IRI Reinventing CPG and Retail Summit Breakouts
As of March 10, 2010
Please note: sessions are subject to change
Tracks:
TRACK A: ENGINEERING SHOPPER RELATIONSHIPS
A1. Engaging a More Profitable Shopper
Shopper behavior is where the rubber meets the road in the retail environment. Many retailers are leveraging internal and external shopper data streams to understand their shoppers, but how can you maximize this research to identify which shoppers represent the most attractive financial opportunities and determine how to best engage them to unlock that spending potential? This session will review how emerging optimization applications can radically improve the effectiveness of your acquisition investments. Learn how to develop targeting and retention programs that influence profitable shopper behavior to continuously improve your business performance.
Presented by IRI
A2. Next Generation Loyalty & The Segment of You
The retail world has never been more complex or more rapidly changing than it is today, demanding an environment of faster, more relevant shopper decisions. Although infusing analytically derived insights to redefine each shoppers’ experience bears the potential for major revenue impact, implanting and consistently utilizing these analytics across your organization can be challenging to coordinate. This session will explore how you can leverage advances in shopper analytics to transition from product-centric to more customer-centric and how to align the right infrastructure and best practices to usher in a new era of profitable shopper-level marketing decisions at your company. Join us to learn how your organization can leverage next generation loyalty techniques to more effectively attract, grow, retain, and leverage profitable customers.
Presented by IRI
A3. Shopper Lab I: The New Path to Purchase
Consumers are viewing expenditures very differently than they did two years ago and are taking a more strategic approach to shopping. Because today’s smart and savvy shoppers are here to stay, this session will examine how this “economic sobriety” has created an entirely new path to purchase. A diverse panel of consumers will share how they prepare for their shopping trips, choose the stores they visit, and make decisions at the shelf. Gain an in-depth understanding of how consumers make lists, sift through promotions and choose their shopping destinations, so that your products end up in their baskets when they finally reach the shelf.
Panel moderated by IRI
A4. Shopper Lab II: Simplicity—Less is Really More with Today’s Consumers
From countless promotions and cumbersome store layouts to endless product assortments and confusing packaging and labeling, shoppers are faced with an explosion of choice that can make the simple act of selecting a can of soup, cold medicine or deodorant a daunting task. Consumers are constantly asking themselves if they are truly getting the best deal, what the 20 attributes listed on a product’s packaging really mean and how they will ever taste all of the variations of coffee and cereal available? The reality is that complexity takes time, attention and energy, so today’s shoppers are demanding simplicity. Learn how to simplify your offerings from a panel of consumers who will share what types of promotions, retail environments, product assortments and packaging they find most appealing.
Panel moderated by IRI
A5. Translating Food and Flavor Insights into Innovations
A convergence of influences - the economy, the environment and a focus on health & wellness - are impacting our food and flavor culture like never before. Take a look at what tastes will be inspiring consumer choices in the decade ahead. McCormick, the flavor expert for over 120 years, will review key flavor trends and drivers from the past, present and future to glean valuable insights for tomorrow's shopper...and what's next for flavor.
Presented by McCormick
TRACK B: INNOVATIONS IN ANALYTICS
B1. Balanced Brand Building for Boosting ROI: An Innovative Approach Works Best
The economic pressure of the last couple of years has compelled a shift toward strategies driving short-term rather than long-term growth. Decisions have been based on delivering quarterly results versus managing for the fiscal year and beyond. As the economy gains momentum manufacturers and retailers need to pursue innovative and emerging opportunities in order to make their brands profitable. In this presentation see how a blue-chip manufacturer is leveraging predictive analytics to drive a balanced and profitable brand building approach. See how Innovative analytics can be used to leverage marketing mix scorecards as an input into marketing spend allocation. Case study material will highlight the benefits of embracing a measure/learn/change culture, increasing frequency of analytics to stay current with behavior and attitude changes, and building strategic cross functional alignment. Learn how you can use these techniques to stay ahead in the current economy and competitive environment.
Presented by Sara Lee Retail and IRI
B2. Dynamic Price Sensitivity Measurement
With rapidly changing economic and retail landscape, there is a need for more dynamic measurement of price sensitivity. Most current tools focus on average price sensitivity over past 52 weeks. Since consumer price sensitivity is a proxy for brand health, it is imperative to understand what drive price sensitivity to better manage brand health in the long term. Rolling Price Drivers is a new approach to measure price sensitivity. It provides a more current measure of price sensitivity by using shorter time windows. This approach also provides ability to forecast price sensitivity and helps understand long term impact of marketing vehicles (trade, advertising etc.).
Presented by IRI and Campbell’s
B3. Fueling Growth and Innovation with a Robust Look into the Future
Consumer markets in the CPG world are becoming more dynamic, fast-paced, and competitive. As choices proliferate, consumers are faced with increasingly complex shopping decisions while manufacturers and retailers alike find the challenge of predicting reactions to their marketing initiatives growing only more complicated. In the quest for profitable revenue growth, these marketers require a better, more accurate view into the future to understand the potential risks of their actions before making big investments. Although advanced analytical tools can provide practical insights to better execute their next moves, few firms take advantage of these tools and methods to develop robust business cases for future investments. This session will cover both the art and science of forecasting and show how applying cutting-edge simulation and decision support techniques can guide more effective brand renovation and innovation efforts at your organization. Understand how more accurate forecasting can help your organization uncover white space opportunities, prioritize investments, and target the right customers. The session is designed for both practitioners interested in looking into the future as well as leaders charged with developing and managing growth initiatives.
Presented by IRI
B4. Getting From Fact to Act: Best Practices in Actionable Insights
In today’s market, CPG leaders are being deafened by information noise. There is so much data available that it’s become nearly impossible for a human to make sense of the facts. This session discusses best practices and enablers to get to go from insights and action. We will discuss the key enablers in process, data, technology, metrics and skills required to make sense of the onslaught of data and translate it into profitable action plans for your organization.
Presented by IRI
B5. Getting the Most From Your Data Investment: Data Detective Mach 2
Are you getting the results you need from your IRI data? Are your current analyses helping you find the most profitable opportunities? In this session learn about the latest methods for applying the intelligence in data to address your most pressing business issues. This workshop will go beyond everyday analysis techniques to teach you new and innovating ways to use your IRI data to assess distribution and quantify voids, analyze promotions and present your findings, and understand the basics of pricing dynamics. This is your chance to learn how to breathe new life into your POS data in order to reap the maximum ROI from your investment.
Presented by IRI
B6. Is the Price Right? Profitable Pricing via Predictive Analytics for Growth
Pricing products for success has never been more difficult! Manufacturers faced with a poor economy and fluctuating commodity costs need to be much more innovative and precise when making pricing decisions. Using group consensus or gut instincts to price in this unprecedented market environment can be disastrous for all brands -- even long established ones. This session will focus on how a major manufacturer sales force uses innovative predictive analytic modeling to make smarter fact-based decisions for everyday and promoted pricing. See how you can use advanced analytic modeling in easy-to-use applications in order to build a more accurate and profitable pricing recommendations , as well as learn how cost and margin play a role in pricing simulation scenarios. The goal for 2010 -- embed and adopt more sophisticated analysis into the decision making process of your sales force!
Presented by Johnson & Johnson
B7. Market Structure: Planning for Growth
Developing a plan for growth requires a deep understanding of your environment from multiple perspectives—the consumer, shopper, customer and competitor at the least. Market structure analysis provides a critical platform to integrate these perspectives to guide your plan development. Growth planning is not one-size-fits-all, however. Different business issues often require different data sources and methodologies to determine the appropriate view of a market and its opportunities. Hendry (IRI) will share how different market structure approaches can be employed to drive significant insights into planning for growth.
Presented by IRI
B8. Strategic Pricing in a Changing Consumer and Customer Environment
The consumer and customer environment will likely remain difficult for several years, with clear implications on pricing strategy. As a result, Consumer Goods companies will need to update their pricing and promotion strategies. In particular, it is critical for companies to understand how consumer and competitive dynamics will shift going forward. How can companies efficiently and effectively tailor the price of their products by category, brand, pack, and region? How can they determine the right mechanism: list price vs. trade spend? This session will focus on answers to these important questions as well as discuss best practices for assessing customer and competitor risk, working with the trade to execute with excellence, and training the frontline on the right sell-in and negotiation approach.
Presented by IRI
B9. Successes, Failures and Innovations in Marketing Mix Modeling
What determines the success or failure of a marketing mix program? How can your organization ensure success by avoiding common pitfalls during your implementation? How can you effectively address the latest business challenges including digital media, social media, private label, macro-economic factors, and more? During this session, IRI will share industry best practices in driving the adoption of analytics across your organization and the innovative techniques being used to address the latest business challenges.
Presented by IRI
B10. Trip Mission Deep Dive: Finding the Keys to Drive In-Store Behavior
Just looking at traditional trip mission segments does not tell the whole story of what influences a shopper's in-store behavior. In order to pinpoint the cause and effect relationship of what drives shopper behavior, it is critical to tap into key differentiators within each trip mission. This session will provide a deeper look into what and/or who drives purchasing decisions and how you can leverage this information to connect with the right shoppers and influence them in the final moment of truth.
Presented by Frito-Lay
TRACK C: REDESIGNING RETAIL
C1. Brands and Private Label on the Shelf: New Findings on the Promotion Strategies that Work
CPG companies spend mega bucks to entice consumers to buy, but which promotions really work – especially in a store environment where they must share shelf space with increasingly sophisticated private labels? What spurs consumers to try a new product – merchandising, in-store promotions, or ads? Which new brands are they trying most and which grocer is their favorite? New 2010 survey research will answer these questions and provide surprising insights into the consumer grocery shopping experience. You’ll learn which brands consumers rank highest and lowest by category and why, and discover new opportunities to co-exist with private label products.
Presented by Market Force Information
C2. Greater Than the Sum of Parts? Shopper-Centric Innovations for Total Store Today's retail environment is a holistic ecosystem made up of many pieces and parts. How it all works together to impact shopper behavior is the holy grail for retailers and manufacturers. Today there's no excuse for the buyer/seller relationship to be fractured by, and centered around single categories, as retailers have stepped up to the plate with powerful information on their shoppers and total store analyses that can be used to create win-wins. In light of this, manufacturers need to be knowledgeable of and fluent in new retail innovations in applications and information. This session will examine the best practices for growing your business by utilizing total store insights to rewire and drive merchandising and marketing strategies and tactics.
Presented by IRI
C3. Looking at the Big Picture
Narrative is a critical if under-appreciated component in running a successful business. If a leader or manager knows how to tell a story - to employees, to customers, to suppliers - it can help frame the company’s value proposition, and shift a company from tactical to strategic thinking. In this session, MorningNewsBeat's Kevin Coupe - co-author of "The Big Picture: Essential Business Lessons from the Movies" - uses familiar film characters and scenarios to illustrate how businesses can work better, and how people can use a simple plot point to actually become more effective at branding, leadership and customer service.
Presented by Morning News Beat
C4. Putting the Right Products in the Right Stores at the Right Time: Capturing a Sales Advantage
With every shift and jolt in the economy, shopper behavior changes the retail landscape. In this scenario, in-store environments have more of an impact at shelf than they did in the past. Retail execution continues to be a challenge for manufacturers as formats change, assortment proliferation increases, and resources are limited. Having the right product in the right store at the right time is a clear sales advantage for manufacturers and their retail customers. The right collaboration between Headquarters, Field Sales, and IRI coupled with the right technology capabilities can truly drive a sales advantage. In this session see how you can leverage store-level POS data to enable innovative store clustering, quantification of store level sales and distribution opportunities, and targeted store-level road maps. Learn how to recognize differences across stores, develop innovative and specific action plans, and measure results while holding teams accountable.
Presented by Sara Lee Bakery and IRI
C5. Reaping ROI with Innovative Retooled Promotions
In today's tough economy every penny of your promotional spend must provide a robust return. That said, when it comes to the notoriously complex challenge of measuring the success or failure of promotions, how can innovative new technology make the task more accurate, flexible, and timely? More importantly, exactly what do you need to measure to determine accurate results? In this presentation see how you can decompose promotional results to reveal what elements successfully engage shoppers. Best practice material will demonstrate how to convert these reflective results into proactive promotional plans designed to engender customer loyalty. Learn how to build cohesive, solutions-oriented promotions, instead of falling back upon today’s consumer-perceived “random” product collage circulars. Discussion will also focus on the means of assembling slates of products, timings, and mechanics for the purpose of engaging target shoppers, and review best-practices to help you rewire your promotion strategies and execution tactics for growth.
Presented by IRI
C6. Retail Business Planning for Pumped-Up Real World Results
Retailers today are constantly on the hunt for innovations and best practices to help them institutionalize shopper loyalty across their stores and private brands. This session will provide a fact-based assessment of how visionary retailers are rebuilding their shopper-centric sales strategies and executing them across all levels of their organizations in order to increase profits and ROI. What are the challenges and where are the opportunities for improvement in 2010? See how innovative data sources and metrics are being utilized in the planning process and how new strategies are being leveraged with manufacturer partners. Featuring unique insights from Steve Goodroe, former CEO of Dunnhumby USA, and survey results on this topic from over 25 different retailers, this session will reveal how retailers, both large and small, across Food, Drug, Mass, Convenience, and Dollar channels are executing against their strategies, where opportunities to improve exist, and what best-in-class status truly means.
Presented by IRI
C7. Shopper Centric Category Business Planning
Have your Category Planning practices kept-up with the revolution at retail? Today more than ever customers are expecting relevant assortments in your stores plus advertising, and promotions that target their needs. To support these customer expectations many retailers are in the process of evaluating their traditional Category Planning process to make it more “Customer-Centric.” Traditional measures such as sales, profit, and share are as important as ever – but each must now be placed in the context of Customer Segments, Store Clusters and even Trip Missions. But what does “Customer-Centric” truly mean? How should retailers be evaluating the People, Process, Data, and Technology now used to create Category Plans? What are some key changes to consider when moving to Customer-Centric Planning? How fast should you be working to change your current process? Here you’ll learn about a retailer making a shift in their thinking and their planning process to accomplish true Customer-Centric Category Management. You’ll find-out about some of the pitfalls, and how they’ve enabled their organization to focus their planning, implementation, and measurement around their customers.
Presented by Food Lion and IRI
C8. Using Food Service to Drive Profits in Convenience
The topsy-turvy economy has brought about a myriad of changes in consumer behavior across all channels. One change is the increased frequency of shoppers grabbing ready-to-go food service in convenience stores. As a retailer or manufacturer, your challenge is to use this new behavior to drive sales of other products and categories in the convenience environment. In this session see how some of today's most saavy c-store retailers are staying relevant and providing differentiation by focusing on their food service to build customer loyalty and drive new shoppers into their stores. This panel-based discussion will give you a glimpse into what innovative convenience retailers are doing to truly keep up with their changing shopper's needs.
Panel moderated by IRI
TRACK D: REWIRING MARKETING
D1. Brand Experience via Behavior Design: Marketing Solutions That Drive Sales
If today’s CMO were granted 3 wishes, do you think one of them might be to be put in a cryogenic freeze, not to be thawed out until the current “new marketing” frenzy is resolved? With all the buzz words and related philosophies littering the trades purporting to have the key to engaging with today’s hyper-connected consumer, it’s no wonder CMO’s have their own support groups and retreats. Well, into the maelstrom of New Media and Social Networking, Digital Influence, Touchpoint Mapping and Shelf-Back Persuasion, let us throw one more: Behavior Design. The difference with this one is we openly invite you to immediately forget the term – but we dare you to ignore the philosophy behind it. Behavior Design has enabled numerous companies to invigorate their brands from Shopper Marketing and Retail Strategy to Global Brand Ambassador programs, Experiential Design and Field Activation. Join us for a peek under the hood at the new Brand Experience engine that is building brand growth and sales for some of the top companies in the world. It may just change YOUR behavior.
Presented by OgilvyAction
D2. Digital Gestalt: Separating the Myths from the Media (Roundtable)
So many portals, so little time! All hype aside, in this session see how you can use new media, including mobile, on-line promotions, digital advertising and social networking to build your messages and grow your business. Are new media outlets the "magic bullet" for reaching consumers in tough times? What are the current internet and digital trends, and what will come next in 2010? See how you can use multi-platform digital marketing and content integration to understand your shoppers and boost your marketing mix. This will be an interactive session focusing on the major issues of marketers and retailers in CPG, and will provide retailers and manufacturers with key learnings and best practices from IRI and other industry experts.
Panel moderated by IRI
D3. How to Win With Smarter Shoppers – What Worked in ’09 and What’s Ahead for 2010
The unprecedented challenges facing shoppers and consumers over the past 18 months have created a smarter shopper for the new decade. This year IRI’s New Product Pacesetters analysis of the most successful new products of 2009 will be viewed through the lens of IRI’s shopper research. This longitudinal shopper perspective will identify the benefits of new products that shoppers were willing to risk their limited dollars on in the past year. Equally important is understanding which of these attributes are likely to continue to drive growth in the year to come. Session attendees will know what worked in 2009 and why, and what they can expect from shoppers in 2010.
Presented by IRI
D4. The Social Web – What does it mean for CPG Brands?
Consumer behaviors are rapidly changing due to digital technologies; the internet is now playing a critical part in consumers’ life every single day. Consumers are adopting the use of social networks such as Facebook, YouTube and Twitter and of smartphones at a speed that is catching marketers off-guard. We have moved away from the “attention” web and have entered into the period of the “social” web. What does the social web mean for CPG marketers? This breakout will focus on some lessons learned, selected best practices and some thoughts about where we are heading.
Presented by OgilvyAction
D5. What Recession? Finding Opportunities in the Billion Dollar Beer, Wine and Spirits Vertical
In the profitable beer, wine and spirits market, innovation is the key to success. In this session, Harry Schumacher, Editor of Beer Business Daily, and Megan Metcalf, Editor of Wine and Spirits Daily, will share the latest thought-leadership on innovations and trends in this recession-resiliant vertical. Discover how shoppers are making their purchasing decisions using a new lens of affordability, and what that means for retailers and manufacturers in CPG. The discussion will also include a recap of the relevant industry news from 2009, and will provide provocative ideas and predictions about what lies ahead in 2010.
Presented by Beer Business Daily, Wine & Spirits Daily, The Gambrinus Company and IRI