Power Brand & Retailer Activation With Engaging Channel Strategies & Protect Your Place Online & In-Store

Survive & Thrive Through Volatile Times By Understanding Shopper-Led Category Trends & Behaviours & Retailer Insights

The Pricing Squeeze • Cost Of Living • Shopper Behaviours & Trends • Data-Driven Innovations & Measuring Success • Turning Insights Into Action • Winning Channel Strategies • Profitable Digital Success • Sustainability • Driving In-Store Engagement • Retailer Insights & Collaboration • Shopper & Customer Experiences • Marketing & Activation

28th February 2023, Cavendish Conference Centre, central London

08.30 Registration, Informal Networking & GIC Welcome

09.00 Morning Chair’s Opening Remarks 

Manuela Pifani, Senior Director of Customer Experience & Insights, Asda

The Pricing Squeeze – Surviving & Growing During Uncertainty

09.10 As The Cost-Of-Living Crisis Begins To Bite, How Can Brands Successfully Emerge From Uncertainty With Quality Products & Fair Pricing That Strengthen Relationships With Your Customer For Competitive Engagement & Retention?

  • Explore practical ways to combat the cost-of-living crisis by reviewing the way brands can effectively react, adapt, and evolve their shopper strategies to create products that fit the squeezed budget of customers during times of hardship
  • With budgets being tighter than ever, how can brands optimise the opportunity to develop quality private label products that appeal to shoppers during economic difficulty?
  • How can a brand keep its own financial house in order when working with suppliers whilst also being mindful of the financial cost this can add to customers in an increasingly volatile marketplace?

Farrah Mosaheb, Category and Shopper Strategy Controller, Premier Foods

Howard Chamberlain, Head of Category Development, Premier Foods

Shopper Behaviours & Trends


09.30 What Does The Future Hold For The Evolution Of Retail? React & Adapt To Emerging Shopper Macro Trends With Cutting-Edge, Savvy Campaigns & Products That Engage Customers In 2023 & Beyond

  • As insurgent brands continue to gain traction and disrupt the market by listening and adapting their marketing and product strategies to meet customer demands, forecast which shopper trends disruptors are monitoring to get ahead of the curve, protect sales and drive brand success
  • The return of ‘little and often’: yes or no? Ensure you are not left on the shelf by establishing what consumers are prioritising today and how their channel choices are changing to adapt your discount and pricing strategies
  • As shoppers become more and more interested in their health, wellbeing and the environment, how are these trends impacting their shopper purchase habits and what are categories doing in these areas to maximise impact?

Simon Wainwright, Group Head of Insight & Foresight – Brand and Proposition, Tesco

Estefanía Yagüez, Consumer and Market Intelligence Director, L’Oréal

Alexandre Silva, Global Head of Insights – Brand & Customer, Swarovski

Angela Bitzou, Category Manager World Foods, General Mills

Data-Driven Innovations & Measuring Success

10.00 Optimise Your Shopper Customer Experiences With The Latest Data Insights & Trends To Become A Customer-Driven Organisation That Adapts & Responds To Changing Shopper Behaviours To Skyrocket Sales

  • ‘Fiction versus reality:’ with the pandemic skewing data, where do you now turn to receive reliable, relevant insights to define and ensure your style of category management isn’t outdated?
  • Monetise the latest ways tech, AI and digital tools are being used to support the tracking and monitoring of customer behaviours to produce evidence-based, successful shopper marketing
  • Does the data show that consumers are cutting out big-ticket items? Examine where brands are seeing the decline of sales and translate insights into data-driven product development

Beth Latham, Category & Futures Team Lead, BOL Foods

Jessica Vara, Brand and Portfolio Team Leader, BOL Foods

10.20 Bonus Session; Reserved For Exclusive Conference Partner

10.50: Morning Refreshment Break With Informal Networking

Turning Insights Into Action


11.20 Translate Your Data Analytics Into Actionable Insights To Refresh & Renew Your Category Management & Shopper Marketing Campaigns

  • Delve into the drivers behind product purchases to decipher exactly what you are trying to achieve with your customer data to capture critical insights and transfer these into successful sales and marketing strategies
  • Explore how to embed your data analytics in a future proof process to unlock the full potential of your category management in the hybrid shopping environment to benchmark your team’s potential and translate this into the bottom line
  • We are all consumers! Take a step back, picture yourself holding the basket and let captured data develop fresh and innovative customer approaches that redefine business objectives and enhance your shopper experiences

Manuela Pifani, Senior Director of Customer Experience & Insights, Asda

11.40   Elvys Nunes, Global Head of Category Insights and Analytics, Reckitt

12.00 Bonus Session; Reserved For Exclusive Conference Partner

Winning Channel Strategies


12.30 Drive Channel Success & Dominate Sales With Tailored, Targeted & Agile Multi-Channel Strategies To Secure Both Online & In-Store Engagement

  • Consumers demand the same shopper experiences and product information whatever channel they use… ensure messaging is consistent across your channel mix for higher engagement and seamless purchasing journeys
  • With rapidly maturing AR and VR technology, how can brands incorporate tech through their channels to augment shopper experiences and ensure products fly off the shelves?
  • Adapting to the new normal…understand where omnichannel will go next to ensure you are investing resources into the right channel areas and staying ahead of the digital curve

Michael Caves, (Former) Senior Director International Strategy and Business Development, Walgreen Boots Alliance

13.00 Lunch & Informal Networking For Speakers, Delegates & Partners

13.20 Informal Breakout Discussions

  1. Cost of Living & Supply Chain Impact
  2. Future of Retail
  3. Value Chain
  4. Consumer Health

14.00 Afternoon Chair’s Opening Remarks

Emily Jones, Senior Category Strategy Manager, Premier Foods

Profitable Digital Success

14.10 Get Ahead Of The Game (& Competition) In The Race For Digital Success By Adapting & Transforming Your Shopper Marketing Strategies To Suit The Ever-Increasing Needs Of Digital-Savvy Consumers

  • Develop stronger digital experiences by maximising cutting-edge digital and tech to revolutionise your e-commerce sales and marketing channels
  • As shopper purchases become more phone and tablet based, determine what exactly makes a captivating mobile marketing strategy today, and how you can translate these insights to maximise revenue
  • Thriving in today’s shopper market means embracing social commerce and connecting with customers digitally… which digital channels should brand and category managers be monitoring for the most impactful sales success and brand awareness?
  • From online to in-store, how can retailers and brands react quickly to today’s shopper habits with interactive digital marketing that increases brand visibility and product promotion

Sustainability & Green Expectations


14.30 Attract Attention, Exceed Consumer Expectations & Boost Brand Image With Inspiring Green Campaigns, Sustainable Policies & Cost-Effective Products & Packaging

  • As shoppers become increasingly conscious of sustainable practices and environmental promises, how can brands stress their green initiatives to actively remain off consumers blacklist?
  • Local vs. global: amidst supply chain complications, improve your green credentials with customers through uncovering how local product sourcing can save the planet and ensure long term customer retention
  • Stock up on more moringa and less kale… keep on top of the latest plant-based fads and determine which sustainable trends are here to stay to drive sales and keep pace with changing buying habits
  • As vegan products and sustainable ranges are being increasingly adopted, how can you approach this in your future shopper strategies to widen product offerings and secure sales-boosting product success?

14.50 Bonus Session; Reserved For Exclusive Sponsor Partner

Driving In-Store Engagement


15.20 Refresh & Renew Your In-Store Strategies With Winning Campaigns & Product Placement To Deliver Exceptional Brand Interaction, Compel Consumers To Return To Store & Protect Sales

  • Examine the future of shopper retail with the trailblazers shaking up the industry to understand what customers truly want from their in-store shopper journeys and how you can drive innovation to exceed expectations
  • With hybrid working here to stay, rethink engagement strategies to drive consumers back to store with campaigns that reflect changing shopper behaviours
  • Create an experiential and interactive cross-category store experience to integrate offline and online shopping experiences to keep up with the ever-changing concept of what being in-store means to consumers today
  • With households feeling the pinch financially, explore pioneering ideas to protect high street retailers with product and marketing strategies that boost profit in a challenging market

15.20    Ali Fassi Fihri, UK&I Head of Omnichannel, The Estée Lauder Companies

15.40    Roger Harrison, Category & Insights Manager, St Pierre Groupe Limited

Heather Burgess, Marketing & Insights Manager, St Pierre Groupe Limited

16.00  Afternoon Refreshment Break With Informal Networking

Retailer Insights & Collaboration


16.30 Your Questions Answered! Hear First Hand What Retailers Actually Want From Their Brand Partnerships To Ensure That Your Products Stand Out In-Store & Online In Today’s Shopper Market

  • Category managers, brand managers and retailers… an information exchange of wants and desires to ensure thriving, productive and collaborative relationships which continue to produce profit at both ends of the supply chain
  • With video calling having replaced face-to-face meetings, review alternative avenues retailers and brands can communicate/collaborate today to ensure the new normal doesn’t sour sales
  • How can brands co-exist on retailers’ shelves alongside private label ranges and guarantee your product portfolio doesn’t get left on the shelf by value-driven consumers?

Anne Claypole, Category Controller, Kopparberg UK

Lisa Manning, Category and Insight Manager, Border Biscuits Ltd

Spotlight: Exceptional Shopper & Customer Engagement Experiences



17.00 Showcase Your Brand Through Innovative & Creative Data-Led Shopper Marketing Which Create Exceptional Hybrid Customer Experiences To Generate New Levels Of Loyalty

  • How do brands and retailers use cutting-edge shopper experiences both in-store and online to attract customers during periods of economic difficulty and boost retention?
  • Explore methods to use AI & tech to reignite digital CX activation and identify which e-commerce opportunities retailers and brands should invest in today to outshine competition and deliver exceptional shopper experiences
  • As big retailers experiment with concept stores, promoting stock with innovative services and content, how can category managers leverage experience-related strategies to maximise spending?
  • What strategic questions must be asked when dealing with vastly increased knowledge about customer data and their behaviour to truly understand their wants and desires?

Benjamin Diez, Manager Strategy & Insights, McDonald’s Deutschland LLC

Shopper Campaigns: Marketing & Activation

17.20 Harness The Power Of Shopper & Customer Marketing Insights With Relevant & Engaging Campaigns Which Resonate With Your Target Audience, Drive Activation & Generate Sales In-Store & Online

  • Explore a range of shopper activations brands and retailers found successful, how tricky they were to implement, and how to bring to life the partnership between product developers and marketing teams for a synergised, energised activation campaign
  • Face the challenges of who your target audience is and the interplay between your internal teams for exceptional shopper activation in-store and online
  • Acquisition strategies and tactics… establish the appropriate tone of voice for your campaigns and target consumers, to ensure boosted customer retention and brand loyalty

Caroline Petit, International Advertising & Promotion Lead-Associate Director- Global Regulatory Affairs, Takeda

17.40 Afternoon Chair’s Closing Remarks

Emily Jones, Senior Category Strategy Manager, Premier Foods

17.50 Official Close of Conference