The 21st Century Shopper — Marketers and Retailers Adjust Their Insights Strategies
March 8 & 9, 2022 | Virtual | 12:00 – 1:30pm EST
Consumers expect a seamless omnichannel experience powered by sophisticated technology—from researching purchases online that include better visualization (like augmented or virtual reality) and improved transparency (reviews) to point of sale that can encompass physical stores, mobile commerce, automated storefronts, on-demand services and e-commerce.
Join the ARF on March 8-9, to hear how marketers and retailers are using sales data to understand shoppers individually and connect consumer behavior and attitudes to sales. Also to be covered: why Retail Media Networks are on the rise, and which ones are proving successful.
Benefit from a variety of cutting-edge research, case studies and panels about the latest innovations in using data to develop marketing insights and measurement to deliver engaging experiences and drive quantifiable conversions.
Specifically, you will learn:
- How to leverage evolving retail data that now includes point-of-sale devices to customer smartphones and in-store sensors
- How to utilize in-the moment audience behavioral insights to design marketing and merchandising concepts
- What privacy concerns should be top of mind and which data approach or combination—first-party, third-party or zero party—is preferable
- How online shopper behavior is changing in the subscription economy and implications for brands
Tuesday, March 8, 2022
What Consumers Want, What Marketers Can Deliver
12:00 – 1:30 pm EST
12:00 – 12:05pm
Welcome
Paul Donato — Chief Research Officer, ARF
12:05 – 12:20pm
Who is Today’s Shopper?
In-store shopping comfort is rising, but shoppers haven’t forgotten the convenience of shopping online. Advanced shopping tools and services, like product visualization and the ability to choose in-store pickup or delivery, are helping create a better omnichannel experience. What consumer behavior shifts can advertisers bank on?
Claire Tassin — Retail and Ecommerce Analyst, Morning Consult
12:20 – 12:30pm
A Shopper-First Approach for Quantifiable At-Shelf Shopper Learning
Marketers have made progress applying behavioral science theories in their approaches about the brain’s fast, intuitive approach vs. the slower, analytical mode (System 1 and System 2 popularized by Daniel Kahneman), yet the “Say-Do Gap” still exists. General Mills shares further insights based on recent work about avoiding System 2 pitfalls.
Pingping Yu — Senior Manager, Customer Insights — Walmart/Sam’s Club, General Mills
12:30 – 12:50pm
The Impact of Subscriptions on Consumer Behavior: What Marketers Need to Know
Changing shopping habits are creating opportunities and challenges for both traditional CPG companies, as well as subscription brands. What drives consumer choice for subscription products and services? Why are retention and churn the Achilles heel of subscription business model strategies? Why are price-value relationship and the motivations hierarchy much broader and more complex than in previous generations? What are the marketing implications resulting from the prevalence of switching behavior?
Mike Mabey — VP, Client Solutions Americas & Subscription Practice Lead, SKIM
Brady Silva — Research Manager, Subscription Practice, SKIM
12:50-1:05pm
The Rise of Retail Sales Data
The number of marketers planning to use retail sales data will triple this year, with 74% of brands dedicating budgets for retail media networks. In fact, Forrester predicts that retail media will be a $50 billion market in 2022. Retail media’s growth will only accelerate as marketers prepare for third-party cookies to go away and look for solutions that help them unlock the value of shopper data, close the loop on attribution and prove the ROI of their campaigns. How are retailers building holistic shopper marketing strategies aligned to their data and digitization capabilities?
Ben Sylvan — GM, Retail Data Partnerships, The Trade Desk
1:05-1:25pm
Retailer Panel Discussion: Best Buy Ads and Home Depot Retail Media
Hear how Retail Media Networks are driving opportunity to help brands better connect with consumers and their marketing campaigns to sales.
Keith Bryan — President, Best Buy Ads & SVP of Media Strategy & CRM, Best Buy
Melanie Babcock — VP, Integrated Media, Home Depot
Moderator: Ben Sylvan — GM, Retail Data Partnerships, The Trade Desk
1:25 – 1:30pm
Closing Remarks
Paul Donato — Chief Research Officer, ARF
Wednesday, March 9, 2022
A New Era of Reach?
12:00 – 1:30 pm EST
12:00 – 12:05pm
Welcome
Earl Taylor — Chief Knowledge Officer, Marketing Science Institute at the ARF
12:05 – 12:25pm
The Rise of Retail Media Networks
As Retailer Media Networks continue to grow, brands have a new way to think about how they drive a full funnel approach: from awareness to conversion driving campaigns, with holistic marketing efforts as retailers expand their footprint. As brands work to balance their overall budgets and place their media in highest reach and return media tactics, they also seek to measure an encompassing number of platforms and retailer networks in the drive for optimization. Given the push and pull, how can all parties work together to help achieve results?
Jennifer Pelino — EVP, Global Media Solutions, IRI
Caroline Liu — Senior Director, Supplier Insights and Audience Science, Walgreens
12:25 – 12:40pm
Retail Media Networks – a Strategic Shopper Marketing Tool? (Fireside chat)
Mondelēz shares how they are utilizing Retail Media Networks, and its promise as a shopper tool to reach and interact with a specific targeted set of shoppers. Learn how they are working to provide the ability to measure how effective messaging and retargeting efforts are via closed loop sales attribution.
Steve McGowan — Head of Shopper Activation & Strategic Partnerships, Mondelēz International
Moderator: Jacqueline Barba — Digital Editor, Path to Purchase Institute and Path to Purchase IQ
12:40 – 1:00pm
Zooming In: Mass Reach vs. Micro-Targeting
In the quest for campaign conversion, the debate about whether to advertise broadly or micro-target continues. In this session, hear from Unilever and its media agency, Mindshare, who will share the pros and cons of mass reach vs. micro-targeting. Ultimately, what are key points to consider in your portfolio?
Aaron Sobol — Head of US Investments and Partnerships, Unilever
Mara Greenwald — Managing Director – Commerce & Performance Media, Mindshare
Moderator: Dominick Pace — Portfolio Investment Lead, Mindshare
1:00 – 1:10pm
Converting Your Social Video Audience to Buyers
Today’s shopper is spending more time online than ever, and social video has emerged as a key space where brands can engage with highly motivated customers. New research will be shared that connects what people are watching with how they’re shopping online. Discover how media influences audiences and customers in new ways, and how to develop stronger brand partnerships with influencers and creators.
Kate Ginsburg — Head of Content & Product Marketing, Tubular Labs
1:10 – 1:25pm
TikTok Shopper Trends Watch
The unbridled discovery and natural brand touchpoints that used to be commonplace with real-life shopping has been lost. TikTok talks about rekindling the joy in shopping with a platform built for brand and product discovery. This session will dive into TikTok shopping trends (hauls, hacks, etc.), signals (sustainability, expectations vs. reality, and products (LIVE, spark ads, etc.) creating more touchpoints for brands to connect with audiences.
Ann Nguyen — Global Brand Strategy, TikTok
Vita Molis — Head of Research and Insights, Global Business Marketing, TikTok
1:25– 1:30pm
Closing Remarks
Earl Taylor — Chief Knowledge Officer, Marketing Science Institute at the ARF