2015 OmniShopper ACTIVATING INSIGHTS & MARKETING STRATEGIES AT RETAIL This year Shopper Insights in Action evolves into OmniShopper 2015. Revolutionize Your Shopper Strategy to Win in the Emerging Retail Landscape Thrive in the physical and digital trenches Develop industry standards for measurement practices Turn data into stories to elevate your influence Collaborate across channels, industries and platforms Uncover new retail trends in real time Make purposeful connections with Millennials Gain a deeper understanding of shopper behavior and the point of purchase decisions to drive loyalty revenue. Brand and Retail stories shared by: Lowe’s Walmart Walgreens Hewlett Packard Lego Zappos The Hershey Company Post Foods SABMiller Arc/Leo Burnett Heineken Campbell Soup Company AOL Kraft The Coca-Cola Company Chobani Warburtons Henkel E. & J. Gallo Winery Saatchi & Saatchi X Yahoo! July 20-22, 2015 • Radisson Blu • Chicago, IL • www.OmniShopperEvent.com • #omnishopperevent Daniel Pink Best-selling Author, To Sell Is Human Keith Colbourn Former SVP Loyalty & Analytics, Safeway Jonathan MacDonald Founder, Thought Expansion Network Jenny Lawton CEO, MakerBot Keyu Jin Tenured Professor of Economics, London School of Economics Ben Jones Creative Director, Google ABCs of Persuasion Digital Retail Trends Engines of Meaning Wowing & Winning at Retail 3D Printing The Next Coming of China
Transcript
2015OmniShopper
ACTIVATING INSIGHTS & MARKETING STRATEGIES AT RETAIL
This year Shopper Insights in Action evolves into OmniShopper 2015.
Revolutionize Your Shopper Strategy to Win in the Emerging Retail Landscape
• Thrive in the physical and digital trenches • Develop industry standards for measurement practices• Turn data into stories to elevate your influence • Collaborate across channels, industries and platforms• Uncover new retail trends in real time • Make purposeful connections with Millennials
Gain a deeper understanding of shopper behavior and the point of purchase decisions to drive loyalty revenue.
Brand and Retail stories shared by: Lowe’s • Walmart • Walgreens • Hewlett Packard • Lego • ZapposThe Hershey Company • Post Foods • SABMiller • Arc/Leo Burnett • Heineken • Campbell Soup Company • AOL • Kraft
The Coca-Cola Company • Chobani • Warburtons • Henkel • E. & J. Gallo Winery • Saatchi & Saatchi X • Yahoo!
July 20-22, 2015 • Radisson Blu • Chicago, IL • www.OmniShopperEvent.com • #omnishopperevent
Daniel PinkBest-selling Author,To Sell Is Human
Keith ColbournFormer SVP Loyalty
& Analytics,Safeway
Jonathan MacDonaldFounder,
Thought ExpansionNetwork
Jenny LawtonCEO,
MakerBot
Keyu JinTenured Professor of Economics,
London School ofEconomics
Ben JonesCreative Director,
Google
ABCs of Persuasion Digital Retail Trends Engines of MeaningWowing & Winning at Retail 3D Printing The Next Coming of China
2 www.OmniShopperEvent.com
NEVER-BEFORE-SEENpresentations prepare you for the future of retail:• Data & Digital Trenches • Inspire through Storytelling• Global Consumer Trends• Shopper Persuasion• Generational Marketing• Brand & Retailer Collaboration• Shopper Actionability • Seamless Path to Purchase• Total Shopper Behavior • Shopper Marketing • Retail Innovation• Shopper Touchpoints• Category Growth • Future of Brand Building• Shopper Centricity• Loyalty across Channels
OmniShopper 2015 is designed forleaders in:
• Shopper Insights• Shopper Marketing• Category Management• Digital Marketing• Consumer Insights• E-commerce• Analytics• Loyalty• Merchandising• Store Design• Innovation • Mobile Marketing
It wasn't too long ago that you only had to focus on how to engage with
shoppers in-store. Due to swift advances in technology and dynamic shopper
preferences, that singular mindset will not survive in the new retail world. In
response to this profound disruption, The Shopper Insights in Action Conference
evolves into OmniShopper 2015: Activating Insights & Marketing Strategies at Retail.
We challenge you to think about how you are going to successfully create brand
and retail loyalty with current and forthcoming generations, individual shoppers,
and households around the world. Are you prepared for the rise of the third
industrial revolution and how the maker culture and 3D printing will impact the
retail landscape? What will it take to thrive in today's market and plan successful
business models five or ten years from now? Through collective insight and
collaboration, brands, retailers and their partners unite to prepare themselves
and their organizations for continuous and unprecedented changes in the
speakers, in-depth track sessions, the launch of highly anticipated interactive
workshops, and retail excursions designed to disrupt your day job. You will be
granted unscripted access to experts who can fast-forward your understanding of
total shopper behavior and predict the next new path to purchase.
We invite you to join us at OmniShopper 2015 as BRANDSand RETAILERS collide to win with shoppers in-store, at home,on social and through digital technologies.
ACTIVATING INSIGHTS & MARKETING STRATEGIES AT RETAIL
2015OmniShopper
ACTIVATING INSIGHTS & MARKETING STRATEGIES AT RETAIL
2015OmniShopper
Rachel McDonaldSenior Conference Producer
IIR
Krista VazquezManaging Director
IIR
Extraordinary Thinkers&Revolutionary Content
prepare you for success in an entirely new
OmniShopper World
#omnishopperevent 3
CASE STUDY SPEAKERS:Kyle Nel, Executive Director of Lowe’s Innovation Labs, Lowe’s
Lisa Archambault, Brand / Demand Generation Marketing, Zappos
Jody Ayers, Sr. Director Global Customer Insights & Analytics,Walmart
Joe Davis, Director, Shopper Insights, The Coca-Cola Company
Michael Darer, Senior Director, Pricing and Promotions, CustomerLoyalty and Insights, Walgreens
David Guenthner, Sr. Director Global Customer Insights & Analytics,Walmart
Sheila McKay, Customer and Channel Insights Manager, Hewlett Packard
James Sorensen, EVP, Shopper Insights, Kantar Retail - The Retailand Shopper Specialists
Brad Wilcox, Founder, Director of the National Marriage Project,Demographic Intelligence
Julie Thompson, Planning Director, TPN
Dave Mastrofski, Vice President, C+R Research
Lori Parrett, Vice President, Client Services, Interbrand Design Forum
Connecting brands and retailers to collaborate on next best practices at retail.
FB.com/OmniShopper OmniShopper Group @OmniShopper www.myshopper360.com ShopperChannel
Join our network of 24,000+ Shopper Focused Leaders & Stay Connected All Year Long!
Daniel PinkAuthor, To Sell Is
Human: TheSurprising TruthAbout Moving
Others
Keith ColbournFormer SVPLoyalty &Analytics, Safeway
Keyu JinTenured Professorof Economics,
London School ofEconomics
JonathanMacDonaldFounder, Thought
ExpansionNetwork
David SchweidelAuthor and Professor of
Marketing, GoizuetaBusiness School,
Emory University
Neil HoweBest-selling Author,
Millennials Rising
Ben JonesCreative Director,
Google
Jenny LawtonCEO,
MakerBotVision
ary Ke
ynote
s:
4 www.OmniShopperEvent.com
AGENDA at•a•glanceMONDAY, JULY 20, 2015:
2:00: Bringing Shopper InsightsInto Reality: New Approaches toBetter Understanding RelevantShopper BehaviorDanny Brown, Associate Director ofShopper Insights, The CloroxCompany
2:45: Influencing Influentials:Understanding Today's HighlyInfluential Consumers and How toPut Them to Work for YouEric Rasmussen, VP of MarketResearch, Groupon
Jon Berry, VP of Consumer Trends, GfKNetworking Break
4:00: Approach to Data-drivenProgrammatic Branding Lisa Archambault, Brand / DemandGeneration Marketing, Zappos
4:45: Lego Fusion: CommunicatingCategory Disruption to theShopperKaren Lee, Shopper InsightsManager, Lego Systems, Inc.
2:45: The Future of RetailKyle Nel, Executive Director ofLowe’s Innovation Labs, Lowe’s
4:00: Leveraging Real-timeExperiential Tracking to RevealShopper MotivationsShawn Fitzgerald, Head of ShopperIntelligence, Heineken USA
4:45: This session will be delivered byInContext SolutionsFor more information please visitwww.omnishopperevent.com.
2:00: Delivering Value and DrivingBest Customer Loyalty throughPricing and PromotionsMichael Darer, Senior Director,Pricing and Promotions, CustomerLoyalty and Insights, Walgreens
2:45: Emotion > Logic: Six InsightsAbout Emotion Every ShopperMarketer Should KnowBrett Stover, Executive Vice President,Strategy and Insights Officer, Saatchi & Saatchi X
Ne
4:00: Market Research is Dead -Launching Winning Products UsingPredictive AnalyticsJoe Callahan, Director of Marketing,First Insight, Inc.
Gretchen Jezerc, VP ProductManagement and BusinessDevelopment, First Insight, Inc.
4:45: Reshaping the Future of Beerin RetailJiri Zeman, Category Development,Manager, SABMiller
2:00: This session will be deliveredby CrowdTapFor more information please visitwww.omnishopperevent.com.
2:45: Disrupt Your Day Job:Curated Roundtable SessionsIf you would like to host a roundtableplease contact Jon Saxe [email protected] and Rachel McDonaldat [email protected].
4:00: Good to Green – MovingShoppers to Healthy ChoicesAndrew Elliot, VP, Consumer Goods,WD Partners
4:45: Get Involved!If you would like to present during thissession please contact Jon Saxe [email protected] and Rachel McDonaldat [email protected].
Concurrent Sessions: Each session is 40 minutes followed by 5 minutes to transition to the next • Move between them as much as you’d like.
8:30 Registration & Morning Coffee9:00 OPENING KEYNOTE: Maximizing Retail Opportunities in a Digitally-Enhanced Future Landscape Jonathan MacDonald, Trends Expert and Founder, Thought Expansion Network
9:45 KEYNOTE: Key Trends Talk-Back with Jonathan MacDonald
10:15 Networking Break11:00 KEYNOTE: 3D Printing: Twelve Years from Now Jenny Lawton, CEO, MakerBot
11:45 KEYNOTE: The Next Coming of China: The Emerging Consumer Culture Keyu Jin, Tenured Professor of Economics, London School of Economics
12:30 Lunch
TUESDAY, JULY 21, 2015:8:30 Registration & Morning Coffee9:00 OPENING KEYNOTE: To Sell Is Human: The New ABCs of Moving Others Daniel Pink, Best-selling Author, To Sell Is Human: The Surprising Truth About Moving Others, Drive and A Whole New Mind
10:00 KEYNOTE: Key Trends Talk-Back with Daniel Pink
10:30 Networking Break
11:00 KEYNOTE: Wowing and Winning: Lessons from the Data and Digital Trenches on Winning with Your Shoppers, Suppliers and Your Own Organization Keith Colbourn, Former SVP Loyalty & Analytics, Safeway
11:45 KEYNOTE: Profiting from the Data Economy David Schweidel, Author and Professor of Marketing, Goizueta Business School, Emory University
WEDNESDAY, JULY 22, 2015:8:30 Registration & Morning Coffee9:00 KEYNOTE: Making Purposeful Connections with Millennials Neil Howe, Best-selling Author, Millennials Rising
9:45 KEYNOTE: Engines of Meaning: Place/Time/People and the Future of Brand Building Ben Jones, Creative Director, Google
10:30 Networking Break
TUESDAY, JULY 21, 2015: DAY TWO CONTINUED
11:00: Changing Demographics andShopping Trends of New MothersBrad Wilcox, Founder, Director of the NationalMarriage Project, Demographic IntelligenceSam Sturgeon, President, DemographicIntelligence
11:45: Get Involved!If you would like to present duringthis session please contact Jon Saxeat [email protected] and Rachel McDonaldat [email protected].
11:00: Winning the Online Shopper!Sheila McKay, Customer and ChannelInsights Manager, Hewlett Packard
11:45: Consumer Behavior &Consumption Across Media: TheDigital State of PlayTony Marlow, Head of CategoryInsights, Yahoo!
12:30: Get Involved!If you would like to present duringthis session please contact Jon Saxeat [email protected] and Rachel McDonaldat [email protected].
11:00: This session will be delivered byiModerateFor more information please visitwww.omnishopperevent.com.
11:45: The Journey of Chobani:Shopper Insights DrivingCompetitive AdvantageSonia Dalvi, Brand Manager, ShopperMarketing, Chobani
12:30: Activating Segmentation atRetail: Developing Shopper Profiles ThatAddress a Retailer’s Category StrategiesJennifer Jo Wiseman, VP Consumer andProduct Insights, E. & J. Gallo WineryChristopher Brace, Founder andCEO, Shopper Intelligence
11:00: How to Leverage Insights toWin in the Gold Rush withManufacturers and SuppliersApril Carlisle, SVP, Global ShopperMarketing, Arc/Leo Burnett
12:30: Disrupt Your Day Job:Curated Roundtable SessionsIf you would like to host a roundtableplease contact Jon Saxe [email protected] and Rachel McDonaldat [email protected].
Concurrent Sessions: Each session is 40 minutes followed by 5 minutes to transition to the next • Move between them as much as you’d like.
2:00: The Seamless Model: EvolvingBeyond One Size Fits AllScott Jeffrey, Chief Creative Officer,Interbrand Design Forum
Lori Parrett, Vice President, ClientServices, Interbrand Design Forum
2:45: Get Involved!If you would like to present duringthis session please contact Jon Saxeat [email protected] and Rachel McDonaldat [email protected].
4:00: Driving Impulse with In-StoreAnalyticsJohn Showalter, Director of BusinessInsights, Red Bull North AmericaRajeev Sharma, Founder & CEO,VideoMining Corporation
4:45: Leveraging Insights intoIndividual Shopping Behavior toWin with Millennials… and BeyondJoe Davis, Director, Shopper Insights,The Coca-Cola Company
2:00: Omni-Channel Surfing: TheWhy Behind the TryCraig Geiger, Senior ManagerShopper Insights & CategorySolutions, Campbell Soup Company
2:45: Shopper Touch-Points: How Many,Which Ones and Where to LeverageTony Mardegain, Director ShopperInsights, The Hershey Company
Shelley Christianson, Sr. ManagerShopper Insights, The Hershey Company
Networking Break
4:00: Shopping Trends in the UK:Answering the Call of theOmnichannel Shopper through aDynamic Category StrategyDavid Tittensor, Category Director,Warburtons Limited
2:00: Get Involved!If you would like to present duringthis session please contact Jon Saxeat [email protected] and Rachel McDonaldat [email protected].
2:45: How to use Virtual Shoppingto Understand Shopper BehaviorMike Klein, Director, Insights &Analytics, Post Foods
Networking Break
4:00: Translating ShopperExperiences and Stories intoInsights and ActionDard Neuman, Ph.D., President ofInsights, SmartRevenue
2:00: Walmart: Real Rural Shoppers.Real Stories. Real Impact.Jody Ayers, Sr. Director GlobalCustomer Insights & Analytics, andDavid Guenthner, Sr. Director GlobalCustomer Insights & Analytics,Walmart2:45: The Target of One: BuildingModal Dialogue with the RisingSingle ClassJulie Thompson, PlanningDirector, TPNDave Mastrofski, Vice President,C+R Research
4:00: How to Make ImplementationEasier and an Integrated Part ofthe Business Planning ProcessDorene Squires, Director CategoryManagement & Shopper Insights,Henkel North America
4:45: Why Knowing Your Consumeris no Longer EnoughGfK
Concurrent Sessions: Each session is 40 minutes followed by 5 minutes to transition to the next • Move between them as much as you’d like.
EMPOWER PROVOCATIVE THINKING: THE FUTURE OF RETAILMONDAY, JULY 20, 2015: Keynotes
9:00 AMMaximizing Retail Opportunities in a Digitally-EnhancedFuture LandscapeJonathan MacDonald, Trends Expert and Founder, Thought Expansion NetworkJonathan's keynote will outline the most salient features of the changing business landscape,giving deep insights into fast-moving digital and technology realities, and expand thinking on whatthese mean for business in general and retail in particular.
• Hidden potential in modern technologies that present the greatest retail opportunities• Deeper understanding into galvanizing consumer engagement inside and outside the store• The impact of augmented and virtual reality and alternative currencies on retail business models• A clearer view of the new landscape of consumer expectations• Clarity of the opportunities and threats in a world of citizen product that disrupts the value chain
9:45 AMKey Trends Talk-Back with Jonathan MacDonald Jonathan challenges the audience with 4 key questions. Work in small groups with fellowconference attendees to work out the key implications for your business.
11:00 AM 3D Printing: Twelve Years From NowJenny Lawton, CEO,MakerBotA typical education takes twelve years to achieve. A dozen years from now, students graduatingfrom high school will have had exposure to 3D printing all throughout their education. What willthis mean for the development and use of the technology, and what will the world be like when allcollege students have grown up with 3D printing?
11:45 AM The Next Coming of China: The Emerging Consumer CultureKeyu Jin, Tenured Professor of Economics, London School of EconomicsAn expert on the Chinese economy, Keyu will clearly connect macro-economic trends in China toan emerging and revolutionary new consumer culture and outline product opportunities, brandstrategies and key trends that will inform your Asia shopper strategy for years to come. Keyu willalso discuss the important impact of the one child policy on Chinese consumption patterns in thecoming decades.
VISIONARY THINKING + BEST PRACTICE = ACTIONABILITYMONDAY, JULY 20, 2015:Tracks
Track 1: TURNING DATA INTO INSIGHTS2:00 Bringing Shopper Insights Into Reality: New Approaches toBetter Understanding Relevant Shopper BehaviorDanny Brown, Associate Director of Shopper Insights, The Clorox CompanyFoundational shopper research such as path to purchase studies andshopper journeys are essential for developing retail category growthstrategies. Taking it to the next level, understanding shopperbehaviors based on any combination of recent purchase activity,purchase history, geo-demographic segmentation, andpsychographic attributes can further sharpen recommendations thatmanufacturers provide to retail customers. This session will take alook at how shopper insights is being applied beyond traditionalapproaches and will share best practices and lessons learned toenhance retail customer relationships and drive category growth.
2:45 Influencing Influentials: Understanding Today's Highly InfluentialConsumers and How to Put Them to Work for You Eric Rasmussen, VP of Market Research at Groupon
Jon Berry, VP of Consumer Trends, GfK
Not all potential buyers of our products and services are createdequal - some create a multiplier effect because they motivate othersin their peer groups to follow their advice. Understanding thesehighly influential consumers can provide a number of benefits - usetheir early adopter behavior to predict emerging trends, identifywhere their passion lies to fine-tune our messaging, and marketdirectly to them so they become advocates for our brands, spreadingthe word and giving us more bang per marketing buck. But inspiringthese valuable influentials and putting them to work is not alwayseasy. Learn how to motivate this group to work on your behalf withillustrations drawn from service industries.
3:30 Networking Break
4:00 Approach to Data-driven Programmatic Branding Lisa Archambault, Brand / Demand Generation Marketing, Zappos
Lisa Archambault is a leading interactive marketing and mediaprofessional, spanning over 15 years of digital experience withwell-known brands in hospitality, entertainment and technology.During this session, you’ll hear about Zappos' attribution challenge,the methodology used to approach a branding test, why data andprogrammatic, the tactics of the test, outcome/learnings, and nextsteps as a result of this test.
4:45 Lego Fusion: Communicating Category Disruption to the ShopperKaren Lee, Shopper Insights Manager, Lego Systems, Inc.
In 2014, Lego launched Lego Fusion, new product that combines
digital and physical play. In this session, Lego will share how insights
were used to evaluate this new product launch in Lego Brand Retail
stores. The key objective of this project was understanding overall
reaction to Fusion and determining how to best inform
shoppers/consumers about new gameplay. Come and learn what we
did wrong & what we did right!
Track 2: OMNISHOPPER2:00 Engage Shoppers through Mobile and DigitalArt Sebastian, Vice President, Category Leadership & ShopperInsights, KraftDuring this session you’ll reimagine the store experience and learnhow to engage shoppers by leveraging revolutionary shoppertechnology. Hear how Kraft Foods is leveraging shopper insights totransform the center store and engage shoppers throughcutting-edge mobile and digital tactics.
2:45 The Future of RetailKyle Nel, Executive Director of Lowe’s Innovation Labs, Lowe’s
The world of retail is being disrupted. Retailers that embrace theinevitable have tremendous opportunities to create value and buildcustomer loyalty. Those that don’t embrace change will be disrupted.This session looks at some of the ways Lowe’s is preparing for thefuture of retail.
3:30 Networking Break
4:00 Leveraging Real-time Experiential Tracking to Reveal ShopperMotivations Shawn Fitzgerald, Head of Shopper Intelligence, Heineken USA
In this session Heineken USA will share how we have utilized real-timeexperiential tracking to understand the most important conversiondriving touch-points for Beer shoppers throughout the path topurchase. We will share how this learning influenced our brandstrategies, investments and communications across the portfolio inorder to drive growth for our customers and brands.
4:45 This session will be delivered by InContext SolutionsFor more information please visit www.omnishopperevent.com.
Each session is 40 minutes followed by 5 minutes to transition to the next • Move between them as much as you’d like.
Why Storytelling?�Humans learnthrough story. It is essential toour life experience. All that we
ever know occurs throughspoken and written stories.
The human brain is designed to store what it learns and access what it knows in sequence— one image,one idea and one phrase at a time—in the same way a story unfolds one element at a time. This is whywe like to read books, enjoy movies, and love jokes; we crave stories. Almost all human interactionoccurs in story form. Using story as a framework for business presentations and communication,marketing and insights professionals raise awareness, spread ideas and motivate their customers to takeaction—whether it’s finding new consumers, or moving ideas forward within your own company, theright story makes a big difference in your results. Brandtrust's Storytelling Workshop teaches you how toengage and inspire an audience through the power of story.
Act Fast! This workshop has a max capacity and will close once full. For more details visit www.omnishopperevent.com.
New!for 2015
8 www.OmniShopperEvent.com
VISIONARY THINKING + BEST PRACTICE = ACTIONABILITYMONDAY, JULY 20, 2015:Tracks
Track 3: SHOPPER CENTRICITY2:00 Delivering Value and Driving Best Customer Loyalty throughPricing and PromotionsMichael Darer, Senior Director, Pricing and Promotions, CustomerLoyalty and Insights, WalgreensWalgreens is in the middle of a major transformation since the launchof its Balance Rewards loyalty program just over two years ago, whichis one of the largest loyalty programs in the world. Learn how thecompany is using customer data to deliver value and drive bestcustomer loyalty. This presentation will provide insight into how oneof the oldest and largest retailers is transforming its business by usinga loyalty program to better serve and understand its customers.
2:45 Emotion > Logic: Six Insights About Emotion Every ShopperMarketer Should KnowBrett Stover, Executive Vice President, Strategy and Insights Officer,Saatchi & Saatchi X
Emotions are inevitable. Emotional reactions are quick … reallyquick. Saatchi and Saatchi X has done proprietary research andanalysis on identifying and utilizing the power of emotion in ShopperMarketing. This presentation will share these insights and give youpractical checklist to help you translate this to your business.
3:30 Networking Break
4:00 Market Research is Dead - Launching Winning Products UsingPredictive AnalyticsJoe Callahan, Director of Marketing, First Insight, Inc.
Gretchen Jezerc, VP Product Management and BusinessDevelopment, First Insight, Inc.
4:45 Reshaping the Future of Beer in Retail Jiri Zeman, Category Development, Manager, SABMiller
To solve the beer puzzle – as we call it – you need to understand yourconsumers and shoppers really well. Nowadays we have lots of dataavailable about the shopping and consumption habits, but are thesereally reflected in the way your category is presented in the retail?The beer aisle is our silent business partner, who is there 24/7 so weneed to make sure he does his best.
Track 4: COLLABORATION2:00 This session will be delivered by CrowdTapFor more information please visit www.omnishopperevent.com.
2:45 Disrupt Your Day Job: Curated Roundtable Sessions
In facilitated roundtables, connect with your peers to disrupt your dayjob and plan for the new OmniShopper world. Discussion groups willbe curated to focus on cross industry perspectives and visionaryshopper collaboration stories. Check www.omnishopperevent.com forprogram updates. If you would like to host a roundtable pleasecontact Jon Saxe at [email protected] and Rachel McDonald [email protected].
3:30 Networking Break
4:00 Good to Green – Moving Shoppers to Healthy Choices Andrew Elliot, VP, Consumer Goods, WD Partners
Being ‘green”, and eating healthier—organic, gluten free, dairy free,locally sourced, etc.—continues to grow in popularity and with it thescrutiny of the American public on which products out there are trulyhealthy for them and their families. We uncover key factors about whyconsumers are switching to organic and healthier options, anddiscover what influences the “on-the-fence” healthy consumer ontheir path-to-purchase healthier products.
4:45 Get Involved! We left this session open to ensure we showcase the most provocativecontent in the new OmniShopper world. If you have a new story toshare and would like to be considered for this session, please contactJon Saxe at [email protected] and Rachel McDonald [email protected].
Each session is 40 minutes followed by 5 minutes to transition to the next • Move between them as much as you’d like.
5:30:WELCOMECOCKTAIL RECEPTION
#omnishopperevent 9
EMPOWER PROVOCATIVE THINKING: DATA - PERSUASION – LOYALTYTUESDAY, JULY 21, 2015: Keynotes
9:00 AM To Sell Is Human: The New ABCs of Moving OthersDaniel Pink, Best-selling Author, To Sell Is Human: The Surprising Truth About Moving Others “A-B-C,” Alec Baldwin tells a group of salesmen in the classic movie Glengarry Glen Ross. “A-B-C.A-Always, B-Be, C-Closing. Always be closing, always be closing.” But best-selling author Daniel Pinksays this steamroller approach has become a relic, because sales has changed more in the last 10years than it did in the previous 100. Today, when buyers have just as much information assellers—along with ample choices and the means to talk back—the rules have changed. In hisentertaining and provocative presentation, Pink—author of To Sell Is Human and one of the topbusiness thinkers in the world—will draw on cutting-edge social science and best practices fromorganizations around the world to reveal the new A, B, Cs of selling. A-Attunement (taking anotherperspective). B-Buoyancy (staying afloat in an ocean of rejection). C-Clarity (identifying hiddenproblems and making sense of murky situations). • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
10:00 AMKey Trends Talk-Back with Daniel Pink Daniel challenges the audience with 4 key questions. Work in small groups with fellow conferenceattendees to work out the key implications for your business.
11:00 AMWowing and Winning: Lessons from the Data and DigitalTrenches on Winning with Your Shoppers, Suppliers and Your OwnOrganizationKeith Colbourn, Former SVP Loyalty & Analytics, Safeway“The British are coming, the British are coming!” was reputedly said by Paul Revere on his famousride. He was successful at rousing his compatriots to action. Clear rally cries work well: “The "Datasare coming" or "The Digitials are coming" doesn't quite have the same ring, even if the Datas are BigDatas! How then to create and galvanize winning data-driven digital strategies, inspire your shoppersand create engagement with manufacturer suppliers and supporters in your organization — buildingsuccess today and momentum for tomorrow? Keith Colbourn will share lessons learned as a leadingdigital retail practitioner -- bringing together lessons from his time as head of digital marketing atFreshDirect, as leader of dunnhumby's global loyalty practice and most recently as Safeway's SVP ofLoyalty and Analytics and the executive responsible for the growth of Safeway's pioneering Just For Udigital targeting platform.
11:45 AM Profiting from the Data EconomyDavid Schweidel, Author and Professor of Marketing, Goizueta Business School,Emory UniversityWhile conversations about Big Data are pervasive among marketers, how do we go from data toactions? Consumer insights that can inform marketing decisions arise from various data sources,including internal records and publically available social media posts. This session explores howbusinesses can benefit from the collection and analysis of consumer data, as well as the roadblocksthey must negotiate along the way.• Merging different sources of consumer data can offer new insights for customer targeting• Data collection and targeting efforts should be evaluated in terms what they enable businesses to do• Not all consumers are receptive to increased targeting from all businesses
VISIONARY THINKING + BEST PRACTICE = ACTIONABILITYTUESDAY, JULY 21, 2015: Tracks
Each session is 40 minutes followed by 5 minutes to transition to the next • Move between them as much as you’d like.
Track 1: TURNING DATA INTO INSIGHTS2:00 The Seamless Model: Evolving Beyond One Size Fits AllScott Jeffrey, Chief Creative Officer, Interbrand Design Forum
Lori Parrett, Vice President, Client Services, Interbrand DesignForum
2:45 Get Involved!We left this session open to ensure we showcase the mostprovocative content in the new OmniShopper world. If you have anew story to share and would like to be considered for this session,please contact Jon Saxe at [email protected] and Rachel McDonald [email protected].
3:30 Networking Break
4:00 Driving Impulse with In-Store Analytics John Showalter, Director of Business Insights, Red Bull NorthAmerica
4:45 Leveraging Insights into Individual Shopping Behavior to Winwith Millennials… and BeyondJoe Davis, Director, Shopper Insights, The Coca-Cola Company
Join us for an in-depth look at the real Millennial Shopper, brought toyou in high-definition for the first time by Coca-Cola’s proprietaryshopper tracking study – iSHOP. This study is a first of its kind intracking behaviors, perceptions, occasions, and need states ofindividual shoppers – not households – accurately across all grocerytrips for all retail channels. This enables detailed, actionable insightslike never before and with which we have delved deep into Millennialshopping behavior. In this session, we will give you a sneak peek intothese shoppers’ store imagery and associations, impulse purchasing,destination/influencer categories, and overall total shopping behaviorrepresentative at the trip level!
Track 2: OMNISHOPPER2:00 Omni-Channel Surfing: The Why Behind the Try
Craig Geiger, Senior Manager Shopper Insights & Category Solutions,Campbell Soup CompanyUnderstanding how shoppers “omni-channel surf” and makedecisions on your category and retail customers is a growingopportunity for shopper insights. This session will review learningsfrom the Omni-Channel Path to Purchase.
• Omni-Channel Trip Missions • Evolution of Shopper Insights to include Omni-Channel P2P
2:45 Shopper Touch-Points: How Many, Which Ones and Where toLeverageTony Mardegain, Director Shopper Insights, and Shelley Christianson,Sr. Manager Shopper Insights, The Hershey Company
The Hershey Shopper Insights team will share insights on how theymaximize Shopper touchpoint reach and conversion by focusing onthree key areas: influential connection touchpoints along thepath-to-purchase, touchpoints that drive shopping trips and the roleof each touchpoint.
3:30 Networking Break
4:00 Shopping Trends in the UK: Answering the Call of theOmnichannel Shopper through a Dynamic Category Strategy David Tittensor, Category Director, Warburtons Limited
During this session hear how Warburtons used findings from theirOmnichannel research to completely redefine and relaunch their totalcompany Omnichannel category strategy. David will demonstrate howthey revisited and validated all elements of our Category Strategywhich include:
• Omnichannel findings into Shopper Missions and triggers• In-store shopper segmentation & shopper science• Category strategies for executing by channel/format• Merchandising Strategy
4:45 Re-engaging Shoppers James Sorensen, EVP, Shopper Insights, Kantar Retail - The Retailand Shopper Specialists
Disruption abounds in retail. Adapting to and capitalizing on thedisruption is a formidable challenge and brands and retailers mustreconfigure retail strategies to compete. The most importantadjustments required is to Re-engage Shoppers. Competition forshopper mindshare is chaotic and intensifying, yet most efforts arefalling short. In this presentation you will learn how to delivershopper personalization without sacrificing scalable operations.Examples of successful and unsuccessful tactics will be shared.
Join us for a hands-on ethnographic journey that takes you outside the conferencewalls and into the vibrant streets of Chicago to explore current marketplace trends,discover buzzworthy brand endeavors, interact with insightful experts and uncovervaluable insights that will benefit your business. Led by Stephan Paschalides, founderof Now Plus One, this experiential outing will have you rethinking the way youapproach developing shopper activation strategies and uncovering new insights.
Act Fast! The retail safari has a max capacity and will close once full. For more details visit www.omnishopperevent.com.
New!for 2015
#omnishopperevent 11
VISIONARY THINKING + BEST PRACTICE = ACTIONABILITYTUESDAY, JULY 21, 2015: Tracks
Each session is 40 minutes followed by 5 minutes to transition to the next • Move between them as much as you’d like.
Track 3: SHOPPER CENTRICITY2:00 Get Involved!We left this session open to ensure we showcase the mostprovocative content in the new OmniShopper world. If you have anew story to share and would like to be considered for this session,please contact Jon Saxe at [email protected] and Rachel McDonald [email protected].
2:45 How to use Virtual Shopping to Understand Shopper BehaviorMike Klein, Director, Insights & Analytics, Post Foods
Virtual shopping’s strong correlation to achieve a strongunderstanding of this behavior and motivation is well documented.First and foremost virtual shopping measures sales; only in-markettests provide a similar measure on performance. In addition, theprocess provides rich diagnostics that can be used to create “gamechanging” strategies at retail. See how all this has been achieved togrow the business, and create successful tactics and strategies basedon the strong understanding of the shopper.
3:30 Networking Break
4:00 Translating Shopper Experiences and Stories into Insights andActionDard Neuman, Ph.D., President of Insights, SmartRevenue
4:45 Redefining Your Shopper through Behavioral Economics Christian Goy, Co-Founder and Managing Director, Behavioral Science Lab
The cost efficiency of mass-media advertising has declined in the past20 years. Media advertising has been replaced with promotions, discounting,merchandising and new media, but these media too appear challenged inachieving the levels of brand loyalty linked to high payback. Hear theresults of our shopper marketing study to develop true grocery-shopperunderstanding by defining the shopper through behavioral economics.
Track 4: COLLABORATION2:00 Walmart: Real Rural Shoppers. Real Stories. Real Impact. Jody Ayers, Sr. Director Global Customer Insights & Analytics, andDavid Guenthner, Sr. Director Global Customer Insights & Analytics, Walmart
Walmart was losing touch with their core base of shoppers: customers wholive in remote rural regions. The physical distance of these shoppers fromWalmart store locations made routine shopping trips challenging, andWalmart was losing share to local micro-competitors and online retailers.Gain insights into Walmart’s multi-phased exploration of these customers.
2:45 The Target of One: Building Modal Dialogue with the Rising Single ClassJulie Thompson, Planning Director, TPNDave Mastrofski, Vice President, C+R Research
For the first time in our history, the U.S. population has more singleadults than married adults. But the vast majority of today’s marketingmessaging and retail strategy assumes a de facto “couple-centric”attitude. Retail agency TPN partners with marketing insights agency C+RResearch to unveil new research findings to help brands and retailersunderstand the Rising Single Class – a growing population of men andwomen who have both disposable income and social influence.
3:30 Networking Break
4:00 Shopper Insights Activation: How to Make ImplementationEasier and an Integrated Part of the Business Planning Process Dorene Squires, Director Category Management & Shopper Insights,Henkel North AmericaIn 2014, Henkel conducted a new shopper study with two keyobjectives. One was to reassess the shopper landscape, but this timeevaluated at the category level (11 total). The second was to developtools and processes to facilitate successful activation of theseinsights. The new study uncovered interesting insights regardingshopper landscape overall and shopper behavior across categories.
4:45 Why Knowing Your Consumer is no Longer Enough GfKWe have spent years trying to understand the consumer… how to reachthem, who they are and why they do what they do. The data is immenseand still very important… but in today’s digital, fast-paced environment, isit enough? Join GfK as we discuss the “Future of Retail”. We’ve taken astep back and started to explore market insights based on best intelligenceabout the demand and expectations of today’s shoppers across allcategories and markets. Together we can help generate the precise andfuture focused retail strategy you need for sustainable business success.
9:00 AMMaking Purposeful Connections with MillennialsNeil Howe, Best-selling Author,Millennials RisingDuring this keynote, you’ll gain a fresh understanding of Millennials from the perspective ofgenerational theory from the man who named the generation, Neil Howe. Neil provides powerfulinsights into the Millennial generation, what motivates them as consumers and workers, and howthey will shape our future. Many companies have recognized the need to look beyond traditionaldemographic categories and understand the effect generational change has on brands andretailers. Neil traces the life stories and characteristics of Millennials to help you make purposefuland meaningful connections.
9:45 AMEngines of Meaning: Place/Time/People and the Future
of Brand BuildingBen Jones, Creative Director, GoogleBruce Sterling memorably said that in the future we would be trawling oceans of data with enginesof meaning. What does that mean in the future that is now? How can brands connect people,product and experience in ways that are meaningful, sustainable, and powerful? Creative DirectorBen Jones will talk about some of the ways Google is tackling this, in particular by knitting togethera contextual fabric of data and content to help build the brands of the future.
• New planning tools that sort out consumer behaviors by the key digital/social platforms• Best-in-class examples of retailers and brands collaborating in new spaces and places• Insights on how to best collaborate with vendor partners - regardless of your role• Innovative ways to connect with consumers throughout the Path to Purchase• Shopper generations that are most receptive to mobile/digital engagement• Actions and attitudes of different types of online shoppers• Unique shopper activities in the different stages of the online shopper journey• Best-in-class websites that delight and influence shoppers• High-def view of the real Millennial shopper – demographics, attitudes, shopping need states• New thought-leadership on behavioral segmentation and trip mission schemes• Detailed insight into store imagery and associations• Emerging insights into impulse purchasing as well as destination/influencer categories• Accuracy and representation at trip level, providing new dimension & action-ability for shoppers
Here’s what we have in store for you
in 2015:NEVER-BEFORE-SEEN
presentations jump-start yournext best shopper strategies.
2015OmniShopper
ACTIVATING INSIGHTS & MARKETING STRATEGIES AT RETAIL
VISIONARY THINKING + BEST PRACTICE = ACTIONABILITYWEDNESDAY, JULY 22, 2015: Tracks
Each session is 40 minutes followed by 5 minutes to transition to the next • Move between them as much as you’d like.
Track 1: TURNING DATA INTO INSIGHTS11:00 Changing Demographics and Shopping Trends of NewMothers over the Next Two YearsBrad Wilcox, Founder, Director of the National Marriage Project,Demographic Intelligence
Sam Sturgeon, President, Demographic Intelligence
Walk away from this session with a clear understanding of the changing
face of motherhood over the next two years. What demographic
categories will see the most increase in births and why? Why are births
rising among college-educated moms and falling among less-educated
moms? What changes are taking place and how will that impact
shopper needs and preferences over the next 10 years?
11:45 Get Involved!We left this session open to ensure we showcase the mostprovocative content in the new OmniShopper world. If you have anew story to share and would like to be considered for this session,please contact Jon Saxe at [email protected] and Rachel McDonald [email protected].
12:30 Shopper Marketing Retailer Testing ProgramRobin Alex, Senior Manager, US Shopper Insights, The HersheyCompany
Retail visits are on the decline which makes every visit a valuableimpression point. This burden is the responsibility of a retailer andmanufacturers can help. This (simple yet oblivious) answer lies in ashopper vetted approach that can result in a win-win-win for theretailer, the shopper, and the manufacturers.
Track 2: OMNISHOPPER11:00 Winning the Online Shopper!Sheila McKay, Customer and Channel Insights Manager, Hewlett Packard
The internet is continuing to heavily influence retail sales – and isquickly becoming the channel of choice for more and more purchases.In this session we will share:
• Online Shopper Personas: actions and attitudes of four different types of online shoppers
• Shopper Journey: Shopper activities in the different stages of the online shopper journey
• Best-in-Class Websites: Characteristics of websites that delight shoppers• And we will highlight how you can partner with retailers and shoppers
to WIN more sales!
11:45 Consumer Behavior & Consumption Across Media: TheDigital State of PlayTony Marlow, Head of Insights, Yahoo!
The way in which consumers engage with various media continues toundergo rapid evolution and with the proliferation of mobile devices,media multi-tasking is more prevalent than ever before. In this newenvironment, it becomes crucial for marketers to understand consumermedia usage trends, their levels of emotional attachment to variousmedia/devices, and what are the attentional implications for marketingcommunications – this session will explore all of this and more.
12:30 Get Involved!
We left this session open to ensure we showcase the mostprovocative content in the new OmniShopper world. If you have anew story to share and would like to be considered for this session,please contact Jon Saxe at [email protected] and Rachel McDonald [email protected].
Since the Great Recession traditional private label has seen unparalleled sales growth and
customer acceptance, however the economic unpleasantness is only a small part of the story
of the new reality of private brand. In these exclusive sessions retail executives and private
brand thought leaders will detail the emergence of differentiated customer focused brands
which just happen to be owned by retailers. Chaired by Christopher Durham, founder of My
Private Brand and VP of Retail Brands of Theory House, this immersion into the new private
brands will dramatically change your perception of both retailers and the brands they own.
Act Fast! This workshop has a max capacity and will close once full. For more details visit www.omnishopperevent.com.
VISIONARY THINKING + BEST PRACTICE = ACTIONABILITYWEDNESDAY, JULY 22, 2015: Tracks
Track 3: SHOPPER CENTRICITY11:00 This session will be delivered by iModerateFor more information please visit www.omnishopperevent.com.
11:45 The Journey of Chobani: Shopper Insights DrivingCompetitive AdvantageSonia Dalvi, Brand Manager, Shopper Marketing, Chobani
12:30 Activating Segmentation at Retail: Developing ShopperProfiles That Address a Retailer’s Category StrategiesJennifer Jo Wiseman, VP Consumer and Product Insights, E. & J. Gallo Winery
Christopher Brace, Founder and CEO, Shopper Intelligence
How to activate consumer and shopper segmentations at retail bydeveloping rich shopper profiles that address a retailer’s specificcategory strategies. Segmentation is an important tool in anymarketers too kit, but when it comes to activating this at retail westruggle. Using a brand’s consumer and shopper segmentations todevelop shopper profiles is a powerful way to help retailers addresstheir category strategies.
Track 4: COLLABORATION11:00 The Retailer's Digital Wild, Wild West: How to LeverageInsights to Win in the Gold Rush with Manufacturers and SuppliersApril Carlisle, SVP, Global Shopper Marketing, Arc/Leo Burnett
It can be a real challenge to strategically map out the places andspaces where shoppers are receptive to hearing from you. How doyou ensure you are headed down the right paths and can adaptquickly? How can you make sure your message is relative to themedium? Both brands and retailers face the same challenges in thisarena. When brands and retailers find ways to build each other'sequities in the right spaces in the right ways, the results can bespectacular! And to get there…you have to start with INSIGHTS…NOT WITH THE TACTICS!
11:45 The Importance of Flawless Shopper Activation ExecutionsJan Solta, Shopper Marketing Manager Off-Trade, SABMiller
Sometimes we underestimate the importance of flawless execution,but it is the essential component of failure or success. Thereforecollaboration with our sales force and our customers plays a crucialpart behind each successful shopper activity. What can we do in orderto deliver 100% execution?
12:30 Disrupt Your Day Job: Curated Roundtable Sessions
In facilitated roundtables, connect with your peers to disrupt your dayjob and plan for the new OmniShopper world. Discussion groups willbe curated to focus on cross industry perspectives and visionaryshopper collaboration stories. Check www.omnishopperevent.com forprogram updates. If you would like to host a roundtable pleasecontact Jon Saxe at [email protected] and Rachel McDonald [email protected].
Each session is 40 minutes followed by 5 minutes to transition to the next • Move between them as much as you’d like.
“Congratulations on such a well-attended conference with nothing but positive energy
from everyone present.”-Simon Small, Global Sales and Category Development, Nestle
“You brought together a very interesting, and eclectic band of professionals that
covered the spectrum of research, marketing, retailing, and manufacturing. It was a great
blend that seemed to cover both the theoretical and the practical.”-Doug Rauch, Former President, Trader Joe's
“Great conference! The material was relevant
and actionable. Thank you!”-Art Sebastian, Vice President, Category Leadership
& Shopper Insights, Kraft
Tiered pricing valid through expiration date. New pricing takes effect at specific dates indicated above. All fees must be paid in full by expiration date or price willincrease to next level tier.
Registration Details
3 day (July 20-22) $3,595 $3,695 $3,795 $3,895 $3,995
Investment Packages Register by Register by Register by Register by Standard March 27th May 1st June 5th June 26th & Onsite SAVE $400 SAVE $300 SAVE $200 SAVE $100 Rate
3 day (July 20-22) $1,095 $1,295 $1,395
2 day (July 20 & 21) $ 795 $ 995 $1,095
2 day (July 21 & 22) $ 795 $ 995 $1,095
Pass OptionsRegister by Register by StandardMarch 27th June 26th & OnsiteSAVE $300 SAVE $100 Rate
Investment Options for Retailers* NEW! Group Pricing - Send More, Save More
*Retail Rate subject to approval. To find out if you qualify, visit http://www.iirusa.com/omnishopper/pricing-venue.xml#pricing.Tiered pricing valid through expiration date. New pricing takes effect at specific dates indicated above. All fees must be paid in full by expiration date or price willincrease to next level tier.
*No two discounts can be combined.
Date & Venue
July 20-22, 2015Radisson Blu221 North Columbus Drive • Chicago, IL • 60601 • 312.565.5258
To book your accommodations visitwww.iirusa.com/omnishopper/pricing-venue.xml#pricing
To explore sponsorship and exhibiting opportunities, contact Jon Saxe at [email protected] or 646.895.7467.
For media partnerships and press coverage, contact Alexandra Saland at [email protected] or 646.895.7309.
2015 Institute for International Research, Inc. All rights reserved. 15
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2015OmniShopper
IACTIVATING INSIGHTS & MARKETING STRATEGIES AT RETAIL
2015OmniShopper
ACTIVATING INSIGHTS & MARKETING STRATEGIES AT RETAIL
July 20-22, 2015 • Radisson Blu • Chicago, IL • www.OmniShopperEvent.com • #omnishopperevent
Retail Safari
Disrupt Your Day Job
Master Storyteller Workshop
Lessons from Private Brand Success
New!for 2015
Entirely NEW EXPERIENCES for leadersin shopper insights, shopper marketing,
category management, loyalty, merchandising, digital marketing and more.
OmniShopper: The only event to unite the entire shopper universe with one common goal: increase the bottom line.
![Omnishopper Portfolio v13[1] - MastercardOmnishopper technology use validates increased and consequential activity. They use PCs, smartphones and tablets to become smarter shoppers.](https://static.documents.pub/doc/80x56/5ee06129ad6a402d666b92d2/omnishopper-portfolio-v131-mastercard-omnishopper-technology-use-validates-increased.jpg)