SHOPPER INSIGHTS - IIR

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MAIN STAGE KEYNOTE SPEAKERS Invite You to Think Bigger ........................... Wednesday, July 18, 2012 DARREN MARSHALL ANDREW DUGUAY RICHARD WINTER KEN ERICKSON The Ripple Effect – Creating a Global Movement to Convert Shoppers into Buyers 9:00 Darren Marshall, Vice President, Global Shopper Development, THE COCA-COLA COMPANY As one of the world’s most respected marketers, The Coca-Cola Company doesn’t just shape brands that people love, it builds brands 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, every shopper becomes critical to the global growth agenda. Learn how The Coca-Cola Company’s movement for Shelf Savvy Marketing is empowering leaders around the world to convert shoppers into buyers, creating value for all those who touch its brands. Make Your Move: Global Economic Update 10:15 Andrew Duguay, CPF, Senior Economist, ITR ® Maximizing the future is all about separating fact from fiction. The fear and uncertainty about the global markets are enough to cause any business leader to wonder if the recovery is durable or not. Andrew Duguay will be presenting the economic outlook for our industry and for the global economy with the clarity that business leaders have come to expect from ITR ® . This is a must meeting for leaders looking to prepare for the changes that are coming over the next few years. New Research Revealed! What Makes a Shopper Stop: A 360 Degree View 11:15 of Today's Shopper Based Upon Neuro, Eye-Tracking, & Intercept Interview Data A Panel moderated by Richard Winter, President, POPAI including Michelle Adams, Vice President, Strategic Insights, PEPSICO Get an exclusive first look at POPAI’s findings from the 2012 Shopper Engagement Study, which incorporated traditional intercept interviews, eye-tracking, and neuromonitoring to develop a 360 degree view of today's shopper. This study, the first of its kind with over 2400 grocery shoppers across the U.S., will equip attendees with actionable insights that will help them better win shoppers at the shelf. • What shoppers are looking at, engaging with, and responding to emotionally in the retail environment. • Where the buy buttons are located in the brain and the steps you need to take to help activate them in-store. • The path-to-purchase and what drives the cycle including purchase influencers, outlet choices & drivers of product choice in-store. Shoppers' Experience of Retail in China: Local Meanings, Global Patterns 5:00 Ken Erickson, Ph.D., CEO & Cultural Anthropologist, PACIFIC ETHNOGRAPHY COMPANY Drawing on field research since 1999 across multiple product categories in urban and rural China, we'll explore the Middle Kingdom's retail spaces. How do generational differences shape shopping practices? How are big-box retail, global brands, and local "traditional trade" experienced by shoppers? What are the opportunities to improve the Chinese—and global—retail experience, from this vantage point? Learn key generational changes that limit and direct shopper expectations in China. Thursday, July 19, 2012 Emotional Branding at Retail: Building a Social Voice for Your Brand 8:30 Marc Gobe, CEO, EMOTIONAL BRANDING LLC 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 consumers that are purchasing products anywhere and anytime often after an online search and recommendations from friends. Brands that 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. Only through this new emotional engagement, will you be able to capture the limitless opportunities offered for those who have a social voice. 6 MARC GOBE BILLY BEANE DAVID EAGLEMAN DARD NEUMAN KRISTIN FERRARACCIO Moneyball: The Art of Winning an Unfair Game 9:30 Billy Beane, General Manager, OAKLAND A’S AND SUBJECT OF MONEYBALL How did one of the lowest paid teams in baseball win three American League West Division titles? Go behind the scenes of Michael Lewis’ best-selling book Moneyball (now a major motion picture) and discover how Beane shattered traditional MLB beliefs that big payrolls equated wins by implementing statistical methodology that inevitably led the Oakland A’s, one of the worst teams in baseball, to four consecutive playoff appearances and three American League West Division Titles. The conventional wisdom in Major League Baseball is that wealthy teams will win out. However, during Beane’s four seasons in Oakland, the A`s won more regular season games than the New York Yankees, who during the same period spent $350 million more on player payroll than did the Athletics. Combining baseball and business strategies and offering an unprecedented look inside the inspiring true story, Billy Beane discusses objectivity that numbers can bring to the business world. Be inspired and uplifted by this rousing sports-underdog story. Emotion, Motivation, and Reputation: What Matters to the Mind of the Consumer 11:00 David Eagleman, Renowned Neuroscientist and International Bestselling Author, INCOGNITO: THE SECRET LIVES OF THE BRAIN What motivates people to care about a brand? Why do people show loyalty to corporations? What is the role of emotion in decision-making? Brain scientist David Eagleman marshals surprising new data from social neuroscience to show that people use the same brain circuitry to relate to brands as they do to one another. This suggests strong motivation for companies to work on reputation, loyalty and trust - subconscious issues which powerfully navigate customer decisions, but are missed by traditional methods of market research. Traditional research fails for two reasons: (1) it usually probes the conscious mind of the customer, which is not, in the end, what drives actual purchasing decisions, and (2) it is geared to measure the immediate influence of branding changes, while investments in social reputation pay off on a slower time scale. In this talk, Dr. Eagleman translates cutting-edge neuroscience into everyday examples to illuminate customer motivations, emotions, and decision-making from new angles. Gamification: When Gamers Shop the Way they Play 11:45 Dard Neuman, Ph.D., President of Insights, SMARTREVENUE Kristin Ferraraccio, Director, Category Management, ACTIVISION BLIZZARD In this new retail environment, what tools are needed to understand how the consumer moves through gaming platforms to research, shop, and buy in the category? How can consumer and shopper insights be integrated and leveraged to drive marketing and merchandising strategies and solutions along the path to purchase? What is the relationship and impact of the online experience with the in-store experience? In order to drive customer leadership, Activision partnered with SmartRevenue to gain insight into how their consumer behaves and shops in these interconnected platforms. www.ShopperInsightsEvent.com
................................................................................................................................. Heroes of the Purchase Story 5:00 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. KATE HAMMER Friday, July 20, 2012 Spend Shift: How the Post-Crisis Values Revolution is Changing the Way We 8:15 Buy, Sell, & Live John Gerzema, Co-Author, SPEND SHIFT and THE BRAND BUBBLE New spending patterns reveal how post-crisis values shifts can be recognized in today’s consumer behavior and are remaking capitalism for the better. While the consumerist psyche is changing even faster than the economy, companies can adapt and thrive. 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 JOHN GERZEMA their customers. John’s talk focuses on how societal values are changing and how businesses can connect with customers who vote with their dollars, every day after the recession. Evolving ROI From “Evaluation” to “Explanation” 9:00 Sean Bruich, Measurement & Monetization Analytics, FACEBOOK Over the course of the last 5 years, thousands of companies have increasingly looked to Facebook to help fulfill a variety of marketing objectives, yet, questions key to ROI measurement still loom large, particularly for our clients with offline sales outcomes. Sean addresses three areas key to enabling ROI measurement in a digitally, connected world: SEAN BRUICH • Why cross platform, person-based audience measurement is crucial • How earned media and social data can be successfully incorporated into marketing mix models • Why we believe that massive scale, test/control approaches are crucial to decomposing success into best practices Managing Customer Touchpoints to Deliver Exceptional Brand Experiences 9:45 Jeff Smith, Partner, PROPHET Senior leaders know that a strong brand is essential to innovating and growing the business, capturing market share and increasing customer loyalty. Equally important are your internal branding efforts to engage employees and deliver on the brand promise to the customer. As organic growth depends more and more on the relationships that you build with your customers and how the JEFF SMITH Customer Experience is managed the case for building your Employer Brand is stronger than ever. This session provides you with the business case for building a strong consistent brand both externally and internally and how that “start to finish” strategy can help you create value that goes right to the bottom line. Walmart’s Path-to-Purchase Through the Lens of Trip Type 11:00 Martha Walsh, Director, Global Customer Insights, WALMART The language of trip types is nearly ubiquitous; whether a shopping cart contains 3 items or 30 or the weekly grocery trip is referred to as a “Stock Up’ or ‘Variety’. Trip types provide manufacturers and retailers common ground on which to build strategies to drive loyalty and sales. Learn how Walmart drives higher shopper engagement by applying key learnings around specific trip types and MARTHA WALSH the key touch points that enhance or detract from the shopping experience. Target’s Guest Insights-Owned Brand Success 11:45 Annie Zipfel, VP Owned Brands and Packaging, TARGET CORPORATION The key to building a successful business is constantly evaluating “what’s working” or “not working” and then adjusting in order to thrive. The same is true in seeking to grow a category that includes Owned Brands. Businesses need to be analyzed, which will then lead to impactful strategies, which, if followed, can revitalize both categories and Owned Brands. ANNIE ZIPFEL Future Trends Shaping Tomorrow’s Global Consumer 4:15 Mikel Cirkus, Global Director, Conceptual Design Group, FIRMENICH FLAVORS Today’s consumer, in every area, is about to embark on an incredible journey. The landscape of discovery and possibilities is limitless. Looking at global trends in Connectivity, Empowerment, and Wellbeing open the door for us to new opportunities. 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 translate to the new frontier of consumer experience. MIKEL CIRKUS To Register CALL 888.670.8200 INTERNATIONAL 941.554.3500 EMAIL Register@iirusa.com 7
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