SHOPPER INSIGHTS - IIR

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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 •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 9:45 Networking Break •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• KEYNOTE 10:15 Make Your Move: Global Economic Update Andrew Duguay, Senior Economist, ITR •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 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 •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 12:15 Lunch •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 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. •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 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 •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3:00 Networking Break •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 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. •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 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. •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3:00 Networking Break •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 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. •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 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. •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 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. 8 www.ShopperInsightsEvent.com
....................................................................... WEDNESDAY July 18, 2012 Each session is 40 minutes followed by 5 minutes to transition to the next session. Choose from 5 breakout sessions. CATEGORY SOLUTIONS MOBILE AND SOCIAL 3 4 COMMERCE 5 1:30 Pasta Meal Season Wheel of Fortune: Applying Shopper Insights to Drive Incremental Seasonal Sales Craig Geiger, Director Category Management, BARILLA AMERICA Barilla continues to mine and apply shopper insights beyond the Pasta Category. In this presentation, Craig will detail how the Barilla team applied shopper insights to drive incremental category sales beyond Pasta, utilizing the Pasta Meal Season Wheel of Fortune as a guide to grow the retailer basket. • Research design and application • Multi-category merchandising • Testing and results •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 2:15 Insights that Align all your Marketing and Category Management Activities Rich Ezra, VP Marketing, EK SUCCESS BRANDS The presentation will demonstrate the process EK Success used to gain foundational consumer and shopper insights in the paper crafting category and how these insights are transforming marketing and retail go-to-market plans. Specific examples will be given on leveraging the category hierarchy of needs to rebrand a product line including packaging improvements as well as aisle layout. • Core foundational insights about consumers and shoppers are essential, especially the emotional mental models guiding behavior • Leveraging new digital tools like QR codes in a way that supports the insights about the desired consumer and shopper experience •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3:00 Networking Break •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3:30 Be an Expert in Price & Promotion Strategy Joe Tasker, Category Manager, LACTALIS AMERICAN GROUP In this session, Lactalis American Group presents on a custom built “Elasticity Tool” with the goal of helping retailers make fact based pricing and promotion decisions. • Identify consumer perceived Base Price thresholds • Identify Base Price gaps relative to key competitors • Models and predicts merchandising efficiency • How responsive consumers are to price changes • Estimates the impacts of specific base price changes 1:30 Leveraging Digital Insights and Media Throughout the Entire Journey to Purchase Catherine Roe, Head of CPG, GOOGLE Your consumer has left the building, literally. The traditional means of reaching your loyalists and attracting new consumers no longer works in today's digitally savvy world. Consumers - not brands - now decide how, when and if they care to engage with your brand. • Why winning pre-store is now just as important as winning in-store • How savvy retailers and CPG companies have leveraged digital to drive sales, market share & ROI • How social media is now integrated and influencing search results and ultimately sales •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 2:15 The Hidden Dangers of Using Aggregate Data to Develop Mobile Marketing Strategies to Reach Consumers Rafael Alcaraz, Ph.D., Vice President Global Advanced Analytics, Digital Media and Strategic Foresight, THE HERSHEY COMPANY The use of mobile technology in the CPG industry has increased significantly in the past five years, adding a layer of complexity to the marketing researcher’s task. Although point-of-sale data have become more accessible, the data do not represent the individual characteristics necessary to successfully segment and target consumers at a granular level. Rafael presents a masked analysis in which he reveals insights based on aggregate point-of sale-data may lead to a significantly different mobile marketing strategy than insights obtained from mining frequent shopper data. •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3:00 Networking Break •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3:30 Reinventing Retail for the Next-Generation Customer Chip Jessopp, Vice President, GROUPON How can retailers stay relevant, develop new and repeat customers and deliver a compelling experience for today's shopper? As the founder of the group buying concept, Groupon will talk to us about who she is, how she behaves and the fact that her relationship with Groupon. SEGMENTATION All New for 2012 1:30 Layering Segmentation Methodologies to Uncover the Path to Purchase and Align Elements of Retail Strategy Stanley Lucas, Director, Customer Insights, LANE BRYANT, FASHION BUG AND CATHERINES PLUS - CHARMING SHOPPES, INC. You will hear how to design in-home groups and shop-a-longs to understand the emotional and rational elements of the path to purchase and innovative quantitative techniques. Align all dimensions of your category strategy—pricing, promotion, product development, sales associate training, and merchandizing. • How to get more value out of a shopper segmentation • How to layer qualitative and quantitative results for more complete insight • How to provide the depth and breadth of insight needed to align all elements of retail strategy •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 2:15 The Aging Boomer: The Largest Opportunity for Retail Consumer Growth in our Lifetimes Anne Jones, Vice President, Shopper Marketing and Business Development, KIMBERLY-CLARK There are 79 million Boomers today and they account for $230 billion in purchasing power. Come hear how the Boomer consumer will transform the retail world from new emerging categories and products, product expectations, the shopping experience and new channels. • Understand key Boomer trends and how they will impact retail • Learn about the key categories that over-index with Boomers • Discover the drivers of unlocking growth potential •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3:00 Networking Break •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3:30 Filling Up the Shopping Cart: A Look at Bicultural Hispanic Shoppers Brenda Hurley, Senior Vice President, C+R RESEARCH Juan Ruiz, Research Director, C+R RESEARCH U.S. Hispanics are now younger, more bicultural, and exposed to more products, services, cross-media and messaging than ever before. As this segment of the population continues to evolve to eventually become up to a quarter of your target customers, learn where they like to shop; brand loyalty; attitudes and usage of national vs. store brand vs. Latin American brands; etc. Will culturally-driven messaging still be relevant? Presenting results from survey data, online bulletin boards and in-the-moment mobile research, C+R Research takes a serious look into the shopping habits of bicultural Hispanics. •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 4:15 Know Before You Go: A Shopper-Centric Retail Story Tom Burkemper, Senior Director Category Management/Trade Marketing, ANHEUSER-BUSCH Shopper Centricity receives a lot of lip service, but truly putting the Shopper at the center of retail marketing and merchandising efforts is rarely executed. Anheuser-Busch InBev (AB InBev) developed a strategic process to move the organization toward Shopper Centricity, focusing on key path to purchase touchpoints derived from a blend of shopper research techniques, including virtual shopping. Working with Decision Insight’s suite of ShopperIQ research solutions, AB InBev was able to identify the winning merchandising strategy before retail activation. Case studies will demonstrate key research conducted during this journey. •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 4:15 Addressing In-Store Changes Nancy Montague, Senior Director of Global Category Development, WRIGLEY During a time of retail reinvention, learn how to work with retailers to ensure clear path to purchase... for the everywhere consumer. This presentation will cover trends and challenges in the transforming world of grocery and convenience retailing. Learn how to use shopper understanding and insight to connect and engage with your shoppers by meeting their unarticulated needs at retail. •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 4:15 Multi-Channel Millennial Shopper: Using Shopper Insights to Win in Beer Bryce McTavish, VP, Channel Marketing, MILLERCOORS Understanding the new Millennial Shopper and beer drinker; how shopper and behavioral insights leads to breakthrough communication and programming across channels. • Identifying the need and developing a solution • Using Shopper Marketing to unify cross-functional teams • Working with your agency to connect the shopper and consumer A BRAND YOU CAN TRUST - THE PLACE TO BE • Content you can count on by the leading minds in shopper research, shopper marketing and category management • The tradition of legendary keynotes continues - always challenging the way you respond to shoppers • 100% all new case studies, never repurposed or repeated • Consistently features 70% client-side speakers, double the industry average • Where the industry assembles every year to explore, debate and respond to the changing shopping ecosystem To Register CALL 888.670.8200 INTERNATIONAL 941.554.3500 EMAIL Register@iirusa.com 9
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SHOPPER INSIGHTS - IIR

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