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INFLUENCE THE SHOPPER ONLINE & IN-STORE ECR IRELAND Category Management & Shopper Marketing Conference 2014 Clyde Court Hotel, Dublin 4 Tuesday 11th November
INFLUENCE THE SHOPPERONLINE &IN-STORE
ECR IRELANDCategory Management & Shopper MarketingConference 2014
Clyde Court Hotel, Dublin 4Tuesday 11th November
WELCOME
Welcome to the 5th ECR Ireland Category Management & Shopper Marketing Conference 2014
The conference is the largest event of its kind in Ireland and brings together top speakers from leading Irish retailers and manufacturers, sharing their latest insights and case study examples on cutting-edge solutions focused on the shopper in the retail and consumer packaged goods sector.
This year, we will focus on successful Irish case studies that have positively influenced the consumer or shopper through in-store activation or digital communication.
Declan Carolan General Manager, ECR Ireland Co-Chair, National Initiatives Group, ECR Europe
PRESENTATIONS FOR ECR DIGITAL AWARD 2014
New for this year is the focus on Digital from a demand side perspective. The 1st ECR Digital Awards will feature presentations from Irish retailers & suppliers illustrating how they have successfully influenced consumers or shoppers through digital means.
The objective is to recognise the initiative that has most successfully influenced consumers / shoppers through digital means in the retail and consumer packaged goods sector.
This is the 1st year of the Award. It will serve as an important benchmark and learning tool for the sector as many organisations are at early stages of learning how to best utilise digital while the success factors in doing so are rapidly changing.
For the purposes of this award, the definition of “digital” includes any digital medium used to successfully influence consumers or shoppers - online shopping, apps, social media, digital advertising, mobile communication, in-store activation etc.
All finalists will present their entry at the Conference with conference delegates voting for the Award recipient
1. Igniting Innovation via Compelling Content
A full through the line product support campaign with particular focus and emphasis on the retail channel and digital engagement.
Nicola Barrett, Marketing Manager, Irish Distillers Pernod Ricard
2. Red Bull Oculus Driving online activation with in-store
POS to promote a unique event and deliver a successful product promotion.
Alan Metcalfe, Marketing Manager, Red Bull
3. Build With Britvic - Helping Retailers to Grow their Soft Drinks Revenue
Using digital platforms and technology as an effective B2B communication tool to cement, build and develop new and existing relationships.
Claire Cogan, Head of Commercial Intelligence and Kieran Forde, Category & Shopper Insight Manager, Britvic
4. Play or Park, the Loyalty Game from Topaz
Breaking the status quo and turning the mundane chore of refuelling into a rewarding and fun experience loved by an increasing number of customers.
MJ Tierney, PR & Marketing Coordinator, Topaz
5. Building Gala Brand Awareness through Facebook
Utilising Facebook to reach, engage with, listen to, and influence Gala customers - from 22,000 to 79,000 fans in just 12 months!
Tony Cluskey, Marketing & Ambient Trading Manager, Gala Retail Stores and Sean Early, Head of Creative Digital, PSG Communications
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This conference is recognised as
being the destination for the ECR
Ireland Category Management &
Shopper Marketing Awards. Now
in its 5th year, contestants present
their submission at the conference
where an expert judging panel and
an audience vote will decide on the
Award recipient.
The Award winners enter the ECR Europe Awards. The 2013 winners, Green Isle & Tesco, were nominated as finalists for the ECR Europe Award 2014 and presented at the ECR Europe Leader’s Forum in Brussels in front of many senior European retailer & manufacturer executives.
The competition for this year’s award is the closest ever! All contestants have already presented their submissions to an expert judging panel who have cast 70% of the votes. Only a minimal amount separates all entries - anyone can win! So, the vote from conference delegates, worth 30% of the overall marks, will determine the Award recipient.
The judging criteria are:
1 Innovation / creativity
2 Implementation / execution excellence
3 Difficulty / scale
4 Outcome / results
5 Level of collaboration
1. Bring Red Bull Cliff Diving to life in-store
Engage and excite consumers in-store and at the shelf to increase penetration and drive volume.
Patricia Garry, Head of Trade Marketing - Off Premise, Red Bull
2. From Complexity to Compliant Support & collaboration to deliver in-store
excellence and shopper satisfaction.
Barry Carty, Category Manager, BWG Foods
3. Bringing the Emotion of Pet Ownership to the Petcare Aisle in Tesco
Using quality insights to support a credible bespoke solution for a retailer & their shoppers.
Rebecca Lyons, Category & Insights Manager, Mars Ireland
4. Mother & Baby Experiential Activity A Shopper Marketing Initiative enhancing the shopper journey in the laundry aisle
Using insights to create awareness amongst a target audience to encourage trial & repeat purchase of complementary products, thereby increasing loyalty accordingly.
Kathryn Dodd, Shopper Marketing Homecare, Unilever
Stephen Rust, i4p, will host a Q&A session after each presentation
PRESENTATIONS FOR CATMAN & SHOPPER MARKETING AWARD 2014
5TH ECR CATMAN & SHOPPER MARKETING AWARD
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ONLINE
Ken Hughes MD, Glacier Consulting
The New Shopper DNA: The Digital Native Advance
Ken will deliver his latest keynote speech for the first time in Ireland. He will consider how we will make consumers/shoppers tick in future and base his insights on six main levers of change: Hyper-connectivity, Sharing, Experientialism, One-world reality, Self-centricity and Personalisation.
Colin Hethrington MD, Zoo.Digital
Influence the Shopper Online - Key Success Criteria Colin will consider the key success criteria for all entrants of the ECR Digital Award while giving his own views on how to successfully influence the shopper online.
IN-STORE
Stephen Rust MD, i4p Consulting
Influence the Shopper In-store Stephen will host a Q&A session with all entrants for the CatMan & Shopper Marketing Awards. Following this, Stephen will give his thoughts on influencing the shopper in-store.
David Berry Commercial Director, Kantar Worldpanel
Growth through Shopper Missions Reduced basket spend and increased shopper frequency continues to place more relevance on identifying shopper missions and providing unique solutions. David will outline how this can be a real opportunity for growth.
Nuala O’Duffy Activation Project Manager, ECR Europe
ECR Europe Cat Man & Shopper Marketing Benchmark Survey ‘14 The survey was conducted in 14 countries from Sep - Oct 2014 to investigate the skill sets of category management and shopper marketing practitioners, identify current challenges and predict future trends. Nuala will benchmark the Irish results with our European counterparts.
PRESENTATIONS FROM EXPERT SPEAKERS
ECR IrelandECR Ireland supports co-operation between trading partners to better serve the Irish consumer and drive costs from the supply chain. ECR develops industry best practices, promotes their adoption and provides education & guidance on demand side & supply chain issues.
Our missionPromote the development & adoption of better practices for joint retailer/supplier initiatives.
Our visionCompanies along the consumer goods value chain are “working together to fulfil consumer wishes better, faster, at less cost and in a sustainable way.”
ECR Focus Areas ECR Principles
Steering GroupJoe Manning, Tesco IrelandPaul Candon, Topaz EnergySimon Marriott, BWG FoodsBrian Donaldson, The Maxol GroupDavid Keeling, KeelingsNick Johnson, UnileverAlan Freehill, Johnson & JohnsonDeirdre O’Donoghue, NestleJohn Casey, Donworth CapitalJim Cummins, Irish Distillers Pernod Ricard
Colm O’Brien, IBMDavid O’Neill, SHS Sales & MarketingColin Green, DiageoEoin Kellett, Mondelez IrelandMike Byrne, GS1 Ireland
ECR IrelandDeclan Carolan, General ManagerSíle Jio, General Assistant
ECR Ireland Board
Co-ChairsLuke HanlonSupply Chain Director,Musgrave Retail Partners Ireland
David CotterManaging Director,P&G Ireland
ABOUT ECR
Demand Side-Transformingthe ShopperExperience
SupplyChain-Step ChangeEfficiency
EmergingTrends
ConnectedBusinessInformation
WOR
KIN
G TO
GETH
ER. . .
RESPONS IBLY
PEOPLE DEVELOPMENT
NeutralPlatform
CollaborationHolisticBest
Practices
Demand Side-Transformingthe ShopperExperience
SupplyChain-Step ChangeEfficiency
EmergingTrends
ConnectedBusinessInformation
WOR
KIN
G TO
GETH
ER. . .
RESPONS IBLY
PEOPLE DEVELOPMENT
NeutralPlatform
CollaborationHolisticBest
Practices
6 7
Full conference details at www.ecrireland.ie
ECR IRELAND CATEGORY MANAGEMENT & SHOPPER MARKETING CONFERENCE 2014
INFLUENCE THE SHOPPER ONLINE & IN-STOREEvent Sponsor - Talysis
Agenda
8.30 REGISTRATION & TEA / COFFEE
9.00 Welcome Declan Carolan, General Manager, ECR Ireland & Co-Chair, National Initiatives, ECR Europe
Introduction from Co-Chairs of ECR Ireland Category Management & Shopper Marketing Workgroup
Geraldine Finnegan, Boyne Valley & Barry Carty, BWG Foods
INTRODUCING THE SHOPPER … ONLINE AND IN-STORE
9.10 The New Shopper DNA: The Digital Native Advance
Ken Hughes, Shopper Behaviouralist, Glacier Consulting
9.50 Growth through Shopper Missions David Berry, Commercial Director, Kantar Worldpanel
ECR DEMAND SIDE
10.10 ECR Europe Cat Man & Shopper Marketing Benchmark Survey ‘14
Nuala O’Duffy, Activation Project Manager, ECR Europe
10.25 ECR Ireland Demand Side Activities Declan Carolan, ECR Ireland
10.40 TEA / COFFEE BREAK SPONSORED BY i4p Consulting
INFLUENCE THE SHOPPER IN-STORE
THE ECR CATMAN & SHOPPER MARKETING AWARD 2014
11.10 Bring Red Bull Cliff Diving to life in-store Patricia Garry, Head of Trade Marketing – Off Premise, Red Bull
11.35 Mother & Baby Experiential Activity – A Shopper Marketing Initiative enhancing the shopper journey in the laundry aisle
Kathryn Dodd, Shopper Marketing Homecare, Unilever
12.00 From complexity to compliant Barry Carty, Category Manager, BWG Foods
12.25 Bringing the Emotion of Pet Ownership to the Petcare Aisle in Tesco
Rebecca Lyons, Category & Insights Manager, Mars Ireland
12.50 Influence the Shopper In-store Stephen Rust, MD, i4p Consulting
13.00 VOTING & NETWORKING LUNCH
INFLUENCE THE SHOPPER ONLINE
14.00 The ECR Digital Workgroup Declan Carolan, ECR Ireland
THE ECR DIGITAL AWARD 2014
14.15 Red Bull Oculus Alan Metcalfe, Marketing Manager, Red Bull
14.35 Igniting Innovation via Compelling Content Nicola Barrett, Marketing Manager, Irish Distillers Pernod Ricard
14.55 Build With Britvic – Helping Retailers To Grow Their Soft Drinks Revenue
Claire Cogan, Head of Commercial Intelligence and Kieran Forde, Category & Shopper Insight Manager, Britvic
15.15 Play or Park, the Loyalty Game from Topaz MJ Tierney, PR & Marketing Coordinator, Topaz
15.35 Building Gala Brand Awareness through Facebook
Tony Cluskey, Marketing & Ambient Trading Manager, Gala Retail Stores and Sean Early, Head of Creative Digital, PSG Communications
15.55 VOTING
16.00 Influence the Shopper Online & Key Success Criteria of ECR Digital Award entrants
Colin Hethrington, MD, Zoo.
16.20 Announcement of ECR Awards Winners 2014
16.30 CONFERENCE CLOSE
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ECR IRELAND MEMBERS
MembershipAny retailer, manufacturer, supplier or service provider can join ECR Ireland once that company is committed to the ECR vision of “working together to fulfil consumer wishes better, faster at less cost and in a sustainable way”. ECR Ireland improves collaboration between trading partners and people development. Its major focus areas are Category Management & Shopper Marketing, Supply Chain and People Development incorporating Feeding Ireland’s Future.
ECR Ireland is part of the ECR Europe group. This ensures that Irish members can participate in European projects and get immediate access to any European publications, best practices or new management processes when released.
ECR IrelandECR Ireland supports co-operation between trading partners to better serve the Irish consumer and drive costs from the supply chain. ECR develops industry best practices, promotes their adoption and provides education & guidance on demand side & supply chain issues.
Our missionPromote the development & adoption of better practices for joint retailer/supplier initiatives.
Our visionCompanies along the consumer goods value chain are “working together to fulfil consumer wishes better, faster, at less cost and in a sustainable way.”
ECR Focus Areas ECR Principles
Steering GroupJohn Paul O’Reilly, Tesco IrelandPaul Candon, Topaz EnergySimon Marriott, BWG FoodsBrian Donaldson, The Maxol GroupDavid Keeling, KeelingsNick Johnson, UnileverAlan Freehill, Johnson & JohnsonDeirdre O’Donoghue, NestleJohn Casey, Donworth CapitalJim Cummins, Irish Distillers Pernod Ricard
Colm O’Brien, IBMDavid O’Neill, SHS Sales & MarketingColin Green, DiageoEoin Kellett, Mondelez IrelandMike Byrne, GS1 Ireland
General ManagerDeclan Carolan, ECR Ireland
ECR Ireland Board
ABOUT ECR
Demand Side-Transformingthe ShopperExperience
SupplyChain-Step ChangeEfficiency
EmergingTrends
ConnectedBusinessInformation
WOR
KIN
G TO
GETH
ER. . .
RESPONS IBLY
PEOPLE DEVELOPMENT
NeutralPlatform
CollaborationHolisticBest
Practices
Demand Side-Transformingthe ShopperExperience
SupplyChain-Step ChangeEfficiency
EmergingTrends
ConnectedBusinessInformation
WOR
KIN
G TO
GETH
ER. . .
RESPONS IBLY
PEOPLE DEVELOPMENT
NeutralPlatform
CollaborationHolisticBest
Practices
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Feeding Ireland’s Future is an initiative whereby retailers, suppliers and service providers to the Irish food and grocery sector give free pre-employment skills to young unemployed people in Ireland.The initiative is promoted by ECR Ireland and is conducted in association with the Department of Social Protection and its Intreo service.
Feeding Ireland’s Future 2014Skills for Work Week3rd – 7th March 2014 By numbers …
Feeding Ireland’s Future 2015Skills for Work Week2nd – 6th March 2015
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ONLINE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . www.ecrireland.ie
PHONE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . (01) 4773284
EMAIL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . [email protected]
Cost ECR members Non ECR members1 delegate . . . . . . . . . . . €250 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . €300
4 delegates . . . . . . . . . . . €750 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . €900
Includes working lunch and refreshments - Excludes VAT
Special Discount - 4 delegates for the cost of 3!
Payment Terms Please note registration cannot be confirmed without payment.Terms and Conditions: Payment due 14 days from date of invoice. The fee covers attendance at the event, working lunch and refreshments. Cancellations and Substitutions: A substitute delegate may be sent at any time for no additional charge. Cancellations must be received in writing, by email, fax or letter, no later than 14 days prior to the conference for a refund (less an administration charge of 25% plus VAT). Regrettably, no refunds can be made after that date. Programme Changes: ECR Ireland reserves the right to make any necessary changes to the advertised programme. The views expressed by the speakers are not necessarily those held by the organisers, nor is the organiser responsible for these opinions or statements.
4 Retailers - Manufacturers Agencies - Consultants
4 Heads of Digital
4 Category Managers
4 Insight Professionals
4 Sales Executives
4 Marketing Managers
4 National Account Managers
4 Data Analysts
4 Mobile Marketers
Full conference details at www.ecrireland.ie
Delegates hear about the most successful category management and shopper marketing initiatives while the event is the defining networking opportunity for practitioners.
Who should go?
Book your seat now!
#ecrcatman#ecrdigital
