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Get on the list, in the basket and into
the heart of your shopper
22 nd - 24 th February 2012 | Sydney Convention & Exhibition Centre
Speakers from the Asia Pacific, Europe & USA include:
Ann Mooney
Founder and CEO
Rising Moon Consulting
& Former Associate
Marketing Director,
Procter & Gamble, USA
Arnaud Frade
Regional Director,
Retail & Shopper
Singapore
Lindsay Clifford-Smith
International Senior
Ecommerce Manager
Debenhams Retail, UK
David Roth
CEO, EMEA and Asia
The Store,
UK
Simon Small
Confectionery Global
Sales and Channel
Development Leader
Nestle, Switzerland
John Batistich
Director of Marketing
Diane Shelton
Retail Consultant
Mark Frazier
Group Leader,
Category Development
HJ Heinz
register
now
Don’t miss the full day workshop
‘De-coding The Path To Purchase’
Designing a clear, applicable path to purchase model
Facilitated by: Toby Desforges,
Founder and Owner,
engage, Singapore
Endorsed by:
Register 3 delegates
& send a 4th
FOR FREE
Platinum sponsor: Gold sponsor: Organised by:
+61 2 8908 8555 www.acevents.com.au/pathtopurchase2012
TM

conference
day one
Wednesday
22 nd February 2012
8:30 Registration & Coffee
9:00 Opening Remarks from the Chair:
Steve Andrews, CEO, Shopperpedia
9.05 Conference opening: The strategic importance of the
Path to Purchase
• What is the path to purchase and why is it important?
• Understanding decisions and behaviours on the path
• How can this understanding create sales value?
Steve Andrews, CEO, Shopperpedia
9:20 INTERNATIONAL KEYNOTE
Retail futures now: Understanding and leveraging
key retail trends for growth
In this presentation, Arnaud will review top retail trends from around the
world with real examples. It will appeal to retailers covering all categories
& industries and will seek to identify key rules on how to use and maximise
the impact of these trends for business growth. Local retailers will take
away strategies to better position their operations to meet the changing
shopper needs and their ever-increasing expectations.
Arnaud Frade,
Regional Director, Retail & Shopper,
TNS Asia Pacific, Singapore
10:00 INTERNATIONAL KEYNOTE
Building shopper marketing capabilities within Kraft
Foods Asia Pacific
• Strengthening organisational capabilities and putting the shopper
at the heart of your strategies
• Taking shopper insights to activation and measurement
• Integrating and coordinating sales, category, brand, and shopper
marketing strategies
Carl Nagle,
GM, Consumer Insights & Strategy,
Kraft Foods
10:40 Morning tea
pre-purchase - getting on the list
11:10 INTERNATIONAL RETAILER KEYNOTE
Getting on the shopping list: Strategies for success
in a competitive retail environment
In today’s competitive retail environment, it’s becoming increasingly
difficult to entice shoppers to your stores and make your product stand
out to shoppers. In a Q&A session with questions from the audience,
Clifford-Smith will be interviewed by Sands about strategies to get on
the shopping list, including social and digital technologies, shifting
media spend, and moving forward with online retail, eCommerce and
multichannel retailing.
Lindsay Clifford-Smith,
International Senior Ecommerce Manager,
Debenhams Retail, UK
Dr Sean Sands,
Research Director,
Australian Centre for Retail Studies, Monash University
11:50 Attracting and retaining customers in a competitive
retail market with loyalty schemes
• Which rewards and promotions drive loyalty and engagement?
• Utilising data to create personalised offers for shoppers
• New opportunities for shopper data collaboration between
retailers and suppliers
• Developing action plans and initiatives from insight gained from
loyalty programmes
• Future directions with loyalty schemes
12:30 Lunch
1:30 Getting on the shopping list and embracing online
retail to increase market share
• Embracing online retail as an opportunity to engage shoppers and
drive them to your stores
• Encouraging traffic to your website and increasing conversion rates
to sales
• Integrating your online presence with innovative in-store retail design
Catherine Taouk,
International Brand Manager, SUPRÉ
& Director, THiNK Consulting and Coaching
2:00 The new value equation: Hitting the sweet spot for
your shoppers
• Examining new research on consumer attitudes towards brands
• Analysing how factors such as price and quality contribute to
perceptions of value
• Designing a value proposition for long-term brand equity
Jon Bird, CEO, IdeaWorks
2:30 Never shop alone again: How shoppers are using social
media for purchasing decisions
• Embedding social media along the entire path to purchase: before,
during and after the sale
• Creating social experiences that engage shoppers and facilitate
purchasing decisions
• Understanding the best platforms and technologies for social shopping
• Case studies of leading brands who are using social media to
interact with shoppers
Ben Grill, Director of Insights, OMD Australia
3:00 Afternoon tea
in-store - getting in the basket
3:30 The rapidly changing path to purchase
• How technology enabled connectivity has changed the path to
purchase
• How the world’s best retailers are adapting to this accelerating change
John Batistich, GM Marketing, Westfield Australia
4:00 Leveraging the growing amounts of shopper data for
in-store activation
• Differentiating information from insight and understanding the types
of insights to be gained from data
• Analysing the uses of insights across sales, category, trade marketing,
brand marketing and externally
• How to gain insight and leverage results for category strategy
Norrelle Goldring, Director, ShopAbility
4:30 Emotionally-driven marketing and POS to drive sales
• Using emotional appeals to influence purchasing decisions: what works?
• Examining the role emotion plays in impulse and planned purchases
• What strategies really capture your shopper’s attention in-store?
• Designing benefit-driven messages to your shoppers
John Berenyi, Managing Director, Bergent Research
5:00 Close of day one
REGISTER NOW / +61 2 8908 8555 / www.acevents.com.au/pathtopurchase2012

conference
day two
Thursday
23 rd February 2012
9:00 Opening Remarks from the Chair:
Steve Andrews,
CEO,
Shopperpedia
9:10 INTERNATIONAL KEYNOTE
Adopting a ‘Store First’ approach to marketing
• Why the traditional TV-centric approach to marketing is simply obsolete
• Starting with the store in mind as part of an integrated marketing plan
• Designing campaigns that resonate with shoppers in-store
• How does the ‘store first’ approach work in practice?
Ann Mooney,
Founder and CEO, Rising Moon Consulting
& Former Associate Marketing Director,
Procter & Gamble, USA
Ann is an 18-year P&G veteran who headed
the Pampers brand in North America and was one
of the early pioneers of in-store marketing at P&G.
10:00 PANEL SESSION
Effective collaboration between retailers and
suppliers on in-store solutions
• Planning for partnerships and joining forces to optimise the
shopper experience
• Collaborating with business partners on category and business
growth plans
• How do you measure partnership success?
• Examples of effective supplier-retailer collaboration in action
Chair:
Mark Fletcher,
Principal Consultant and Director, Shopworks Science
Panellists:
Ann Mooney,
Founder and CEO, Rising Moon Consulting
& Former Associate Marketing Director, Procter & Gamble, USA
Brian Walker,
Principal & Founder, The Retail Doctor
10:40 Morning tea
11:10 RETAILER KEYNOTE
Effective utilisation of insights to deliver
competitive advantage
• Acting upon insights to improve performance across all
categories and stores
• Utilising insights to improve the results of category reviews
• Strategies to gain actionable insight from loyalty programmes
Diane Shelton,
Retail Consultant
11:50 Leveraging communication channels to connect with
shoppers and drive purchasing decisions
• Identifying iconic triggers in advertising: what makes shoppers
receptive to advertising messages and predisposed to buy?
• Using iconic triggers to integrate all media touch-points
• Using neuroscience insights and iconic triggers to support in-store
activation and the path to purchase
Professor Richard Silberstein,
CEO,
Neuro Insight
12:30 INTERNATIONAL KEYNOTE
Transforming the way you engage with shoppers
in-store
• Changing the way you communicate with shoppers along the
path to purchase to ignite category growth
• Triggering category drivers within the store through tailored
activations
• Effective use of touchpoints through understanding which
communication has maximum impact
• How a shopper’s cognitive state impacts impulse shopping rates
and shopper satisfaction
Simon Small,
Confectionery Global Sales and
Channel Development Leader, Nestle, Switzerland
1:00 Lunch
1:50 Driving growth through shopper centric category
leadership
• Changing culture for a consumer, shopper and category centric
approach
• Implementing the tools, insights and processes required for
category growth
• Learning from global partner strategies in North America and the UK
Mark Frazier,
Group Leader, Category Development, HJ Heinz
post or re-purchase - in the heart
2:40 INTERNATIONAL KEYNOTE
Engaging customers beyond the store
• Gaining information about what happens to your shopper
post-purchase
• Developing strategies to attract shoppers back to your stores
• Enhancing brand connections and purchasing decisions with
social networking
• Gaining the competitive edge through multi-channel retailing
David Roth,
CEO, EMEA and Asia,
The Store, UK
3:20 Afternoon tea
3:40 INTERNATIONAL KEYNOTE
Strategies to enhance shopper marketing impact
• Examining the metrics that underpin the path to purchase
• Techniques for better targeting and return on investment
• Using results to identify opportunities for growth
Toby Desforges,
Founder and Owner,
engage, Singapore
4:20 Using loyalty to drive emotional attachment to your
brand
• How Coopers leverages its brand history to encourage loyalty
• Creating The Order of Coopers: An online community of brand
supporters
• Leveraging online loyalty programmes to encourage loyal buying
behaviour
Glenn Cooper,
Executive Chairman & Marketing Director, Coopers Brewery
5:00 Closing remarks from the Chair and conference close
Register 3 delegates & send a 4th FOR FREE

workshop
day three
Friday
24 th February 2012
Your workshop facilitator
de-coding the path to purchase
You will gain:
Workshop summary
A real understanding of what shopper marketing is and
why it’s critical to the future of consumer goods in Australia
A simple five-step process to implementing shopper
marketing activities both strategically and operationally
A clear, applicable path to purchase model
The ability to understand the differences between
consumers and shoppers and how they interrelate
Techniques for prioritising shoppers and channels
Workshop agenda
8:30 Registration & coffee
9:00 The shopper marketing revolution
• The age of the shopper
• What shopper marketing is and is not
• The five-step integrated shopper marketing model
• Workshop
– How shopper marketing will affect your business
10:45 The path to purchase
• Understanding the drivers of consumption
• Shoppers’ role in driving consumption
• The path to purchase
• Case study
– ‘Pampers – Shopper Marketing in an extreme environment’
• Workshop
– Define your target consumers
12:15 Lunch
13:15 Targeting the shopper
• The only three ways to drive growth
• Creating powerful shopper segmentations
• Case study
– Who do you really want to sell to?
– How to target TV shoppers
• Influencing shopper behaviour in-store
• Workshop
– Define your target shoppers
15:30 Prioritising channels
• Channels in a digital world
• Understanding channel roles and priorities
• Case Study
– ‘Can the smallest channel be the most important?
A leading baby nutrition manufacturer finds out it can!’
• Workshop
– Define your priority channels
17:30 Close of workshop
Toby Desforges,
Founder and Owner,
engage, Singapore
Toby began working in consumer
goods in the 1980s, taking summer
jobs in high school and college and
since then his career has taken
him all over the world. As a Line
Manager he worked with Pepsi’s
bottler, Britvic in the UK, Mars and
Columbia Pictures across Western
Europe. When his wife left him to
work in Asia, Toby followed her and
began a second career consulting.
Since then he has personally trained over 2500 sales and marketing
managers for leading manufacturers in more than 20 countries.
In 2005, he co-founded engage, a global management consultancy
that leverages the power of a unique vision of shopper marketing and
customer management to deliver better brand returns. The company
serves over 50 of the top 250 consumer goods companies globally.
engage’s clients currently include PepsiCo, Fonterra, GSK, Sanofi,
Philips, Kao Corporation, Electrolux, Kraft, American Standard, Tetrapack,
SC Johnson, Unilever, Beirersdorf, Pernod Ricard, Kimberly Clark, Philip
Morris and Samsung.
A sought-after speaker, Toby talks internationally on the subject of
shopper marketing in seminars and conferences. Toby speaks five
languages, lives in Singapore with his wife and two and-a-half children
and is the co-author of the forthcoming book ‘The Shopper Marketing
Revolution’.
What people say about Toby:
“With our multicultural regional audience Toby displays clarity
of thought and a delivery style which is engaging and thought
provoking. He is also easily able to adapt the messaging to
different levels of the organisation. I can vouch for his command
of the retail trade environment...”
Alan Fitzsimmons, Regional Managing Director – Greater China, Fonterra
“Toby has a detailed understanding of the shopper and retailers.
He has helped us in particular to apply shopper insight to sales,
marketing and trade marketing issues. He is flexible, personable
and fun to work with, and gets outstanding business results.”
Deborah Kerslake, Director of Insights – Asia Pacific, Electrolux
“Toby is a dynamic and passionate professional. The tools and
insights he brings have great impact in simplifying and making
manageable often large and complex analyses...”
Andrew McGregor, Talent Development Director, PepsiCo International
“Toby is a consummate professional, and in my opinion is a
highly respected expert within the consumer products industry.
Working with Toby is always a pleasure, and I have deep respect
for his ability to think strategically while also being able to deliver
hands-on results.”
Andrew Toll, Vice President Solutions Consulting EMEA, Accenture
“I worked with Toby over a 2 day workshop that he conducted.
During that time, he shared with us his really valuable experience
in retail, trade, category management and really managed to “put
marketing in shopper marketing”. Toby is also a great speaker,
very funny and energetic, he was a real pleasure to listen to.”
Guillaume Pagnoux, Regional Strategic Planner, OgilvyAction
REGISTER NOW / +61 2 8908 8555 / www.acevents.com.au/pathtopurchase2012

From the organisers of
Retail World
We bring you a new
conference...
about the summit
We are delighted to bring you the Path To Purchase Summit, a BRAND NEW
event developed out of popular demand from hundreds of attendees at our
highly successful Retail World Conference and FMCG Summit.
Join us at this exciting event to hear how leading retailers, consumer goods
companies, and shopper marketing experts from the Asia Pacific, Europe and
the USA are increasing sales in challenging times by developing strategies to
get on the list, into the basket and in the heart of their shoppers.
why should you attend?
Increase profits - Hear how retailers and suppliers can work together on insights to achieve growth
Keep up! - Position your company to meet ever-changing shopper needs and their ever-increasing expectations
Make technology work for you - Explore emerging technological and digital enablers of customer activation
Strengthen shopper marketing capabilities within your organisation
Drive purchasing decisions by understanding and leveraging customer touchpoints
We’d like to thank our advisory board whose valuable advice helped shape the key themes,
most relevant content and informative speakers for this event.
Mark Fletcher
Principal Consultant
and Director
Shopworks Science
Steve Andrews
CEO
Shopperpedia
Jon Bird
CEO
IdeaWorks
sponsorship & exhibition opportunities
Why should you sponsor?
Profile your organisation and build brand recognition by featuring in our extensive
advertising and marketing campaign
Gain direct access to your potential clients before, during and after the event
Key speaking opportunities to address your target audience
Position your organisation as an industry leader in shopper marketing
Showcase new applications to a targeted audience of decision-makers
Receive cost-effective marketing exposure to your target audience, culminating
in the face-to-face meetings with your best prospects on the day of the event
Limited sponsorship packages are
available. For more information on
available opportunities and prices
please contact:
Jon Treherne
| T: +61 2 8908 8516
| E: jon@acevents.com.au
REGISTER NOW / +61 2 8908 8555 / www.acevents.com.au/pathtopurchase2012

Get on the list, in the basket and into
the heart of your shopper
22 nd - 24 th February 2012 | Sydney Convention & Exhibition Centre
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❒ 3 Day (Conference + Workshop) 22nd - 24th February $1,595 inc GST
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❒ Post Conference Workshop Only 24th February $695 inc GST
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• Cancellation policy: If you are unable to attend this event, a replacement delegate may be sent in your place at no extra charge. Association and Communications Events does not provide refunds for cancellations made more than 7
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has paid in full. Unfortunately some speakers request their papers are not distributed. • Amendment policy: Downgrading of registrations is not permitted. Registrations maybe upgraded at anytime. • Sharing of Passes: Association and
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program is correct at the time of the event. Unfortunately we may need to alter the program prior to the event and reserve the right to do so without notice. We also reserve the right to cancel or postpone this event when full refunds will
be issued. Association and Communications Events is not responsible for any loss or damage as a result of a substitution, alternation, postponement or cancellation of an event. • Payment: Payment is required either at time of booking
or within 7 days of an invoice being issued. If booking within 7 days of the event start date, payment is required at time of booking. No admittance will be granted where payment has not been received in full. • Administration Fee:
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