Who are your shoppers? Which matter most? What, how and why do they buy?
Hear how your peers are tackling these questions to create demand at the point of decision making and drive the growth opportunities at IGD's Category Management & Shopper Marketing 2010 conference.
Now in its 15th year, this conference continues to be the largest event in Europe focusing on category management and shopper marketing.
Over 300 delegates will hear from leading retailers, manufacturers and shopper experts on the new ideas and solutions currently being explored and implemented.
Attending this conference will give you access to industry case studies and current thinking on:
Developing in-store shopper engagement
Understanding shopper psychology
Driving effective shopper marketing
Meeting shopper needs through driving availability
Developing joint business planning and agreed growth
Compiling strategic assortments for targeted growth
Implementing category management with suppliers from a retailer perspective
In store activation and execution
Take the learnings from industry leading companies as they share their approach and success in driving category innovation that generates joint-value
Discover how by understanding the physiological and psychological purchasing process in-store you can drive share and sales
Understand the role of shopper marketing in event activation and see how virtual store technology is taking things to a new level
Hear how leading companies are developing shopper based category visions and driving value back into categories
Shape your future as IGD's Chief Economist examines the political and economic pressures that will influence shopper behaviour and business strategy over the next few years
Get unrivalled value as this remains the largest category event in Europe with 17 presentations and 300 industry professionals to network with
CONFERENCE BEGINS
09.00
Registration and refreshments
10.00
Welcome and introduction
Karen will open the conference and outline the themes of the first day.
Karen Bevan, Head of Business and People Development, IGD
10.10
Under pressure
Shoppers have ridden out the worst economic downturn since the 1930s and the future for many remains uncertain. Under the circumstances, it is little surprise that confidence remains weak for both individuals and the businesses that serve them. James will examine the political and economic pressures that will shape shopper behaviour and business strategy over the next few years.
James Walton, Chief Economist, IGD
10.35
Can category management predict the future? Developing a compelling shopper-based vision for category growth
Mars Petcare will demonstrate the approach taken to develop a vision for the petcare category over a 3 - 5 year horizon. Ben will look at the ingredients of a successful category vision; category definition and segmentation, key consumer and shopper insights, all the way through to the impact on fixture. A particular focus will be how Mars Petcare has combined its understanding of consumers and shoppers and aligned this with key customer strategies.
Ben Thompson, Category & Trade Marketing Director, Mars Petcare
11.00
Refreshments and networking break
11.30
How consumer understanding drives innovation
Claire will talk about the role of deep shopper understanding for innovation in the consumer goods industry; both on products and in-store. Hear insight from P&G on how it builds an understanding of the 4 billion consumers it serves around the world every day and what these consumers think and believe. Claire will discuss how this insight drives innovation across P&G’s portfolio of brands and how this information can be shared with retailers to drive innovation in the way offerings are presented in stores to grow categories and generate joint-value.
Claire Gomersall, Director of Consumer and Market Knowledge, Procter & Gamble UK
11.55
Category vision: Creating sustainable growth in the breakfast cereal category
Hear how Kellogg's has developed a shopper-based category vision and how this will help drive sustainable value back into the breakfast cereal market. Declan will talk about how Kellogg's desires to lead category thinking to deliver a 'triple win': meeting shopper needs through better insight, understanding and meeting retailer needs and satisfying Kellogg's business requirements.
Declan Lockett, Head of Category Management, Kellogg's
12.20
Chair's summary
12.30
Networking lunch
13.45
Responding to the needs of five different shoppers
Discover how behaviour based shopper segmentation helps retailers and brands to better understand precisely what shoppers want in-store at the moment of truth. Extracts from a number of case studies will demonstrate that by understanding the physiological and psychological purchasing process in-store, it is possible to significantly drive sales, grow share and improve the shopping experience.
Learn how Kimberly-Clark unlocked an internal culture change to ensure true shopper insight lay at the heart of its category strategy, process and structure. Firstly by understanding the now versus the vision and secondly, driving clear priorities to deliver this vision. Carol and Nick will bring to life some of the learnings from the journey and share some of the successful results from this new approach in driving shopper and category change.
Carol Smith, Head of Category Management, Kimberly-Clark
Nick Maratos, Category Development Manager, Kimberly-Clark
14.35
Refreshments and networking break
15.05
Promotions - What has Tesco learnt and what will we be doing differently?
Within this session Rob will review how promotions influence customers and the long term impact they have had on the category. He will then look forward and describe where Tesco is already going with its promotional strategy and the new benefits it will deliver to Tesco's customers.
Rob Schofield, Head of Training and Commercial Capability UK, Tesco
15.30
How shopper based thinking powered the Coca-Cola World Cup activation
Peter will talk about the role of shopper marketing in event activation for major events such as the World Cup and the Olympics. Hear how CCE structures its shopper marketing team around different shopping environments, and how this impacts on the planning and activation for Coca-Cola and Powerade in store. Peter will also talk about how he has used virtual store technology to take in-store activation onto a new level.
Peter Chapman, Head of Grocery Shopper Marketing, Coca-Cola Enterprises
15.55
Chair's summary
16.00
Drinks reception
17.00
Close
CONFERENCE BEGINS
08.00
Registration and refreshments
08.45
Optional breakfast briefing: Shopper targeting with door drops - an alternative channel Get your brand onto the shopping list
Winning the battle for new customers is more difficult than ever in the current challenging economic environment. Marketing at point of purchase is becoming overcrowded and digital marketing is yet to prove it's ROI. Yet even in this landscape few FMCG brands spend any time actually trying to get their brands onto the shopping list before the busy customer leaves for the shops. Hear how Lurpak, Cravendale, Kellogg’s and McCain have used Royal Mail’s Door-to-Door distribution to drive trial and repeat purchase for their brands!
Carol Lewis, Media Consultant, Royal Mail
Simon Boswell, Consultant, Tangerine
09.45
Welcome and introduction
Karen will open the conference and outline the themes of the second day.
Karen Bevan, Head of Business and People Development, IGD
10.00
Meeting shopper needs for inspiration, innovation and value
Tim will draw upon IGD’s latest shopper insight to help you better understand the post-recession shopper, distinguishing between continuing trends, cyclical swings and fundamental shifts in shopper attitudes and behaviour. This session will also reveal how meal occasions and food preparation are evolving, and what this means for providing inspiration at the point of sale. It will also bring a shopper perspective of new product development to help guide innovation and range management priorities.
Tim Maton, Senior Consumer Analyst, IGD
10.25
Using shopper insights to influence range distribution and in-store positioning
Anna will show how Innocent has used shopper behaviour research to help it determine the ideal outlets to stock specific product ranges, its in-store position and merchandising. She will share the approach it has taken to engage retailers, and use case studies to identify the lessons learned.
Anna Roberts, Head of Category Management, Innocent
10.50
Putting the fun into healthy food
Bringing magic to meal times, Tesco Disney Kids is a nutritious range that encourages healthier eating. Learn how Tesco and The Walt Disney Company are working in partnership to develop the ultimate children’s food brand. In-line with The Walt Disney Company’s focus on promoting healthier foods to children and Tesco’s ongoing commitment to finding new and innovative ways to make it easier for its customers to live healthier lives, Paul will share how optimising the relationship and helping customers can lead to mutual growth.
Paul Hepworth, Senior Retail Account Manager, The Walt Disney Company
11.15
Refreshments and networking break
11.45
Building a niche beer brand
James will talk about the premium bottled ale market, what motivates consumers and how retailers can continue to benefit from this growth category. He will use Hobgoblin, which has grown consistently over the years to become the UK’s third largest bottled ale brand, as a case study to demonstrate what can be achieved when you communicate the brand proposition in-store.
James Coyle, National Sales & Marketing Director, Marston's Beer Company
12.10
Shopper AND Consumer, Sales AND Marketing
Combining research disciplines to create a deeper understanding of how consumers think and shoppers operate leads to stronger innovation for both the category and the brands. Getting a grip on innovation through the eyes of the shopper and the consumer mind early on in the product lifecycle is the only way to ensure category growth potential. Jamie will talk about Future Thinking's recent experience with a soft drinks manufacturer of bringing these principles into practice for an impending/recent launch.
Jamie Rayner, Research Director, Future Thinking
12.35
Chair's summary
12.45
Networking lunch
14.00
Getting under the averages
Sue will talk about the importance of challenging what data we use and how this relates to category management. She will explore how the emerging shift from “averages” to a more forensic and deeper understanding of segments, shoppers, missions, stores - and even days of the week - can uncover new insights and opportunities to grow your category. Building on her presentation from last year on setting the strategy and focus for category management at PepsiCo, this case study will highlight how it is coming to life with retailer partners.
Sue Temple, Customer and Category Solutions Director, PepsiCo UK and Ireland
14.25
Getting the right products, in the right stores, for the right customers
With so much talk about customer centric decisions, how can a retailer’s data be used to support range and merchandising choices? Sam will explore what a customer centric approach means for category decision making. Case studies from European and American retailers will be used to demonstrate how customer data can drive category growth.
Sam Winterson, Retail Consulting Manager, Emnos UK
14.50
Working together to understand the shopper
Over the last year, Sainsbury's and Mars Petcare have been working closely together to understand Sainsbury's petcare shoppers and the petcare market. The learnings from this joint project have improved both companies' understanding of the petcare shoppers in Sainsbury's and helped shape their future plans for petcare. Liz and Sharon will show you the benefits for both retailers and manufacturers of working collaboratively to understand each others businesses and their mutual shoppers.
Liz Birch, Category Planning Manager, Sainsbury's
Sharon Fuller, Category Manager, Mars Petcare
15.15
Chair's summary
15.30
Close
I found this a very informative and enjoyable conference with valuable insight and interesting case studies.
Excellent two days. Very informative.
The event was excellent and I look forward to attending next year's seminar.
Would recommend the IGD Category Management event and intend to attend next year. Well done IGD.
Can't make both days? Why not share with a colleague? To find out how please contact us.
Aldata is a global leader in the supply of integrated business solutions to organisations that serve the retail consumer. In May 2010, Aldata acquired Cosmic Solutions a second step in the company’s Integrated Category Management strategy following the acquisition of Apollo Space Management in 2008. Visit us at our stand during the event to find out more.
Fifth Dimension create a suite of software solutions that provide automated macro store planning, micro shelf planning, range assortment, automated planogram creation and data analysis at every level of store data.
In today’s competitive market, understanding your product, range and layout is vital to successful growth, enhanced profits and delivering what the consumer wants. However, strategy and planning will only ever be as successful as the implementation that brings the initial concepts out into the real store environment. Our Consultancy and Communications services merge the skills of data analysts, merchandisers and researchers together with designers and animators to enable our clients to understand, optimize and communicate their range and store visions from concept to in-store execution
POS Tuning specialise in providing solutions to optimise the presentation of products at the Point of Sale. Our innovative product range of shelf merchandising solutions allow brands and retailers alike to ensure that their products are always available at the front of the shelf, right up to the last product. This results in increased sales and shopper convenience whilst reducing restocking and shelf maintenance costs and helping to minimize shrinkage.
Royal Mail Door to Door is the premium service for the delivery of door drop media. Door drops are a highly effective way of building brand awareness and supporting product promotions.
Our offering includes data consultancy, targeting, sustainable mail options and unrivalled quality of service in the nationwide delivery of product samples, promotional leaflets and coupons. The result is maximum cut through by communicating with your customers, at the right time, with the right offer.
SymphonyIRI Group, Inc, formerly named Information Resources, Inc. (IRI), is the global leader in innovative solutions and services for driving revenue and profit growth in FMCG, retail and healthcare companies. SymphonyIRI offers two families of solutions: Core IRI solutions for market measurement and Symphony Advantage solutions for enabling new growth opportunities in marketing, sales, shopper marketing and category management. SymphonyIRI solutions uniquely combine content, analytics and technology to deliver maximum impact. SymphonyIRI helps companies create, plan and execute forward-looking, shopper-centric strategies across every level of the organisation.
Cancellations and name changes to be confirmed in writing
Over 30 days notice
- Full refund
15 - 30 days notice
- 50% refund
Less than 15 days notice
- No refund/transfers
IGD Members
Non-Members
Academic Institutions
GBP
£ 900
£ 1350
N/A
EUR
€ 1080
€ 1620
N/A
Additional Information:
Prices displayed ex-VAT. Fee includes briefing papers (subject to availability) refreshments & sandwich lunch. Fee also includes delegate pack and electronic version of all slides. This session is promoted by IGD as agent for IGD Services Ltd. Cheques need to be made payable to 'IGD Services Ltd.' IGD reserves the right to alter any element of the programme, such as speakers, times and venue, should the need arise.
