarket News. ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 4:15 The Gift That Keeps Giving (or How to Make Your Work Work Harder for You) Phil McGee, Director, Shopper Insights, Campbell's North America & Pepperidge Farm, CAMPBELL SOUP COMPANY Jeff Inman, Associate Dean for Research and Faculty, KATZ SCHOOL - UNIVERSITY OF PITTSBURGH Last year, Campbell Soup shared highlights from its ground-breaking Path to Purchase study. This study identified critical moments of influence across the marketing mix and how they can be leveraged to create or reinforce shopper loyalty. In this new session, Phil McGee from Campbell Soup and Jeff Inman from the University of Pittsburgh will show you how they partnered to extract new and compelling learning from an existing, robust data set. ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 4:15 The Ever Elusive Insight: Uncovering Insights in a Stack of Findings Bruce Vierck, Vice President, RTC Andy Cremer, Vice President, RTC Most marketers have no shortage of shopper research findings. But to return the investment in shopper research, findings must be turned into insights and strategies that inspire stakeholders and inform the process of designing actionable retail solutions. During this presentation, you’ll hear best-in-class methods for translating findings into useable insights and powerful strategies. • Methods for synthesizing findings into insights and strategies that will inspire the design process • Techniques for creating alignment and collaboration among teams • Examples of artifacts that help bring insights and strategies to life for all stakeholders 10 www.ShopperInsightsEvent.com
............................................................................ THURSDAY July 19,2012 11:00 KEYNOTE Emotion, Motivation, and Reputation: What Matters to the Mind of the Consumer David Eagleman, Renowned NEUROSCIENTIST and International Bestselling Author, INCOGNITO: THE SECRET LIVES OF THE BRAIN 11:45 KEYNOTE Gamification: When Gamers Shop the Way they Play Dard Neuman, Ph.D., President of Insights, SMARTREVENUE Kristin Ferraraccio, Director, Category Management, ACTIVISION BLIZZARD •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 12:30 Lunch ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• Each session is 40 minutes followed by 5 minutes to transition to the next session. Choose from 5 breakout sessions. 4 ROI & MEASUREMENT 1:30 Trade Spending ROI: Maximizing the Organization’s Profitability Kelley Peters, VP Integrated Insights & Strategy, POST FOODS Mike Klein, Associate Director, Sales Analytics & Insights, POST FOODS A multi-stage approach was used to better understand the promotional and EDLP ROIs at each individual customer. Post was able to understand the specific volume associated with buying down the everyday price and the effects of all promotions in-store. The implications of this study are “game changing” and the audience will gain an understanding of the importance of measuring the efficiencies of trade spending and creating strategies to spend better will increase both sales and profitability. ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 2:15 The Shopper’s Journey David Laird, Research Director, B2B Insights, YAHOO! Technology allows marketers to create digital experiences that are relevant and personalized, ultimately benefiting the shoppers’ experience. The internet enables shoppers with access to more information than ever before, making shopping more social, more fun, and less impulsive. Our insights illustrate how marketers can strengthen relationships with their target audiences to maximize ROI. • The internet, both mobile and pc based, is a consistent and trusted part of the shopping experience • Relevant, personalized ads influence shopper decisions • Changes in the way deals and circulars are distributed have changed the way consumers shop and consider brands ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3:00 Networking Break ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3:30 Improving Conversion Using Member Insights Dhiraj C Rajaram, Founder, CEO & Chairman, MU SIGMA How do you get your best customers to activate? What are the key characteristics of these customers that enable you to maximize the return from your activation campaigns? An online retailer wanted to improve the conversion rate of members who signed up on their websites. This presentation is about identifying member segments and driving value through targeted activation campaigns using these segment level characteristics along with customer level insights. 5 DIGITAL/TECHNOLOGY AS A RESEARCH TOOL 1:30 Leveraging New Shopper Metrics for Success at Retail Chris Shaw, Group Leader, Category Business Planning, H.J. HEINZ CO. Priya Baboo, EVP, Shopper Insights & Strategy, VIDEOMINING CORPORATION Tom Sullivan, President, VIDEOMINING This presentation will focus on new shopper metrics that provide valuable guidance for optimizing every retail touch point. These metrics provide a systematic framework to improve parameters, such as exposure, engagement and conversion, by optimizing market execution that resonates well with the changing needs of consumers. Breakthrough video analytics technologies provide the ability to continuously track and monitor these metrics in a scalable manner for achieving retail excellence. ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 2:15 Web 2.0 Something: The Future of Online Shopping Brant Cruz, Vice President, Retail and eCommerce Practice, CHADWICK MARTIN BAILEY Jeff McKenna, Senior Consultant, CHADWICK MARTIN BAILEY Learn how new technologies like customization, co-creation and social shopping will lead eCommerce companies to change the way they help their customers shop online. ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3:00 Networking Break ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3:30 Shopper Communities: Optimize Sales through Ongoing Consumer Conversations Christi Walters, Principal, Consumer Products, GONGOS RESEARCH Cheryl Halverson, Vice President, Retail & Services, GONGOS RESEARCH Online research communities provide manufacturers and retailers with an ongoing stream of information and insights. Hear how corporations learn from consumers in-and out of-the community environment; and envision how mobile-enabled communities can enhance insights, and channel partner relationships. Learn best practices for engaging members in activities: path-to-purchase longitudinal exploration, consumption trends, marketing program evaluations, co-creation and ideation. Tuesday Evening Activities: End of Day Keynote 5:00 Heroes of the Purchase Story Kate Hammer Ph.D., Chief Storyteller, KILN In the 21st century consumers are bored of hearing about you. Product detail? Brand image? It’s all old news. The real protagonist in every purchase is someone else – probably someone you’ve never met: your consumer. Their stories matter… to them. And you need to find ways to marry your decisions and actions to them and their stories. Kate’s presentation provides you with the tools to craft better commercial stories, tips on how to prioritize the consumer and examples showing stories in action across the product/brand lifecycle. Stop talking about “engagement” and start telling stories. •••••••••••••••••••••••••••••••••••••••••••• 5:45 Cocktail Reception Now it’s time to make things happen as you collaborate over drinks with the industry’s most innovative partners as they showcase the newest advancements and latest innovations. Meet with those who can help you bring these ideas to life with the right tools, techniques and expertise at the annual cocktail reception in our bustling exhibition pavilion. At the Shopper Insights in Action event, the only thing that rivals our content is our networking. •••••••••••••••••••••••••••••••••••••••••••••••••••••• Join our network of 7000+ Shopper Focused Leaders & Stay Connected All Year Long ........................................ ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 4:15 Understanding the “Shopper Equity” of Your Brands Mark Berry, Executive Vice President, Retail & Shopper Insights, IPSOS MARKETING Market research traditionally measures the tangible "equity" each shopper assigns to your brand even before they enter the store. All forces being equal, we know that these shoppers will purchase according to their underlying distribution of brand preferences and associated brand equity. However, these forces are rarely in balance all the time, and some brands and companies are simply better at shopper marketing and in-store execution than others. Ipsos Marketing believes that the concept of brand equity should be divided into “consumer equity” and “shopper equity.” While traditional consumer equity for a brand represents how much consumers desire a brand, shopper equity measures how much shoppers are influenced to actually buy the brand in-store. In addition to providing a detailed understanding of this approach, Mark will also share a recent case study conducted in 2012. ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 4:15 Opportunities are Endless with an Online Community: Experience Burt’s Buzz with Burt’s Bees Joy Steinberg, Consumer Care Insights Manager, Global Insights, BURT’S BEES Ellie Hutton, Vice President, Community Panel Research, VISION CRITICAL Join Burt’s Bees and Vision Critical in this presentation about key learnings, techniques, and best practices in a behind the scenes look at the Burt’s Buzz community panel. This session will showcase methodology used to better understand the consumer’s view of health and wellness, impact of “natural”, and sustainability in the context of product development through to branding, positioning, packaging, and concept testing changes made based on deeper understanding of path to purchase. Shopper 360 Shopper Insights in Action Group @Shopper360 #Shopper360 www.myshopper360.com Shopper Channel To Register CALL 888.670.8200 INTERNATIONAL 941.554.3500 EMAIL Register@iirusa.com 11
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