Seminar Schedule

101 'In Market Testing' to Drive Shopper & Retail Insights

To optimize retail-based programs, Kraft is leveraging what it calls “In Market Testing (IMT)” across a broad variety of in-store, shopper and retailer programs including retail servicing, new item launches, customer marketing, aisle reinventions, in-store creative and more. You’ll learn the pillars for creating a successful IMT organization and hear several real-life examples. Autumn and Crystal will share the insights and benefits gained by leveraging this methodology.

Learn:

• How IMT can help to identify ways to improve a shopper marketing program prior to full investment or rollout
• How segmenting results can provide a better understanding of the “whys” behind results
• The value of understanding true impact beyond the growth/decline of a category or business

102 Rewriting the Rules of Category Management and Shopper Insights using Virtual Shopping Techniques

Kellogg’s has recently partnered with Fifth Dimension to create a virtual retail world that helps understand shopper behavior. Tiernan and Michael will talk about how the virtual shopping tool was created, and how it can be used to evaluate shopper reactions to a redesign of the shopper environment – looking at questions related to new product introductions, assortment, arrangement, promotions, displays, pricing, category adjacency and store navigation.

Learn how to:

• Create a virtual retail environment
• Understand shopper behavior in the virtual world
• Avoid common pitfalls in conducting research using virtual shopping

103 The Tenets of Shopper Marketing

Shopper marketing is often defined in different ways by many people. This session will delve into six tenets that, through our experience, have proven to be important when looking to achieve success with your shopper marketing activity. With case studies and the use of proprietary data, we will provide our view on these tenets of success, and with illustrative examples, help shift mindsets about the possibilities of shopper marketing and what it can do for manufacturers and retailers alike.

Attendees will walk away with a better understanding of:

• The importance of integration and recognizing that shopper marketing is not just about in-store
• What you can do as a manufacturer to help retailers meet their business objectives
• The retail environment’s personality and how you work with it to better engage shoppers

104 Creating an Insights-Driven Design Brief to Ensure In-Store Success

Whether you are the display designer, brand marketer or retailer client, an effective design brief is a critical factor to ensure a display program is designed effectively. The design brief, when constructed well, serves as a blueprint that leads to the focused integration of insights into merchandising solutions. Using data, insights and a design brief template, attendees will learn how to leverage insights at the front end of a display program and how to integrate them into the design brief.

The session will explore how to:

• Translate the “ah-ha” into a creative implication and action
• Prioritize insights, through a hierarchy of needs, to ensure design focus
• Embed insights and activation points throughout key design brief components

105 Insight to Execution: Creating a Shopper-Centric In-Store Plan

LG Electronics and Saatchi and Saatchi X have been on a journey toward establishing a global shopper marketing capability with the U.S. being the lead market. Through the process of building the plan, resourcing, creating a shopper learning agenda to executing against insights, strategy, ideas, implementation and measurement, they've learned a lot along the way.

You'll learn about:

• Testing your shopper marketing practice at retail
• The importance of partnership and collaboration with your retail customers
• Actual case studies and processes to inspire you with your own shopper marketing practice

106 Five Trends: How Consumers are Changing How They Shop for Food and Beverages

Learn five ways consumers are going to change the way they eat and shop in the next three years. This fast-paced, highly visual presentation avoids industry trend buzz and focuses on the corners of the food and beverage market that have not received much attention…yet. Each trend includes examples of early indicators, draws clues from food and non-food industries, and is wrapped up with implementation suggestions for shopper marketers.

This presentation covers:

• How social media is changing the way consumers think about food
• How health concerns are changing the way we eat, drink and sleep
• Why consumers consider healthier healthy

107 What Makes Shopper Creative Different?

As shopper marketing becomes more advanced as a discipline, the need to develop stronger communications is even more important. The key is to build an experience that guides the shopper along the path to purchase while fitting the needs of the brand and retailers. We take a look at the issues around planning, crafting and deploying shopper creative, and identify the best ways to collaborate to win over the target shopper.

What the audience will take away:

• A framework to leverage insights in order to develop shopper communications that benefit the brand, the retailer and the shopper
• Principles for judging the effectiveness of shopper marketing creative
• Understanding the difference between a consumer communication and a shopper communication

108 Using Eye Tracking to Enhance the Multi-Channel Shopping Experience: A Case Study from HP

HP’s new research methodology follows multi-channel shoppers through their shopping experience, tying in the online “zero moment of truth” experience to the store shelf. Developed by Laura Smith and Suzy Sharpe, the research methodology uses eye tracking – both online and in-store – to instantly capture each shopper’s fixations and scanning patterns, alleviating the need for guesswork.

After this session, participants will walk away with:

• Key insights from HP’s case study, including the elements that helped make HP’s multi-channel shoppers feel confident, comfortable and ready to purchase once in-store
• Tips for creating an integrated multi-channel shopping experience
• An understanding of the ins, outs, ups and downs of using eye tracking

109 The $7 Trillion Woman: The Female Brain Shopping

One of the core tenets of neuroscience is that variations among human brains are small, with two notable exceptions. First, our brains change as we age. Second, a woman's brain looks and behaves very differently from a man's. Join us in an exploration of women and shopping – not only the fact that females make up $7 trillion of the monetary force, but also the subconscious drivers that fuel their purchase decisions. Michelle and Caroline will detail Frito-Lay’s research into aligning the brand with this powerhouse demographic for insights into product development, packaging, advertisement and retail store design.

Discover:

• How neurological gender differences create marked behavior differences in the shopping experience of men and women
• How in-store aisle and gondola design alterations improve likeability and use by women
• How the absorption of advertising and brand messaging is processed and prioritized differently in male and female brains

110 Using Predictive Vision Models to Understand & Influence Shopper Behavior

In today's retail environments, consumers are bombarded with visual information. Science has demonstrated that people notice and process very little within these complex environments. In this presentation, Brian and Terry will describe and demonstrate how predictive vision models can be used to predict what people are likely to notice in these complex scenes and explain why. They will also present a case study that shows how designers and merchandisers use these models to "visually optimize" store designs, displays and ads.

You will learn:

• How the human vision system works – often in counter-intuitive ways
• Ways to create strong visual hierarchies to fine-tune the visual environment and creative
• How to use predictive models to proactively manage what people will notice

201 Making Cents of Megatrends

This session will take a look at the multitude of megatrends that affect shoppers today – who discovers them, where they can be found, and how they can effectively drive shopper marketing and retailer solutions. Ben will walk you through three areas: trend tensions, trend blending and trend bending. He will show you how to make megatrends more actionable to drive retail solutions for your brand.

Attendees will walk away with:

• An understanding of the world of megatrends and
  what "mega-opolis" is
• Knowing how to apply megatrends to drive solutions at store
• Rules of the road around megatrends – where to find them and how to best apply them

202 Global Truths of Shopper Marketing

Operating effectively in a complex global environment is challenging. CPGs increasingly aspire to expand their global footprints, while retailers are driving toward more localized formats. How do you connect local insights on this scale? How can meaningful measurement take place with more data across very diverse environments? Learn how your team can successfully navigate global shopper marketing through innovative research findings and a visual exploration of key global truths.

In this session you will discover:

• How to bridge the great divide between manufacturer globalization and retailer localization
• Ways to connect local insights into global growth platforms
• How to get meaningful measurement across data-diverse environments

203 The Evolutionary Role of Category Management for CPG companies in the New Shopper Marketing World

Shopper marketing will continue to change CPG company relationships with retail customers. The shifting geodemographic landscape, along with the changing media and retail channel landscape, has combined to provide a new challenge for CPG companies. This session will concentrate on elements of internal planning that must be re-ordered, and the different market thinking that must be applied through a shopper-centric/category-centric approach. Attendees will see examples of how this plays out with and for retailer partners.

Session takeaways:

• Understand the needed mindset and skill set changes for brand marketers and agencies as a result of shopper marketing
• Gain knowledge on process and discipline changes needed within CPG companies
• Learn how these changes play out in real planning to set up wins with retailers

204 Build Your Brand In-Store by Leveraging Trade Advertising for Awareness and Equity

Diamond Foods, with a nearly 100-year legacy in culinary nuts, maintains the aggressive innovation and growth strategy of a start-up. Diamond engaged MARS to market their family of brands (including 5-year old Emerald Snack Nuts and recently acquired Pop Secret Popcorn and Kettle Brand Potato Chips) to supermarket executives via an integrated business-to-business campaign leveraging print, digital, and public relations to drive awareness, preference, distribution, and sales. This campaign earned a Bronze “Reggie” from the PMA.

In this session, you'll learn:

• Benefits of telling your story to the retail trade community
• Considerations in crafting your message
• How to leverage digital media to quickly assess response and recalibrate media & message

205 Capturing Global Shoppers – Creating Value from the Souk to the Supermarket

In our evolving retail landscape, it’s become increasingly difficult to convert shoppers into buyers… and that’s just in America! Imagine operating in more than 200 markets worldwide, while serving 1.6 billion people every day. In this presentation, Darren shares The Coca-Cola Co.’s approach to shelf savvy marketing – converting shoppers into buyers, by transforming insights into value at the shelf.

In this session, you will:

• Gain insight from a global approach to shopper marketing
• Hear how shelf savvy marketing can convert shoppers into buyers
• Glean some shopper marketing best practices from around the world

206 Collaboration: Getting to ‘Win Win’

It is a universal belief that successful shopper marketing requires greater, more effective business collaboration between manufacturers and retailers.  But getting these partners to focus on ‘win win’ – and thereby delivering shopper ‘wins’ – is not easy.  How can the manufacturer leverage the strength of their category, brands and insights, aligned with the retailer’s goals and objectives, to create true collaboration that helps both succeed? Hear how Campbell’s Soup – in partnership with The Capré Group – has adopted new approaches to working with retail partners and has earned increasingly critical seats at the table.

A disciplined approach can create ongoing collaboration and alignment by:

• Focusing on specific, joint goals to drive success
• Discovering how insights can be developed and packaged to best align strategies
• Conceptualizing and developing activations to create success

207 What Now? What Next? What’s Worth It? – How to Get Shoppers Back into Stores Right Now

As the economy ekes its way to recovery, shoppers no longer live to shop – they shop to live. (It’s almost un-American.) They have a new set of entrenched values and a new list of stores on their radar. That means companies need to reconsider everything they do in order to succeed over the next 2–3 years.

Wendy Liebmann, CEO and Chief Shopper of WSL Strategic Retail, retail strategists and shopping futurists, will present the results of a new How America Shops® study “The Road Map to Recovery: Where Shoppers are Headed and Not, and What the Heck To Do About It.”

The presentation will reveal:

• The shoppers’ mindset right now, how it has evolved and where it’s headed
• If the “shopping recession” is over and its rate of recovery by key categories and channels
• 5 ½ solutions to get shoppers back into brands and stores right now

208 Making Indelible Impressions: An Integrated Approach to Shopper Marketing

While the sales-driving ability of in-store marketing is seldom disputed, more brands would likely invest more dollars if it were also capable of delivering equity. Developing and executing programs within an integrated shopper marketing framework fosters long-term loyalty to the brand and retailer.



This happens by embedding data-driven shopper insights within a customer specific mindset; connecting with shoppers beyond the store, along the path to purchase; and lastly by reinventing tried and true tactics (such as in-store events) so that they succeed at both driving the sale and making a more enduring impact.


This session addresses:

• How to filter big ideas inspired by consumer and shopper insights through retailer knowledge and understanding of sales and marketing practicalities
• How to reinvent proven short-term volume drivers to send long-term brand building messages
• A case study on in-store sampling re-imagined as retailer-own ongoing event initiatives in three different channels

209 Stop Chasing the Tail: Surviving Rationalization in the Era of Recovery

SKU or range rationalization has been portrayed as a “winner take all” battle between retailers and brand manufacturers for control of the store shelves. A more constructive view of rationalization is as a market response to the inefficiencies of product portfolios and retail assortments that came to a head during the recession. In this session, 10 approaches to surviving rationalization are explored; inspired by examples from around the world and ranging from the reactive to the more proactive.

These different approaches will help attendees:

• Focus on reinforcing, re-establishing relevance of branded products to both shopper and customer
• Provide a first step toward better relationships between retailers and brand manufacturers through shared shopper vision, goal alignment and collaboration
• Explore a range of brand dimensions (e.g., positioning, pricing, packaging, product, promotion, etc.) that brand manufacturers can employ to strengthen and re-establish the value of their brands

210 Designing the Customer Experience Across all Channels – Holistically

In today’s retail landscape, brand and retailer alignment is imperative. And to become fully collaborative organizations, it is up to the leaders of companies to incorporate and follow holistic, integrated disciplines. Setting the table for better retailer and brand communication will lead to a better experience for the customer.

This session will explore the process of collaboration and establish guideposts like:

• Present the philosophy and higher purpose
• Alignment is the leaders’ work of art
• Design your plan holistically

301 Using Neuroscience & PRS Eye Tracking to Measure Engagement & Emotion at the Shelf

Perception Research Services (PRS) and EmSense have partnered to bring PRS Eye Tracking and correlated EEG neurometrics of shopper emotion and cognition to packaging and shelf-research studies. In this presentation, our speakers will explain key neurometric measures and how they are gathered, as well as introduce insights from a new, joint multi-category neurometric study. Sharing several case studies illustrating insights, Scott and Elissa will discuss best practices for using neurometrics with on-shelf studies and highlight key advancements, lessons learned and their implications for effective packaging and shopper marketing.

Attendees will takeaway:

• A better understanding of the underlying technology, key measures/metrics and value associated with neurosensory measurement (of emotion and cognition)
• A set of guidelines/best practices for using neurosensory tools in their packaging and shelf research studies across grocery categories
• A wealth of neurosensory insights (i.e. “Which design elements and approaches drive emotion and cognition?”)

302 Packaging Innovation is the New “Value”

Even as the economic recession eases, consumers are still seeking the best value for their dollar when making purchasing decisions. However, their perception of “value” has moved beyond just the price of a product. Consumers are looking for brands that offer convenience, good nutrition and are environmentally responsible – all at a reasonable price point. Think that’s impossible? Think again.

In this presentation, Dan will highlight how package graphics, shape, size and other attributes communicate value to consumers at the point-of-sale and keep them coming back for more. A range of technologies across packaging formats and market segments will be cited as examples. The role of packaging as a shopper marketing tactic will also be explored. Essentially, consumers are looking for brands that espouse their values and packaging offers a key way to represent this to them.

Attendee takeaways:

• Packaging innovations that give brands the competitive advantage
  on shelf
• Insight into how shopper marketing principles impact packaging
• The evolving role packaging plays in a brand’s marketing mix

303 Packaging and Shopper Marketing – What A Perfect Pair!

Shopper marketing is all the buzz, and many CPG companies are placing more and more emphasis on its value. Up until recently, the role of packaging in shopper marketing has been downplayed and not given the attention it deserves. One cannot exist without the other. In fact, one can argue that packaging is the “star” within your marketing mix that deserves the leading role in shopper marketing. A smart investment in packaging can also ensure you one of the highest rates of return on your investment (ROI).

Key audience takeaways:

• Learn why many CPGs are beginning to converge packaging with shopper marketing
• See a case study of how Nature’s Path, a leading organic cereal company, invested in a disciplined strategic process to help optimize its brand’s positioning
• Understand key steps to developing packaging that will allow your brand’s packaging and shopper marketing to become the perfect pair and result in a high ROI

304 QR Codes: Implementing a Complete Mobile Marketing Strategy

With the rapid advances of mobile technology, smartphones are continuing to evolve, opening up new channels of engagement for shoppers. The challenge: retailers and manufacturers need to be ahead of the game, anticipating what’s next and how to take advantage of this opportunity. This session will discuss the emerging real-time marketing tool "quick response" (QR) codes, an innovative technology for connecting the shelf edge to the shopper with an interactive response. Wildly popular in Asia and increasingly used in Europe, QR codes are beginning to gain traction in the U.S. as a way to connect with shoppers more closely, drive sales and strengthen loyalty.

Audience members will takeaway:

• Where and how to implement a complete mobile marketing strategy with QR codes
• The benefits of a mobile strategy, such as increased shopper engagement and greater levels of connectivity
• Case study results from a major U.S. supermarket

305 The Convergence of Packaging and Shopper: Putting Brand Design at the Center

While packaging is the one touchpoint that is guaranteed, it is often over-looked and under-valued as a shopper marketing tool. Organizationally, it is developed without shopper marketing input or expertise. It is time for packaging to move from a cost-of-business to the focal point of shopper-centric marketing efforts. We’ll provide the audience with tools to evaluate their current packaging and/or revitalize their packaging to convert shoppers into buyers.

Based on a deep understanding of classic packaging principles, as well as shopper insights, Michelle will present key shopper-centric packaging principles, providing best-in-class examples from both the U.S. and the world.

Attendees will learn:

• Tools to evaluate their current/new packaging
• A new way of looking at the role of packaging in shopper marketing
• Tools to engage brands in thinking organizationally around packaging and shopper marketing

401 Using Coordinated In-Store Media to Guide Consumers on the Path to Purchase

Stop & Shop is revolutionizing the way retailers and brands connect with customers during their in-store experience. Using a combination of digital signage, interactive kiosks and handheld personal shopping devices, Stop & Shop customers in nearly 500 stores receive relevant messaging throughout their shopping trip. CPGs are also able to benefit, by taking advantage of this in-store media network to surround the customer and deliver key messages and promotions at the moment of decision.

Attendees will learn:

• How to effectively leverage in-store digital signage to complement (vs. compete with) larger merchandising and marketing activities
• How combining in-store media delivery with self-service touchpoints increases the visibility and value of the messages being delivered
• How purchase history and in-store behavior can be combined to deliver unique targeting options for retailers and brand marketers

402 Go Digital to Drive In-Store Dollars

According to Yahoo! research, did you know that of the 42 percent of consumers visiting your website to research a purchase they plan to make in the future, nearly half will purchase from a competitor? Join Yahoo! to explore new retail insights that will help you better understand how to protect your purchase funnel from competitive threats by using online circulars, online display advertising and search marketing to most effectively drive in-store purchases.

Key takeaways:

• Which online pre-shopper segments are most easily driven to make a purchase in the store, and what digital advertising is most effective at reaching them
• Which pre-shoppers are the most vulnerable to competitor offers, and what can be done to send them to your store instead of a competitor’s
• Which consumers are using online circulars, how do they use them, and how and when can you most effectively use online circulars to reach them

403 Clicking Through the Path to Purchase, Trends in Digital Shopper Marketing

Digital technology continues to drive steep change in the way shoppers shop. Catapult has partnered with Google and the In-Store Marketing Institute to track shifts in shopper usage, interest and purchase impact from digital shopper touchpoints. This session will highlight takeaways from our second annual "Digital Shopper Marketing" benchmarking study to provide a fresh, deeper understanding of how shoppers are interacting with digital tools to help them achieve their shopping goals on each step in the path to purchase (at home, on the go and in-store), as well as in an integrated fashion along the entire path.

We’ll explore:

• How digital tools have changed from last year to this year: Which ones are being used; which ones are appealing; and which ones appear to be influencing purchase behavior
• How it differs by retail class of trade, shopper segment and product category
• Implications/recommendations including strategies for communication, targeted digital placement and messaging

404 Digital Integration in the Path to Purchase

Search terms for consumer packaged goods from "yogurt" to "laundry detergent" to "eyeshadow" have seen double-digit growth, year over year. Why? Today’s consumer actually begins the path to purchase long before she enters the store. She is tech savvy, equipped with Internet speed as well as a smartphone. The new “info shopper” capitalizes on research, reviews, sales, couponing and her online “community” to influence her in-store decisions. Because one out of five searches on Google is related to location, integration of digital in the complete path-to-purchase cycle is today’s shopper marketing game changer. In this session, Google will share data, insights and a case study that demonstrates the positive effect online marketing has on in-store sales.

Understand:

• Why the consumer's changing media and shopping habits necessitate the inclusion of a digital strategy in your integrated shopper marketing plans
• How a best-in-class shopper marketing program leveraged strong manufacturer, retail and media integration to drive sales
• How search specifically has been proven to drive sales

405 A New Path to Purchase: Influencing the Digitally Enabled Shopper, Before the Store

New data reveals that in a world where the line between digital and shopper marketing is becoming blurred, 76% of purchase decisions are made by shoppers before they even leave home. The path to purchase model has changed and starts much earlier – influenced by new drivers that create a non-linear decision journey to pre-empt purchase decisions made by the digitally enabled shopper.

The session will focus on three key areas: The influence of social and digital technologies before the consumer enters the retail environment; mobile technologies and their ability to influence shoppers; the digital retail environment in-store.

Attendees will learn:

• How retail marketing has changed and how to avoid being left behind
• An understanding of the importance of social interaction via a range of digital environments
• How to develop strategies that predispose consumers to choose their brand before they enter the retail environment – based on learnings from a major case study

406 Recipes for Success with the Digital Shopper

A winning digital strategy engages shoppers at the right time through the right platforms with a recipe that delights shoppers and can be scaled up effectively as part of an integrated approach. A panel of leading players across the marketing and media ecosystem will share their insights and experience on how to combine the freshest ingredients from custom content to search to mobile apps to social media.

Audience takeaways will include:

• How best to engage shoppers, combining different ingredients for maximum impact
• What can be scaled up without too much complexity
• New ways to use the freshest ingredients and what will define tomorrow’s winning recipes

407 Digital Symphony – How to Conduct Successful Marketing Campaigns Using Emerging Media

The use of digital media to influence shopping behavior along the path to purchase is evolving rapidly. Digital coupons, websites, blogs, e-newsletters, online ads, social media, mobile technology, loyalty cards and in-store media networks are all useful tactics; however, when used strategically and in concert to achieve brand objectives, marketers are deepening relationships with their customers and improving the overall customer experience. Digital Symphony explores emerging media by leveraging new research and case studies to illustrate how shopper marketers are engaging customers through content and applications to make their lives more convenient and provide solutions to their shopping tasks.

Discover:

• A strategic overview about how to formulate and execute digital marketing campaigns using emerging media
• Deeper understanding of how – and to what extent – customers engage with various forms of digital media along the path to purchase
• Practical examples of cross-platform campaign executions

501 In-Store Innovation: Make Your Retail Marketing Work Harder

Brand marketing success is increasingly dependent upon the in-store component of the marketing mix, yet much of in-store marketing spending is wasted. This session offers you better tools to understand and optimize the overall “shopper stopper” power of your in-store media. Learn new techniques for gaining critical on-site insights and how to use those insights to fine-tune your mix of product, messaging, promotion, pricing, location and adjacencies.

You will:

• Discover how to measure what really works with shoppers by monitoring real-time shopper behavior
• Experience eye opening, real-world case histories of what works and what doesn’t
• Learn why it's critical to get these often overlooked in-store elements right

502 Shopper Marketing in a 2.0 World… Acquire, Maximize and Retain at the Point-of-Decision

For decades, marketers have spent billions chasing information to deliver high value to audiences and a high return on investments. In the age of social media and data overload, the pressure is on more than ever to get it right. This presentation will take a look at how to identify insightful data, and then use that intelligence to acquire, maximize and retain relationships with your most valuable shoppers.

Takeaways include:

• Exposure to the latest shopper marketing research and in-store trends
• Strategies for identifying and retaining your most profitable shoppers
• Key elements for developing unique and superior shopper marketing campaigns, online and offline

503 Rethinking the In-Store Audience: Thinking Smaller to Win Bigger

Some shoppers just don’t pay attention to in-store marketing and P-O-S on certain trips. Yet, other times, they base a large amount of their decision-making on it. Optimizing your ROI is all about targeting the right shoppers, on the right trips, who are looking for P-O-P to help their decision-making. This session will help you understand shopper dynamics and do a better job of targeting your P-O-P.

Takeaways include:

• An understanding of the dynamics that drive certain shoppers to be more “open” to in-store messaging
• Strategies for identifying the shoppers, categories and items associated with those trips
• Strategies to improve targeting of those shoppers and trips using retailer shopper segments and trip data

504 The 4 C's of Effective In-Store Marketing: Message Does Make a Difference

With most shoppers on autopilot as they navigate the store, how are you going to ensure your P-O-S connects with your best shoppers? How do you ensure you are always putting your most compelling communication on display regardless of budget? Further, how do you accomplish this when everyone on your internal team has a different opinion on what should be communicated (the brand, sales, legal, operations, retail)? This interactive presentation will illustrate how better creative design and copy can greatly impact P-O-S effectiveness. By using a simple set of creative criteria and demonstrated through real-world examples, you will learn how to keep everyone on the same set of priorities and always produce
effective P-O-S.

You will discover:

• The 4C’s of effective in-store marketing, a simple-to-use set of creative criteria to identify and discuss the effectiveness of the P-O-S (This is the tool being used to judge the Design of the Times competition)
• How to look through the eyes of the shopper to effectively evaluate your brand’s P-O-S
• Different ways to apply design and copy to get the best results

505 The Co-Creation Tool Kit: Actionable Tools and Techniques for Retailer-Manufacturer Co-Creation

Targeted to manufacturers (and the retail customers who love them), this session will provide attendees with a complete tool kit for engaging customers in the merchandising and brand-activation, co-creation process. Kieran will focus on delivering usable tools and techniques for engaging the right constituencies (internal, customers and key partners), process development, ideation techniques, concept sorting, prototyping and developing go-to-market strategies. Session participants will leave with a suite of tools they can immediately put into practice when they return to their organizations.

Participants will receive:

• A framework for identifying and engaging with key contributors to the in-store activation process
• Quick-start methods for rapid concept development and vetting
• Strategies for successful pilot programs

601 Why Should CPG Marketers Care About Multichannel Shoppers?

Multichannel shopping is a well-established phenomena in durable categories, but just how relevant is this phenomena to products like cereals, soft drinks and detergents? Shoppers have shown less of an inclination to multichannel shop certain categories, but the way they shop overall is being redefined and will impact the way they shop CPGs in the future. It isn’t a question of IF, but rather HOW multichannel shopping will affect CPGs. What can we learn from durables today that can prepare us for how to respond with our CPG marketing efforts? Learn how to win the loyalty of these important multichannel shoppers.

Utilizing our insights gathered from ongoing shopper research, we will demonstrate how to:

• Learn from the durables and CPG categories that are most heavily multichannel shopped today
• Meet the expectations and demands of shoppers who bring their multichannel shopping behavior and expectations into new product categories
• Maximize your usage of the various channels to engage and win the more informed multichannel shopper

602 Vulnerability. Parity. Leadership. Using Shopper Perceptions to Drive Brand Decisions

In the world of retail, what matters more – perception or reality? For Watt International, the answer is clear: Perception trumps reality. And when it comes to defining research parameters and marketing strategies, the most important insights you can get are found in an understanding of what’s truly important to your (potential) customers, and where your brand stands relative to these factors. After that, it’s all a question of execution, measurement and refining.

As part of his “Destination + Impulse” series, Patrick will take a highly visual, interactive and provocative look at:

• A groundbreaking case study outlining how a retailer is using shopper perceptions and insights to identify what matters to customers, where it’s winning, and where it’s losing
• A look at the path to purchase for a nontraditional retail environment, and what every CPG and retailer can learn from it
• What role new media marketing plays in the path to purchase

603 The Caveman and the Credit Card

Males represent 32% of primary household shoppers, but many stores are designed for female shoppers – witness the magazines at checkout. Miller Zell has conducted months of primary research including forums, surveys, and ethnographic research about emerging male shopping trends with a powerful set of implications for store design, communications, loyalty and packaging.

Discover:

• How to engage male shoppers without alienating females
• The unexpected impact of language and implications for communications
• How to remove psychological barriers that impede male buying

604 Economic Outlook: The Smart and Savvy Shopper is Here to Stay

Shoppers have adopted “smart and savvy” behaviors during the past 18 months in order to cope with the economic downturn. Consumers’ conservative shopping behaviors are not likely to change, presenting a significant challenge for retail and CPG manufacturers. Retailers must tailor their stores to enhance consumers’ path to purchase, and manufacturers must clearly communicate product benefits as consumers are more likely to support products that helped them “navigate through the downturn.”

Three main takeaways:

• Proprietary data outlining the change in consumer behavior during the past three years and its significant effects on CPG manufacturers and retailers
• Steps that CPG manufacturers must take to clearly identify the value proposition and outstanding benefits when launching new products and having the right offerings in-store
• Recommendations for retailers to create an enhanced path to purchase for consumers at-home and in-store

605 The Secret Life of Shoppers

What do shoppers really do in the store? What can we learn from the often wide differences between what shoppers think they do or say they do versus their actual behaviors? Learn about the role of “less than conscious” behavioral patterns that are even secret to the shoppers themselves. Understand purchase conversion as both a short and long term proposition and get the real story on what proportions of shoppers actually respond to different types of visual merchandising strategies.

Key takeaways:

• Important new insights into shopper behavior and attitudes – and how to apply those learnings
• Best practices for what works to capture mind share and optimize ROI on retail spend in the face of myopic shopper behavioral patterns
• The key in-store strategies & tactics necessary to optimize both short and long term purchase conversion

701 The Nuts & Bolts of P-O-P

Presented by Benchmarc Display, this seminar covers display manufacturing processes and materials. Essential for anyone who plays an active role in specifying, ordering or approving P-O-P, this program will deliver practical information about plastics, metal, wood and other materials, as well as processes such as injection molding and vacuum forming.

Brand marketers and retailers will gain a valuable understanding of:

• All the technical terms and materials
• Different types of tooling and manufacturing used for in-store projects
• How to choose the right materials and processes to develop a quality display within budget

** This session is open to brand marketers and retailers only.