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Get Inspired By 20 Shopper & Category Directors As They Reveal Their Next-Level Strategies For Profitable Shopper Marketing, Activation & Category Management

Shopper-Centric, Insight-Led & Profitable Shopper Marketing, Activation & Category Management: Monetise Insights Into The Latest Shopper Behaviours, Missions & Trends In Convenience, Online & In-Store & Build Win-Win Retailer Relationships With Best-In-Class Channel Strategies, Category Management Execution & Exciting Shopper Marketing
A One-Day, Industry-Led Conference & Networking Event, 28th February 2019, Museum of London Docklands, London

08:30 Registration, Morning Coffee & Objective Setting

09:00 Morning Chair’s Opening Remarks
Daniela Busseni, Head of Category Development, Premier Foods


09:15 Monetise Rapidly-Changing Consumer Behaviours & Shopping Habits & Explore Evolving Purchasing Motivations For Ultimate Engagement, ROI & Category Success

  • How are consumer behaviours and shopping habits shifting? How can we maximise sales, support shopper missions and appeal across different demographics?
  • How are shoppers shopping in 2019? Key factors in getting to grips with the consumer of today: frequency of shops, time of day, in-store, click and collect… stay ahead of the curve
  • Online, in-store, convenience and delivery; how are purchasing methods and channels changing, what are the key drivers of shopping behaviours today, and what trends can we predict for the next 5 years to stay ahead of the game?
  • Explore technological advances to drive category growth and exceed profit targets
  • In-store shopper insights: how is ‘the shopper’ shifting? With new generations, new shopping habits and a whole new emphasis on shopper-centricity, how can we optimise in-store and online shopping?

Steven Barwell, Associate Director Category Management & Insights, Coca-Cola European Partners

Daphne Dutilleux, Retail Design & Visual Merchandising Director, L’Oréal Luxe

Farrah Mosaheb, Category Controller, Premier Foods


09:45 Revitalise Your Strategies In Line With The Latest Shopper Mission Trends For Insight-Led Channel Strategies, Elevated Sales & Brand Loyalty

  • Delve deeper into the latest shopper mission trends; drill into how your shoppers are shopping across different formats, categories and missions
  • From top-up shops or impulse to the weekly bulk shop, distress to occasions, online to the aisle-by-aisle in-store experience, how are shopper missions and habits shifting?
  • What impact is new technology having on different shopper missions?

Karol Czech, Head of Category Management & Shopper Insights, McCormick & Company


10:05 Hear Directly From The Retailers Themselves: Catch Their Eye, Build Rewarding Collaborative
Relationships, Explore Market Shifts & Optimise Win-Win Strategies

  • Top tips in presenting retailers with compelling products and implementing strategies for elevated retailer investment and interest
  • How to really get category plans mobilised and implemented, from the top all the way to the shop floor
  • Explore how to build outstanding, long-lasting brand-retailer collaboration for win-win, lucrative relationships
  • Insights into pricing, range, own label, taking advantage of the current market and leading strategies both online and in-store from the big players themselves: from ad placement through to POS and category management excellence, how can we really get ahead of the curve for 2019 and beyond?
  • How are online giants such as ‘Amazon’, smaller players, discounters and convenience stores changing the face of the FMCG retailer landscape? How can brands and retailers continue to reap profit in such a competitive market?

Susan Connolly, Sales Director, Connolly Spar

10.35 Better Collaboration Through Shopper Centric, Category Focused Solutions

Julian Davies, SVP Customer Success, Kantar Consulting


11:05 Does The Convenience Channel Exist Anymore, Are Shoppers Moving Towards ‘Convenient’ Shopping Instead & How Can We Best Monetise Convenience In 2019?

  • Convenience vs. convenient – are shoppers just looking for fast, low-effort, high-reward ‘convenient’ shopping?
  • Innovating and altering convenience formats to best meet shopper needs and demands for targeted and tailored products, ranges and pairings
  • What are the best digital strategies, tools and channels to be using both in convenience and being ‘convenient’? How can we really win customers, drive category growth and reap profits in an environment with lots of competition from wholesalers, on-the-go, discounters and convenience stores?

Mark Pettigrew, Director of Store Innovation & Format, Co-operative

Case Study - Data’s Not Difficult

  • How to put data and insight into the core of an organisation
  • 7 priorities to drive change
  • Case study examples from retail
  • How to drive change in an organisation


11:25 Driving Category Vision In Frozen & Staying Relevant To Consumers – Birds Eye Case Study

Kate Forbes, Category Director, Birds Eye


11:40 Make Better Decisions, Faster! Delivering Real-Time Customer Feedback On Concepts.

  • Automated concept testing templates – 3 examples
  • Prevent risking a bad decision – is it worth the risk?
  • Examples of how concept testing has worked for others

Jonathan Harris, Group Account Director, Toluna


12:05 The Next Leap In Category Management: Taking Your Category Strategy To Online Retailers

Previously the VP of PepsiCo, CEO John Maltman has worked with brands and retailers from all over the world on developing and implementing profitable category strategies. He’s passionate about driving strong retail performance from great execution and helping organisations build scalable capabilities. As more companies look to make a profit from eCommerce, in this presentation John will cover:

  • The huge opportunity available to brands from making online category strategy a core part of their sales plans
  • The specific insights that are uniquely placed to support brands with these important initiatives

John Maltman, CEO, E Fundamentals


12:20 Execute & Engage With Show-Stopping In-Store Strategies For Enhanced Customer Experiences &
Elevated Sales

  • What are the best in-store technological advances of 2019? How can we exploit game-changing tech such as VR and IoT to give our marketing and customer experience a fresh, on-trend feel and get a step ahead of the rest?
  • How are the retailers innovating in-store? With a shifting shopper experience in-store, how can we stay at the top of our game?
  • Aid consumer navigation in-store with optimised space planning, range and positioning to enhance brand loyalty and drive sales for exceptional customer experiences right through from the store entrance to the point of purchase
    • Transform fixtures and merchandising and heighten visibility for ultimate customer satisfaction and ROI

Richard Hemming, Head of Category & Strategic Planning, Ginsters

12:35 Lunch & Informal Networking For Delegates, Speakers & Partners

13:25 Peer-To-Peer Discussions

A) Shopper Trends
Thomas Cropper, Managing Director, Tuk In Foods

B) Health Trends

C) Understanding First Moments Of Truth In Store. An Exploration Of How Packaging Can Better Reflect System 1 Decision Making: Noreen Kinsey, Director, MMR Research Worldwide

D) Savvy Pricing & Promotions

E) Discounters

F) Private Label

13:55 Afternoon Chair’s Opening Remarks


14:00 Drive Lucrative Shopper Marketing & Activation With Best-In-Class Innovative Strategies To Stand Apart From The Competition

  • Fulfil consumer demands and drive sales by leveraging best-in-class, cleverly-positioned marketing strategies
  • No shopper is the same, but how can we appeal to them all? Market to a breadth of consumers and demographics and catch the eye of all shopper mindsets!
  • Where does the future of in-store activation lie?
  • Activate online and in-store; implement insight, hot innovations and winning techniques to stand out in a competitive market

David Webster, National Account Controller - Wholesale, Diageo

Ben Kisby, Senior Customer Manager - Fresh & Frozen, Co-operative

Further Speakers To Be Announced; Please Check The Website For Updates


14.25 Hear How Brands & Retailers Are Finding Success With A Proven Customer & Product Insight Framework

Join this session to hear Barry Furby, Senior Account Director, Bazaarvoice detail how brands and retailers are finding success with a proven customer and product insight framework. The session will cover tips on how to utilise customer insights throughout your business, provide case study examples surrounding the importance of reviews from some of Bazaarvoice’s clients and demonstrate why product feedback is valuable in helping to improve product development. Barry will also present the findings from the ‘Next Generation of Grocery Shoppers’ research that Bazaarvoice ran in conjunction with IGD.

Barry Furby, Senior Account Director, Bazaarvoice


14:50 Unlock The Power Of Digital For An Increased Brand Presence, Shopper-Centricity & Product Visibility To Promote Sales Cross-Channel

  • Leverage customer insights and really take advantage of the online space for heightened product availability, multi-channel purchasing and online presence
  • Build a flawless, personalised and integrated online customer journey, and address pain points
  • Activate online with best-in-class, targeted campaigns to grow online sales and complement a wider marketing strategy
  • How can apps assist in customer experience and sales growth online? With apps and mobile virtually being the first point of call with consumers, don’t miss a trick!

Jiri Zeman, Category Development Manager, Confectionary, Nestlé


15.00 Hear How Trax Retail’s “Eye’s In The Store” Data Is Being Used By Leading Food & Drink Companies To Optimise Shelf Space & In-Store Location To Positively Improve The Shopper Experience

Being on shelf in store costs money, but is premium shelf position really worth paying for?  Not having products on shelf or having them stocked in the wrong place is lost sales! Hear how Trax Retail’s “eye’s in the store” data is being used by leading food and drink companies to optimise shelf space and in-store location to positively improve the shopper experience for their brands and their retail customers.

John Lloyd, Client Advisory Partner – EMEA, Trax Retail



15:15 Shopper Missions & Convenience
Ben Kisby, Senior Customer Manager - Fresh & Frozen, Co-operative


15:35 Shopper Marketing In A Modern & Digital World
David Macklin, Global Senior Director - Customer & Category, Molson Coors


16:25 Get To Grips With Your Consumer: Draw & Exploit Actionable Insights To Optimise Your Category & Sales Strategies

Irini Komodikis, Head of Category Management UK & Ireland, AB InBev

Louise Hughes, Category Development, AB InBev


16:45 How Is The Market Evolving & How Are Shopper Habits & Category Management Likely To Shift? Predictions For The Future Of The Industry, Technological Advances & How We Can Stay Ahead Of The Game

  • Keep up with changing and evolving markets; how can we stay ahead of the game with consistently shifting shopper habits and new online retailers popping up? What can we predict for category management and shopper marketing over the next 5 years?
  • With shopper missions so heavily dictated by needs and demographics, how can we keep up and satisfy consumers
    across the board now and in the future?
  • Get savvy and future-proof your strategies, how do we need to adapt our strategies to stay (or get!) on top?
  • explore exciting technological innovations driving shopper excellence, category visions and sales; what’s new and how can you win, regardless of budget?

Rob Martineau, Head of Product, Tribe

Further Speakers To Be Announced; Please Check The Website For Updates

17:15 Chair’s Closing Remarks & Official Close Of Conference