Visualisation & Visual Thinking In Action: Real Time Graphic Recording At An International Retail Conference

Shopper Insights in Action: Bringing the Attendees’ Experience to Life…
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CONTENTS…
Introduction
For an introduction to the iTab and description of key
themes click here
Day 1
To view the visual capture of day 1 sessions and to see
your tweets and key learning’s click here
Day 2
your tweets and key learnings click here
Day 3
your tweets and key learnings click here
Additional Resources
To view additional resources and links to information to
support insight in action click here
Navigation
• Click on one of these tabs to take you
to a day you are interested in or to
‘additional resources’ linked to the
conference
• Go to the ‘Contents’ page for the day
or for additional resources and select
the speaker or resource you are
interested in looking at
• Links to presentations can be found
on the visual capture page of the
speaker
• To return to contents page, enter
‘read mode’, scroll cursor to bottom
of page & click on pop-up page
menu
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INTRODUCTION: Welcome to iTab (insight to action bank)…
Welcome to iTab
iTab is a resource bank that you can go back to again and again to help you create
your future shopper strategy. This co-created document is the result of ground-
breaking content from the best minds in the Shopper space and key learnings from an
engaged and inspired audience. Plus, a collection of super cool drawings that visually
capture the content and experience. Sprinkled throughout the pages of this
document are tweets and key learnings shared by speakers and attendees to prompt
your learnings from the conference.
How to use iTab
The iTab is structured around each day of the conference and also has a section of
additional material to enrich your experience. There is a contents page for each day
and the additional resources section. Just click on the speaker or title that interests
you and the link will take you there.
What’s included
• A visual summary of each
presentation
• Links to source presentation
where available
• Your tweets and key learning's
provided on post-its
• Additional resources to
support and enhance the
learning from this event
• Inspiration
When reviewing the content of the sessions captured here and in the presentations ask yourself:
 What were the key learning points (insights) you take from this session for your organisation - given
what you are already doing?
 How can you best communicate these points to your colleagues?
 How can you apply these points in practice (do differently, do more or less)?
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INTRODUCTION: DUNCAN MACCONNOL/BARRY LEMMON Kantar Retail/TNS
We are delighted with this iTab. Going into this fourth international conference, we were very
conscious of your feedback from Prague last year;
• Show us how to link insights to demonstrable actions and activities
• Give us more practical examples
• Help pull it all together for us
For the conference itself, you asked for fewer track sessions, more retailers as key note speakers and
simply to have more time to network, think and ensure that you take away a set of pragmatic things
to do the moment you return to your desks.
We think that the conference has fully delivered against these missions. We hope you agree and we
look forward to receiving your feedback and to see how effective the learnings have been this time
next year.
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Duncan MacConnol Barry Lemmon

INTRODUCTION: Shopper Insight in Action Themes…
1. Path to Purchase: Breadth and Depth of Shopper Insights along the Path to Purchase
Greater understanding of shopper behaviour and the point of purchase decision, be that in-store,
on-line or pre-store. Appreciation of how behavioural psychology applies to shopper and can be
used to influence shoppers. Use of both ethnography and big data to bring new insights and
help retailers better serve shoppers to gain a competitive edge.
2. Collaboration: Making it Happen
How to turn insights into action, and work with retailers to implement a successful execution.
Identification of both the internal and external barriers that exist and need to be overcome.
Better understanding of retailers' issues, with a focus on how a category vision is used to develop
category growth strategies for different channels and customers.
3. Shopper-Centricity: Call to Action
Still much to be done to embed shopper thinking within an organisation and across the
commercial planning process. Shopper marketing needs to be thought of as a capability, rather
than a department responsible for point of purchase activities. Greater internal alignment and
collaboration between brand marketing, customer marketing and sales is required.
Organisational capabilities, structure and business processes need reviewing, and the lack of an
industry-accepted measurement of shopper marketing ROI remains a barrier to progress.
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DAY 1

Day 1 Photo Montage…
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DAY 1 Contents…
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Day 1 Memory Wall Summary
Day 1: Keynotes
Day 1: Collaboration
Day 1: Shopper Centricity
PHIL BARDEN
Decode Marketing Ltd
Behavioural Economics
in Marketing:
Understanding Human
Decision-making
CRAWFORD DAVIDSON
WM Morrisons Plc
Morrisons CRM Mission
CHRISTINA KEIBLER
Pacific Ethnography
Scare the Bejesus out of
Your Clients: They'll
Thank You Later
NATHALIE NAHAI
Webs of Influence
The Secret Psychology of
Persuasion
SARAH GLEASON/
ROB JOHNSTON
GfK/Marriott
Marriott’s Path to
Purchase Strategy
MICHAEL DORAN
Heineken UK
Insights Which Help
Inspire More Good
Times
IVAN BROWNE
Kantar Retail
Shopper Insights Real
Shopper Understanding
PETER VAN KEULEN
Norm
Influencing Decision
Making In-Store (When
Consumers are on Auto-
Pilot)
MATTHEW
MANKTELOW
PepsiCo
Winning with Shoppers:
Walking the Walk
ALICJA STRUGALA
Comarch
(R)evolution? Top
Trends in Retail
Execution
HEATH WILLIS
Coca-Cola
Refreshments Act Like a
Restaurant – Not Just a
Grocery Store
NICK MELNYK
Sanofi
Pharmacy Shoppers:
From Insights to
Business Opportunities
DUNCAN MACCONNOL
BARRY LEMMON
Kantar Retail/TNS Chairmen
Welcome & Opening
Remarks
Tweets
 @jsaxe44 Great ideas are taking form in the key learning capture led by Duncan MacConnol of @kantarretail #shopper360
 @TheWebPsych Beautiful morning here in #Edinburgh #shopper360
 @Heathwillis Very excited to kick off day one of @Shopper360 & to be a part of the learning & collaboration! #shopper360
 @CLSWimbledon #shopper360 Anderson Fisker Olesen, Arla Foods loves Shopper Insights in Action & he's definitely coming back next year!
We love you too!
CLICK TO GO TO PAGE

DAY 1: Memory Wall Summary…
The key themes for the conference were set out by Duncan MacConnol in his Chairman’s
opening remarks. In Day 1 the importance of understanding shopper psychology and
behaviour throughout the ‘Path to Purchase’ underpinned many of the sessions.
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Commentary from Duncan:
Our fourth survey shows interesting developments:
 We increasingly understand the complexity of establishing ‘Shopper’ within our
business
 We see ‘Shopper’ increasingly contextualized through category visions
 We recognize the importance of Shopper as part of our overall marketing mix
 We are all striving to make shopper come alive in an omnichannel environment
 Our budgets, though still small, are increasing
• Remember – being good at shopper means engaging in a multi-functional
response. Shopper is not the responsibility of a single function, or at worst, a
single person…
• Remember – ‘the 7 Steps To Shopper Centricity’. Watch out for these steps
being actively demonstrated throughout this conferences keynotes and track
sessions….
• Big Watch Out: Suppliers – don’t hide behind poor tracking of poorly thought
through KPIs as the excuse for failing to get retailer buy in. Shopper Marketing
is, in essence , all about impacting decisions along the full Path To Purchase.
Your job is to understand the changes you need to deliver, where, when and
with whom – set these behavioral changes as KPIs and then measure them!
• Poorly contextualized ideas with little or no relevance to a retailer’s own
strategy will never receive buy in, whether they are shopper related or
anything else…
DAY 1: Welcome: DUNCAN MACCONNOL - Kantar Retail
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External Links Switched Off

Tweets
 @GeometryGlobal: If we can balance the reward and pain
levers in the brain, purchase will follow @philbarden kicks
off #shopper360
 @relishresearch: Great visuals of @philbarden's excellent
presentation. Lower right detail a focal point for
#supermarkets #shopper360
 @TheWebPsych: What fires together, wires together in the
brain @philbarden talking about perception, cognition and
motivation in shopping #shopper360
Your Key Learning's Post-its
• Importance in understanding implicit & psychological
impacts
• Applying neuroscience to influence and change behaviour
• Gaze Cueing: Use images of humans to increase brand
impact
• Science takes the subjectivity out of some decisions – use it!
• Balance between reward and pain levers in the brain
DAY 1: Keynote: PHIL BARDEN - Decode Marketing LTD
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Tweets
 @relishresearch: Myth buster: those high spending 'loyal'
customers #supermarkets chase are only spending 60% of
their total with one store. #shopper360
 @BryanRoberts72: @CrawfDavidson tells #shopper360 that
Morrisons' loyalty partner will be Precima (who also partner
Loblaw in Canada)
 JenniRoberton: Loving the live infographics! #shopper360
@respondi_UK #mrx
Your Key Learning’s Post-its
• Loyalty programme success: Address time, money and angst
• Leap frog competitors with time and experience advantage
• Ability to add more than just a relationship based approach
• Open invitation to suppliers to bring intellect and speed
collaboration
• Young families are growth engine of FMCG retail
DAY 1: Keynote: CRAWFORD DAVIDSON - WM Morrisons Plc
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Tweets
 @CLSWimbledon: #shopper360 3 keys to success online -
know who you are targeting - communicate persuasively &
sell with integrity @TheWebPsych
 @heathwillis: Getting an entertaining owner's manual on
our gray matter by @TheWebPsych & how we process
information both online & IRL. #shopper360
 @firefishltd: Great to hear @TheWebPsych championing
the importance of context #greatmindsthinkalike
#shopper360
• Many shopper decisions are far from rational
• Map the path to purchase from a 3 brain system
• Visual cues by category: Missing context
• Help retailers do a better job with their websites
• More active choices in persuasion messages
DAY 1: Keynote: NATHALIE NAHAI - Webs of Influence
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Your Key Learnings Post-its
• Consider alternative research methods
• Ask the right questions to get the right result
• What are the influencers in the neighborhood?
• Challenge clients to think out of the box
DAY 1: Keynote: CHRISTINA KEIBLER - Pacific Ethnography
What are your key learning's from Day 1 Morning session?
 What were the key learning points (insights) you take from this
session for your organisation - given what you are already doing?
 How can you apply these points in practice (do differently, do
more or less)?
15
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Tweets
 @Shopper360: Multi-channel shoppers are a lot more
valuable: 2.5 xs the spend of supermarket only #shopper360
 @Shopper360: 50% of all food shopping will happen online
by 2025 #trends #retail #shopper360
 @MortensenMads: #shopper360 "AND"....all retail business
will never be only on the web..said no Blockbuster! When
you see the need for change, its too late
• Many shopper decisions are far from rational
• 60% of shoppers change their minds in store, 30% ask for
advice
• Shopper perception is NOT PERFECT, we have to help them
• Help shoppers be certain about choice
• Consumer health care (FMCG and Pharma) lines are blurring
DAY 1: Collaboration: Nick Melnyk - Sanofi
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Tweets
 @BryanRoberts72: Excellent insights from @heathwillis on
the Walmart / Coke Effortless Meals programme
#shopper360
 @JenniRoberton: The difference between persuasion and
manipulation in marketing is intent #shopper360
@respondi_UK
 @firefishltd: authenticity, trust & loyalty key to stairway to
brand heaven" @jmacdonald
• Working with retailers to grow the category
• Future platform is collaboration and insight
• Intuitively understanding cause and effect in a particular
context
• Communication and collaboration: Sharing insights and co-
creating solutions that are executable
• Awesome is not linear
DAY 1: Collaboration: HEATH WILLIS - Coca-Cola Refreshments
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Tweets
 @relishresearch: Mobile is still about shopping but less so
for the buying. Challenge in migrating people from one to
the other for #Marriott #shopper360
 @GeometryGlobal: As we near the end of #Shopper360 we
can share these illustrated summary boards, which we
love...
 @JenniRoberton: More key than ever to understand path to
purchase, when only 11% of people intercepted outside a
store planned to purchase #shopper360
• Gen Z + Y more comfortable with omnichannel
• New generations will completely change retail and FMCG
industry
• Impact of mobile within P2P over the next 2 years
• Omnichannel is exploding
DAY 1: Collaboration: SARAH GLEASON/ROB JOHNSTON - GfK/Marriott
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Tweets
 @anastasia0831: @michaeldoran, heineken: the goal of
research is not data acquisition, the goal of research is
ACTION" #shopper360
 @philbarden: "Question your questions". Totally agree with
@mickinedinburgh #shopper360
 @GeometryGlobal: "Who is buying?" Michael Doran
@Heineken_UK examines the importance of understanding
the shopper #shopper360
• Question your questions: How much work is done to cover
our asses as opposed to generally learn & understand?
• Move from data to insights
• Increasingly need to engage stakeholders differently:
Understand the heart of the consumer
• Convert insight/data into activation in store
DAY 1: Collaboration: MICHAEL DORAN - Heineken UK
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Tweets
 @Shopper360: RT @davidtittensor: #shopper360 @SiAction
the Internet Of Things can lead to new ways of data capture
leading to relevant insight creation
 @MRX_Robot: RT ShailiBhatt: Online Path to Purchase &
"Data Detours" Infographic #newqual #mrx #qrca
#shopper360
 @NataliaKalinows: Multi-stage endurance = win a Client.
Internally and externally via @PepsiCo #shopper360
• Understand motivation, purchase decisions & touch points for
shopper marketing to resonate and have impact
• Focus on overcoming barriers and conversion rates
• Develop category vision and to work with shopper
segmentation to ensure effective tactics and actions
• Shopping mission as basis for strategy
• Images that relate to the context
DAY 1: Shopper Centricity: IVAN BROWNE - Kantar Retail
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Tweets
 @CLSWimbledon: #shopper360 go Korea to break in store
routines Peter van Keulen, Norm
 @relishresearch: Different payment mechanics visual styles
and key triggers for each country = localisation of drivers of
choice #shopper360
 @NataliaKalinows: RT @jfrankiewicz: Selling story as key
element in many aspects. #shopper360
• Know your target audience: Identify purchase barriers
• Color and shape defines your visibility on shelf
• Drive your consumers to increase their purchase: Set a
number
• Personal profiling can be frustrating, work profile vs personal
profile get mixed up on the web
• The auto pilot loves short cuts and strong cues: Contrasts
attracts attention
DAY 1: Shopper Centricity: PETER VAN KEULEN - Norm
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Tweets
 @NataliaKalinows: @mattymank brilliant presentation on
winning with shoppers #shopper360 @PepsiCo
 @NataliaKalinows: Multi-stage endurance = win a Client.
Internally and externally via @PepsiCo #shopper360
 @sawthatinstore: Matt Manktelow brings down the house
Wlking the Walk #Shopper360 SIA conf in Edinburgh
#kantarretail #pepsico #shoppermarketing @mattymank
• Compromise on a solution not the idea
• Experience will create more confidence in the research
• Ask the right questions to get reliable valid, useful results
• Understand implicit marketing methods and implications
DAY 1: Shopper Centricity: MATTHEW MANKTELOW - PepsiCo
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Tweets
 @NataliaKalinows: #ImageRecognition - another trend via
@Comarch #shopper360
 Jfrankiewicz: #comarch beacons used for personalised
shopper experience at #shopper360
 @CLSWimbledon: #shopper360 using game mechanics
drives engagement and is a top trend in retail execution
Alicja Strugala Comarch
• Technology enables better understanding of
consumer/shopper online and point of sale
• What truly influences shopper behavior?
• What will the store and shopper of the future look like?
• Create images that relate to the context
DAY 1: Shopper Centricity: ALICJA STRUGALA - Comarch
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DAY 2

THESE IMAGES ARE
PLACE HOLDERS
ONLY
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KYLE RHODES
DARD NEUMAN
Samsung/SmartRevenue
Samsung: Utilizing Mobile
Phone P2P Insights To Drive
Brand, Excitement,
Knowledge and Conversion
Through Experience
Programs
Day 2 Memory Wall
Summary
Day 2: Keynotes
Day 2: Shopper
Centricity
JONATHAN
MACDONALD
Thought Expansion
Network
Maximising Retail
Opportunities in a
Digitally-Enhanced
Future Landscape
DAY 2 Contents…
KEVIN BARRETT
Sainsbury's Supermarket
Experiences: What Will
People Want?
RICHARD TOLLEY
STEVE HILDEBRAND
Kantar Retail Europe
Closing the Purchase
Decision Gap through
Shopper Centricity
ANDERS FISKER OLESEN
Arla Foods
Winning Category
Vision: Making it
Happen
DAVID TITTENSOR
Warburtons Limited
Understanding
Omnichannel
Shopping and How it
Impacts the Evolution
of Category Strategy
SABINE SHAH
Swarovski
Incorporating Consumer
Shopping Insights into
the Mid-Term Planning
Process and Shaping
Consumer Centric
Strategies
KIM BROWN
DAN PLIMMER
Sainsbury's
Bringing Shopper Insight
into Reality
REBECCA BRISCOE
MIKE STEVENS
ASDA/Vision Critical
ASDA: Using
Customer
Communities for
Better Shopper
Understanding
BRYAN ROBERTS
Kantar Retail
Managing Channel
Blurring
JAMES BRETT
Kerry Foods
Confessions of a
Shopper Marketer:
Progress not Perfection
NATAŠA JOVANOVIĆ
Carlsberg Breweries
Driving Category Growth
Through Enhanced
Shopper Experience
BARRY LEMMON
TNS
Welcome & Opening
Remarks
CLICK TO GO TO PAGE
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Day 2 strongly emphasised the need to embed shopper insight and shopper-centricity into
everything a supplier or retailer does. We saw in the sessions that outstanding execution is
driven by collaboration within and between organisations.
27

Commentary from Barry:
 We often underestimate the change that will occur in the
next 10 years.
 The way we shop – exchanging time, money and angst in
return for items and satisfaction - will be transformed as
shoppers also trade privacy for personalization.
 Technology will disaggregate retail into component parts:
gathering, connecting with, helping, delivering to, trading
with and receiving payment from shoppers. Tomorrow’s
“retailers“ will be experts in and will monetize one or more
of these disciplines, and making a profit from the buying and
selling of goods will seem anachronistic.
DAY 2: Welcome: BARRY LEMMON - TNS
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Tweets
 @miriamstaley: The difference between a 'yeah, and...?'
feeling and a 'wow, oh...' feeling! @jmacdonald speaking
now at #shopper360 - expanding thinking :)
 @CLSWimbledon: #shopper360 are you brave enough to
disrupt yourself? asks @jmacdonald
 @Benjamin_Cox: RT @jmacdonald: There's 1% of stuff we
know, 1% we know we don't know, and 98% of stuff we
don't know we don't know @relishresearch #shopper360
• Industry challenge: Understand the consumer who creates,
sells, builds and destroys
• Future platform is collaboration and insight: Intuitively
understanding cause and effect in a particular context
• Ask the right questions. Be shopper centric. Are you ready for
change?
• Change the point of comparison
• Going from change management to management of perpetual
change
DAY 2: Keynote: JONATHAN MACDONALD - Thought Expansion Network
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Watch video on p. 59
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Tweets
 @relishresearch: Sainsbury's remedy to the window poster
debacle is to dumb down or 'rough up' behind the scene
posters to avoid future confusion #shopper360
 @anastasia0831: Supermarket Experiences: What will
people want? Great keynote by Kevin Barrett @Shopper
Insights Intl #shopper360
 @relishresearch: The battleground has shifted back to the
High Street for #supermarkets but large store formats still fill
a real need. #shopper360
• Value = combination of price and quality
• Use data to surprise
• Need to obtain long-term view of shopping baskets
• Store environment is second biggest driver of store choice
• Big reminder how important time is as an investment
DAY 2: Keynote: KEVIN BARRETT - Sainsbury's Supermarket
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Tweets
 @jsaxe44: There is a direct correlation between shopper
spending speed & basket size-Richard Tolley @kantarretail
#shopper360
 @jsaxe44: Behavior changes take time". @SteveH_KR sharing
great insights into execution of shopper marketing.
#shopper360
 @NataliaKalinow: Those who feel more comfortable #shop
more = greater #revenue @SteveH_KR #shopper360
• 4 shopper currencies: Time, Money, Angst, Privacy
• Focus on overcoming barriers and conversion rates
• Shopper is a capability NOT a function. Category vision →
Consumer / Brand → Sales = Shopper Mindset
• System 1 knowledge is imperative: Many bad habits need to
be changed
• Color and shape defines your visibility on shelf
DAY 2: Keynote: RICHARD TOLLEY/STEVE HILDEBRAND - Kantar Retail Europe
31
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Tweets
 @anastasia0831: #shopper360 "You need to take yourself
from being a product led company to a needs based
company" Anders Fisker Olesen, #Arla foods
 @CLSWimbledon: #shopper360 it feels like being Braveheart
everyday says Anders Fisker Olesen, Arla Foods, keynote
speaker at Shopper Insights In Action
 @ptdivers: Great & inspiring presentation from Anders Fisker
Olesen. Key thought for me was need to be brave & fast in
acting on shopper #shopper360
• Develop category vision and work with shopper segmentation
to ensure effective tactics and actions are in place
• Need to understand where our category sits within the overall
retailer’s business
• Retailers, brands and category captains need to drive
excitement into the shopping experience
• Increasingly need to engage stakeholders differently
• Integrate consumer & shopper marketing better
DAY 2: Featured Session: ANDERS FISKER OLESEN - Arla Foods
32
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Tweets
 @relishresearch: @davidtittensor is taking us through the speed
of change with his personal scene setting story. Adds to validity of
his paper #shopper360
 @anastasia0831: #shopper360 "We have moved from a society
based on the family to a society based on the needs of the
individual" @davidtittensor
 @ptdivers: Really enjoyed @davidtittensor's thoughts on the
changing face of shopping & how it influences @Warburtons
category strategy... #shopper360
• There is a blurring of the lines between main and replenishment
shopping
• Reclaim the omnichannel agenda
• Are big store formats now seeing the backlash of “choice paralysis”?
• Are terms such as main shop, replenishment, top up and other
outmoded in this brave new omnichannel world?
• The importance of the environment as key drivers of store choice
DAY 2: Collaboration: DAVID TITTENSOR - Warburtons Limited
33
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Tweets
 @jfrankiewicz: Selling story as key element in many aspects.
#shopper360
 @anastasia0831: Global cross pollination @ its best @ SIA Intl
with leading retail, fmcg, insights, category & mktg execs
#shopper360
 @ShopperLabUK: Gutted we're not at the @Shopper360
event this week! Looking forward to seeing all of the
#shopper360 tweets though. Maybe next year.. #MRX
• Think global, act local, trust, change of mindset. Let’s drive
action
• Shift away from traditional “brand messages” to behavioral
insights
• Be aware of the rules of behavioral economics
• Role of personalization: Change behavior and attitudes
• Are current ‘rules’ for retail execution complete and
comprehensive?
DAY 2: Collaboration: SABINE SHAH - Swarovski
34
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Tweets
 @relishresearch: 69% of shoppers buy the same brand as
last time. Don't discounters with their range of new /
unknown brands challenge habits? #shopper360
 @JenniRoberton: The difference between persuasion and
manipulation in marketing is intent #shopper360
@respondi_UK
 @relishresearch: Alarmed state prompts accelerated
purchase behaviours as we rush to spend to save. Achica
cleverly dials up the desperation. #shopper360
• Better understanding of the retailer process
• Create simple, seamless messages
• Offer cheaper, faster, simpler and easier shopping tips
(Especially if we’re shopping 5x a week!)
• Focus on best customers. Acknowledge them as best potential
• Include theories into heavy buyer analytics
DAY 2: Collaboration: KIM BROWN/DAN PLIMMER - Sainsbury's
35
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Tweets
 @charliesaidthat: RT @TheWebPsych: Of these two
objectively identical scenarios, which would you find more
persuasive? #shopper360 @philbarden
 @NataliaKalinows: #Price and #environment among top
key drivers of #store choice. Not convenience? Interesting.
#Shopper360
 @relishresearch: It's more important to shift behaviour as
attitudes will follow. Putting salad bar/fresh options 1st in
flow changes consumption #shopper360
• Is convenience all it’s cracked up to be?
• Communication and collaboration is key: We have to get
better as an industry at sharing insight and co-creating
solutions that are executable
• Are we just going to accept the continental divide between
the haves and have-nots?
• Understand the mindset
DAY 2: Collaboration: REBECCA BRISCOE/MIKE STEVENS - ASDA/Vision Critical
36
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Tweets
 @MRX_Robot: RT relishresearch: “JenniRoberton: Loving
the live infographics! #shopper360 respondi_UK #mrx
Agreed
 @relishresearch: 7 key steps to true shopper centricity. It's
not easy, but worthwhile to nail these. #shopper360
 @CLSWimbledon: #shopper360 your hash tag can become
your bash tag @jmacdonald
• Stop obsessing about the big trolley shop
• Start obsessing about male shopping behaviour
• 4 shopper currencies: Time, Money, Angst, Privacy
• With FMCG … are terms such as main shop, replenishment,
top up and other outmoded in this brave new omnichannel
world?
• Shopper missions and channels rule
• Understand the shopper mission before taking the next step
DAY 2: Shopper Centricity: BRYAN ROBERTS - Kantar Retail
37
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Tweets
 @TrinityMcQueen: Multichannel shoppers are more
valuable than single channel only shoppers according to
analysis by Kerry Foods #shopper360
 NataliaKalinows: #informationoverload -> enables
#autopilot. Teach the customer so they purchase your brand
in the autopilot mode #shopper360
 @TrinityMcQueen: new challenges for shopper marketing
with shift to multichannel shopper behaviour - we must get
closer to this say Kerry Foods #shopper360
• Understand motivation, purchase decisions and touchpoints
in order for your shopper marketing to resonate and have
impact
• You have 23 minutes before shoppers turn into zombies
• New opportunities for shopper marketing in the rise of the
multi-channel shopper
• The success of a shopper strategy/investment plan
• Understand the barriers of success
DAY 2: Shopper Centricity: JAMES BRETT - Kerry Foods
38
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Tweets
 @relishresearch: Samsung says that 89% of shoppers have
no purchase intention when visiting a shop. Must have real
impact on ideal store design! #shopper360
 @TNS_US: RT @tns_global: #Livestream tomorrow’s
Shopper Insights in Action sessions
• What people say they are going to do and what they do are
different
• More in store testing in real conditions
• Look for other places to meet shoppers
• The importance of the environment as key drivers of store
choice
• Huge impact of mobile within P2P over the next 2 years
• Convert insight/data into activation in store
DAY 2: Shopper Centricity: KYLE RHODES/DARD NEUMAN - Samsung/SmartRevenue
39

Tweets
 @JenniRoberton: Brands must look outside their category
before truly understanding who the competition is, say
@CarlsbergDK #shopper360
 @NataliaKalinows: Money off now vs autopilot. #Shopper360
 @anastasia0831: The brain loves shortcuts, you need to learn
to work with it not against it - Phil Barden @shopper360,
#shopper360
• Context is key: Change context of category
• Visual cues by category: Missing context
• Think about the consumer. Know the mission and occasion
• Understand the shopper mission before taking the next step
• Shopping mission could be the basis for strategy
DAY 2: Shopper Centricity: NATAŠA JOVANOVIĆ - Carlsberg Breweries
40
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DAY 3

42

JAN SOLTA
JIRI ZEMAN
SABMiller
Featured Session: Taking
the Beer Category
Further with Tesco
DUNCAN MACCONNOL
BARRY LEMMON
Kantar Retail/TNS
Key Learnings Capture
Day 3 Memory Wall Summary
Day 3: Keynotes
Day 3: Shopper Centricity
DAY 3 Contents…
SIMON THOMPSON
Esri
Location-Based Services
are Changing the Game
MATTHEW
MANKTELOW
PepsiCo
Encore Session: Winning
with Shoppers: Walking
the Walk
IAN MCGARRIGLE
Bell Pottinger and
World Retail
Congress/Retail Week
Understanding Context
& Highlighting a Couple
of Salient Trends
CAROL LEONG-SON
Procter & Gamble
Turning Shoppers into
Buyers: Understanding
What Really Influences
Shopper Behaviour
ALKI MANIAS
InContext Solutions
Virtual Store Research
Through Online 3D
Environment
Simulations
LEE SMITH
TNS
Getting Inside the
Modern Shopper’s Mind
KIRSTIE HAWKES
MELISSA FRANK
Kantar Retail/Bacardi
Creating a Shopper
Centricity Culture
LUIS FERNANDES
Campofrio Food Group
Successful 360º Launch
Plan of Cuida-t +
Campofrio’s Cross-
Category Healthy Range
CLICK TO GO TO PAGE
43

Day 3 explored how boundaries are being broken down in the
ways people will shop in the future. Changing behaviours
means finding new ways to measure what we do.
44

DAY 3: Welcome: DUNCAN MACCONNOL - Kantar Retail
Commentary from Duncan:
 Path to Purchase: Breadth and Depth of Shopper Insights
along the Path to Purchase*
 Making it Happen*
 Shopper-Centricity: Call to Action*
 Commitment to KPIs. Understand the behaviours that you
are trying to change, measure and report against them.
 A commitment to set up a share group to work on the
challenge provided by Matt from PepsiCo.
*Ref to page 6 for full commentary
45

Tweets
 @sawthatinstore: #SABMiller engaging presentation at
#shopper360 SIA conference in Edinburgh #reddotsquare in
supporting role awesome VR
 @relishresearch: Excellent example of using shopping
mission data to logically re-lay beer fixture from SAB Miller's
@rmcy13 great VR film. #shopper360
 @relishresearch: Final quote from Kevin Barrett chimes with
@jmacdonald and the need to acknowledge a sea change is
coming #shopper360
• Think about shoppers connect with your product
• Understanding the “occasions” driving the consumer purchase
• Change how shoppers connect with the brand
• Understand shopper mission data to create triple win
DAY 3: Featured Session: JAN SOLTA & JIRI ZEMAN - SABMiller
46

Tweets
 @firefishltd: "authenticity, trust & loyalty key to stairway to
brand heaven" @jmacdonald
 @relishresearch: @jmacdonald has a vision of going back to
the future, a return to the artisan. Hell yeah, bring it on!
#shopper360
 @Shopper360: Multi-channel shoppers are a lot more
valuable: 2.5 xs the spend of supermarket only #shopper360
• We live in a clicks and mortar world: Don’t forget the in-store
experience
• The internet of things has connected everything
• Understanding the information we actually have
• Geography has given us language and context
DAY 3: Keynote: SIMON THOMPSON - Esri
47

DAY 3: Collaboration: MATTHEW MANKTELOW - PepsiCo Encore
48
Download Slide Deck

Tweets
 @GeometryGlobal: What are you doing about the millennial
consumer? @IanMcGarrigle1 discusses on the last morning of
#shopper360
 @Shopper360: 50% of all food shopping will happen online by
2025 #trends #retail #shopper360
 @MortensenMads: #shopper360 "AND"....all retail business
will never be only on the web..said no Blockbuster! When you
see the need for change, its too late
• We live in a disrupted retail world
• Get back to the core to win loyalty
• Listen to what the retailers say
• Connect emotionally with shoppers
DAY 3: Collaboration: IAN MCGARRIGLE - Bell Pottinger/World Retail Congress/Retail Week
49
Download Slide Deck

Tweets
 @CLSWimbledon: #shopper360 Carol Leong-Son shares key
learnings on shopper psychology we can only assimilate 5
pieces of information
 @SiAction: 70% all purchases in store linked to signpost
brands - Carol Leong-Son P&G #shopper360 Evolution &
Geography in action
Key Learning’s Post-its
• Understand barriers using shopper psychology
• Create store consistency
• Help shoppers buy more and better
• The auto pilot loves short cuts and strong cues: Contrasts
attracts attention
DAY 3: Collaboration: CAROL LEONG-SON - Procter & Gamble
50
Download Slide Deck

Tweets
 @MortensenMads: #shopper360 If Insight is intuitively
understanding cause n effect in context is that then being
consciously or unconsciously competent? FFT
 @GeometryGlobal: As we near the end of #Shopper360 we
can share these illustrated summary boards, which we
love...
• The importance of creating a tailored/customised experience
• Understand customer behavior and attitude
• Virtual research is faster, smarter and more profitable
DAY 3: Collaboration: ALKI MANIAS - InContext Solutions
51
Your Insights, In Context

Tweets
 @sawthatinstore: Lee Smith presentation at #shopper360
SIA conference- artist interpretation of content
 @relishresearch: Will hyper-markets still exist in 5 years
time? What needs will they fulfil? Will they become indoor
markets of artisans? #shopper360
 @anastasia0831: #shopper360 Can a category influence a
shopper's missions or product choice?
• Get close to the research
• Information is not knowledge: Watch what people do
• Ask the right questions
• Have a better understanding of shoppers as humans
DAY 3: Shopper Centricity: LEE SMITH - TNS
52
Download Slide Deck

Tweets
 @MortensenMads: #shopper360 1.day consumed with lots
of interaction and a current preference for Speyside:-)
 @NataliaKalinows: @YouTube the 2nd biggest #search
engines on the world? #shopper360 #digital
 @relishresearch: Love product partnerships. #Lurpak with
new potatoes and asparagus had to be a marriage made in
heaven yields 67% sales uplift. #shopper360
• Establish a shopper centric culture
• Understand shopper thinking earlier in process
• Ask the right questions at the right time
• What does success look like?
DAY 3: Shopper Centricity: KIRSTIE HAWKES/MELISSA FRANK - Kantar Retail/Bacardi
53
Download Slide Deck

Tweets
 @relishresearch: Shopper marketing should not be a
department but a capability within an organisation says Luis
Fernandes from Campofrio. #shopper360
 @MortensenMads: #shopper360 AND vs. OHH. Can we act
as speedboats, split & spin, increasing the exponential
change and disruption to return to the artisan?
 @NataliaKalinows: The fastest growing #currencies are the
peer-to-peer ones #shopper360 #peer
• Break through barriers: Need support from retailers
• What is the retailer process
• Land a range review or category vision in store is key to
unlocking more success as a supplier
• Empower shoppers through health and nutrition
DAY 3: Shopper Centricity: LUIS FERNANDES - Campofrio Food Group
54

Your Closing Tweets
 @metroecosse: We've enjoyed some excellent presentations over
the last 3 days here at the @SheratonEDI - we're proud to be a part
of #shopper360 2014!
 @anastasia0831: #shopper360 Were would you like to see the Intl
Shopper Insights in Action Event held in 2015? Tweet us your
suggestions. @shopper360
 @IIRUSA: A very special thank you to all our amazing #shopper360
tweeters, faculty, sponsors & partners #retail #mrx #uRock!
#Edinburgh See u > 2015
DAY 3: Shopper Centricity: IVAN BROWNE - Kantar Retail
What are your key learning's from the 3 days?
 What were the key learning points (insights) you take from this
event for your organisation - given what you are already doing?
 How can you apply these points in practice (do differently, do
more or less)?
55

Additional Resources

57
Interested in Speaking?
Want to Sponsor?
Marketing & Media Partnership?
Rachel McDonald
rmcdonald@iirusa.com
Jon Saxe
jsaxe@iirusa.com
Alexandra Saland
asaland@iirusa.com
Upcoming Events:
The 15th Annual Shopper Insights in Action Conference
July 20-22,2015
Chicago, IL
www.shopperinsightsevent.com
FUSE
April 13-15, 2015
Chicago, IL
www.iirusa.com/fuse
The Market Research Event
October 20-22, 2015
Orlando, FL
www.themarketresearchevent.com
Contact Us & Future Events Schedule…

58
@Shopper360 Shopper
Insights in
Action Group
My Shopper360
Blog
fb.com/shopper360 Shopper
Channel
Hashtag Archive: #Shopper360
 Eventifier
 Seen
Follow our live feed
Knowledge Network: Connect Here…

59
Key Learnings Capture
The 4th Annual Int'l
Shopper Insights in Action
Event Sneak Peek
Time Lapse: Themes & Key
Learnings
Kevin Barrett, Director of
Space and Formats,
Sainsbury's
Sabine Shah, Senior
Consumer Insights
Manager, Swarovski
Jan Solta, Shopper
Marketing Manager Off-
trade, and Jiri Zeman,
Category Development
Manager, SABMiller
Jonathan MacDonald,
Founder, Thought
Expansion Network
Video Interviews…

60
Kantar Retail is the world’s leading retail and shopper data insights and consulting business and is part of the Kantar Group, the data investment
management division of WPP. We work with leading consumer goods manufacturers and retailers to transform the purchase behaviour of consumers and
shoppers through the use of retail and shopper insights, purchase data analytics, consulting, organisational development and retail virtual reality services.
Kantar Retail tracks and forecasts over 1000 retailer’s performance globally and maintains a robust purchase behaviour database in the US. We work with
over 400 clients and have 20 offices in 15 markets around the globe. www.kantarretail.com/
Red Dot Square Solutions enables clients to make better decisions, faster and cheaper by using virtual reality to collaboratively create, adapt and test
designs. Red Dot’s comprehensive technology suite and rich retail environments provide a foundation to design, test, research and visualise in the virtual
world, enabling global retailers and manufacturers to win at the point of purchase. Red Dot understands client’s needs and the commercial pressures under
which they are perating. Our approach is collaborative as we seek to work with clients to enable them to achieve their strategic goals through making better
decisions, faster and cheaper. www.reddotsquare.com
TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and and customer and employee relationships, 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 behaviors and attitudes across every cultural, economic and political region of the world. TNS is part of
Kantar, the data investment management division of WPP and one of the world’s largest insight, information and consultancy groups. www.tnsglobal.com
Thank You to Our Event Partners…

61
Thank You to Our Sponsors…

Speakers’Portraits…
62

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