SHOPPER INSIGHTS - IIR

DIVE DEEP ON YOUR MOST REQUESTED CRITICAL TOPIC AREAS
DAY ONE SYMPOSIA ..............................................................................................
8:00 Registration and Morning Coffee
8:30 Welcome & Opening
Remarks from Symposia
Chairperson
John Dranow, CEO,
SMARTREVENUE
Wednesday Keynotes
OPENING KEYNOTE
9:00 The Ripple Effect –
Creating a Global
Movement to Convert
Shoppers into Buyers
Darren Marshall, Vice President,
Global Shopper Development,
THE COCA-COLA COMPANY
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9:45 Networking Break
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KEYNOTE
10:15 Make Your Move:
Global Economic Update
Andrew Duguay, Senior
Economist, ITR
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NEW RESEARCH REVEALED
11:15 What Makes a
Shopper Stop: A 360
Degree View 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
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12:15 Lunch
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Each session is 40 minutes followed by 5 minutes to transition to the next session. Choose from 5 breakout sessions.
1
GLOBAL CAPABILITIES AND
EMERGING MARKETS
2 RETAIL BRANDS
1:30 The 5 Cs of the Bazaar in Modern Retail:
Context, Conversation, Comfort, Celebration
and Culture
Damodar Mall, Director Food Strategy, FUTURE GROUP
Sangeeta Gupta, Director, Consumer Strategy &
Insights, PEPSICO INDIA
This presentation provides manufacturers and retailers
with novel ways to engage with shoppers on a two-way
basis at the moment-of-truth. It illustrates how we can
create opportunities for conversations that are mutually
meaningful and beneficial. An exploration of the nature
and role of bazaar conversations and behavior, and
understanding how this contrasts with modern retail
experiences has yielded fascinating shopper insights of
special interest to Asia Pacific markets.
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2:15 Global Growth Opportunities: Shoppers
are Showing the Way
Louis-Michel Barbotin, President Global Shopper
Insight, SYMPHONYIRI
Hear how major retailers continue to grow their
business by offering a renewed wide range of products
and by answering the needs of extremely demanding
Shoppers in tough economical environment in Western
World as well as in developing countries.
• A renovated multi segmented Private Label range:
from low cost to Health & Wellness and not
forgetting main stream
• A dynamic innovative and differentiated product
range: Reinventing tastes, formats, packaging,
communication
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3:00 Networking Break
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3:30 Making Properties, Assets &
Sponsorships Make Sense at Retail for
Shoppers
Heath Willis, Director, Global Shopper Marketing,
COCA-COLA REFRESHMENTS
During this presentation, you’ll learn how to leverage
key assets and insights in a meaningful manner to key
retailers and suppliers in order to maximize ROI and be
as relevant to shoppers as possible. Hear how to
reassess existing partnerships to ensure companies are
getting the most out of spend and deploy key funding
against initiatives that will build brands, affinity and be
meaningful to large customers.
1:30 Creating Private Brands in Conjunction
with Branded Products
Ben Wynkoop, Director of Visual Merchandising &
Category Planning, 7-ELEVEN
Private Brands have come a long way in the last 10 years,
with many retailers investing significant time and money
to develop products that are at the same or higher
quality and innovation as leading brands, a major shift
from the Private Label ‘knock-off’ strategy 10-20 years
ago. Retailers are under pressure to differentiate to gain
shoppers from their competition; brands are under
pressure to stay ahead of Private Brands and shopper
demand. This case study will review how to create
innovative Private Brands that meet shopper demand and
compliments existing brand offerings, as opposed to
cannibalize brands, in order to grow the total category.
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2:15 Integrating Shopper Insights for
Scalability
Dr. Candace Adams, President, Global Retail
Strategy, SMARTREVENUE
Nadine McCracken, VP, Retail Solutions and
Product Development, SMARTREVENUE
With the proliferation of data sources, all too often we
find ourselves in a state of paralysis vs. action as we try
to sort through what really is an insight and how we can
bring these seemingly disparate data sources together.
And with the evolution of trendy medium, it is critical to
act quickly to uncover the most effective methods to
reach individual shoppers, both in-store and pre-store.
This session will focus on best practices regarding the
integration of attitudinal data with product movement,
consumer panel and behavioral data, store propensity,
and other qualitative research.
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3:00 Networking Break
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3:30 Driving Private Brand Through Product
Innovation
Connie Walsh, Director of Marketing and
Packaging, STAPLES
This session will discuss how Staples’ private brand has
focused not only on driving bottom line success but
also driving topline sales with new product innovations.
You will learn how the own brand team at Staples
leverages customer insights, trend information and
design to launch new products and grow categories.
This session will include case studies in a number of
office supply categories.
Main Conference
Kick-Off Keynote
5:00 Shoppers'
Experience
of Retail in China: Local
Meanings, Global Patterns
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.
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4:15 Mobile Marketing Shopping Innovation in
Emerging Markets
Tetyana Abrosimova, Head of Consumer
Marketing, LG ELECTRONICS UKRAINE
Actionable shopper insight is an idea based on
fundamental discovery concerning shopper needs,
attitudes, trends & behaviors that is relevant to business
strategy, creates additional value for the shopper and
competitive advantage for the company. This session
takes you through mobile case study from emerging
market of Ukraine focused on designing a shopping
experience, developing communication and creating
product with respect to shopper insights.
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4:15 Structuring an Organization for Private
Brand Development
Harry Overly, VP of Marketing, USA Grocery,
TREEHOUSE FOODS
Learn how retailer Treehouse Foods applied
fundamental CPG marketing techniques to store brand
marketing functions. This presentation will explore how
to combine consumer driven insights and innovation
with customer/account strategies to drive store brand
success.
Hear how Treehouse Foods created talented and
diverse skillsets to accommodate forward thinking
innovation with sales and customer requests.
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