Staying Competitive in Today’s Shifting Retail Consumer Landscape
Shopper marketing change is rampant! The good news: disruption is creating opportunities – not just challenges – and the industry is responding with new approaches to increase market share and revenue.
Leading brands are engaging consumers and building growth. Industry experts from advertising, agencies, media, research/data companies shared insights, solutions and case studies on July 9 in Chicago.
CPG Trends and Strategies
The Current CPG Landscape: Succeeding in the New Omnichannel Environment
Time pressures of modern life, combined with the digital revolution, are shaping people’s lives . . . as well as expectations about when they shop. Shoppers are experiencing (and expecting) a proliferation of business models to win the war for their wallets. To succeed in this new omnichannel environment, retailers and CPGs must
understand the drivers of their shoppers’ trip missions, how shoppers choose where to shop, and how can we best evolve our capabilities to deliver upon shopper expectations.
Evan Shaver – VP of PepsiCo North America Shopper Analytics & Insights
Sweet Success: How Hershey’s Thinks Like a DTC and Acts Like a CPG
CPGs understand the remarkable advantages DTCs hold and must work with third parties to activate, measure and analyze data that revolves around their most prized possession . . . the consumer. Hear how Hershey’s has taken a page out of DTCs book and unlocked the “sweet spot” found when media, technology, business and the consumer all merge together to drive successful outcomes.
Ashlee Carlisle – Media Audience Strategy & Activation, The Hershey Company
Brand Building Performance eComm for CPG
How should CPG brands transform their marketing in a world where mobile feed has inverted the shopper’s journey? Find out the secrets for rewriting the CPG playbook – taking into consideration the core tricks that every DTC brand uses to go to market today. Learn the new tactics for boosting performance marketing results and driving eComm conversion by optimizing media and creative.
Rachel Tipograph – Founder & CEO, MikMak
How to Trust in the Trust-Enabled Economy
Brands today are confronted with a consumer different from any they’ve encountered before. Consumers are distrustful of messages, some forms of advertising, and manufacturers of the products they use. And, to make it even harder, consumers are capable of more disloyalty to products and content than in the past. Data will be revealed showing that just 8% of global consumers consider themselves to be true brand loyalists. Find out the implications and what the opportunities are with ‘Trust’.
Scott McKenzie – Global Intelligence Leader, Nielsen
Attention, Please, GenZ and Millennials!
Discover the five most important things marketers need to learn in order to connect with young people and take advantage of the opportunities in influencer marketing that exist today. Plus, hear how two influencers work with CPG and DTC brands to engage GenZ and Millennials.
Oliver Yonchev – Managing Director, USA, Social Chain
Christie Childers – Influencer Relationships Manager, Social Chain
Vaughn Colquitt – YouTube Creator, Msvaughntv
Katy Rose – Blogger & Influencer, ModlyChic
Moderator: Jessica Wohl – Journalist, Ad Age
Going the Distance – Maximizing the Shopper Journey
It’s a curvy road for the shopper, one that marketers weave through to make a solid connection. Data, technology, and real time connectivity have opened new fronts on the personalization journey. Find out how to take advantage of upstream marketing efforts and connecting with sophisticated lower funnel activities that bring an increasingly more efficient and holistic view to marketing efforts and have an exponential positive effect on the consumer experience.
Jennifer Pelino – SVP, Omnichannel, Media Center of Excellence, IRI
Katie Vogt – Sr. Manager, Direct Marketing, Walgreens
Retail – What’s On the Horizon?
AR, VR, and ML are no longer emerging, in fact, they’re converging as powerful tools enabling brands to create immersive experiences. Learn how marketers are using these technologies to tell richer stories about their products to consumers.
Jack Smith – Global Chief Product Officer, Investment, GroupM
John Krebsbach – Global Technical Partner, Google
Measuring In-Store Activation Effectiveness Using Geolocation
Smartphones are enabling validated, Point of Emotion insights to help businesses make faster, better decisions. Research will be presented about shelf-level perceptions from real shoppers that help brands succeed in today’s challenging retail environment.
Alex Colao – EVP, MFour Mobile Research
Carl Edstrom – SVP and Principal of Survey Solutions, IRI
Behavior and Insights: Amazon Prime, It’s Not Just for Shopping Anymore
Data results on Amazon Prime are presented based on relationships between video streaming, prime subscriptions and shopping behaviors. Find out how the insights will shed light on several top-of-mind questions: Are viewers of certain genres more likely to purchase in certain product categories? Does an Amazon Prime subscription affect streaming usage on Netflix and Hulu? Is sign-up for Amazon Prime driven by a desire to shop?
John Sollecito – Head of Media and Entertainment, 7Park Data