101 The Advent of Shopping Media: Where Madison Avenue Meets Online Shoppers - 167

Two-thirds of shoppers begin the path to purchase online – and one in five start at a retail site. Therefore, advanced consumer brands are shifting their marketing dollars towards the online channel where they can have a direct dialogue with shoppers. Target.com recognized the value of its shopping audience and has introduced “Shopping Media,” a new program designed for brand marketers. Shopping Media is defined as highly relevant advertising that complements the online shopping experience, providing users with contextually relevant brand advertising deep in the purchase funnel. Hear about:

• The prioritization of Shopping Media for CPG brands.

• A case study of brands on Target.com on how this retailer (and others) have introduced a new channel for brand marketers to engage consumers.

• How CPG brands are leveraging real-time data from Shopping Media to capture consumer insights and market trends.

102 Engaging Shoppers on Retail Websites Before They Go to the Store - 168

Marketers and retailers are striving to impact their customers along an evolved path to purchase. The ability to reach the shopper with the right message for the right channel at the right time at every influence point is what distinguished great marketers from good marketers. As a membership business, Sam’s Club is positioned to deliver relevant messages to its members at increasing numbers of touchpoints. Takeaways:

• Hear how Sam’s Club is expanding its points of member influence at all touchpoints before, during and after the sale.

• Key tactics include website, mobile and social media.

• Learn how to determine what is the most relevant to shoppers.

103 Digital Practices at Retail - 169

It used to be that shoppers existed in the retailer’s world. Now retailers are scrambling to understand and adjust to the reality that they indeed exist in the shopper’s world. As such, this seminar will walk you through how digital is empowering shoppers, review best practices and show best-in-class examples. Seminar tangibles:

• A general understanding of best practices in digital at retail.

• Numerous examples to share.

• A broad overview of digital applications around the country.

104 LBS = Location Based Shopper? - 170

The mobile phone is quickly evolving into a location awareness tool helping consumers know not only where they are at any moment, but also what is around them. From services that allow for the delivery of targeted text messages triggered by consumers’ movements to smartphone applications that are aware of location in a store, mobile and location awareness are transforming the ways that consumers shop, purchase and unlock value from the brands and retailers they trust. This session will look at:

• The key trends in technology driving this behavior.

• The strategic implications of location based shopper marketing.

• Examples from the key players in the location space today.

105 Apps: The Holy Grail to Your Success? Perhaps – But it’s All About the Consumer Experience - 171

Why is there so much hype about apps? Can an app really create success for your business? Examine three shopper-related apps and distill what makes them so successful. Is it more sales, deeper engagement or long-term loyalty? What can we really measure? Key takeaways:

• The hierarchy of decision-making – “to app or not to app.”

• Guidelines for deciding whether to build an app or to participate/partner in an already-established app.

• A list of components that, when used together, can create a best-in-class app that will drive engagement and results.

106 Navigating The Path to Purchase Using QR Codes - 175

Mobile continues to be the hot topic for retail and CPG marketers. 2D barcodes, or QR codes, are being used with greater frequency as the “connective tissue” between the shelf edge and the shopper as marketers seek ways to motivate shoppers via mobile. But creating the barcode is the easy part. This panel discussion will explore the various types of codes and the benefits and challenges of each. Audience members in this seminar will take away the following:

• Information about the various options for 2D barcodes and their properties.

• What “should” happen once the shopper scans a code.

• How to make 2D barcodes an ongoing element in your marketing materials.

107 Integrating Digital Strategy into Your Shopper Marketing Discipline - 172

Digital marketing, inclusive of social media, is a hot and growing area of shopper marketing. But digital alone is not enough. The key is to integrate digital strategy into your shopper marketing programs to deliver against the stated objective. To take full advantage of what digital has to offer, it is imperative to develop an approach that takes the overall shopper marketing process into account, from strategy brief through post-event analysis. Audience takeaways:

• How to integrate digital strategy into the shopper marketing process.

• How to leverage internal and external resources to develop the best digital communication strategy.

• Examples of best-in-class digital initiatives that deliver against shopper marketing objectives.

108 What’s New in How Digital Coupons and Promotions Can Impact the Path to Purchase - 173

Digital coupon use is exploding and becoming a key way leading brands and retailers can collaborate to drive sales and loyalty. This presentation will discuss how this space is evolving and key trends in the growth of this new marketing medium. A case study from a You Technology customer will highlight these tools in practice and examine innovative channels such as mobile and social media to reach shoppers with digital offers. Key takeaways include:

• The impact of knowing your audience and behaviors: strategies for reaching digital savvy audiences as well as novices.

• Choosing the right channel, medium and elements to fit your objectives, such as increasing trial, new product introduction or creating loyalty.

• Brand/retailer collaboration: extending in-store merchandising and marketing to address new behaviors and changes in traditional “moment-of-truth” timing.

201 In-Store Creative Isn’t Just “In-Store” Anymore - 177

“In-store” is designed to meet shoppers wherever they may be. Whether at a point when they’re in the mindset to buy or anywhere along the path to purchase, shoppers are channel and media agnostic.

Shopper marketing is rapidly expanding to include many more media channels, from online to mobile shopping assistants and apps to interactive kiosks, pop-up stores, experiential and social/e-commerce to engaging in-store creative executions.

Not only does shopper marketing come to life differently based on channel and media, it changes based on region and around the world. As digital and shopper grow, they are coming together to create a creative force that will eclipse all other marketing activities. This session will cover:

• The principals to developing best-in-class shopper creative and tools to overcome purchase barriers and develop game-changing ideas.

• How great creative makes a difference and improves shoppers’ lives.

• How the current economy affects creative execution.

202 Cool Insight – Is it Hot Enough to Make it in Store? - 178

While we are better at uncovering shopper insights via a variety of research methods, there is still a nagging feeling that not all insights equally impact the creative development process. Some are better at “getting into the store” than others. The value of insights can be judged by their ability to: serve strategy development, lead to actionable ideas, affect change in specific shopper behavior and inspire the development team. This session will show how to use shopper insights to fuel the creative development process. It will focus on intent (vision of what we want to achieve) and sequencing (apertures for bringing about a desired outcome). Both play different, complementary roles in the creative development process. This co-presentation by creative and planning team members shows how “valuable” insights can be developed and brought to life for shoppers. Session takeaways:

• An understanding of criteria for judging the value of shopper insights.

• How shopper insights can help fuel the creative development process.

• How to ensure shopper insights are reflected in the store.

203 Improving the Document Formerly Known as the Creative Brief - 179

Retail programs have become much more complex. They require broader levels of input and higher levels of strategy. The process for enrolling, aligning and inspiring development teams needs to be richer, more interactive and more fluid. In this session, RTC shares how \"creative briefs\" have evolved into new methods and processes for driving innovation and delivering results. Key takeaways include how to:

• Gather the inputs of insights, strategies and inspiration.

• Use the right templates to convey the story to team members.

• Apply the right interactive methods to involve all stakeholders

204 Truth and Beauty at Retail - 180

What do the Greek classical ideals of truth, beauty and joy have to do with shoppers, retailers and your brand? In short: everything. Truth, beauty and joy have undeniable power when it comes to influencing shopper behavior. That’s because humans are naturally attracted to what is beautiful and true. They are equally repelled by what is ugly and untrue. There are a multitude of reasons for this compelling attraction – from the evolutionary and biological to the cultural and historical. Discover how to use the immutable laws of truth and beauty to build your brand and drive sales in-store, online and beyond.

• Define beauty and its effects on your shopper and your stock price.

• Learn the value of being true to your shopper and your brand.

• Uncover the infectious power of joy along the path to purchase.

301 Supercharge Your Shopper Marketing with Regional Powerhouse Retailers – Why it’s a Winning Investment - 185

The session takes a deeper dive into which regional powerhouse retailers provide the best investments for shopper marketing funds, including an overview of proactive store loyalty initiatives, mobile outreach, examples of shopper segmentation and the integration of pre-store and in-store influencers. Opportunity volume can be found through selective investments against specific regional retailers who know how to leverage shopper marketing support to grow brands and categories.

In this session you will learn:

• Why it pays to do control/store tests among regional powerhouse retailers.

• How to influence the path to purchase via digital shopper marketing.

• How shopper marketing builds store/brand loyalty among super regional retailers over time – and higher category shares.

302 Organizational Best Practices: Finding the Shopper’s Voice Among 13 Disparate Businesses - 186

Building a shopper-centric organization at Newell Rubbermaid has been a multiple-year journey involving 13 distinct business units and the creation of corporate centers of excellence. The transformation began with brand management and has evolved to create a commercial operating system (brand + channel + sales) focused on winning with the consumer, shopper and customer. In our journey to create a common culture that builds brands that matter, there are both successes and obstacles to share. In this session, you’ll learn the importance of:

• Establishing and communicating a detailed functional vision, which is coordinated across sales, brand management and channel management.

• Investing in organizational capability and individual people development enabled by a common assessment approach and training commitment.

• Recognizing the journey and focusing on one or two key changes each year that ladder to the longer term.

303 Bringing Brand and Sustainability Positioning to Life at Retail - 189

The Coca-Cola Co. has a global commitment to fostering sustainability as a core principal of its global business, including within the retail environment. To further its efforts the company is developing a family of 100% recyclable merchandise display racks for use in grocery and convenience stores in the U.S. The first GIVE IT BACK rack is a free-standing unit made of easily recyclable corrugate and designed to communicate sustainability to shoppers.

The GIVE IT BACK rack is the first step in building a comprehensive, closed-loop retail equipment program where Coca-Cola creates recyclable in-store merchandise racks and then recovers, reuses and/or recycles the displays. Attendees will learn:

• How a deep commitment to sustainability can drive unique and innovative retail opportunities.

• How shopper insights were used to inform this initiative.

• How industrial design plays a key role in communicating innovation and sustainability to shoppers.

304 The Six Challenges to Innovation in Shopper Marketing - 190

SOLD OUT

This provocative session will help shopper marketers seeking to shift their focus beyond short-term wins to long-term success. Innovation requires overwhelming key challenges, including routinization, message desensitization, trial-to-habit conversion, benefit deflation, retailer/category association and “center-store disease.” A virtual tour of the best and worst of the retail landscape will help reframe challenges to get to executions that work. Takeaways:

• Gain new perspective on breaking through to shoppers in-store.

• Examine real-life examples that illuminate lessons and opportunities.

• Learn how to reframe your challenges in order to drive innovation.

401 What it is and Why it’s Taken CPG by Storm - 195

Shopper insights emerged out of virtual vacuum and rapidly permeated the CPG industry. In a first of its kind, the presenters draw upon relevant experience at IRI, Kraft, Nestle, J&J and most recently Campbell Soup/Pepperidge Farm to demystify the discipline and underscore its significance to a high performance organization. Come learn about:

• The emergence of shopper insights as a research discipline and its interrelationship with other research domains.

• The evolution of shopper insights as a function and its connectivity to other functions in a dynamic organization including its influence on category management.

• The new areas of collaboration among suppliers, manufacturers, and retailers with the shopper at the core.

• The skills and experiences required to be an adept practitioner of shopper insights.

• The key metrics and frameworks that underpin the discipline, especially the path to purchase.

• Translating shopper insights into recommendations you activate in the marketplace.

402 How to Bring it to Life and Build Organizational Capabilities - 198

Now that you know what shopper insights is all about and why it’s all the rage, come learn how to do it well. This Shopper Insights 101 sequel will guide you through the path to purchase. Along the way you’ll explore the killer questions and best research methods to address them. Topics include:

• Expanding your organization’s mindset to put the shopper at the heart of your strategies.

• Prioritizing your issues and opportunities to create a shopper learning plan.

• Evaluating methodologies and suppliers to address your research priorities.

• Establishing strategic frameworks to gain organizational alignment, communicate recommendations, and build expertise over time.

• Translating shopper insights into recommendations that you can activate in the marketplace.

501 Six Keys to Understanding, Motivating and Activating the Value-Driven Consumer - 203

Identifying oneself as a value-driven consumer has become a “badge,” representing a smart and responsible shopper. Beyond the actual money she saves, this consumer is both empowered and psychologically gratified by getting the best value on her everyday purchases. It is essential for both marketers and retailers to focus on what motivates and activates this consumer. Hear insights on what influences her shopping behavior and then identify specific tools that activate her to buy. Seminar tangibles:

• Understand the psychographics of the value-driven consumer.

• Identify her shopping behavior characteristics.

• Hear specific examples of innovative strategies that drive sales.

502 The Forgotten Senior – An Untapped Gem - 204

What if there was a group of 38 million Americans who were not only highly educated with a six figure median net worth, but their size was also projected to increase by 40% in next five years – and we as marketers have been largely ignoring them?

Fiction? Hardly. The reality is that the 60-plus consumer is an untapped market hidden in plain sight, and baby boomers are starting to join the ranks. This group is like none other that has come before it. This presentation will enlighten marketers on:

• The myths and realities associated with those age 60-plus.

• The unique way that this active and growing segment thinks about, shops for, purchases and consumes products.

• Steps that marketers and retailers can take to win with this unique, valuable and largely untapped market.

503 How Millennials Will Shape Food Shopping - 205

Millennial shoppers are demanding a new food shopping experience. What’s important to them and why? WD Partners conducted research with Millennial food shoppers and then developed some provocative peeks into the future. What might food shopping look like once Millennials are in the driver’s seat? See Millennials talking about food shopping as well as in-store innovations that were designed with Millennial criteria in mind: it’s a lot less about technology than you think; forget circulars; it’s about “just for me”; and I’m hungry for information and inspiration. Takeaways:

• Hear what Millennials think about food shopping, their likes and dislikes; wants and needs.

• Learn how to develop in-store marketing and environments that appeal to Millennials.

• See 10 Millennial “store of the future” concepts.

504 The Birth Effect: How Parenthood Impacts Millennials’ Shopping Behaviors and Purchase Dynamics - 206

Millennials aren’t new news. This group of 18- to 29-year olds, which is 95 million members strong, has been shaping consumer behavior since 1981.

So what happens when these social, non-hierarchical individuals become parents? This session illustrates Millennial parents’ unique shopping habits and how this prime spending demographic affects the way brands position themselves at retail. Also see how the store design process must evolve to capture this growing, dynamic shopper segment. Seminar tangibles:

• How Millennial parents’ shopping expectations influence brands and retailers.

• What motivations drive Millennial parents’ shopper behaviors and purchase dynamics.

• How the retail design process should adapt to better meet Millennial parents’ needs.

601 How Can Brands and Retailers Collaborate on Digital Shopper Marketing? - 207

Many traditional shopper marketing strategies rely on close collaboration between retailers and brands. Promotions, funding, creative, trademarks and reporting are just a few of the areas that need to be aligned. This kind of coordination is just as important for digital shopper marketing, but few companies have figured out how best to make it work.

Online advertising in particular presents unique challenges as brands and retailers attempt to partner. Google and P&G will discuss:

• How the roles of the brand and retailer, including messaging and calls to action, vary based on a consumer’s point on the marketing funnel.

• Insights into consumer behavior when presented with online campaigns by both a brand and the retailers which sell its products.

• Best practices for creating scalable digital brand/retailer joint programs, including examples from P&G and other leading CPG companies.

602 Measuring the In-Store Impact of Online Advertising - 209

Many CPGs and retailers are embracing digital shopper marketing, but investment has grown slowly because few companies accurately measure the impact on in-store sales. Advertisers need models that can estimate sales lift from proposed online programs, as well as the ability to receive continuous feedback so tactics can be optimized over time.

Great strides have been made in bringing accountability to digital shopper marketing with an expanding set of approaches and tools. In this session, Google will share:

• An overview of the most common approaches to measuring online-to-store (O2S) impact.

• New advances in targeting and tracking online ads, using household and market-level data.

• Results of recent O2S tests across a range of retailers and brands, along with lessons learned.

603 What is the Role of Video, Display and Rich-Media Advertising on the Path to Purchase? - 210

Years ago in a simpler time, consumers watched a TV commercial, and then went to the store to buy your brand. Today, consumers are consuming video, display and rich-media advertising before they get to the shelf – and these media are playing a key role in their purchase decisions. CPGs and retailers have the opportunity to take better advantage of the creative possibilities of these emerging media to lift branding metrics and increase sales. In this session, Google will share:

• The role of video, display, and rich-media on the shopper’s path to purchase.

• Case studies of video, display and rich-media advertising marketing programs.

• Principles for developing video and display strategies that win with the shopper.

604 Mobile – The Game Changer on the Path to Purchase - 217

Five billion people have access to a mobile phone – one million more people than have access to a clean toilet. By the end of 2011, 50% of Americans will have a smart phone – and 79% of these mobile phone users utilize their phones to help make purchase decisions. Advertisers need strategies to reach consumers when they are using their mobile phones on the path to purchase. In this session, Google will share:

• New data on how mobile phones are used throughout the shopping process.

• Key mobile shopper marketing strategies that you can implement tomorrow.

• Relevant case studies.

605 How Can Brands and Retailers Collaborate on Digital Shopper Marketing? - 212

Many traditional shopper marketing strategies rely on close collaboration between retailers and brands. Promotions, funding, creative, trademarks and reporting are just a few of the areas that need to be aligned. This kind of coordination is just as important for digital shopper marketing, but few companies have figured out how best to make it work.

Online advertising in particular presents unique challenges as brands and retailers attempt to partner. Google and P&G will discuss:

• How the roles of the brand and retailer, including messaging and calls to action, vary based on a consumer's point on the marketing funnel.

• Insights into consumer behavior when presented with online campaigns by both a brand and the retailers which sell its products.

• Best practices for creating scalable digital brand/retailer joint programs, including examples from P&G and other leading CPG companies.

606 Measuring the In-Store Impact of Online Advertising - 214

Many CPGs and retailers are embracing digital shopper marketing, but investment has grown slowly because few companies accurately measure the impact on in-store sales. Advertisers need models that can estimate sales lift from proposed online programs, as well as the ability to receive continuous feedback so tactics can be optimized over time.

Great strides have been made in bringing accountability to digital shopper marketing with an expanding set of approaches and tools. In this session, Google will share:

• An overview of the most common approaches to measuring online-to-store (O2S) impact.

• New advances in targeting and tracking online ads, using household and market-level data.

• Results of recent O2S tests across a range of retailers and brands, along with lessons learned.

607 What is the Role of Video, Display and Rich-Media Advertising on the Path to Purchase? - 215

Years ago in a simpler time, consumers watched a TV commercial, and then went to the store to buy your brand. Today, consumers are consuming video, display and rich-media advertising before they get to the shelf – and these media are playing a key role in their purchase decisions. CPGs and retailers have the opportunity to take better advantage of the creative possibilities of these emerging media to lift branding metrics and increase sales. In this session, Google will share:

• The role of video, display, and rich-media on the shopper’s path to purchase.

• Case studies of video, display and rich-media advertising marketing programs.

• Principles for developing video and display strategies that win with the shopper.

608 Mobile – The Game Changer on the Path to Purchase - 216

Five billion people have access to a mobile phone – one million more people than have access to a clean toilet. By the end of 2011, 50% of Americans will have a smart phone – and 79% of these mobile phone users utilize their phones to help make purchase decisions.

Advertisers need strategies to reach consumers when they are using their mobile phones on the path to purchase. In this session, Google will share:

• New data on how mobile phones are used throughout the shopping process.

• Key mobile shopper marketing strategies that you can implement tomorrow.

• Relevant case studies.

701 Bringing Eye-Tracking and Neuroscience to the Store: A Case Study - 181

This session will share insights gathered from a recent study conducted in the U.S. and Argentina that used in-store eye-tracking to document viewing patterns and engagement with point-of-sale materials as people shopped in retail stores. Neuroscience was used to gauge shoppers’ cognitive engagement and emotional reactions to merchandising materials. This case study will include sample output from mobile eye-tracking and neuroscience, including raw videos and analysis, and compare findings across countries. Audience takeaways:

• Illustrate uses/applications of two exciting new shopper research technologies: mobile eye- tracking and neuroscience.

• Discuss sample outputs and how to interpret findings from these cutting-edge, in-store research techniques.

• Share key insights and lessons learned (on improving shopper marketing and merchandising).

702 Behave Yourself! How Behavioral Research is Changing the Face of Shopper Marketing - 182

Traditionally, shopper insights were driven by listening to what people said – attitudes, opinions and stated intent. Thousands of new products and marketing campaigns lived and ultimately died based on this stated research. That is all changing as new techniques help us understand not just what people say, but what people do. Learn how Frito-Lay used a blend of behavioral, attitudinal and in-market techniques to:

• Guide a mass merchandiser in implementing a desired salty snack aisle flow.

• Help a national grocery chain identify in-store merchandising and messaging that maximizes value perceptions.

• Aid a value retailer in redesigning in-aisle flow and communication to increase banner equity and deliver a more appealing category shopping environment.

703 Research Revelations: Shopper Influences and Behaviors Uncovered - 183

Old-school sales fundamentals aren’t effective with shoppers who gather information inside and outside the store, sometimes simultaneously, and who buy based on impulse and non-conscious stimuli. Avoid a “see what sticks” approach to in-store marketing by first understanding shopper motivations, behaviors and reactions to brands and store characteristics. This session presents new custom research conducted among thousands of shoppers that reveals the roles of social media, service, stimuli and product placement on their path to purchase. Audience takeaways:

• Learn through the results of a large-scale survey how shopper behavior is shifting, how shoppers shop, and which in-store and out-of-store factors have the greatest bearing on shopper decisions.

• Learn how elements such as merchandise accessibility and availability, cleanliness and staffing contribute to – and detract from – the in-store shopper experience.

• Learn which promotions really work and entice consumers to buy, whether in-store displays work better than coupons, and whether online or newspaper ads are most effective.

704 Mind Games: Combining Virtual Shopping and Neuromeasurement for Maximum Impact at Shelf - 184

THIS SESSION HAS BEEN CANCELED.

Do you ever watch shoppers in the aisle and wish you knew what motivated them to select the product they placed in their cart?

SymphonyIRI and EmSense will provide a window into the mind of the shopper. By bringing together virtual shopping, neuromeasurement techniques and post-shopping surveys, you'll be able to quantify shoppers' cognitive engagement and emotional response to in-store marketing stimuli in order to see both the "what" and the "why" behind shopper behavior. This session will cover:

• A demonstration of a portable, wireless headset that works in a virtual shopping setting to read brain waves and monitor breathing, heart rate, blinking, head movement and skin temperature to measure emotional and cognitive responses to in-store conditions.

• How to add the evaluation of emotion and cognition – NeuroMetrics – to key shopping metrics and effectively elicit positive feelings at the shelf, increasing the likelihood of a purchase.

• Examples of how manufacturers have tested new products, new packaging, in-store promotions and shelving/aisle options to optimize the shopping experience and maximize the impact at shelf.

801 Packaging’s Top Five Must-Haves to Ensure Shopper Marketing Success - 191

Retail environments express increased visual noise and command more of our attention while store shelves are becoming more crowded. As a result, a shopper’s message intake is becoming very fragmented. Your brand’s packaging must be dressed for success in order to get noticed and compete effectively. Understanding shoppers’ perceptual hierarchy – specifically, how they access information as they walk down the crowded aisle – is critical to your packaging’s on-shelf performance and your brand’s ultimate success. How should you optimize your brand’s packaging in order to compete most effectively at shelf? In this session, you’ll learn:

• The role that color, shape, numbers, words and sustainability play in developing packaging that is guaranteed to capture shoppers’ attention and produce a high return on your investment.

• Through case examples, how a disciplined strategic process, ViBE, can help develop a visual communications strategy that will not only optimize on-shelf performance but create a 360-degree brand experience across all brand touchpoints –advertising, merchandising, promotions, collateral, Internet, etc.

• The utilization of ViA – Virtual Insights & Attitudes – to gain cost and time-effective shopper insights within the retail environment.

802 Looking at Brand Equities Through a Store-Back Lens - 192

Traditional brand equity development occurs upstream in the brand process. These equities may be very effective in print or TV, but often fall short in-store because they do not consider the unique challenges of communicating – beyond packaging. Looking at equity development and brand equities through a store-back lens ensures that equities are flexible, recognizable and impactful across all mediums. Presentation takeaways:

• How to think about equities through the store-back lens.

• What makes successful in-store brand equities.

• Good and bad examples of in-store brand equities.

803 Shopper Marketing as the Catalyst to Change Behavior and Stimulate Demand - 193

If your cup is half-empty, refill it. Starbucks VIA identified a major opportunity in a declining category and decided to change the way we think about coffee. In partnership with TracyLocke, Starbucks made shopper marketing the engine for category growth, fueled by strategic insights and dynamic activation across multiple channels. This presentation will illustrate how to use innovation and insight to redefine a category and overcome critical purchase barriers to ignite demand for one of the hottest products of 2010-2011. Key takeaways include:

• How to use shopper insights to reinvent a declining category across multiple channels.

• How to effectively deploy shopper marketing to launch a new product and drive sales.

• Understanding of strategies that overcome key purchase barriers along the complete path to purchase.

804 Ease of Shop - 194

“Ease of Shop” constitutes a significant sales and cash opportunity for manufacturers and retailers alike. It is a Diageo term for making it easier for the shopper to find, choose and buy the total beverage alcohol category.

For the retailer this means having the right brands in the right sizes appropriately positioned and signposted. This will be an interactive session in two parts: turning shoppers into buyers – a shopper psychology exercise; and optimizing range and space – a retail customer exercise. Audience takeaways:

• What is the “Ease of Shop.”

• How shoppers shop and what this means for winning at the shelf or “moment of choice.”

• How to apply shopper-based range and space optimization principles with retail customers for mutual profitable category growth.

901 Path to Purchase Landmark Study: A Coherent Understanding of Behavioral and Cognitive Leverage Opportunities for Breakthrough Shopper Marketing Activation

 - 199

While the consumer path-to-purchase model is generally considered conceptually simple, exactly how it works remains elusive. Understanding when, why and how consumers make buying decisions – in and out of the store – and what resources they use to make them is the focus of this shopper insights study. This breakthrough research incorporates cross-disciplinary methods including in-aisle behavioral observation and neuromarketing assessments as well as ethnographic and quantitative attitudinal components. In this session, attendees will gain a deeper understanding of:

• Critical moments and triggers of influence over consumers across the marketing mix.

• How influential triggers can be leveraged to create or reinforce shopper loyalty.

• How the innovative research approach is being used to help develop effective, category-agnostic strategies aimed at increasing mind share, market share and shopper marketing ROI along the path to purchase.

902 Fresh Flavors on Ice – Inspiring Target Guests with the Great Quality, Convenience and Value She Expects - 200

Engaging Target’s guest and earning the right to be her grocery and mass retailer of choice has been Target and ConAgra’s goal. The key to delivering a great shopping experience is offering her the right products and adding value through the convenience she loves. Target, ConAgra and RPM Connect will take you along their journey, which includes leveraging all the key insights to deliver a winning plan that uniquely engaged and inspired the guest to enjoy fresh flavors on ice in Target’s frozen aisle. The team will:

• Share a frozen grocery case study that achieved mutual goals.

• Demonstrate best-in-class marketing strategies to inspire and engage the guest along her path to purchase.

• Share an approach that demonstrated thought leadership and innovation that grew the category.

903 Shifting Scale Into High Gear: How the Kimberly-Clark and Disney Cars 2 Partnership Drove Retailer and Shopper Excitement Throughout the Summer - 201

Driving greater retailer and shopper engagement requires shifting scale programs into higher gear. For small to mid-sized companies to successfully compete in this race, there is a need to steer multiple partners in the same direction toward the finish line of success.

In this session, Kimberly-Clark and Disney will illustrate the course taken to ensure that six brands, Disney/Pixar Cars 2 and other partners synchronized their respective equities to deliver a winning scale program. Seminar tangibles:

• The road map to successful program design when working with many parts and partners.

• The keys to achieving great multi-partner collaboration.

• Setting the course for great creative.

904 Improving Center Store Performance With Outside-of-Aisle Tactics - 202

The decline of center store is well-known. One of the best tactics to drive sales of center store items is through outside-of-the-aisle tactics. This session will share results of a groundbreaking study conducted by TNS and its shopper activation partners at WPP. This study included five different categories and dozens of different POS elements, and it involved eye-tracking and shopper interviews with 350-plus respondents in the grocery channel. You’ll hear:

• Which POS tactics and principles are effective at engaging shoppers outside of the aisle.

• Which strategies are effective at driving shoppers into the center of the store.

• Which tactics are most effective overall – digital vs. traditional, vehicle vs. messaging – and does that vary by type of product category.