SHOPPER - IIR

The World’s Most Trusted Conference Brand for Activating Research at Retail 

KEYNOTE: 

John Kearon 

Chief Executive 

Officer, 

BRAINJUICER 

THE INTERNATIONAL 

SHOPPER 

INSIGHTS 

IN ACTION EVENT 

24-26 October 2012 

Hilton Amsterdam, 

The Netherlands 

KEYNOTE: 

John van der Linden 

Technology 

General Manager 

Oral Care Asia, 

PROCTER & GAMBLE 

KEYNOTE: 

Stephen Smith 

Chief Marketing 

Officer, 

ASDA 

KEYNOTE: 

Dr. A.K. Pradeep 

CEO & Founder, 

NEUROFOCUS 

and Author, 

THE BUYING BRAIN 

DISRUPTING ACROSS CHANNELS: 

TRANSLATING INSIGHTS INTO OPPORTUNITIES 

••••••••••••••••••••••••••••••••••••••••••••••100% FOCUSED ON THE COLLABORATION TO DRIVE THE ACTION •••••••••••••••••••••••••••••••••••••••••••••••• 

“I’m a 

Retailer” 

Kina Demirel 

Beskinazi 

Money Club and 

CRM Manager, 

MIGROS TURKEY 

Darren Johnson 

Regional Director 

and VP, Retail 

Printing, 

KODAK 

Cosmin Tanase 

Head of 

Merchandising, 

METRO CASH & 

CARRY ROMANIA 

➧ The Power of Choice 

➧ In-Store Cross-Over Category Strategies 

➧ Executing in Small Store Formats 

“I’m a 

Researcher” 

KEYNOTE: 

Siemon 

Scamell-Katz 

Author, THE ART 

OF SHOPPING 

Mark Weir 

Shopper Insights 

Director, 

PEPSICO 

EUROPE 

Roxy Maqache 

Group Marketing 

Research Head, 

TIGER BRANDS 

➧ Neuroscience in the Shopping 

Environment 

➧ Insights Driving Breakthrough Innovation 

➧ Moving From Insight to Foresight 

“I’m a Category 

Leader” 

Marina Nesterenko 

Head of Shopper 

Insights and Category 

Development, MARS 

PETCARE RUSSIA 

Andy Page 

Category 

Management 

Lead, 

WRIGLEY 

Anders Fisker 

Olesen 

Head of Global 

Category 

Excellence, 

ARLA FOODS 

➧ Growing Category In-Store 

➧ Reinventing the Shelf 

➧ Supplier & Retailer Collaboration 

“I'm a Shopper 

Marketer” 

Addie Braun 

Head of CPG, 

Nestle, 

GOOGLE 

KEYNOTE: 

Magz Fallon 

European Director 

of Shopper 

Marketing, 

COCA-COLA 

KEYNOTE: 

Steve Bridgeman 

Chief 

Merchandising 

Officer, QVC UK 

➧ Social Listening 

➧ Accelerating a Transaction 

➧ Digital Path to Purchase 

Event Partners 

www.shopperinsightsintl.com


SHOPPER INSIGHTS 


DISRUPTING ACROSS CHANNELS: TRANSLATING INSIGHTS INTO OPPORTUNITIES 

Nobody ever said change was easy. 

Understanding shopper behaviour today is exponentially more complex than ever 

before. It requires the collaboration of the entire customer team - from insights 

creators to marketing folks to category management leaders. 

The new journey to purchase is a real blending of in-store and digital - an almost 

seamless integration of multiple channels with mobile promising to make things even 

more interesting in the coming years. 

Real innovation comes from uncovering real insights. 

But it doesn't stop there. 

Activating the insights is what separates the 

thinkers from the doers. 

SIA invites you to be a doer... 

Our timely theme and focus shines a lens on DISRUPTING ACROSS 

CHANNELS: TRANSLATING INSIGHTS INTO OPPORTUNITIES. 

100% focused on activation of research at retail to increase sales, innovation and loyalty, 

SIA brings together the right mix of stories and experiences offering a diversity of 

expertise - from modern trade to traditional trade, from big box to small store, and 

from online to in-store retail. 

Our visionary keynotes debate and discuss the rapidly evolving multi-channel market, 

leveraging technology to activate consumer and shopper insights, shifting consumer 

thinking to accurately predict behaviour, cultural dynamics and the future of retail. 

YOUR HOT TOPICS INCLUDE: 

PROCTER & GAMBLE, the #1 global FMCG leader, reveals world-class consumer 

centric innovation and growth strategies in developing Asian markets. 

QVC UK, leading TV and Online retailer, on how digital platforms have forever 

changed the retail environment. 

ASDA, UK's second largest retailer, a CMO's perspective on retail marketing in 

America, Belgium and China. 

BRAINJUICER, international research firm, presents how to use behavioural 

economics for more effective shopper marketing. 

WHERE INSIGHTS LEADERS & 

USERS COLLABORATE FOR 

CATEGORY GROWTH 

WHO YOU’LL MEET: 

Researchers 

Attend to understand every aspect of shopper and 

consumer behaviour. 

Shopper Marketers 

Attend to discover new moments of truth, in-store 

and beyond the store. 

Category Leaders 

Attend to reinvent the shelf and fill more baskets. 

Retailers 

Attend to understand their customers at all 

touchpoints. 

A SPECIAL THANK YOU TO OUR 

2012 ADVISORY BOARD 

Louis-Michel Barbotin, President Global Shopper 

Insight, SYMPHONYIRI 

Alastair Cochrane, Chairman, KANTAR RETAIL 

Magz Fallon, European Director of Shopper 

Marketing & Category Development, COCA-COLA 

Barry Lemmon, Global Head, Retail & Shoppers, 

TNS 

Andy Page, Category Management Lead, WRIGLEY 

David Roth, CEO, THE STORE 

“SIA has a great combination of retailer and 

brand case studies showcasing winning 

collaboration strategies. This event has been 

hugely illuminating.” 

Bryan Roberts, Director of Retail Insights, KANTAR RETAIL 

Hosting the industry is a responsibility we take very seriously. Join the voice of the 

industry and share your voice with us. 

We look forward to seeing you this October in Amsterdam. 

“The event has been excellent. The level of 

speakers was outstanding, the keynotes were 

remarkable. I learned a lot of new concepts. 

Great networking!” 

Rachel McDonald 

Senior Conference Producer 

Shopper Insights in Action US 

and International 

Kim Rivielle 

Managing Director, 

Marketing & Business Strategy Division 

Institute for International Research 

Virginie Painte, Shopper Marketing Director- Europe, 

COLGATE PALMOLIVE 

2 

To Register Call: +1 941.554.3500 

Email: register@iirusa.com

The Right Mix of Diverse Perspectives 

MAIN STAGE KEYNOTES 

Steve 

Bridgeman 

Chief 

Merchandising 

Officer, 

QVC UK 

Magz Fallon 

European 

Director of 

Shopper 

Marketing & 

Category 

Development, 

COCA-COLA 

Bryan 

Gildenberg 

Chief 

Knowledge 

Officer, 

KANTAR 

RETAIL 

John Kearon 

Chief 

Executive 

Officer, 

BRAINJUICER 

Magnus 

Lindkvist 

Futuroloist 

and Author, 

EVERYTHING 

WE KNOW IS 

WRONG! 

Cesar Montes 

Chief Strategy 

Officer, 

G2 EMEA 

Dr. A.K. 

Pradeep 


NEUROFOCUS 

and Author, 

THE BUYING 

BRAIN 

Bryan Roberts 

Director of Retail 

Insights, 

KANTAR 

RETAIL 

Siemon 

Scamell-Katz 

Author, 

THE ART OF 

SHOPPING 

Stephen 

Smith 

Chief 

Marketing 

Officer, 

ASDA 

John van der 

Linden 

Technology 

General 

Manager 


PROCTER & 

GAMBLE 

A BRAND YOU CAN TRUST 

EXPERIENCE THE SIA DIFFERENCE 

SIA IS ACTION-ORIENTED 

100% brand new content from the leaders 

driving innovation and making things 

happen. Every session is focused on how 

insights drive activation at retail. 

MAKE IT A TEAM EXPERIENCE 

A true, integrated, multi-channel approach 

calls for mass collaboration. SIA is the one 

and only event that attracts the entire 

customer-facing value chain. 

DETAILED EXECUTIVE SUMMARY 

Delivered to you after the event 

summarizing key findings and session 

highlights – a valuable reference guide as 

you implement your key takeaways. 

CLIENT-SIDE SHOWS UP BIG 

70% of speakers and attendees are 

client-side – triple the standard of other 

industry events. 

THE HIGHEST RATIO OF RETAILERS 

More than 23% of client-side attendees 

are retailers, four times more than the 

industry standard. 

The CONTENT, the EXPERIENCE & the 

one-of-a-kind KEYNOTE SPEAKERS 

It’s the combination of these unique 

deliverables that makes this event the 

standard for which all other events are 

measured. 

FOCUS OF THE FUTURE 

Always forward-thinking, SIA is the trusted 

conference brand that focuses on the 

trends shaping the future of the industry. 

FMCG & RETAILERS 

Camilla Blicher Simonsen 

Head of Customer Marketing, Denmark, ARLA FOODS 

Addie Braun 

Head of CPG, Nestle, GOOGLE 

Giusto Curti 

Sales Director Baby Nutrition Italy, Mellin Spa, 

DANONE GROUP 

Kina Demirel Beskinazi 

Money Club and CRM Manager, MIGROS 

Luis Fernandes 

Route-to-Market Development Director, 

CAMPOFRIO FOOD GROUP 

Anders Fisker Olesen 

Head of Global Category Excellence, ARLA FOODS 

Nermin Hairedin 

Global Head of Digital Marketing, NOKIA 

Tim Heydon 

European Category Development, ENERGIZER 

Andy Hoekstra 

Director Trade Shopper Marketing, PHILIPS CONSUMER 

LIFESTYLE 

Darren Johnson 

Regional Director and VP, CDG EAMER Retail Printing 

and Film Products, KODAK 

Jens Knoke 

Corporate Director International Trade Marketing, 

HENKEL 

Selcuk Koksal 

Head of Trade Marketing, Balkans, RECKITT 

BENCKISER 

THOUGHT-LEADERS 

Louis-Michel Barbotin 

President Global Shopper Insight, SymphonyIRI 

Alison Chaltas 

EVP, GFK SHOPPER & RETAIL STRATEGY 

Jonathan Dodd 

Chief Strategy Officer, G2 

Sarah Gleason 

SVP, GFK SHOPPER & RETAIL STRATEGY 

Barry Lemmon 

Global Head, Retail & Shoppers, TNS 

Hong Kyu Ahn 

Market Intelligence Manager, SAMSUNG ELECTRONICS 

PORTUGAL 

Aart Labee 

Director Business Insight, MCDONALD'S EUROPE 

Bernd Larsen Linde 

Director Head of Global Shopper Marketing & Retail 

Activation, LEGO 

Mark Leichthammer 

Director Global Insights, NEWELL RUBBERMAID 

Kim Maclarty 

Category Development Manager, WRIGLEY 

Roxy Maqache 

Group Marketing Research Head, TIGER BRANDS 

Jorge Nascimento 

Head of Trade Marketing, LG ELECTRONICS PORTUGAL 

Marina Nesterenko 

Head of Shopper Insights and Category Development, 

MARS PETCARE RUSSIA 

Andy Page 

Category Management Lead, WRIGLEY 

Jo Rigby 

Director Global Insights, OMNICOM MEDIA GROUP 

Cosmin Tanase 

Head of Merchandising, METRO CASH & CARRY 

ROMANIA 

Mark Weir 

Shopper Insights Director, PEPSICO EUROPE 

Julian Williams 

Category Development Director Personal Care, Europe, 

ENERGIZER 

Duncan MacConnol 

CEO of the E.M.E.A. Business Unit, KANTAR RETAIL 

Orly Maravankin, Ph.D., 

Global Lead, GfK SHOPPER & RETAIL STRATEGY 

Evangelos Matthaiopoulos 

Head of Shopper and Retail Insights, GfK GERMANY 

Pat McCann 

Global Director, Retail & Shopper, TNS 

NO COMMERCIALISM FROM THE PODIUM 

You won’t sit through commercials at SIA. 

Our content review board ensures no sales 

pitches from the podium… EVER. 

Join our network of 10,000+ Shopper Focused Leaders & Stay Connected All Year Long 

Shopper 360 

Shopper Insights 

in Action Group 

@Shopper360 

#Shopper360 

www.myshopper360.com 

Shopper Channel 

www.shopperinsightsintl.com 

3

Agenda AT A GLANCE 

Day One Symposia • 

WEDNESDAY, 24 OCTOBER 

8:30 Registration & Morning Coffee 

9:00 Welcome & Opening Remarks 

9:15 OPENING KEYNOTE Consumers Are from Mars, Shoppers Are from Venus 

Magz Fallon, European Director of Shopper Marketing & Category Development, COCA-COLA 

10:15 KEYNOTE Changing the Way the World Shops: How Digital Platforms Are Transforming 

the Retail Environment 

Steve Bridgeman, Chief Merchandising Officer, QVC UK 

11:00 Networking Break 

Every session is focused on how insights drive activation at retail • Each session is 40 minutes followed by 5 minutes to transition to the next. Move between them as much as you’d like. 

SYMPOSIA 1: Digital & Mobile Shopper 

SYMPOSIA 2: Growth Strategies in Mature & Emerging Markets 

11:30 Engaging Your Customers Through Digital 

Kina Demirel Beskinazi, Money Club and CRM Manager, MIGROS 

12:15 Luncheon 

13:30 Leveraging Digital and Mobile Insights Throughout the Entire Path to Purchase 

Addie Braun, Head of CPG, Nestle, GOOGLE 

14:15 The Mobile Love Affair 

Jo Rigby, Director Global Insights, OMNICOM MEDIA GROUP 


15:30 Samsung’s Convergence In-Shop Experience Case Study 

Hong Kyu Ahn, Market Intelligence Manager, SAMSUNG ELECTRONICS PORTUGAL 

11:30 GLOCAL Shoppers' Perspective: Global Understanding with Local Implementation 

Jens Knoke, Corporate Director International Trade Marketing, HENKEL 


13:30 Redefining Retail: Succeeding in a Multi-Channel Environment 

Orly Maravankin, Ph.D., Global Lead, GfK SHOPPER & RETAIL STRATEGY 

Vangelis Matthaiopoulos, Head of Shopper and Retail Insights, GfK GERMANY 

14:15 Segmentation-Based Mystery Shopping: Using Findings to Leverage Market Share 

Jorge Nascimento, Head of Trade Marketing, LG ELECTRONICS PORTUGAL 


15:30 Open Session 

If you would like to be considered for this session, contact Jon Saxe at jsaxe@iirusa.com. 

16:15 KICK-OFF KEYNOTE The Art of Shopping 

Siemon Scamell-Katz, Author, THE ART OF SHOPPING: HOW WE SHOP AND WHY WE BUY 

Day Two Main Conference • 

THURSDAY, 25 OCTOBER 


8:45 Welcome & Opening Remarks from Conference Co-Chairmen 

Duncan MacConnol, CEO of the E.M.E.A. Business Unit, KANTAR RETAIL 

Barry Lemmon, Global Head, Retail & Shoppers, TNS 

9:00 OPENING KEYNOTE The Attack of the Unexpected: Trendspotting, Shopper Insights and Possible Futures 

Magnus Lindkvist, Trendspotter & Futurologist and Author, EVERYTHING WE KNOW IS WRONG! 

10:00 KEYNOTE America, Belgium and China: A Retail Marketing Perspective of Three Countries/Continents 

Stephen Smith, Chief Marketing Officer, ASDA 

10:45 Morning Break 

11:15 KEYNOTE Tear Down the Walls 

Bryan Gildenberg, Chief Knowledge Officer and Bryan Roberts, Director of Retail Insights, KANTAR RETAIL 

12:00 Lunch 


SESSION 1: Insights Beyond the Store 

13:30 Redefining Retail Space for the 21st Century 

Darren Johnson, Regional Director and Vice President, CDG 

EAMER Retail Printing and Film Products, KODAK 

SESSION 2: Insights in the Store 

13:30 Overcoming Consumption and Purchase Barriers 

Along the Path to Purchase 

Luis Fernandes, Route-to-Market Development Director, 


SESSION 3: ROI: Measurement & Analytics 

13:30 Maximising ROI of Marketing Spend by Ensuring that 

the Customer is Part of the Activation Solution 


Kim Maclarty, Category Development Manager, WRIGLEY 

14:15 Insights to Action: Lessons Learned from Looking Outside 

Mark Leichthammer, Director Global Insights, NEWELL RUBBERMAID 

Alison Chaltas, EVP, GfK SHOPPER & RETAIL STRATEGY 

Sarah Gleason, SVP, GfK SHOPPER & RETAIL STRATEGY 

••••••••••••••••• 15:00 Networking Break ••••••••••••••••• 

15:30 Journey Between Consumer Insights and Shopper 

Insights: When Does the Consumer Transition into the Shopper? 

Roxy Maqache, Group Marketing Research Head, 

TIGER BRANDS 

16:15 McDonald’s Europe: Creating Value for Our Customers 

Aart Labee, Director Business Insight, MCDONALD'S EUROPE 

14:15 In-Store Cross-Over Category Strategies 

Cosmin Tanase, Head of Merchandising, METRO CASH & 

CARRY ROMANIA 

••••••••••••••••• 15:00 Networking Break ••••••••••••••••• 

15:30 Using Visual Cues In-Store to Drive Impulse Sales 

Mark Weir, Shopper Insights Director, PEPSICO EUROPE 


If you would like to be considered for this session, contact 

Jon Saxe at jsaxe@iirusa.com. 

14:15 Redefining In-Store Strategy to Grow Category 

Camilla Blicher Simonsen, Head of Customer Marketing, 

Denmark, ARLA FOODS 

Anders Fisker Olesen, Head of Global Category Excellence, 

ARLA FOODS 

••••••••••••••• 15:00 Networking Break ••••••••••••••• 

15:30 Measuring the Interplay and Performance of 

Combined Paid, Earned, and Owned Digital Media 

Nermin Hairedin, Global Head of Digital Marketing, NOKIA 

16:15 How Challenger Brands Can Unlock Shopper 

Engagement Through Insights 

Tim Heydon, European Category Development, ENERGIZER 

Julian Williams, Category Development Director Personal Care, 

Europe, ENERGIZER 

17:00 KEYNOTE Seven Dimensions for Shopper Marketing Excellence 

Dr. A.K. Pradeep, CEO & Founder, NEUROFOCUS and Author, THE BUYING BRAIN 

18:00 Cocktail Reception 

Day Three Main Conference • 

FRIDAY, 26 OCTOBER 


8:45 Welcome & Day One Recap from Conference Co-Chairmen 

Duncan MacConnol, CEO of the E.M.E.A. Business Unit, KANTAR RETAIL 

Barry Lemmon, Global Head, Retail & Shoppers, TNS 

9:00 OPENING KEYNOTE Made in China: World-Class Consumer Centric Innovation 

John van der Linden, Technology General Manager Oral Care Asia, PROCTER & GAMBLE 


10:40 KEYNOTE A Day in the Life of the European Digital Shopper 

Cesar Montes, Chief Strategy Officer, G2 EMEA 

11:30 KEYNOTE The Predictably Irrational Shopper 

John Kearon, Chief Executive Officer, BRAINJUICER 

12:30 Lunch 

13:00 Dessert and Coffee in the Exhibit Hall 

14:00 Disrupting Across Channels: Translating Insights into Opportunities 


SESSION 1: Insights Beyond the Store 

14:45 Shopper Marketing in a New Era 

Selcuk Koksal, Head of Trade Marketing, Balkans, RECKITT 

BENCKISER 


If you would like to be considered for this session, contact 

Jon Saxe at jsaxe@iirusa.com. 

SESSION 2: Insights in the Store 

14:45 Integrate Consumer, Shopper and Retailer Insights 

for a Laser-Focused In-Store Approach 

Marina Nesterenko, Head of Shopper Insights and Category 

Development, MARS PETCARE RUSSIA 

15:30 Baby Universe: Understanding Mom’s Shopping 

Experience in Baby Categories and Increasing Store Loyalty 

Giusto Curti, Sales Director Baby Nutrition Italy, Mellin Spa, 

DANONE GROUP 

SESSION 3: Collaboration 

14:45 The Decision-less Decision Tree 

Pat McCann, Global Director, Retail & Shopper, TNS 

15:30 Create Brand and Price Architecture that Offers Value 

to Shoppers and Consumers 

Bernd Larsen Linde, Director Head of Global Shopper 

Marketing & Retail Activation, LEGO 

16:15 End of Conference 

4 



Day One Symposia 

WEDNESDAY, 24 OCTOBER 

••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 8:30 Registration & Morning Coffee • 9:00 Welcome & Opening Remarks ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

9:15 OPENING KEYNOTE 

Consumers Are from Mars, Shoppers Are from Venus 

Magz Fallon, European Director of Shopper Marketing & Category Development, 

COCA-COLA 

The consumer has dominated marketing theory and practice for the last 

60 years. But who is this upstart shopper, invading the boardroom? As 

more insight reveals a greater depth of understanding to the shopper 

journey and experience, we see major brands and companies 

redirecting spend and resources to shopper activation. Why? Accounting 

for 100% of revenue, the shopper looms ever larger through the 

business lens. But which end of the telescope are you looking through? 

• End the singular lens of the Consumer; capture one insights universe 

• Building sustainable Shopper programmes from sofa to shelf 

• Developing organisational talent and capability 

10:15 KEYNOTE 

Changing the Way the World Shops: How Digital Platforms Are 

Transforming the Retail Environment 

Steve Bridgeman, Chief Merchandising Officer, QVC UK 

During this presentation, you’ll see how digital platforms and social 

media can be leveraged to enhance a customer experience of a brand. 

Why it is so important to truly educate customers and how this will 

engage them so intensely in the shopping experience. Nowadays the 

customer chooses how, when and where they want shop. You need to 

be where they want you to be and you better be paying attention. 

• Why customer experience is so important to success 

• What a broad multi-channel shopping experience can be 

• What part should social media play in your business strategy 

••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••11:00 Networking Break •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 


SYMPOSIA 1: 

Digital & Mobile Shopper 

11:30 Engaging Your Customers Through Digital 

Kina Demirel Beskinazi, Money Club and CRM Manager, MIGROS 

This presentation includes more than five creative mobile and digital tools that are organized 

to attract Migros customers. For example, hear how Migros is linking Facebook fans with 

Money Club Card numbers to track customers at the store level. Kina will explain how to 

integrate customer engagement programs to social media and how to measure 

digital effectiveness of these tools. 

• Learn creative ideas about digital tools 

• Hear how to engage customers through social media 

• Measure the effectiveness of digital channels 

* 

ONE OF THE BIGGEST RETAIL SUPERMARKETS IN TURKEY! 


13:30 Leveraging Digital and Mobile Insights Throughout the Entire Path to Purchase 

Addie Braun, Head of CPG, Nestle, GOOGLE 

The traditional ways of reaching your loyalists and attracting new consumers no longer 

applies in today’s digital world. Consumers 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 

SYMPOSIA 2: 

Growth Strategies in Mature & Emerging Markets 

11:30 GLOCAL Shoppers' Perspective: Global Understanding with Local Implementation 

Jens Knoke, Corporate Director International Trade Marketing, HENKEL 

Henkel’s attitudes driven shopper segmentation has revealed three international types of 

shoppers existing in all 15 surveyed countries in Europe - with substantial insights with 

regards to the ways how to best address the shoppers. The integration of the country 

specific clusters into the consumer panel is a latest important development of this 

strategic approach. The resulting opportunities to even further improve the shopper 

journey are impressive. 


13:30 Redefining Retail: Succeeding in a Multi-Channel Environment 

Orly Maravankin, Ph.D., Global Lead, GfK SHOPPER & RETAIL STRATEGY 

Vangelis Matthaiopoulos, Head of Shopper and Retail Insights, GfK GERMANY 

Understanding perceptions of retail stores and departments is crucial in driving shopper 

marketing strategies and tactics. GfK partnered with multiple FMCG manufacturers to analyze 

the retail landscape in Germany to uncover the drivers of store preferences in the new retail 

environment. GfK's validated Retail Potential Index profiles retailer image and equity down to 

category level. We will shed light on the implications for retailers how emerging technologies 

impact the shoppers' journey. 

• Learn which categories are driving retailers' image 

• Discover how retailers can adopt new strategies and strengthen their position 

• Understand the new shopping behavior and its implications for retailers 

14:15 The Mobile Love Affair 

Jo Rigby, Director Global Insights, OMNICOM MEDIA GROUP 

This session explores the role of mobile in consumers’ purchase paths. It explores the 

nuances of how mobile is used in the grocery shopping experience across different 

mobile access platforms, e.g., smartphones and tablets. Jo investigates: 

• How consumers use mobile devices within the shopping experience both within and 

outside the store environment 

• How the role of mobile changes within the shopping experience with online vs in-store 

• How consumers interact with advertiser messages via mobile 


15:30 Samsung’s Convergence In-Shop Experience Case Study 

Hong Kyu Ahn, Market Intelligence Manager, SAMSUNG ELECTRONICS PORTUGAL 

With the convergence of a wide range of line-ups, retailers and suppliers are charged with 

providing great in-shop experiences with cutting-edge smart devices and full connectivity. 

From CE and IT brands' perspective, learn how innovative technological products are 

integrating shopping experience in-shop. During this presentation, you will develop a better 

understanding of the evolving retail landscape and how new technologies are better equipping 

marketers to influence shoppers to purchase in the new moment of truth. 

14:15 Segmentation-Based Mystery Shopping: Using Findings to Leverage Market Share 

Jorge Nascimento, Head of Trade Marketing, LG ELECTRONICS PORTUGAL 

During this presentation you'll hear how LG recently implemented in-store mystery shopper 

research throughout Europe. Through this process they uncovered enormous learnings 

and interesting ways to improve their in-store sales strategy. You’ll hear about purchase 

triggers, unmet needs, and the decision journey. Learn how to implement campaigns 

in-store for the shopper, how to sell a high-tech product and what is activating the point of sale. 

• Learn LG's mystery shopping method including segmentation profile base 

• Hear recommendations for virtual sales strategy 

* 

GLOBAL LEADER AND TECHNOLOGY INNOVATOR 



Since we publish this brochure several months prior to the live event, we’ve left this 

session open to ensure you learn the most up-to-the-minute insights. If you have 

industry-leading information to share and would like to be considered for this session, 

please contact Jon Saxe at jsaxe@iirusa.com. 

“ SIA has a great balance between macro 

trends, research and activation.” 

16:15 KICK-OFF KEYNOTE 

The Art of Shopping 

Siemon Scamell-Katz, 

Author, THE ART OF SHOPPING: 

HOW WE SHOP AND WHY WE BUY 

A leading expert in shopper behaviour, Siemon sheds light on consumer and shopper habits and what prompts their 

behaviour. The result of 20 years of pioneering research, Siemon shares his thoughts for using shopper 

understanding to create strategies for growth in mature and emerging markets. During this presentation, Siemon 

examines how well we really know the shopper, questions the formalized decision-making process, the role of the 

retailer and advertiser and gives some thought to the future of retail. 


5

Day Two Main Conference 

KEYNOTE SESSIONS • THURSDAY, 25 OCTOBER 


••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

8:45 Welcome & Opening Remarks from Conference Co-Chairmen 

Duncan MacConnol, CEO of the E.M.E.A. Business Unit, KANTAR RETAIL • Barry Lemmon, Global Head, Retail & Shoppers, TNS 


The Attack of the Unexpected: Trendspotting, Shopper Insights and Possible Futures 

Magnus Lindkvist, Trendspotter & Futurologist and Author, EVERYTHING WE KNOW IS WRONG! 

A high-energy inspirational session will look beyond the obvious trends of the coming 18 months and start to explore what will 

happen in the hearts and minds of shoppers and consumers when the future begins. 

• Understand what trends to track and how 

• Be inspired by future trends 

• Understand what shopper-focused companies need to do to harness future opportunities 

10:00 KEYNOTE 

America, Belgium and China: A Retail Marketing Perspective of Three 

Countries/Continents 

Stephen Smith, Chief Marketing Officer, ASDA 

The world is getting smaller by the day, habits and behaviours are converging, many brands are universal - yet every market is 

unique and proud. Stephen shares his experiences, thoughts and insights about the changing customer, the impact of country 

culture and the role and management of marketing across the world; having been a retail CMO in these three regions. 

•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 10:45 Morning Break •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

11:15 KEYNOTE 

Tear Down the Walls 

Bryan Gildenberg, Chief Knowledge Officer, KANTAR RETAIL 

Bryan Roberts, Director of Retail Insights, KANTAR RETAIL 

With European retail in a state of flux, many operators in the European market are facing up to a new reality in which competition 

(both traditional and online) reaches new heights and the formats that have underpinned their businesses are becoming 

marginalized. It is against this backdrop that Kantar Retail will assess what convenience, loyalty, experience, value and execution 

mean in the postmodern world of retailing, shopping and consumption. 

• Learn why price is becoming less relevant in delivering real value to shoppers 

• Discover how stores need to change in order to remain relevant 

• See how retailers and suppliers can collaborate to bring genuine convenience to shoppers 

•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 12:00 Lunch •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

17:00 KEYNOTE 

Seven Dimensions for Shopper Marketing Excellence 

Dr. A.K. Pradeep, CEO & Founder, NEUROFOCUS and Author, THE BUYING BRAIN 

Retail is a riot today—a riot of signage, product displays, shelf talkers, in-store video, and so much more. All these stimuli 

overwhelm the cognitive brain—our ‘conscious’ mind that we think makes all our decisions. But it doesn’t. In fact, the 

subconscious portion of our brains actually makes as much as 95% of our daily decisions, without us even being aware of it. 

Our senses flood our brains with 11 million bits of information a second, but our conscious minds can only process 40 bits a 

second. What does this mean for retail marketing? If you learn what the brain loves, what it looks for, and what it avoids, you 

can create products and packaging, marketing materials, and store and aisle designs that attract the subconscious — that 

‘iceberg’ inside our heads that lies submerged below the much smaller surface of our consciousness. Join Dr. Pradeep for a 

fascinating look into how consumer neuroscience is remaking marketing and retailing in the 21st century. 

••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 18:00 Cocktail Reception •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

6 



Day Two Main Conference 

BREAKOUT SESSIONS • THURSDAY, 25 OCTOBER 

Every session is focused on how insights drive activation at retail 

Each session is 40 minutes followed by 5 minutes to transition to the next. Move between them as much as you’d like. 

SESSION 1: 

Insights Beyond the Store 

13:30 Redefining Retail Space for the 21st Century 

Darren Johnson, Regional Director and Vice President, CDG 

EAMER Retail Printing and Film Products, KODAK 

Darren will provide an insight into key trends and associated 

paradigm shifts which will transform retail space over the 

horizon. He will discuss implications for marketing, 

consumer engagement, brand management and in-store 

space. The session builds on this background of change to 

explore brand engagement for growth in this new space 

with social media as the key ingredient. Key elements for 

success are outlined along with the specific implications for 

imaging at retail in an extended ecosystem. 

• Understanding of the macro trends in retail across 

Western Europe 

• Key insights which govern brand engagement 

using social media 

• Elements for success in the new retail ecosystem 

SESSION 2: 

Insights in the Store 

13:30 Overcoming Consumption and Purchase Barriers 

Along the Path to Purchase 

Luis Fernandes, Route-to-Market Development Director, 


This activation case study explains the process to increase 

the penetration and purchase frequency of Meat Based 

Snacks’ brands. In a category with a low penetration and 

awareness, this presentation describes the plan developed 

and implemented, which identified the key consumer and 

shopper targets, consumption and purchase barriers and 

activated them along the whole path to purchase. 

• Identify the barriers and to find the right purchase triggers 

• Hear an activation example that addresses in-store hot spots 

• Learn a 360° plan in consumer and shopper insights 

* 

EUROPE’S LEADER IN THE PROCESSED MEAT INDUSTRY 

SESSION 3: 

ROI: Measurement & Analytics 

13:30 Maximising ROI of Marketing Spend by Ensuring 

that the Customer is Part of the Activation Solution 


Kim Maclarty, Category Development Manager, WRIGLEY 

Wrigley experts demonstrate why customer engagement 

early on is critical to realising potential ROI of other 

marketing spend (ATL & BTL). This presentation provides a 

simple framework of what, in Wrigley’s experience, is a 

recipe for success that can be applied elsewhere. This will 

not be about ROI calculations, but the principle that without 

customer engagement, the rest of the marketing programme 

can and does fall short. 

14:15 Insights to Action: Lessons Learned from Looking Outside 

Mark Leichthammer, Director Global Insights, NEWELL RUBBERMAID 

Alison Chaltas, EVP, GfK SHOPPER & RETAIL STRATEGY 

Sarah Gleason, SVP, 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. Only 39% of organizations 

surveyed in GfK's Futurescope indicated they were effective 

at translating shopper insights into winning actions. This 

presentation will dig into what works across those winners, 

including how to: 

• Build capabilities that mine insight gems from the vast of 

data and research available 

• Encourage teams to work cross-functionally 

• Leverage insights as strategic currency with retail partners 

14:15 In-Store Cross-Over Category Strategies 

Cosmin Tanase, Head of Merchandising, METRO CASH & 

CARRY ROMANIA 

Properly understanding the shopper behaviour in-store 

leads to better ways to fulfill their expectations. Metro C&C, 

the leading retailer in Romania, correlates shopper path 

analysis with classic metrics and purchase history to 

generate and apply sometimes counter-intuitive shopper 

insights. 

• Why understanding shopper behaviour is making the 

difference in retail 

• How to leverage shopper paths in-store to increase 

basket size 

• How to increase cross-selling through better placement 

14:15 Redefining In-Store Strategy to Grow Category 

Camilla Blicher Simonsen, Head of Customer Marketing, 

Denmark, ARLA FOODS 

Anders Fisker Olesen, Head of Global Category Excellence, 

ARLA FOODS 

In this presentation, Arla Foods will demonstrate how 

shopper insights enabled them to leverage the shelf and 

re-build the cheese category strategy in Denmark. Learn 

how to translate insights into innovation through inspiration, 

customer engagement, and activation. 

• Hear how insights transformed activation parameters 

• See how to connect strategy for fast execution 

• Learn successful customer engagement strategies 

* 

ONE OF THE WORLD’S LARGEST DAIRY COMPANIES 


15:30 Journey Between Consumer Insights and Shopper 

Insights: When Does the Consumer Transition into the 

Shopper? 

Roxy Maqache, Group Marketing Research Head, 

TIGER BRANDS 

What makes a consumer a strong advocate for a particular 

brand whilst in their home, and then completely change their 

choice once they reach the store aisle? Research has shown 

that 95% of our decision making process is made at a 

subconscious level – how much of this can be applied to the 

consumer and shopping environment? And at what stage 

does a consumer transition from choosing a brand with their 

emotional side, and buy with a rational mindset? 

* 

SOUTH AFRICAN PACKAGED GOODS COMPANY 


15:30 Using Visual Cues In-Store to Drive Impulse Sales 

Mark Weir, Shopper Insights Director, PEPSICO EUROPE 

You have spent a lot of time and effort building your brand 

equity, only to have your potential consumer buy another 

brand at the point of purchase. This is a common occurrence 

in the FMCG industry today, but one that is easily avoided. 

To truly leverage your brand equity in-store you must be 

able to crystalize, in the shopper, the immediate desire to 

purchase the category and then have the potential shopper 

buy your brand rather than a competitor’s. Effective point of 

sales material is a key tool in a marketer’s arsenal in 

achieving this. This presentation will describe what point of 

sale material effectiveness is and how to achieve it to 

provide a cost effective boost to impulsive sales. 


15:30 Measuring the Interplay and Performance of 

Combined Paid, Earned, and Owned Digital Media 

Nermin Hairedin, Global Head of Digital Marketing, NOKIA 

How do you know which elements are driving the most 

value? Like you, many marketers are starting to realize that 

the most effective digital communication plans are 

seamlessly integrated across paid, earned, and owned 

media channels. As you continue to build out highly 

complex digital ecosystems, understanding how all 

components are contributing to the overall success is more 

important than ever. 

• Create marketing campaigns that are tailored for each of 

these diverse channels 

• Learn the process to effectively coordinate efforts across 

these channels 

• Measure elements within these channels 

16:15 McDonald’s Europe: Creating Value for Our 

Customers 

Aart Labee, Director Business Insight, MCDONALD'S 

EUROPE 

In Europe, McDonald’s serves 15 million customers every 

single day. So making sure that the value experience is as 

good as possible is very important to the business. 

Consumer Insight helps understand that customer 

experience, and helps drive forward new service initiatives 

that ensure that the Golden Arches remains the leading 

brand in the Fast Food sector. This session will discuss the 

link between insight, new value initiatives and resulting 

consumer experience in McDonald’s stores. 


Since we publish this brochure several months prior to the 

live event, we’ve left this session open to ensure you learn 

the most up-to-the-minute insights. If you have 

industry-leading information to share and would like to be 

considered for this session, please contact Jon Saxe at 

jsaxe@iirusa.com. 

16:15 How Challenger Brands Can Unlock Shopper 

Engagement Through Insights 

Tim Heydon, European Category Development, 

ENERGIZER 

Julian Williams, Category Development Director Personal 

Care, Europe, ENERGIZER 

We know that it can be tough for challenger brands 

operating in mature, non-occasion based, categories to 

effect meaningful change for the benefit of shoppers. This 

session will detail how new ways of thinking about, and 

behaving in relation to, the shopper at Energizer Personal 

Care is beneficially changing shopper behaviour. 


7

Day Three Main Conference 

KEYNOTE SESSIONS • FRIDAY, 26 OCTOBER 


••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

8:45 Welcome Back from the Conference Co-Chairmen 

Duncan MacConnol, CEO of the E.M.E.A. Business Unit, KANTAR RETAIL • Barry Lemmon, Global Head, Retail & Shoppers, TNS 


Made in China. World-Class Consumer Centric Innovation 

John van der Linden, Technology General Manager Oral Care Asia, PROCTER & GAMBLE 

In the next decade a more “normal” balance will be restored in the world. A much more even distribution of wealth and power. 

This will feel “uncomfortable” for companies in the west, as it means not only giving up “power”, but also having to embrace a 

reality that western “values” and “thinking patterns” are NOT what everybody aspires to. As winning in the developing Asian 

Markets is key for longer term success of any ambitious company, John will cover some insights around what he has learned 

during more than 10 years of innovation work in China. Current China is less “predictable” vs. a more linear western world where 

we feel challenged by disruptive innovation. The current generation of Chinese grew up with three decades of dramatic 

transformations. There’s so much change that disruptive innovation almost becomes natural. To work with westerners we need to 

become much less aggressive, more relationship oriented and more open to failure. 

•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 10:00 Networking Break ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

10:40 KEYNOTE 

A Day in the Life of the European Digital Shopper: Uncovering the Behaviour, Habits 

and Perceptions of Consumers to Map the Online Purchase Decision Journey 

Cesar Montes, Chief Strategy Officer, G2 EMEA 

This session will present exclusive findings from a recent pan-European study revealing in-depth brand, consumer and shopper 

insights across multiple digital channels. Key highlights to include: 

• Unique analysis of online consumer shopper behaviour based on extensive research data from six leading EU markets 

• Insights into how consumers really behave, feel and think online, debunking key marketing myths of the digital age 

• Brand “do’s” and “don’ts”: how brands should relate with consumers within the digital environment to extract business value 

• Case studies from leading brands illustrating how to create communication plans which maximize online consumer 

engagement and transform this into online brand commitment and purchase 

11:30 KEYNOTE 

The Predictably Irrational Shopper 

John Kearon, Chief Executive Officer, BRAINJUICER 

Behavioural Economics has shown that our decisions are guided not by our plans or intentions, but by the environment in 

which we make those decisions, by what those around us are doing and by how we feel, rather than what we think about 

things. John will illustrate how this new understanding of human behaviour can have a major impact on the effectiveness of 

shopper marketing. 

• The surprising truth of how humans make decisions 

• A framework for understanding what influences our decision making 

• A practical guide to using behavioural economics for more effective shopper marketing 

12:30 Lunch 

••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

13:00 Dessert and Coffee in the Exhibit Hall 

14:00 

Disrupting Across Channels: Translating Insights into Opportunities 

An interactive session to stimulate co-creation and new ideas. The future starts now! 

8 



Day Three Main Conference 

BREAKOUT SESSIONS • FRIDAY, 26 OCTOBER 

Every session is focused on how insights drive activation at retail 

Each session is 40 minutes followed by 5 minutes to transition to the next. Move between them as much as you’d like. 

SESSION 1: 

Insights Beyond the Store 

14:45 Shopper Marketing in a New Era 

Selcuk Koksal, Head of Trade Marketing, Balkans, 

RECKITT BENCKISER 

Business is changing faster than ever. Without 

understanding how and which direction trends are migrating 

it is almost impossible to proactively respond to every 

changing business need. Shopper Marketing is just a 

beginning of new era. To integrate Shopper Marketing to our 

organizations we need to have clear vision what it is all 

about. To create sustainable business, we need to identify 

our key stakeholders and how to involve interactions among 

our stakeholders. We should all become "Need Integrators". 

• The role of Shopper Marketing in today's FMCG 

organizations 

• Importance of managing conflicting needs of our 

stakeholders 

• Real life examples from cross industry experiences 

SESSION 2: 

Insights in the Store 

14:45 Integrate Consumer, Shopper and Retailer 

Insights for a Laser-Focused In-Store Approach 

Marina Nesterenko, Head of Shopper Insights and Category 

Development, MARS PETCARE RUSSIA 

Create insights driven teams within your organization of 

brand marketing, shopper marketing, customer marketing, 

sales and creative agencies to work together, share insights, 

develop market activation concepts and mechanics, which 

support category strategy. If you are inspired to match 

unmatchable and hear WOW solutions, then you don't want 

to miss this high-energy case study. 

• Developing insights driven strategy and market 

activations is cross functional work 

• Hear examples of market activations to increase sales 

and loyalty 

SESSION 3: 

Collaboration 

14:45 The Decision-less Decision Tree 

Pat McCann, Global Director, Retail & Shopper, TNS 

There is no tree in the purchase decision and on most 

occasions there is no decision in-store. TNS has developed 

a brand new approach to shopper decision-making at shelf, 

providing a more granular understanding of true behaviour 

by separating the search process from the selection process 

for the very first time. The session will demonstrate how 

these new insights can be used to develop a shelf layout 

which increases category conversion by improving the ease 

and speed of shop for shoppers, and how at shelf 

communication can be targeted towards choice drivers. 

• Understand the shoppers’ real decision-making process 

• Learn how to layout the shelf to promote ease of shop 

and increase category conversion 

• Learn the most appropriate messaging to improve 

shopper conversion at shelf 


Since we publish this brochure several months prior to the 

live event, we’ve left this session open to ensure you learn 

the most up-to-the-minute insights. If you have 

industry-leading information to share and would like to be 

considered for this session, please contact Jon Saxe at 

jsaxe@iirusa.com. 

“ Shopper Insights has found a 

home in Europe.” 

Louis-Michel Barbotin, 

President Global Shopper Insight, SymphonyIRI 

15:30 Baby Universe: Understanding Mom’s Shopping 

Experience in Baby Categories and Increasing Store Loyalty 

Giusto Curti, Sales Director Baby Nutrition Italy, Mellin Spa, 

DANONE GROUP 

Baby Universe is all about my baby... the rest is shopping. 

Through Baby Universe approach (talking to mum's mind 

and heart) it is possible to improve turnover and shopper 

store loyalty for retailers and specialised channels. Danone 

baby nutrition developed at global level, and implemented in 

Italy among other countries, a deep shopper understanding 

through research and experience in market, also testing real 

innovative store solutions. 

• Learn how to conquer mums as strategic shoppers 

(higher basket + higher shopping frequency) you need to 

talk both to heart and mind 

• Discover how to change your shop offerings in terms of 

products, services and ambience 

• Hear how to develop strong alignment at top level - 

mandatory to produce concrete results 

15:30 Create Brand and Price Architecture that Offers 

Value to Shoppers and Consumers 

Bernd Larsen Linde, Director Head of Global Shopper 

Marketing & Retail Activation, LEGO 

Winning with shoppers cannot only be done via good POS 

materials. You need to have the right POS material with the 

right product at the right price at the right place with the 

right communication. Sometimes what you have to work 

with as a shopper marketer is not strong enough thus you 

need to work not only to develop great displays but much 

more than that. Because in many categories product is still 

king and for the toy industry this is very much the case. 

Learn from the LEGO Group how they have embraced 

shopper marketing to not only become a POS game, but a 

foundational marketing challenge. 

• Learn how winning with shoppers requires a great brand 

and price architecture 

• See how great products still need strong and relevant 

communication 

• Understand how important packaging can be to influence 

the shoppers 

•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••16:15 End of Conference ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

THE ANNUAL 

MEETING 

PLACE FOR 

DIVERSE 

PERSPECTIVES 

• More than 35 countries attend to explore, debate and respond to the evolving 

shopper ecosystem 

• Content you can count on by the leading minds in shopper research, marketing and 

category management 

• The right mix of keynote speakers offer you the growth and diversity you need to 

power the next great phase of shopper-marketing excellence 

• 100% all new business cases, never repurposed or repeated 

• Always features 70% client-side speakers, triple the industry average 


9

THANK YOU TO OUR SPONSORS 

EVENT PARTNERS 

Kantar Retail combines the resources and 

capabilities of MVI, Glendinning, 

Cannondale and Retail Forward, to create a 

world leader in retail insight and consulting 

solutions. With operations in 15 countries, Kantar Retail provides expertise to over 300 of 

the world's leading retail-related businesses and organizations, helping them achieve a 

competitive advantage in the marketplace through unique insights and winning solutions. 

For more information please visit www.kantarretail.com 

TNS advises clients on specific growth strategies around new market 

entry, innovation, brand switching and stakeholder management, 

based on long-established expertise and market-leading solutions. 

With a presence in over 80 countries, TNS has more conversations 

with the world’s consumers than anyone else and understands 

individual human behaviours and attitudes across every cultural, economic and political 

region of the world. TNS is part of Kantar, one of the world's largest insight, 

information and consultancy groups. For more information please visit 

www.tnsglobal.com 

EVENT SUPPORTERS 

GOLD SPONSOR 

HUB 

The 

M A G A Z I N E 

WHERE 

REAL TIME 

COLLABORATION & 

PARTNERSHIPS HAPPEN 

JOIN THE 

INDUSTRY 

The Right People. 70% of our attendees are from mega retailers and 

best-in-class national brands. 

It’s Industry Specific. Conversations are highly-targeted and authentic. 

Return on Investment. Many of our sponsors have attributed Shopper Insights 

in Action to the start of major business deals. 

The Optimal Ratio. Shopper Insights in Action expects more than 300 in 

attendance. You will stand out. 

The Right Audience. An event packed with decision makers looking for new 

tools, techniques, and partnerships. 

To explore sponsorship and exhibit opportunities, contact: Jon Saxe at jsaxe@iirusa.com or +1 646.895.7467. 

For media partnerships and press coverage contact: Alexandra Saland at asaland@iirusa.com or +1 646.895.7309. 

©2012 Institute for International Research, Inc. All rights reserved 

IT’S A PRIVILEGE TO BE THE TRUSTED BRAND FOR HOSTING THE 

ANNUAL “VOICE OF THE INDUSTRY” 

There’s a reason the Innovation Hall is always buzzing – it’s a breeding ground for collaboration, 

referred to by our attendees as a veritable microcosm of the marketplace. 

You’ll have access to the latest technologies, cutting-edge solution partners and foremost 

thought-leaders in the industry. It brings the event full-circle by connecting needs with expertise 

to help you bring the ideas you’ve seen to life with the right partnerships. 

This event brings together all those responsible for understanding consumer and shopper behaviour 

and translating those insights into disruption across channels. Over 70% of attendees are client-side - 

triple the standard of industry events. Everyone in the shopper-facing community attends: research 

services and consultants, shopper marketing agencies, retail activation agencies, data suppliers, 

technology firms, advertising and promotional planning and point of sale solution providers making 

this event the one stop shop for all things shopper. 

KEY TAKE AWAY VALUES 

CORPORATE MATCHMAKING connects you with the experts you are most 

likely to benefit from meeting. As the event grows larger every year, the need 

to connect with relevant industry leaders becomes more important than ever. 

SHOPPER CONNECT a private online community created exclusively for 

attendees. From the moment you register, you’ll gain visibility into who’s 

attending before you arrive so you can organize meetings, personalize your 

on-site agenda and keep in touch after the event. 

UNMATCHED NETWORKING the only thing that rivals our visionary keynotes, 

thought provoking speakers, and jam-packed agenda is our networking. It’s 

where business gets done. 

EXECUTIVE SUMMARY highlights the key learning from the event, synthesized 

in a convenient easily distributable format to share amongst the team. 

EVENT DEBRIEFING POWERPOINT just fill in the blanks on the presentation 

slides and you’ll have a ready to go presentation to share back at the office. 

REUSE. RECYCLE. REFER A COLLEAGUE. If you've already received a mailing, please pass this along to someone else who might be interested in attending. Together let's keep the earth clean and the networking growing. 

10 



Registration Details 

EASY WAYS 

TO REGISTER 

+1 941.554.3500 

register@iirusa.com 

(include code M2401) 


THE EARLIER YOU REGISTER, THE MORE YOU SAVE .................................................... 

INVESTMENT OPTIONS FOR SUPPLIERS, SERVICE PROVIDERS & ALL OTHERS 

Register by 13 July Register by 3 Aug Register by 31 Aug Register by 28 Sept Standard 

Pass Options 

Description 

SAVE £400 SAVE £300 SAVE £200 SAVE £100 & Onsite Rate 

All Access Pass 

Access to All Sessions on 

Wednesday, Thursday & Friday 

£2050 £2150 £2250 £2350 £2450 

Main Conference Only 

Access to Thursday 

& Friday Sessions 

£1500 £1600 £1700 £1800 £1900 

INVESTMENT OPTIONS FOR RETAILERS 

Register by 13 July Register by 31 Aug Standard 

Pass Options 

Description 

SAVE £200 SAVE £100 & Onsite Rate 

All Access Retailer 

Access to All Sessions on 

Wednesday, Thursday & Friday 

£700 £800 £900 

Main Conference Retailer Only 

Access to Thursday 

& Friday Sessions 

£500 £600 £700 

NOTE: Registration fees do not include 19% VAT 

*Tiered pricing is valid through expiration date. 

New pricing takes effect at specific dates indicated. 

All fees must be paid in full by expiration date or price 

will increase to the next level tier. 

DATE & VENUE 

Welcome to Amsterdam! 

24-26 October 2012 

HILTON AMSTERDAM 

Apollolaan 138 I 1077 BG 

Amsterdam I The Netherlands 

HOTEL RESERVATIONS 

To reserve your room call +31 (0) 20 710 6005 or 

email reservations.amsterdam@hilton.com. In 

order to ensure a smooth booking process please 

provide the following information: 

• Booking Code: GIBCA 

• First name, last name 

• Date of arrival and departure 

• Time of arrival and departure 

• Credit card details 

Reservations must be received no later than 17 

September 2012. Reservations received after this 

date will be accepted on a space and rate availability. 

YOUR REGISTRATION INCLUDES 

• Access to conference presentations & breakout sessions 

• Morning coffee and afternoon lunch 

• Full conference presentations in electronic format & speaker handouts* 

• A copy of the SIA executive summary distributed via email after the event 

• Exhibit hall admittance 

• Opportunity to meet 1-on-1 with speakers 

NOTE: We do try our best to secure all of the presentations from our speakers for you. Occasionally, distribution of presentation materials is 

prohibited by the speaker or their respective company. Thank you for understanding. 

PAYMENTS 

Payment is due within 30 days of registering. If registering within 30 days of the event, payment is due immediately. Payments 

may be made by cheque, Visa, MasterCard, Discover, Diners Club or American Express. Please make all checks payable to the 

“Institute for International Research, Inc.” and write the name of the delegate(s) on the face of the check, as well as our reference 

code: M2401. If payment has not been received prior to registration the morning of the conference, a credit card hold will be required. 

BENEFITS OF SENDING YOUR WHOLE TEAM 

SIA requires both a cross-functional teamwork and the ability to work with numerous vendors, partners and suppliers. We’ve 

created a robust program covering it all – from insights to strategy to activation. This is an event for the entire customer team 

across geographies, disciplines and functionalities - the topics are comprehensive and business relevant and the format is highly 

collaborative. With so much value, this is the one event you must attend as a group. As a team, you can split up amongst concurrent 

sessions – maximizing the return on your company’s investment. We are happy to work with you to coordinate additional private 

functions, meet and greets with speakers and or activities that would allow you to extract even more value from this event. 

SEND MORE, SAVE MORE! 

SAVE 

SEND 

30% off the standard rate Groups of 10+ 

25% off the standard rate Group of 7 - 9 

20% off the standard rate Group of 5 or 6 

15% off the standard rate Group of 3 or 4 

For information on customized group packages & standard group 

discounts, call Terrence Johnson at +1 646.895.7425. 

NOTE: No two discounts can be combined. Please note that early 

registration discounts may be a better value than some of the 

discount opportunities here, so please register today. 

DO YOU QUALIFY FOR A DISCOUNT? 

Please indicate at time of registration if you are eligible for a discount. 

Take 30% off the standard rate if you are a Government, Non-profit or Academic Professional 

Take 25% off the standard rate if your company is a sponsor 

Take 20% off the standard rate if someone from your company is a speaker 

NOTE: No two discounts can be combined. All discounts are off the standard price. 

CANCELLATION POLICY: If you need to make changes or have questions, contact us via email at register@iirusa.com. Cancellations must be in writing 

and must be received by IIR prior to 10 business days before the start of the event. Upon receipt of a timely cancellation notice, IIR will issue a credit 

voucher for the full amount of your payment, which may be applied towards registration fees at any future IIR event held within 6 months after issuance 

(the “Expiration Date”). All credit vouchers expire on the Expiration Date and shall thereupon become void. In lieu of issuance of a credit voucher, at your 

request, IIR will issue a refund less a £500 processing fee per registration. No credit vouchers or refunds will be issued for cancellations received less than 

ten business days prior to start of the event, including cancellations due to weather or other causes beyond the Registrant’s control. IIR recommends 

registrants allow for unexpected delays in making travel plans. Substitutions are welcome at any time. If for any reason IIR decides to cancel this conference, 

IIR accepts no responsibility for covering airfare, hotel or other costs incurred by registrants, including delegates, sponsors, speakers and guests. 

If for any reason IIR decides to cancel this conference, IIR accepts no responsibility for covering airfare, hotel or other costs incurred by registrants, including 

delegates, sponsors, speakers and guests. 

WHAT SHOULD I WEAR: Casual & comfortable attire is suggested. We recommend bringing a sweater, as conference rooms may be cool. 

AUXILIARY AID: Any disabled individual desiring an auxiliary aid for this conference should notify IIR at least 3 weeks prior to the conference in 

writing, by faxing +1 212.661.6045. 

INCORRECT MAILING INFORMATION: If you are receiving multiple mailings, have updated information, or would like to be removed from our database, 

please contact our database department at +1 212.661.3876. 


11

The World’s Most Trusted Conference Brand for Activating Research at Retail 

KEYNOTE: 

John Kearon 

Chief Executive 

Officer, 

BRAINJUICER 


SHOPPER 

INSIGHTS 


KEYNOTE: 

John van der Linden 

Technology 

General Manager 


PROCTER & GAMBLE 

24-26 October 2012 

Hilton Hotel - Amsterdam, 

The Netherlands 

KEYNOTE: 

Stephen Smith 

Chief Marketing 

Officer, 

ASDA 

KEYNOTE: 

Dr. A.K. Pradeep 


NEUROFOCUS 

and Author, 

THE BUYING BRAIN 

DISRUPTING ACROSS CHANNELS: 

TRANSLATING INSIGHTS INTO OPPORTUNITIES 

•••••••••••••••••• LEADING STORYTELLERS, INNOVATORS AND THOUGHT-LEADERS ACROSS DISCIPLINES AND INDUSTRIES ••••••••••••••••••••• 

FMCG & 

RETAILERS TAKE 

THE STAGE 

ARLA FOODS 


DANONE GROUP 

ENERGIZER 

GOOGLE 

HENKEL 

KODAK 

LEGO 

LG ELECTRONICS PORTUGAL 

MARS PETCARE RUSSIA 

METRO CASH & CARRY ROMANIA 

MIGROS 

NEWELL RUBBERMAID 

NOKIA 

PEPSICO EUROPE 

PHILIPS CONSUMER LIFESTYLE 

RECKITT BENCKISER 

SAMSUNG ELECTRONICS 

PORTUGAL 

TIGER BRANDS 

WRIGLEY 

JOIN THE INDUSTRY TO NAVIGATE THE FUTURE OF RETAIL 

➧ The Store of the Future 

➧ Blend Digital and In-Store Insights 

➧ Understand Shopper Behaviour Trends 

➧ Measure the Value of Shopper Marketing 

➧ Innovative Research from More than 

35 countries 

➧ Growth Strategies in Mature and 

Emerging Markets 

➧ Integrated Multi-Channel Journey 

to Purchase 

➧ Uncover the Latest Technologies & 

Methodologies 

➧ Transitioning from Big Box to Small 

Store Format 

➧ The Digital and Mobile Shopper 

Where Strategists Talk Insights and Insights Leaders Talk Strategy 

www.shopperinsightsintl.com

SHOPPER - IIR

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