IGD’s latest research shows that 69% of companies are now actively practising some aspect of shopper marketing, with a further 17% expecting to start in the next 2 years.
65% of companies have increased the amount they spend on shopper insight.
So how are they using this insight? Is it changing the way they approach long term category planning and retail engagement? What in-store mechanics are being targeted and where is future growth going to come from?
Hear the answers to these questions and more at IGD’s Category Management & Shopper Marketing 2011 conference.
Now in its 16th year, this conference continues to be the largest event in Europe focusing on category management and shopper marketing.
Over two days, 300 delegates will hear 21 speakers share their latest thinking and case study examples of the solutions being explored and implemented.
Attending this conference will give you access to industry case studies and current thinking on:
Fully integrated shopper engagement through path to purchase
Developing category strategies to deliver sustainable growth
Challenging the promotional activity cycle and its longer term impact
Understanding shoppers behaviour and what motivates them
Learn how in tough economic conditions both retailers and suppliers are changing the game
Hear about the economic outlook for the retail sector including the likely path for recovery from IGD’s chief economist
Understand how shopper based insights are being used to develop category strategies
Discover how strong insight is driving effective category tactics now and in the long term
See how using the latest advances in shopper understanding has driven more meaningful shopper engagement driving sales and growing share
CONFERENCE BEGINS
08.30
Registration and refreshments
09.45
Chairman's 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
09.55
What next for British Shoppers?
2011 is turning into another turbulent year for British shoppers, as the economic squeeze encourages a whole tranche of value-seeking behaviours. Every category is being affected by shoppers’ landscape preferences, from channel use to perceptions of private label products and attitudes to sustainability issues. Dawning from IGD's ShopperVista research, Tim will address what is currently top-of-mind for British shoppers, and forecast what is coming round the corner.
Tim Maton, Shopper Insight Manager, IGD
10.20
Developing a category vision and set of drivers based on shopper insights delivering sustainable growth
Hear how Kimberly-Clark faced the challenge of a fully penetrated category with no opportunity to drive consumption and too promotionally reliant. Carol and Nick will share how a new approach was taken to develop a vision and drivers based on shopper insights and how internal teams and customers were brought on board with it. See examples of the change implemented from both a brand and category perspective.
Carol Smith, Head of Category Management, Kimberly-Clark
Nick Maratos, Category Development Manager, Kimberly-Clark
10.45
Using Category Management to deliver our Strategy
Julie will talk about how Booths have created a unique strategy for their business. She will outline the Booths definition of the store environment between the “Fast Lane” and the “Slow Lane” zones within the store and give some case studies to explain how their approach to Category Management adapts to get the best out of these zones.
Julie Mills, Buying Support and Category Manager, Booths
11.10
Refreshments
11.40
Building Premium Spirits Category Growth
First Drinks will demonstrate the approach taken to develop a vision for Premium Spirits over a 3 -5year period. Roy will demonstrate how turning shopper and consumer insight into strategy has proven successful for category growth. He will bring this to life by sharing some examples of insight through to instore activation and category innovation.
Roy Summers, Head of Category Management, First Drinks Brands Ltd
12.05
Innovation in Retailing
Steve will share Morrisons approach to innovation in retailing, and bucking the trend in order to truly delight shoppers whilst sustaining results with less space and range.
Steve Mosey, Head of Category Management, WM Morrison
12.30
Lunch
13.45
Shopper behaviour & psychology of shopping: Shoppology
Phillip will talk about the importance of understanding different aspects of shopper engagement; which itself can range from full multi-sensory category immersion to simple stock replenishment (hardly shopping at all). Hear how brands and retailers have benefitted from using the latest advances in shopper understanding to develop more meaningful shopper engagement and so significantly drive sales, grow share and improve the shopping experience. Phillip will get you thinking like a shopper and about your shoppers.
Offering Choice, Delivering Value: Recognising And Meeting Local Demand
The Soft Drinks market is performing well, despite harsh economic conditions and increasingly demanding shoppers with diverse tastes and preferences. AGBarr brands in particular have experienced phenomenal growth by focussing on the local or regional opportunity. Mike will take you through examples of how shopper choice varies within Soft Drinks and what the dangers may be for applying a "one size fits all" approach.
Mike Simons, Category Insights Manager, AG Barr
14.35
Knowledge is Power
Mark will discuss the fantastic progress that the Co-operative Food business is making post the successful Somerfield acquisition. He will explain how a constant reappraisal of market data and shopper trends has helped to develop their range and customer proposition delivering dynamic market segmentation and a constantly evolving retail offer.
Mark Owen, Head of Commercial chilled and frozen, The Co-operative group
15.00
Refreshments
15.25
Making Unilever's Sustainable Living Plan real for our shoppers'
Unilever's Sustainable Living Plan sets out to grow the business whilst halving environmental impact across the value chain. This presentation gives an overview of the Plan and examples of how Unilever is working with retailers to bring it to life for shoppers, proving that small actions can add up to make a big difference for the environment.
Julie Watson, VP Customer and Shopper Marketing, Unilever
15.50
Shopper driving growth at Novartis
Commitment to understanding the shopper has enabled Novartis to step change its approach both internally and externally. From challenging historical basic brand assumptions, influencing the strategic direction of the company and providing our buyers with true category insight, understanding our shopper has had a significant impact on the way we do business.
Melonie Clarke, Head of Category Management, Novartis
Emilie Burrows, Account Director, TNS Magasin
15.55
Working together to deliver sustainable category growth
A year ago Tesco, Coca-Cola Enterprises and dunhumby started a 24 month category management project in soft drinks. Ashley will share his learning's and thoughts on the critical success factors for suppliers and retailers working together to deliver sustainable category growth.
Ashley Hicks, Category Director - Impulse , Tesco
16.20
Chair's summary
16.30
Drinks reception
17.30
Close
CONFERENCE BEGINS
09.30
Chairman's welcome
Karen will open the conference and outline the themes of the second day.
Karen Bevan, Head of Business and People Development, IGD
09.40
The Gap
The economy is recovering slowly but, so far, growth has been driven by businesses, via investment and exports, rather than by consumers. Retail demand is subdued and is likely to remain so for some time, with household budgets being eroded by rising prices and limited wage growth. This will not go on forever, of course: sooner or later demand will recover but, in the meantime, suppliers and retailers are left to deal with a “demand gap” James will discuss the likely path of economic recovery and the size of the gap which businesses will need to fill.
James Walton, Chief Economist, IGD
10.05
In the Spirit - Customer Collaboration
Diageo, the world's leading premium drinks company, has been on a journey embedding the intrinsic role of its customers in its business. This has culminated in building its first customer collaboration centre for its Europe business. The express purpose of the centre is to work with our customers to inspire and partner on building world class category programmes that has the consumer and the shopper at its core.
Mark Fisher, Customer Marketing Director Europe, Diageo
10.30
Building joint business plans
Developing collaborative retailer/supplier partnerships: what needs to happen to make a joint business plan deliver throughout the year (and not something that ends up gathering dust in the bottom drawer).
Size Doesn’t Matter – Category Transformation from Modest Roots
The Kao Category Management Team will share how powerful consumer insights, flexibility and strong partnerships enabled the creation of the premium hair colourants category during a recession.
Sarah Mold, Trade Marketing Manager, Kao Brands Lisa Voyce, Category Manager, Kao Brands
11.50
Creating compelling category arguments for our retailer
Anna will share the framework of Innocent's category strategy to develop compelling category arguments, along with case studies of recent NPD launch sell-ins.
Anna Roberts, Head of Category Management, Innocent
12.15
Optimising Space and Range at M&S Foods
In 2009, the Marks & Spencer Foods business kicked off a programme to transform the way it approaches space and range planning. The ultimate aim of the programme is to enable M&S to optimize its use of space in stores and deliver more customer-focused product ranges. To achieve this, the business is implementing new business processes, policies, people structures and systems. But it also needs to bring about fundamental changes in the M&S Foods business culture and ways of working, to help M&S move from being a product-centric business to a much more customer-focused one. This presentation will cover the journey and achievements to date, key challenges / lessons learnt and a look forwards at what else is planned in the future.
Abby Smeaton, Management Consultant, M&S
12.45
Lunch
14.00
It Has To Be Heinz…..but does it have to be half price?
Hear how Heinz have sought to understand the true long term impact of promotional activity, and how this has influenced ways of working both internally and externally. Steve will also share Heinz view on how this will drive sustainable value back into the categories they operate in.
Kathryn Purchase, Head of Customer Development, Heinz
14.25
NPD - Ensuring speed of execution in-store to maximise sales
Tactical Solutions & Burtons Foods will talk about how they worked closely together to deliver successful on-shelf execution of their NPD launches across the major retailers. Hear how effective use of retailer EPoS sales data enables the field sales team to drive interventions in-store & build distribution quickly. The team will bring to life some of the learnings from the journey and share some of the successful results from this new approach in driving excellence in execution.
David Costello, Category & Activation Controller, Burton's Foods
14.50
Driving shopper engagement through global inspiration
Chris will discuss the importance of exciting and inspiring customers in this age of austerity. Drawing on examples of new products brought to the UK from around the globe, Chris will explain the importance of bringing new and exciting products to a UK consumer used to a world of homogenised product ranges and ever increasing promotional activity.
Chris Silcock, Senior Buying Manager, ASDA
15.15
Chair's summary
15.30
Close
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. The Consultancy and Communications services merge the skills of data analysts, merchandisers and researchers together with designers and animators to enable clients to understand, optimize and communicate their range and store visions from concept to in-store execution.
Aldata is a global leader in supplier to consumer business optimization. We help reduce costs, time, and waste, for retailers, distributors, and manufacturers, while improving availability, service, and customer retention.
Founded in 1988, Aldata has an unparalleled track record of delivering successful projects for the world’s largest retail and consumer brands, wholesale and distribution organizations, and specialist store chains. With Aldata’s Category Optimization solutions, strategic assortment and space optimization are integrated to maximize category performance. The solutions make true strategic planning a reality while delivering rapid return on investment. Visit our stand to find out more.
Promax Applications Group (PAG) is a world–leading specialist in trade promotion planning, management, and optimization solutions. With headquarter operations based in Australia and offices now in New Zealand, Japan, Central Europe, United Kingdom and North America, PAG boasts an impressive stable of global consumer goods companies such as Kimberly-Clark, Kraft, L'Oreal, Heinz, Johnson & Johnson, Beiersdorf, Henkel and many others. Our solutions are the result of more than twenty years experience working in close collaboration with leading consumer goods manufacturers, retailers and distributors.
The Promax Promax® PX solution has been designed to allow a seamless, automated process to Track, Predict and Optimize promotions and trade spend. It incorporates the most sophisticated tools to maximize a client's return on trade spend investment, and deliver optimal outcomes for retail partners.
STRATACACHE provides efficient, scalable and cost-effective digital media solutions to retailers across the globe. PrimaSee, STRATACACHE’s leading retail solution, displays high-definition, dynamic videos embedded within glass panels. Visually engaging, these powerful, translucent advertisements allow customers to see-through enticing promotional ads to the corresponding product in the backdrop—directly enhancing point-of-purchase awareness for your brand.
Powering STRATACACHE’s digital media experiences is—ActiVia for Media—an intelligent digital signage software that centrally delivers real-time, targeted messages to specific locations based on customer demographics and promotional campaigns.
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.
