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100% PRACTICAL STORIES, ALWAYS LESSONS YOU CAN APPLY TO YOUR WORLD<br />
DAY THREE THE CONFERENCE ........................................................................<br />
7:30 Morning Coffee<br />
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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 />
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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 />
<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 />
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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 />
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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 />
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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 />
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– Director, Category Shopper Insights, Nestle Purina<br />
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3:00 Networking Break<br />
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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 />
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3:00 Networking Break<br />
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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 />
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3:00 Networking Break<br />
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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
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