1. r IQ?
ou measurement
promotions
alignment
events
Y
retailer ROI displays
create action alley
hat’s
grasp the marketing
activation
shelf path to purchase technology
merchandising packaging experience mobile
touchpoint
shopper
trends
W
media
manufacturer collaboration social
solutions
research
store brands
consumer purchase trigger
smartphone
metric
digital
effectiveness
needs
in-store focused
online engage
purchase
Come curious. Leave inspired.
Oct. 18-20, 2011
Exposition: Oct. 19-20
Navy Pier, Chicago
www.ShopperMarketExpo.com
2. WELCOME
Grasping the path to purchase has never
been more important. Rapidly expanding
2011 Shopper Marketing
perceptions about what constitutes Expo Co-Chairs
effective shopper marketing demand that The Expo is backed by these industry leaders who support
progress and advancements in effective shopper marketing.
you gather more information and learn as
much as possible from industry experts April Carlisle
and leaders. Leader, Shopper Marketing COE, North America
So, I invite you to join us at the Shopper Marketing
Expo. By attending the Expo you and your colleagues Anne Chambers
CEO
will engage with some of the industry’s brightest minds;
you’ll have ample opportunity to interact directly with
leading edge products and services; and you will acquire
critical, game-changing insights and information that Chuck Luckenbill
VP, Visual Merchandising
will help you form deeper connections with prospective
shoppers.
Mary Sagripanti
If this arena is important to you, please take a few Senior Director, Shopper Marketing
minutes to look through the incredible array of offerings
available to you at the Expo. Easily two full days of
interaction — from sun-up ‘til sundown — will be required
Dave Sommer
of you if you wish to receive maximum benefit from your Partnership Leader, Global Marketing Solutions
experience.
Register today, etch the dates in stone and join us (along Paul Sternhell
Leader, Shopper Marketing Solutions
with a few thousand equally hopeful souls) as we strive
to grasp and master the path.
Christy Tappy
Sincerely, Americas Shopper Marketing Director
Peter Hoyt
Executive Director & CEO
In-Store Marketing Institute KEYNOTE SPONSOR: SPONSORS:
Curriculum Development Committee
Special thanks to the Curriculum Development
Committee whose invaluable input helped shape
the 2011 Expo seminar program.
April Carlisle, Leader, Shopper Marketing COE,
North America, PROCTER & GAMBLE
Brett Groom, VP, Media, Digital & Social Marketing,
CONAGRA FOODS
TRACK HOSTS:
Jim Lucas, EVP, Global Retail Insight & Strategy, DRAFTFCB
Laura McCorvie, SVP, Customer Growth & Shopper
Marketing, KRAFT FOODS
Laura Moser, Executive Director, Retail Strategy, G2
Mary Sagripanti, Senior Director, Shopper Marketing,
KRAFT FOODS
2 Register at www.ShopperMarketExpo.com by October 7
3. The Learning Curve
Success along the path to purchase requires intelligent collaboration
between consumer product marketers and retailers, along with constant
monitoring of the ever-changing shopper. Are you prepared?
The Shopper Marketing Expo
will advance your P2P IQ.
How do I leverage This comprehensive event delivers a robust
social platforms such as educational program linked to an inspiring
Facebook, Groupon, Twitter trade show floor that will help you
How do I and blogs? connect the dots.
integrate an How can I promote a Expand your horizons. Spend some
approach to shopper-centric vision
time with renowned industry
experts and key solution providers
digital that will across sales, brand and
who’ll share valuable knowledge
and insights aimed at advancing
bring results? channel management? brand equity and driving sales.
Will location-awareness How do I choose the right The Expo fosters a better
channel, medium and elements understanding of actionable
tools transform shopping? to fit certain objectives? strategies that will reach, engage
and influence consumers along
Can eye tracking and
neuroscience really improve
How do I leverage the path to purchase.
shopper marketing? in-market testing?
How do I ensure that Can brands overcome
shopper insights message desensitization,
are reflected benefit deflation and
Table of Contents
inside stores? “center-store disease”?
What Not to Miss .............................4
Shopping apps:
Who Attends & Why.......................5
Is it better to Tuesday Symposiums.....................6
build or partner? Shopper Education 101 ..................7
Keynote Addresses .................... 8-9
Wednesday Seminars ............ 10-13
Thursday Seminars...................14-17
Exhibit Hall .................................. 18-19
Design of the Times .....................20
Travel & Pricing ............................... 21
Expo At-A-Glance......................... 22
Registration ..................................... 23
Register at www.ShopperMarketExpo.com by October 7 3
4. WHAT NOT TO MISS
NEW PROGRAMMING...
Google Theater Shopper Education 101
Hear the latest on mobile, digital shopper The new Shopper Education 101 series is designed to help
marketing and online advertising. Check out those new to shopper marketing and insights master the
four sessions, presented by Google, that will basic fundamentals of the discipline.
explore these emerging tools and keep you
up-to-date on current digital trends along • An intensive symposium
the path to purchase. For your convenience, from PepsiCo and The
sessions repeat on both Wednesday and Shopper Intelligence Agency
Thursday. See pages 12-13 & 16-17. will cover the pillars of
shopper marketing.
• Campbell Soup/Pepperidge Farm will explain the
evolution and effectiveness of shopper insights.
See page 7 for more details about this unbeatable
combination of shopper marketing education.
IMPORTANT TOOLS...
Featured Exhibitors Expo App
Vetted by a jury of brand marketers Expo has a mobile app!
and retailers, “Featured Exhibitors” This digital tool offers
offer the most innovative and up-to-the-minute Expo
intriguing solutions. While you’re updates, a full session
visiting these “must-see” companies, lineup, speaker bios,
take a picture of the Featured exhibitor and booth
Exhibitor SnapTags and earn a chance information, show
Snap & Send to 26753
Or to expo@snaptag.mobi to win $200 in our SnapTag contest. floor maps and more.
You can also Scan with the SnapTag Reader
SnapTag by SpyderLynk
See page 18 for complete details. Instructions on how to
download this app will
be provided when
you register.
SPECIAL EVENTS...
Who’s Who Breakfast
An annual favorite, the Who’s Who Breakfast will honor
retail and consumer product marketers who have made a
significant impact in shopper marketing.
Feature Presentation:
Shopper Solutions: Emerging Best Practices for Combining Design of the Times Gallery
Digital Content and Community with In-Store Activation Peruse through the new and improved gallery
to check out this year’s Design of the Times
Presented by:
finalists. The gallery is open both Wednesday
MATTHEW EGOL
and Thursday. See page 20 for details about
VP, Consumer, Media & Digital Practice
attending the awards ceremony.
Booz & Co.
Introduction by:
DENNY BELCASTRO
EVP, Industry Affairs &
Membership Services
Grocery Manufacturers Association
Hosted by:
4 Register at www.ShopperMarketExpo.com by October 7
5. WHO ATTENDS & WHY
Three Days in Chicago that Will Define
Your Success at Retail Forever
Join the Industry’s Our proposition is simple: Invest a few days at the shopper marketing
industry’s most important annual conference and take home business
Sharpest Minds strategies, tactical skills and retail inspiration that will translate into
lasting results for you, your brand and your trading partners.
Brand Marketers &
Retailers
• Brand and Product Teams
• Marketing Directors
• Shopper Marketing Teams
• Shopper Insights Managers
• Merchandising Managers
• Purchasing Managers
• Packaging Managers
• Product and Category Managers Cutting-Edge Content Taught
By the Biggest Names
Crafted to inspire your whole team, the Expo delivers focused,
Marketing & practical content on today’s hottest topics through symposiums,
Ad Agencies high-profile keynote addresses and a 9-track educational seminar
program. Soak in the know-how from more than 60 world-class
• Creative Directors shopper marketing experts, researchers, and practitioners — the
• Account Teams real thought-leaders on the path to purchase.
• Graphic Designers
• Sales Promotion Managers
• Print Production Managers
Business-Driven,
Multidisciplinary
Solutions
In-Store Display Only the Expo focuses 100%
Design Firms on connecting you with the
people, ideas and tools that
• Senior Management
are essential to success in the
• Production Managers field of shopper marketing. In
the Exhibit Hall, you will find
• Account Executives
products, services and professionals who drive sales at retail. Easily
• Design Directors compare and evaluate these solutions on the show floor and during
educational programs to optimize your learning.
• Purchasing Executives
• Design Engineers
Networking
Retail Technology Firms with Shopper
• Digital & In-Store Marketing’s Best
Marketing Directors
Join thousands of your
• Innovative Technology Directors in-store marketing colleagues
at popular networking events
• Customer Engagement
designed to link attendees
Technology Managers
who can help each other.
• Mobile Specialists
Register at www.ShopperMarketExpo.com by October 7 5
6. SYMPOSIUMS
#S01 | Transforming Shopper Insights to Shopper Hosts/Speakers:
Marketing Action
Tuesday, October 18 | 1:00 - 4:30 pm
Hosts/Speakers:
Alison Chaltas, EVP, Sarah Gleason, SVP, and Joanna Ebert, Senior Consultant,
GFK INTERSCOPE
Speakers:
Peter Naumann, Director, Category Development, PHILIPS CONSUMER LIFESTYLE;
J.D. Spangler, VP, Category Development, HANESBRANDS INC.
Technology, economic, demographic and globalization trends have radically altered the landscape
for marketers. Times are changing and shopper marketing is infusing every directive and initiative.
Leading-edge companies are ramping up their capabilities. While 70% of senior leaders say that
capability-building is one of their top three strategic priorities, only 25% of the benchmarked
respondents believe their current programming is effective in delivering results.
The key gap: most companies lack the capability to unify shopper insights and retail activation.
Speakers:
Through industry research and real world application, including discussion of the 2011 GfK
Futurescope benchmarking study, this symposium will help you close this gap. Joining GfK is Peter
Naumann of Philips Consumer Lifestyle and J.D. Spangler of Hanesbrands Inc. who will share living
case studies of their companies’ journeys to improving their ability to transform insights into proven
shopper marketing results.
Designed specifically for seasoned shopper marketing leaders looking to ramp up their skills, this
hands-on program will help you gain competitive advantage through key next-generation shopper
marketing capabilities including:
• Connecting the dots across disparate data sources and better research ROI.
• Crafting strategic, data-based approaches that yield more effective programs.
• Leveraging insights as strategic currency that strengthen relationships between
manufacturers and retailers.
• Elevating skills to create more motivated and satisfied employees.
#S02 | The Social Shopper Hosts/Speakers:
Tuesday, October 18 | 1:00 - 4:30 pm
Hosts/Speakers:
Lisa Diehlmann, SVP, Digital Strategy and
Ethan Goodman, Director, Digital Strategy, LEO BURNETT/ARC WORLDWIDE
Speakers:
John Andrews, Founder/CEO, COLLECTIVE BIAS;
Lee Brown, SVP, Sales, GROUPON; Speakers:
David Sommer, Partnership Leader, Global Marketing Solutions, FACEBOOK;
Marti Walsh, Senior Brand Activation Manager, My Coke Rewards, THE COCA-COLA CO.;
Narni Ilagan Yoder, Account Solutions, Head of CPG, GOOGLE/YOUTUBE
Social media has become a prevailing communication channel and marketing forum, but what does
social media have to do with shopper marketing? Lots! 83% of adult Americans use social media and
45% have woven social media into their shopping. 93% of social shoppers have received a coupon or
promotion offer from a friend. With trends such as these, it is important for marketers to understand
how to integrate social media into their marketing initiatives.
Attend this advanced learning session to find out how and why shoppers engage with social media
across a variety of platforms. Hear how social platforms are evolving to create relevant interactions
with shoppers. Leave with five learnings on how to build a stronger path to purchase using social
media marketing tools. This session will:
• Share quantitative and qualitative research that illuminates the shopper’s view on how and when
they are willing to socially participate with retailers and brands. Video footage will bring this to life.
• Expose opportunities for leveraging key social platforms such as Facebook, Groupon, YouTube,
Twitter and blogs with both national and customer-based shopper marketing initiatives.
• Provide examples of how marketers today are effectively using social media to influence shoppers.
Marti Walsh, from Coca-Cola, will talk about the “My Coke Rewards” program.
• Include a panel discussion with Facebook, Groupon, YouTube, and blog platform experts along
with Coca-Cola and other brand marketers on the best ways to develop social shopper programs.
6 Register at www.ShopperMarketExpo.com by October 7
7. SHOPPER EDUCATION 101
New this year, at the recommendation of the Curriculum Development Committee, Expo proudly
introduces the Shopper Education 101 series, an unbeatable combination of presentations
addressing the fundamental tenets surrounding shopper marketing and shopper insights.
Focused on developing a clear, basic understanding of the shopper marketing discipline, the Shopper
Education 101 series is intended to help individuals with varying titles and skill levels throughout the industry.
Attendees will include:
• Managers who have been reassigned to a shopper marketing department.
• Newbies to the shopper marketing industry.
• Entire shopper marketing teams seeking higher returns.
• Agencies looking to better serve their clients’ needs.
• Any organization looking to determine optimal positioning in the shopper marketing ecosystem.
SHOPPER MARKETING
#S03 | Shopper Marketing Theory and Practice
Tuesday, October 18 | 1:00 - 4:30 pm
Kristine Abrahamson, Senior Marketing Director, Customer Innovation, PEPSICO;
Christopher Brace, Owner, THE SHOPPER INTELLIGENCE AGENCY
Learn the fundamentals of shopper marketing: its pillars, functions, and benefits, and bring it all together by writing
your own industry definition for shopper marketing. Begin to understand which activities/vehicles qualify as shopper
marketing and which ones do not. Define real insights (versus generalizations) and how to identify and properly articulate
them. This session will:
• Solidify what shopper marketing is and how to more clearly define it for your organization.
• Challenge some accepted thinking by discussing what shopper marketing should do versus what it can do by asking
the question, “What do I want my shopper marketing programs to be held accountable for?” Can shopper marketing
directly build brand equity? Is this a measure you want to be held accountable for at the end of the year?
• Draw a clear distinction between an insight and a generalization in order to significantly improve the quality of the
insights you use.
• Put forth a definition of a shopper insight and the role it plays in shopper marketing.
• Identify the different types of insights used in shopper marketing.
• Discuss what to do when the shopper and the consumer are not the same person.
SHOPPER INSIGHTS
Russ Onish, VP, Shopper Insights & Category Solutions and
Mary Jean Pogoda, Senior Manager, Shopper Insights, CAMPBELL SOUP/PEPPERIDGE FARM
#401 | What it is and Why it’s Taken CPG by Storm
Wednesday, October 19 | 12:30 - 1:30 pm
Shopper insights emerged out of virtual vacuum and rapidly permeated the CPG industry. In a first of its kind, the
presenters draw upon relevant experience at IRI, Kraft, Nestle, J&J and most recently Campbell Soup/Pepperidge Farm
to demystify the discipline and underscore its significance to a high performance organization. Come learn about:
• The emergence of shopper insights as a research discipline and its interrelationship with other research domains.
• The evolution of shopper insights as a function and its connectivity to other functions in a dynamic organization
including its influence on category management and shopper marketing.
• The new areas of collaboration among suppliers, manufacturers, and retailers with the shopper at the core.
• The skills and experiences required to be an adept practitioner of shopper insights. THIS TRACK
HOSTED BY:
• The key metrics and frameworks that underpin the discipline, especially the path to purchase.
• Translating shopper insights into recommendations you activate in the marketplace.
#402 | How to Bring it to Life and Build Organizational Capabilities
Wednesday, October 19 | 2:00 - 3:00 pm
Now that you know what shopper insights is all about and why it’s all the rage, come learn how to do it well. This Shopper Insights 101
sequel will guide you through the path to purchase. Along the way you will explore the killer questions and best research methods to
address them. Topics include:
• Expanding your organization’s mindset to put the shopper at the heart of your strategies.
• Prioritizing your issues and opportunities to create a shopper learning plan.
• Evaluating methodologies and suppliers to address your research priorities.
• Establishing strategic frameworks to gain organizational alignment, communicate recommendations and build expertise over time.
• Translating shopper insights into recommendations that you can activate in the marketplace.
Register at www.ShopperMarketExpo.com by October 7 7
8. WEDNESDAY KEYNOTE
Wednesday, October 19 | 9:30 - 10:30 am
#K1 | How to Build Shopper Loyalty
for the Long Haul: What to Do, What
Not to Do and What to Do Next
Building shopper loyalty is becoming harder and harder. So
many places to shop, so much focus on the deal, so many things
competing for time and money. But it can be done – it must
CVS/Pharmacy logo
horizontal 4-color process uncoated
File Name: CVS_H_CMYK_uncoat.eps be done.
HELENA FOULKES
EVP & Chief Health Care Helena Foulkes, EVP & Chief Health Care Strategy and Marketing
Strategy and Marketing Officer Officer, CVS Caremark, and Wendy Liebmann, Founder, CEO &
Chief Shopper, WSL Strategic Retail, will show you how to build
shopper loyalty with real life retail experiences and an in-depth
understanding of shoppers and how to keep them in “the store”
today – and tomorrow.
You will learn:
• Critical components to building retail loyalty – in store and out.
• What retailers expect of you.
• What to build into your shopper strategy to stay ahead of the
changing marketplace – what’s essential, what to avoid and
what no longer works.
WENDY LIEBMANN
Founder, CEO & Chief Shopper
KEYNOTE SPONSOR:
8 Register at www.ShopperMarketExpo.com by October 7
9. THURSDAY KEYNOTE
Thursday, October 20 | 9:30 - 10:30 am
#K2 | For the Love of Shopping — Inspiring
Buying Momentum Through Facebook
In today’s cluttered marketing environment, winning at the first
moment of truth (FMOT) is even more complex. As a result, it is
imperative to engage shoppers beyond the store and throughout
the entire shopping experience. Connections on Facebook and
the ability to drive word of mouth at scale have become new
influences along the path to purchase.
CAROLYN EVERSON
VP, Global Marketing Solutions
Carolyn Everson, VP, Global Marketing Solutions, Facebook,
Michael Schmidt, Director, Walmart Beauty & Health, Procter &
Gamble, and Dina Howell, Worldwide CEO, Saatchi & Saatchi X,
will share their vision and experiences on how to use Facebook
and social media to create transformative sales for your brands
throughout the path to purchase.
You will learn:
• How to leverage Facebook as a dynamic touchpoint on the
path to purchase.
• How Facebook is changing shopping.
• How brands can engage in this dialogue.
DINA HOWELL
Worldwide CEO
MICHAEL SCHMIDT
Director, Walmart Beauty & Health
Register at www.ShopperMarketExpo.com by October 7 9
10. SEMINARS
Wednesday, 8:15 am Wednesday, 12:30 pm
DIGITAL PATH TO PURCHASE
Terry Mangano #101 | The Advent of Shopping Media: Where #102 | Engaging Shoppers on Retail Websites Before
Catapult Marketing Madison Avenue Meets Online Shoppers They Go to the Store
Steve Nottingham, SVP, Client Service/Digital Practice Leader, Sally Foxx, Senior Manager, Global Online Development,
MARS ADVERTISING, David Selinger, CEO, RICHRELEVANCE SAMSCLUB.COM; Greg Murtagh*, CEO, TRIAD RETAIL MEDIA
Two-thirds of shoppers begin the path to purchase online – and one Marketers and retailers are striving to impact their customers along
in five start at a retail site. Therefore, advanced consumer brands are an evolved path to purchase. The ability to reach the shopper with the
shifting their marketing dollars towards the online channel where they right message for the right channel at the right time at every influence
can have a direct dialogue with shoppers. Target.com recognized the point is what distinguished great marketers from good marketers. As
Karyn Bruce value of its shopping audience and has introduced “Shopping Media,” a membership business, Sam’s Club is positioned to deliver relevant
Froseth Karas a new program designed for brand marketers. Shopping Media is messages to its members at increasing numbers of touchpoints.
defined as highly relevant advertising that complements the online Takeaways:
shopping experience, providing users with contextually relevant brand
advertising deep in the purchase funnel. Hear about: • Hear how Sam’s Club is expanding its points of member influence at
all touchpoints before, during and after the sale.
• The prioritization of Shopping Media for CPG brands.
• Key tactics include website, mobile and social media.
Vince Voron • A case study of brands on Target.com on how this retailer
(and others) have introduced a new channel for brand marketers • Learn how to determine what is the most relevant to shoppers.
The Coca-Cola Co.
to engage consumers.
• How CPG brands are leveraging real-time data from Shopping
Media to capture consumer insights and market trends.
Laura Jim Lucas FUELING CREATIVITY
Johnston
#201 | In-Store Creative isn’t Just “In-Store” Anymore #202 | Cool Insight – Is it Hot Enough to Make it in Store?
Doug Van Andel, Executive Creative Director and Peter Viento, Laura Johnston, SVP, Group Creative Director and Jim Lucas*, EVP,
Executive Creative Director, SAATCHI & SAATCHI X Global Retail Insight & Strategy, DRAFTFCB
“In-store” is designed to meet shoppers wherever they may be. Whether While we are better at uncovering shopper insights via a variety of
at a point when they’re in the mindset to buy or anywhere along the path research methods, there is still a nagging feeling that not all insights
Patrick Moorhead to purchase, shoppers are channel and media agnostic. equally impact the creative development process. Some are better at
Draftfcb “getting into the store” than others. The value of insights can be judged
Shopper marketing is rapidly expanding to include many more media
channels, from online to mobile shopping assistants and apps to by their ability to: serve strategy development, lead to actionable ideas,
interactive kiosks, pop-up stores, experiential and social/e-commerce to affect change in specific shopper behavior and inspire the development
engaging in-store creative executions. team. This session will show how to use shopper insights to fuel the
creative development process. It will focus on intent (vision of what we
Not only does shopper marketing come to life differently based on want to achieve) and sequencing (apertures for bringing about a desired
channel and media, it changes based on region and around the world. As outcome). Both play different, complementary roles in the creative
digital and shopper grow, they are coming together to create a creative development process. This co-presentation by creative and planning
Will Clarke force that will eclipse all other marketing activities. This session will cover: team members shows “valuable” insights can be developed and
The Integer Group • The principles to developing best-in-class shopper creative and tools brought to life for shoppers. Session takeaways:
to overcome purchase barriers and develop game-changing ideas. • An understanding of criteria for judging the value of shopper insights.
• How great creative makes a difference and improves shoppers’ lives. • How shopper insights can help fuel the creative development process.
• How the current economy affects creative execution. • How to ensure shopper insights are reflected in the store.
Bill Chidley
Interbrand
Design Forum BEST PRACTICES/BIG PICTURE
#301 | Supercharge Your Shopper Marketing with #302 | Organizational Best Practices: Finding the
Super Regional Retailers – Why it’s a Winning Shopper’s Voice Among 13 Disparate Businesses
Investment Lisa Gunther, VP, Marketing and Elizabeth Ubell, VP, Category
Terry Mangano, EVP, CATAPULT MARKETING Management, NEWELL RUBBERMAID
Steve Nottingham The session takes a deeper dive into which regional powerhouse Building a shopper-centric organization at Newell Rubbermaid has
MARS retailers provide the best investments for shopper marketing funds, been a multiple-year journey involving 13 distinct business units and
Advertising including an overview of proactive store loyalty initiatives, mobile the creation of corporate centers of excellence. The transformation
outreach, examples of shopper segmentation and the integration of began with brand management and has evolved to create a commercial
pre-store and in-store influencers. Opportunity volume can be found operating system (brand + channel + sales) focused on winning with the
through selective investments against specific regional retailers who consumer, shopper and customer. In our journey to create a common
know how to leverage shopper marketing support to grow brands and culture that builds brands that matter, there are both successes and
categories. In this session you will learn: obstacles to share. In this session, you’ll learn the importance of:
• Why it pays to do control/store tests among regional powerhouse • Establishing and communicating a detailed functional vision, which
retailers. is coordinated across sales, brand management and channel
management.
• How to influence the path to purchase via digital shopper marketing.
• Investing in organizational capability and individual people
• How shopper marketing builds store/brand loyalty among super
development enabled by a common assessment approach and
regional retailers over time – and higher category shares.
training commitment.
• Recognizing the journey and focusing on one or two key changes
each year that ladder to the longer term.
10
11. Wednesday, 2:00 pm Wednesday, 3:30 pm
THIS TRACK HOSTED BY:
#103 | Digital Practices at Retail #104 | LBS = Location Based Shopper? Lisa Elizabeth
Steve Bullock, SVP, Director of Insight & Strategy, Patrick Moorhead, SVP, Group Management Director, Mobile Gunther Ubell
TBWA/THE INTEGER GROUP Platforms, Chicago, DRAFTFCB Newell Rubbermaid
It used to be that shoppers existed in the retailer’s world. Now retailers The mobile phone is quickly evolving into a location awareness tool
are scrambling to understand and adjust to the reality that they indeed helping consumers know not only where they are at any moment, but
exist in the shopper’s world. As such, this seminar will walk you through also what is around them. From services that allow for the delivery
how digital is empowering shoppers, review best practices and show of targeted text messages triggered by consumers’ movements to
best-in-class examples. Seminar tangibles: smartphone applications that are aware of location in a store, mobile
• A general understanding of best practices in digital at retail. and location awareness are transforming the ways that consumers David Selinger
shop, purchase and unlock value from the brands and retailers they RichRelevance
• Numerous examples to share. trust. This session will look at:
• A broad overview of digital applications around the country. • The key trends in technology driving this behavior.
• The strategic implications of location based shopper marketing.
• Examples from the key players in the location space today.
Bruce Vierck
RTC
THIS TRACK HOSTED BY: Peter Doug
Viento Van Andel
#203 | Improving the Document Formerly Known as #204 | Truth and Beauty at Retail Saatchi & Saatchi X
the Creative Brief Will Clarke, Executive Creative Director, Dallas,
Bruce Vierck, VP, RTC THE INTEGER GROUP
Retail programs have become much more complex. They require What do the Greek classical ideals of truth, beauty and joy have to do
broader levels of input and higher levels of strategy. The process for with shoppers, retailers and your brand? In short: everything. Truth,
enrolling, aligning and inspiring development teams needs to be richer, beauty and joy have undeniable power when it comes to influencing
more interactive and more fluid. In this session, RTC shares how shopper behavior. That’s because humans are naturally attracted to Sally Foxx
“creative briefs” have evolved into new methods and processes for what is beautiful and true and equally repelled by what is ugly and SamsClub.com
driving innovation and delivering results. Key takeaways include how to: untrue. The reasons for this compelling attraction are multitude – from
the evolutionary and biological to the cultural and historical. Discover
• Gather the inputs of insights, strategies and inspiration.
how to use the immutable laws of truth and beauty to build your brand
• Use the right templates to convey the story to team members. and drive sales in-store, online and beyond.
• Apply the right interactive methods to involve all stakeholders. • Define beauty and its affects on your shopper and your stock price.
• Learn the value of being true to your shopper and your brand. Steve Bullock
• Uncover the infectious power of joy along the path to purchase. TBWA/The Integer
Group
Greg Murtagh
THIS TRACK HOSTED BY: Triad Retail Media
#303 | Bringing Brand and Sustainability Positioning #304 | The Six Challenges to Innovation
to Life at Retail in Shopper Marketing
Karyn Froseth, Director, Shopper Marketing Capability, Bruce Karas, Bill Chidley, SVP, Shopper Sciences, INTERBRAND
VP, Environment & Sustainability and Vince Voron, AVP, Strategic DESIGN FORUM
Design, THE COCA-COLA CO.
This provocative session will help shopper marketers seeking to shift
The Coca-Cola Co. has a global commitment to fostering sustainability their focus beyond short-term wins to long-term success. Innovation *Faculty Members
as a core principal of its global business, including within the retail requires overcoming key challenges including routinization, message have presented at
environment. To further its efforts the company is developing a family desensitization, trial-to-habit conversion, benefit deflation, retailer/ a minimum of one
of 100% recyclable merchandise display racks for use in grocery category association and “center-store disease.” A virtual tour of the other Institute event
and convenience stores in the U.S. The first GIVE IT BACK rack is a best and worst of the retail landscape will help reframe challenges to and have received an
free-standing unit made of easily recyclable corrugate and designed to audience rating of
get to executions that work. Takeaways: > 3.2/4.0 scale.
communicate sustainability to shoppers.
• Gain new perspective on breaking through to shoppers in-store.
The GIVE IT BACK rack is the first step in building a comprehensive, **Distinguished
closed-loop retail equipment program where Coca-Cola creates • Examine real-life examples that illuminate lessons and opportunities. Faculty Members have
recyclable in-store merchandise racks and then recovers, reuses and/or presented at four or
• Learn how to reframe your challenges in order to drive innovation.
more Institute events
recycles the displays. Attendees will learn: and have received an
• How a deep commitment to sustainability can drive unique and audience rating of
innovative retail opportunities. > 3.2/4.0 scale.
• How shopper insights were used to inform this initiative.
• How industrial design plays a key role in communicating innovation
and sustainability to shoppers. 11
12. SEMINARS
Wednesday, 8:15 am Wednesday, 12:30 pm
WHO IS YOUR SHOPPER
Elizabeth Harris #501 | Six Keys to Understanding, Motivating and #502 | The Forgotten Senior – An Untapped Gem
Arc Worldwide Activating the Value-Driven Consumer Elizabeth Harris, SVP, Planning Director, ARC WORLDWIDE
Diane Oshin, Group Publisher, ALL YOU and Cooking Light, What if there was a group of 38 million Americans who were not only
TIME INC. highly educated with a six figure median net worth, but their size
Identifying oneself as a value-driven consumer has become a was also projected to increase by 40% in next five years – and we as
“badge,” representing a smart and responsible shopper. Beyond marketers have been largely ignoring them? Fiction? Hardly. The reality
the actual money she saves, this consumer is both empowered and is that the 60-plus consumer is an untapped market hidden in plain
psychologically gratified by getting the best value on her everyday sight, and baby boomers are starting to join the ranks. This group is
Marcie Merriman purchases. It is essential for both marketers and retailers to focus on like none other that has come before it. This presentation will enlighten
Big Red Rooster what motivates and activates this consumer. Hear insights on what marketers on:
influences her shopping behavior and then identify specific tools that • The myths and realities associated with those aged 60-plus.
activate her to buy. Seminar tangibles:
• The unique way that this active and growing segment thinks about,
• Understand the psychographics of the value-driven consumer. shops for, purchases and consumes products.
• Identify her shopping behavior characteristics. • Steps that marketers and retailers can take to win with this unique,
• Hear specific examples of innovative strategies that drive sales. valuable and largely untapped market.
Russ Mary Jean
Onish Pogoda
Campbell Soup/
Pepperidge Farm
GOOGLE THEATER (Google Theater seminars repeat on Wednesday and Thursday.)
#601 | How Can Brands and Retailers Collaborate on #602 | Measuring the In-Store Impact of Online
Digital Shopper Marketing? Advertising
Carrie Birth, Brand Manager, Kroger Customer Team, April Carlisle*, Paul Sternhell, Leader, Shopper Marketing Solutions, GOOGLE INC.
Elle Paul Leader, Shopper Marketing COE, North America, PROCTER & Many CPGs and retailers are embracing digital shopper marketing,
Duncan Sternhell GAMBLE; Elle Duncan, Head of Industry, Home & Personal Care, but investment has grown slowly because few companies accurately
GOOGLE INC. measure the impact on in-store sales. Advertisers need models that
Many traditional shopper marketing strategies rely on close collaboration can estimate sales lift from proposed online programs, as well as the
between retailers and brands. Promotions, funding, creative, trademarks ability to receive continuous feedback so tactics can be optimized over
and reporting are just a few of the areas that need to be aligned. This time. Great strides have been made in bringing accountability to digital
kind of coordination is just as important for digital shopper marketing, shopper marketing with an expanding set of approaches and tools. In
Brian Zeug but few companies have figured out how best to make it work. Online this session, Google will share:
Google Inc. advertising in particular presents unique challenges as brands and • An overview of the most common approaches to measuring online-
retailers attempt to partner. Google and P&G will discuss: to-store (O2S) impact.
• How the roles of the brand and retailer, including messaging and calls • New advances in targeting and tracking online ads, using household
to action, vary based on a consumer’s point on the marketing funnel. and market-level data.
• Insights into consumer behavior when presented with online • Results of recent O2S tests across a range of retailers and brands,
campaigns by both a brand and the retailers which sell its products. along with lessons learned.
• Best practices for creating scalable digital brand/retailer joint
“We find it programs, including examples from P&G and other leading CPG
invaluable that companies.
the seminars
have followed
SHOPPER INSIGHTS 101
the evolution of #401 | What it is and Why it’s Taken CPG by Storm
marketing – from Russ Onish, VP, Shopper Insights & Category Solutions and
Mary Jean Pogoda, Senior Manager, Shopper Insights,
a focus on retail CAMPBELL SOUP/PEPPERIDGE FARM
point-of-sale to Shopper insights emerged out of virtual vacuum and rapidly permeated
a focus on the the CPG industry. In a first of its kind, the presenters draw upon relevant
integration of experience at IRI, Kraft, Nestle, J&J and most recently Campbell
Soup/Pepperidge Farm to demystify the discipline and underscore its
retail, online, significance to a high performance organization. Come learn about:
mobile and social • The emergence of shopper insights as a research discipline and its
best practices.” interrelationship with other research domains.
• The evolution of shopper insights as a function and its connectivity
to other functions in a dynamic organization including its influence on
Karen Stermitz category management and shopper marketing.
Shopper Marketing
• The new areas of collaboration among suppliers, manufacturers, and
Innovation Manager
retailers with the shopper at the core.
• The skills and experiences required to be an adept practitioner of
shopper insights.
• The key metrics and frameworks that underpin the discipline,
especially the path to purchase.
• Translating shopper insights into recommendations you activate in
the marketplace.
12
13. Register at www.ShopperMarketExpo.com by October 7
Wednesday, 2:00 pm Wednesday, 3:30 pm
THIS TRACK HOSTED BY:
#503 | How Millennials Will Shape Food Shopping #504 | The Birth Effect: How Parenthood Brian McDevitt
Michelle Fenstermaker, Executive Director, WD PARTNERS Impacts Millennials’ Shopping Behaviors Google Mobile Ads
Millennial shoppers are demanding a new food shopping experience. and Purchase Dynamics
What’s important to them and why? WD Partners conducted research Marcie Merriman, EVP, BIG RED ROOSTER
with Millennial food shoppers and then developed some provocative Millennials aren’t new news. This group of 18- to 29-year olds, which is
peeks into the future. What might food shopping look like once 95 million members strong, has been shaping consumer behavior since
Millennials are in the driver’s seat? 1981. So what happens when these social, non-hierarchical individuals
See Millennials talking about food shopping as well as in-store become parents? This session illustrates Millennial parents’ unique
innovations that were designed with Millennial criteria in mind: it’s a lot shopping habits and how this prime spending demographic affects Lisa Diehlmann
Leo Burnett/
less about technology than you think; forget circulars; it’s about “just for the way brands position themselves at retail. Also see how the store
Arc Worldwide
me”; I’m hungry for information and inspiration. Takeaways: design process must evolve to capture this growing, dynamic shopper
• Hear what Millennials think about food shopping, their likes and segment. Seminar tangibles:
dislikes; wants and needs. • How Millennial parents’ shopping expectations influence brands and
• Learn how to develop in-store marketing and environments that retailers.
appeal to Millennials. • What motivations drive Millennial parents’ shopper behaviors and
• See 10 Millennial “store of the future” concepts. purchase dynamics.
• How the retail design process should adapt to better meet Millennial Carrie April
parents’ needs. Birth Carlisle
Procter & Gamble
THIS TRACK HOSTED BY:
#603 | What is the Role of Video, Display and #604 | Mobile — The Game-Changer on the
Rich-Media Advertising on the Path to Purchase? Path to Purchase Diane Oshin
Brian Zeug, National Sales Director, Display & Video, GOOGLE INC.; Brian McDevitt*, Head of Mobile Display, GOOGLE MOBILE ADS Time Inc.
Lisa Diehlmann, SVP, Digital Strategy, LEO BURNETT/ARC Five billion people have access to a mobile phone – one million more
WORLDWIDE people than have access to a clean toilet. By the end of 2011, 50% of
Years ago in a simpler time, consumers watched a TV commercial, Americans will have a smart phone – and 79% of these mobile phone
and then went to the store to buy your brand. Today, consumers are users utilize their phones to help make purchase decisions. Advertisers
consuming video, display and rich-media advertising before they get need strategies to reach consumers when they are using their mobile
to the shelf. Media is playing a key role in their purchase decisions. phones on the path to purchase. In this session, Google will share:
CPGs and retailers have the opportunity to take better advantage of the • New data on how mobile phones are used throughout the shopping
creative possibilities of these emerging media to lift branding metrics and process.
Michelle Fenstermaker
increase sales. In this session, Google will share: WD Partners
• Key mobile shopper marketing strategies that you can implement
• The role of video, display, and rich-media on the shopper’s path tomorrow.
to purchase.
• Relevant case studies.
• Case studies of video, display and rich-media advertising marketing “The Expo
programs.
seminar program
• Principles for developing video and display strategies that win with
the shopper. is an unrivaled
opportunity for
manufacturers,
THIS TRACK HOSTED BY:
retailers and
shopper marketing
#402 | How to Bring it to Life and Build professionals to
Organizational Capabilities
advance their
Russ Onish, VP, Shopper Insights & Category Solutions and
Mary Jean Pogoda, Senior Manager, Shopper Insights,
understanding
CAMPBELL SOUP/PEPPERIDGE FARM about how
Now that you know what shopper insights is all about and why it’s to properly
all the rage, come learn how to do it well. This Shopper Insights 101 leverage various
sequel will guide you through the path to purchase. Along the way you
will explore the killer questions and best research methods to address
touchpoints
them. Topics include: along the path
• Expanding your organization’s mindset to put the shopper at the to purchase.”
heart of your strategies.
• Prioritizing your issues and opportunities to create a shopper Andy McMillin
learning plan. VP, Shopper Marketing
• Evaluating methodologies and suppliers to address your research Coca-Cola
Refreshments
priorities.
• Establishing strategic frameworks to gain organizational alignment,
communicate recommendations and build expertise over time.
• Translating shopper insights into recommendations that you can
activate in the marketplace.
13
14. SEMINARS
Thursday, 8:15 am Thursday, 11:00 am
DIGITAL PATH TO PURCHASE
Adam Murphy #105 | Apps: The Holy Grail to Your Success? #106 | Navigating the Path to Purchase Using Mobile
Anheuser-Busch InBev Perhaps – But it’s All About the Consumer Experience Session Lead: Jeff Weidauer*, VP, Marketing & Strategy, VESTCOM
Ed Kaczmarek, Director of Innovation, Consumer Experiences, INTERNATIONAL INC.
KRAFT FOODS Panelists: Dan Lowden, VP, Marketing, DIGBY; Nicole Skogg,
Why is there so much hype about apps? Can an app really create CEO & Founder, SPYDERLYNK; Mike Wehrs, CEO, SCANBUY
success for your business? Examine three shopper-related apps Mobile continues to be the hot topic for retail and CPG marketers.
and distill what makes them so successful. Is it more sales, deeper 2D barcodes, or QR codes, are being used with greater frequency as
Tammy Rachael
Brumfield Norton engagement or long-term loyalty? What can we really measure? Key the “connective tissue” between the shelf edge and the shopper as
ConAgra Foods takeaways: marketers seek ways to motivate shoppers via mobile. But creating the
• The hierarchy of decision-making – “to app or not to app.” barcode is the easy part. This panel discussion will explore the various
types of codes and the benefits and challenges of each. Audience
• Guidelines for deciding whether to build an app or to participate/
members in this seminar will take away the following:
partner in an already-established app.
• Information about the various options for 2D barcodes and their
• A list of components that, when used together, can create a best-in-
properties.
class app that will drive engagement and results.
Cathy Allin • What “should” happen once the shopper scans a code.
Decision Insight • What are the mobile use cases for using barcodes and how to make
2D barcodes an ongoing element in your marketing materials.
Werner Domittner
Diageo UNDERSTANDING THE SHOPPER
#701 | Bringing Eye-Tracking and Neuroscience to the #702 | Behave Yourself! How Behavioral Research is
Store: A Case Study Changing the Face of Shopper Marketing
Adam Murphy, Global Manager, Shopper Insights, ANHEUSER- Mike Quintana, Director, Consumer Strategy & Insights, FRITO-LAY;
BUSCH INBEV; Tom Dilley, VP, Account Manager and Scott Cathy Allin, President & CEO, DECISION INSIGHT
Young**, President, PERCEPTION RESEARCH SERVICES (PRS) Traditionally, shopper insights were driven by listening to what people
Dan Lowden
Digby This session will share insights gathered from a recent study said – attitudes, opinions and stated intent. Thousands of new products
conducted in the U.S. and Argentina that used in-store eye-tracking and marketing campaigns lived and ultimately died based on this stated
to document viewing patterns and engagement with point-of-sale research. That is all changing as new techniques help us understand
materials as people shopped in retail stores. Neuroscience was used not just what people say, but what people do. Learn how Frito-Lay
to gauge shoppers’ cognitive engagement and emotional reactions to used a blend of behavioral, attitudinal and in-market techniques to:
merchandising materials. This case study will include sample output • Guide a mass merchandiser in implementing a desired salty snack
from mobile eye-tracking and neuroscience, including raw videos and aisle flow.
analysis, and compare findings across countries. Audience takeaways:
Mark Mallardi • Help a national grocery chain identify in-store merchandising and
EmSense • Illustrate uses/applications of two exciting new shopper research messaging that maximizes value perceptions.
technologies: mobile eye- tracking and neuroscience.
• Aid a value retailer in redesigning in-aisle flow and communication
• Discuss sample outputs and how to interpret findings from these to increase banner equity and deliver a more appealing category
cutting-edge, in-store research techniques. shopping environment.
• Share key insights and lessons learned (on improving shopper
marketing and merchandising).
Mike Quintana
Frito-Lay
BRAND ACTIVATION AT RETAIL
#801 | Packaging’s Top Five Must-Haves to Ensure #802 | Looking at Brand Equities Through a
Shopper Marketing Success Store-Back Lens
Russ Napolitano**, VP, Strategic Development and Tara Orlando, Brian Priest, SVP, Creative and Mary Van De Walle, VP, Planning,
Ed Kaczmarek
Director, Strategy, WALLACE CHURCH INC. UPSHOT
Kraft Foods
Retail environments express increased visual noise and command Traditional brand equity development occurs upstream in the brand
more of our attention while store shelves are becoming more crowded. process. These equities may be very effective in print or TV, but
As a result, a shopper’s message intake is becoming very fragmented. often fall short in-store because they do not consider the unique
Your brand’s packaging must be dressed for success in order to get challenges of communicating — beyond packaging. Looking at equity
noticed and compete effectively. Understanding shoppers’ perceptual development and brand equities through a store-back lens ensures that
hierarchy – how they access information as they walk down the aisle – equities are flexible, recognizable and impactful across all mediums.
is critical to your packaging’s on-shelf performance and your brand’s Presentation takeaways:
Janet Eden-Harris
Market Force Information success. In this session, you’ll learn:
• How to think about equities through the store-back lens.
• The role that color, shape, numbers, words and sustainability play
in developing packaging that is guaranteed to capture shoppers’ • What makes successful in-store brand equities.
attention and produce a high return on your investment. • Good and bad examples of in-store brand equities.
• Through case examples, how a disciplined strategic process, ViBE,
can help develop a visual communications strategy to optimize on-
shelf performance and create a 360-degree brand experience across
Tom Dilley Scott Young all brand touchpoints.
PRS
• The utilization of ViA – Virtual Insights & Attitudes – to gain cost and
time-effective shopper insights within the retail environment.
14
15. Register at www.ShopperMarketExpo.com by October 7
Thursday, 12:30 pm Thursday, 2:00 pm
THIS TRACK HOSTED BY:
#107 | Integrating Digital Strategy into Your Shopper #108 | What’s New in How Digital Coupons and Tom Brown
Marketing Discipline Promotions Can Impact the Path to Purchase RPM Connect
Tammy Brumfield, Director, Shopper Marketing and Ken Fenyo, CEO, YOU TECHNOLOGY INC.
Rachael Norton, VP, Shopper Marketing, CONAGRA FOODS; Digital coupon use is exploding and becoming a key way leading
Tom Brown, EVP, RPM CONNECT brands and retailers can collaborate to drive sales and loyalty. This
Digital marketing, inclusive of social media, is a hot and growing area presentation will discuss how this space is evolving and key trends in
of shopper marketing. But digital alone is not enough. The key is to the growth of this new marketing medium. A case study from a YOU
Mike Wehrs
integrate digital strategy into your shopper marketing programs to Technology customer will highlight these tools in practice and examine Scanbuy
deliver against the stated objective. To take full advantage of what innovative channels such as mobile and social media to reach shoppers
digital has to offer, it is imperative to develop an approach that takes with digital offers. Key takeaways include:
the overall shopper marketing process into account, from strategy brief • The impact of knowing your audience and behaviors: strategies for
through post-event analysis. Audience takeaways: reaching digital savvy audiences as well as novices.
• How to integrate digital strategy into the shopper marketing process. • Choosing the right channel, medium and elements to fit your
• How to leverage internal and external resources to develop the best objectives, such as increasing trial, new product introduction or
digital communication strategy. creating loyalty. Nicole Skogg
• Examples of best-in-class digital initiatives that deliver against • Brand/retailer collaboration: extending in-store merchandising and SpyderLynk
shopper marketing objectives. marketing to address new behaviors and changes in traditional
“moment-of-truth” timing.
Jennifer Dimaris
THIS TRACK HOSTED BY: Starbucks Co.
#703 | Research Revelations: Shopper Influences and #704 | Mind Games: Combining Virtual Shopping and
Behaviors Uncovered Neuromeasurement for Maximum Impact at Shelf
Janet Eden-Harris, CMO & SVP, Strategy, MARKET FORCE Staci Covkin, SVP, Consumer & Shopper Insights, SYMPHONYIRI
INFORMATION GROUP; Mark Mallardi, SVP, Sales & Marketing, EMSENSE
Old-school sales fundamentals aren’t effective with shoppers Do you ever watch shoppers in the aisle and wish you knew what Staci Covkin
who gather information inside and outside the store, sometimes motivated them to select the product they placed in their cart? SymphonyIRI Group
simultaneously, and who buy based on impulse and non-conscious SymphonyIRI and EmSense will provide a window into the mind of the
stimuli. Avoid a “see what sticks” approach to in-store marketing by first shopper. By bringing together virtual shopping, neuromeasurement
understanding shopper motivations, behaviors and reactions to brands techniques and post-shopping surveys, you’ll be able to quantify
and store characteristics. This session presents new custom research shoppers’ cognitive engagement and emotional response to in-store
conducted among thousands of shoppers that reveals the roles of marketing stimuli in order to see both the “what” and the “why” behind
social media, service, stimuli and product placement on their path to shopper behavior. This session will cover:
purchase. Audience takeaways: Mary Van Brian Priest
• A demonstration of a portable, wireless headset that works in a virtual
• Learn through the results of a large-scale survey how shopper shopping setting to measure emotional and cognitive responses to in- De Walle
behavior is shifting, how shoppers shop, and which in-store and store conditions. Upshot
out-of-store factors have the greatest bearing on shopper decisions.
• How to add the evaluation of emotion and cognition – NeuroMetrics –
• Learn how elements such as merchandise accessibility and availability,
to key shopping metrics and effectively elicit positive feelings at the
cleanliness and staffing contribute to and detract from the in-store
shelf, increasing the likelihood of a purchase.
shopper experience.
• Learn which promotions really work and entice consumers to buy, • Examples of how manufacturers have tested new products, new
whether in-store displays work better than coupons, and whether packaging, in-store promotions and shelving/aisle options to optimize Jeff Weidauer
online or newspaper ads are most effective. the shopping experience and maximize the impact at shelf. Vestcom Intl. Inc.
THIS TRACK HOSTED BY:
#803 | Shopper Marketing as the Catalyst to Change #804 | Ease of Shop
Behavior and Stimulate Demand Werner Domittner, SVP, Global Customer Marketing, DIAGEO
Jennifer Dimaris, Director, Starbucks VIA, STARBUCKS CO.; “Ease of Shop” constitutes a significant sales and cash opportunity Russ Tara
Stephen Zhawred, Group Account Director, TRACYLOCKE for manufacturers and retailers alike. It is a Diageo term for making Napolitano Orlando
If your cup is half-empty, refill it. Starbucks VIA identified a major it easier for the shopper to find, choose and buy the total beverage Wallace Church Inc.
opportunity in a declining category and decided to change the way alcohol category.
we think about coffee. In partnership with TracyLocke, Starbucks For the retailer this means having the right brands in the right sizes
made shopper marketing the engine for category growth, fueled by appropriately positioned and signposted. This will be an interactive
strategic insights and dynamic activation across multiple channels. This session in two parts: turning shoppers into buyers – a shopper
presentation will illustrate how to use innovation and insight to redefine psychology exercise; and optimizing range and space – a retail
a category and overcome critical purchase barriers to ignite demand for customer exercise. Audience takeaways: Ken Fenyo
one of the hottest products of 2010-2011. Key takeaways include: YOU Technology Inc.
• What is the “Ease of Shop.”
• How to use shopper insights to reinvent a declining category across
• How shoppers shop and what this means for winning at the shelf
multiple channels.
or “moment of choice.”
• How to effectively deploy shopper marketing to launch a new
• How to apply shopper-based range and space optimization
product and drive sales.
principles with retail customers for mutual profitable
• Understanding of strategies that overcome key purchase barriers category growth.
along the complete path to purchase. Stephen Zhawred
TracyLocke
15
16. SEMINARS
Thursday, 8:15 am Thursday, 11:00 am
DEEPER UNDERSTANDING OF CENTER STORE
Philip McGee #901 | Path to Purchase Landmark Study: A Coherent #902 | Fresh Flavors on Ice – Inspiring Target Guests
Campbell Soup Co. Understanding of Behavioral and Cognitive Leverage with the Great Quality, Convenience and Value She
Opportunities for Breakthrough Shopper Marketing Expects
Activation Aaron Engram, Director, Sales, Target Team, CONAGRA FOODS;
Philip McGee, Director, Shopper Insights, CAMPBELL SOUP CO.; Sylvia Fulton, Senior Buyer, Frozen Grocery Division, TARGET CORP.;
Matthew Tullman, Co-Founder & President, MERCHANT Heidi Froseth, VP, Target Team, RPM CONNECT
MECHANICS Engaging Target’s guest and earning the right to be her grocery and
Aaron Engram While the consumer path-to-purchase model is generally mass retailer of choice has been Target and ConAgra’s goal. The key to
ConAgra Foods delivering a great shopping experience is offering her the right products
considered conceptually simple, exactly how it works remains
elusive. Understanding when, why and how consumers make buying and adding value through the convenience she loves. Target, ConAgra
decisions – in and out of the store – and what resources they use and RPM Connect will take you along their journey, which includes
to make them is the focus of this shopper insights study. This leveraging all the key insights to deliver a winning plan that uniquely
breakthrough research incorporates cross-disciplinary methods engaged and inspired the guest to enjoy fresh flavors on ice in Target’s
including in-aisle behavioral observation and neuromarketing frozen aisle. The team will:
Johanna Mooney assessments as well as ethnographic and quantitative attitudinal • Share a frozen grocery case study that achieved mutual goals.
Disney Consumer components. In this session, attendees will gain a deeper
Products • Demonstrate best-in-class marketing strategies to inspire and
understanding of:
engage the guest along her path to purchase.
• Critical moments and triggers of influence over consumers across
• Share an approach that demonstrated thought leadership and
the marketing mix.
innovation that grew the category.
• How influential triggers can be leveraged to create or reinforce
shopper loyalty.
• How the innovative research approach is being used to help develop
effective, category-agnostic strategies aimed at increasing mind
Elle Paul share, market share and shopper marketing ROI along the path
Duncan Sternhell to purchase.
GOOGLE THEATER (Google Theater seminars repeat on Wednesday and Thursday.)
#605 | How Can Brands and Retailers Collaborate on #606 | Measuring the In-Store Impact of
Brian Zeug Digital Shopper Marketing? Online Advertising
Google Inc.
Carrie Birth, Brand Manager, Kroger Customer Team, April Carlisle*, Paul Sternhell, Leader, Shopper Marketing Solutions, GOOGLE INC.
Leader, Shopper Marketing COE, North America, PROCTER & Many CPGs and retailers are embracing digital shopper marketing,
GAMBLE; Elle Duncan, Head of Industry, Home & Personal Care, but investment has grown slowly because few companies accurately
GOOGLE INC. measure the impact on in-store sales. Advertisers need models that can
Many traditional shopper marketing strategies rely on close collaboration estimate sales lift from proposed online programs, as well as the ability
between retailers and brands. Promotions, funding, creative, trademarks to receive continuous feedback so tactics can be optimized over time.
Brian McDevitt
and reporting are just a few of the areas that need to be aligned. This Great strides have been made in bringing accountability to digital
kind of coordination is just as important for digital shopper marketing, shopper marketing with an expanding set of approaches and tools. In
Google Mobile Ads
but few companies have figured out how best to make it work. this session, Google will share:
Online advertising in particular presents unique challenges as brands • An overview of the most common approaches to measuring
and retailers attempt to partner. Google and P&G will discuss: online-to-store (O2S) impact.
• How the roles of the brand and retailer, including messaging and calls • New advances in targeting and tracking online ads, using household
to action, vary based on a consumer’s point on the marketing funnel. and market-level data.
• Insights into consumer behavior when presented with online • Results of recent O2S tests across a range of retailers and brands,
Ken Johnson
Kimberly-Clark Corp.
campaigns by both a brand and the retailers which sell its products. along with lessons learned.
• Best practices for creating scalable digital brand/retailer joint
programs, including examples from P&G and other leading CPG
companies.
16
