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Conference Agenda

The following Agenda is correct as at 17 May, 2011. Topics and speakers may be subject to change without notice.

The Shopper Marketing LIVE Conference agenda offers a selection of Keynote presentations, general sessions and a large variety of breakout sessions across eleven learning tracks:

Shopper & Retail Insights
Building Shopper Loyalty
Digital Path to Purchase
Understanding the Shopper
Category Leadership
In-store Experience
Technology for Measurement & Optimisation
Building Brands at Retail
Next & Best Practice
In-store Activation & Measurement
Mobile and Emerging Technologies

Note - When registering, you do not need to pre-select tracks or sessions. You can choose your sessions during the conference and you may swap between any session in any track, at any time.

Day 1 - Thursday 19 May
8:45-8:50	Welcome
8:50-9:05	Keynote Sponsor Opening Address: Who is the Shopper?Steve Andrews, CEO, Shopperpedia™
9:05-9:45	KEYNOTE: Shopper Marketing … Let's start at 2.0 Ken Barnett, Global CEO, MARS Advertising
9:45-10:30	KEYNOTE: The Power of "Store Back": Driving Transformation and Bringing Brands to Life Through Integrated Communications Maile Carnegie, Managing Director, Proctor & Gamble ANZ
10:30-11:00	REFRESHMENT BREAK
GENERAL SESSIONS
11:00-11:40	The Convergence of Digital and Retail: Using Digitail® to Drive Retail Sales Morgan McAlenney, Sr. Vice President - Digitail, The Integer Group
11:40-12:20	You Can Make This From Scratch?" How to Develop a Fully Integrated Shopper Marketing Practice (Even Where No Practice Currently Exists) Shawne Murphy Johnson, Former GVP Brand Strategy & Marketing, SuperValu
12:20-1:20	LUNCH

	STREAM A (Parkside Auditorium)	STREAM B (Parkside G04)	STREAM C (Parkside Hall 6)
	SHOPPER AND RETAIL INSIGHTS	BUILDING SHOPPER LOYALTY	IN-STORE EXPERIENCE
1:20-2:00	The Journey in Putting Shoppers First Jonathan Nell, Director of Shopper Marketing, Diageo North America	Winning in Retail: The Power of Using Loyalty Data to Better Understand Your Customers and Influence Their Decision Making James Moir, General Manager, LMG	Shop 2.0: The In-Store Digital Revolution Alex Richardson, Managing Director, Selling Machine Partners
2:00-2:40	Gaining Competitive Advantage via Shopper Insights Di Shelton, General Manager – Consumer Knowledge & Insights, Coles Group Simon Ford, Director, Shopper Tracker, Advantage Australia	Building Capabilities in Shopper Marketing That Drive Results Simon Gillies, Director, Booz & Co	Theatre of Retail: Designing the Shopper Experience Nic Allum, Head of Creative and Production - Experiences, The Experience Designer
2:40-3:30	ROUNDTABLE DISCUSSIONS & REFRESHMENT BREAK (Open to CPG Manufacturers, Retailers, Distributors and Brokers only)
	SHOPPER AND RETAIL INSIGHTS	CATEGORY LEADERSHIP	TECHNOLOGY FOR MEASUREMENT & OPTIMISATION
3:30-4:00	When Australians Go Shopping: Where Shoppers, Stores & Brands All Come Together Don Mayo, Managing Director, IMI International	Developing a Compelling Shopper-Based Vision for Category Leadership Kim Overall, Managing Director ANZ, Sony Pictures Home Entertainment	Get Inside Shoppers' Heads Tara Coverdale, Research & Insights Manager - EYE, ANZ & Professor Richard Silberstein - Chairman, Neuro-Insight
4:00-4:30	How To Get Into The Trolley & Onto The Dinner Table Kirsty Dollisson, General Manager Marketing & Commercial, TorchMedia	Targeting the Eco-Friendly Shopper with Green Products John Kazanas, Head of Marketing, Vileda	Trade Promotion Optimisation: Are you being pressured to achieve more sales with less trade funds? Don Nicol, CEO, Promax Applications Group
4:30-5:00	Making Shopper Marketing Happen at Coles & Woolworths Wayne Dagg and Michael Cromer, Joint Managing Directors, Channel 5
5:00-6:00	NETWORKING RECEPTION

Day 2 - Friday 20 May
9:00-9:05	Welcome
9:05-9:50	KEYNOTE: The 5 Shares: New Objectives for Shopper Marketers to Bring Great Brands to Life Bryan Gildenberg, Chief Knowledge Officer, Kantar Retail
9:50-10:30	KEYNOTE: Neuroscience: Seven Dimensions For Shopper Marketing Success Dr A.K. Pradeep, Author of The Buying Brain, CEO & Founder, Neurofocus
10:30-11:00	REFRESHMENT BREAK

	STREAM D (Parkside Auditorium)	STREAM E (Parkside G04)	STREAM F (Parkside Hall 6)
	DIGITAL PATH TO PURCHASE	UNDERSTANDING THE SHOPPER	NEXT AND BEST PRACTICE
11:00-11:40	Building Brands Through Social Media: How Del Monte Foods Connect and Engage Shoppers Using Social Media Doug Chavez, Director - Digital Marketing, Del Monte Foods	The Emotional Shopper: Why Understanding How Your Consumers Are Feeling Can Improve Business Effects Rod Slater, Principal, Slater Marketing/Brain Juicer	Using Social Technologies to Reward Brand Loyalty BJ Emerson, Tasti D-Lite
11:40-12:20	The New Moment of Truth: How Technology Has Influenced Purchase Decisions and How Savvy Marketers Can Capitalize Sam Christou, Head of Consumer Goods & Entertainment, Google	Technology for Understanding the Shopper: Eyetracking without Distraction James Breeze, CEO, Objective Digital	Escaping the Marketer's Dilemma Building Winning Operating Models for Marketing and Sales Geoff Jackson, Director - Integrated Shopper Marketing, Campbell's Soup
12:20-1:30	LUNCH
	DIGITAL PATH TO PURCHASE	IN-STORE ACTIVATION & MEASUREMENT	MOBILE AND EMERGING TECHNOLOGIES
1:30-2:10	Optimising Promotions and Channels at the Shopper Level Bob Anderson, Head of Customer Specific Marketing, Stop & Shop	Collaboration, Alignment and Activation: How the World's Best Are Delivering Innovative Shopper Experience Polly Yule, Managing Director, Crossmark	Mobile in Retail: Getting Ready for Retail Mobile Commerce Applications Marcel Sieira, General Manager - Business Development, GS1
2:10-2:50	Is This the Real Life? Is This Just Fantasy? Virtual Reality Meets Markets Research in The Retail Space Peter Harris, Managing Director, Vision Critical, Australia and New Zealand	Super Insights: 'yes' Optus' Continuous Customer Experience Improvement Darren Maier, General Manager - Retail Sales, Optus & Jo O'Connor, General Manager - Creative Activation, Optus	The Magic of Augmented Reality: How Visualisation Improves Conversion from Browsing to Purchase Scott O'Brien, Marketing Director, Explore Engage
2:50-3:20	REFRESHMENT BREAK
	DIGITAL PATH TO PURCHASE	BRAND BUILDING AT RETAIL	MOBILE AND EMERGING TECHNOLOGIES
3:20-4:00	Insights Lead Retail Activation in a Digital Age (Where "Brick" Meets "Clicks") Tristan Boyd, Founder & Director, The Activate Group	Good Parenting & Creativity Imperative to Building Brands Garry Browne, CEO, Stuart Alexander	Applying Mobile Advertising to FMCG: A Case Study of Ritchies IGA Adam Trescowthick, Chairman, Thirdscreen
4:00-4:30	The "New" Rules of Engagement for Today's Empowered Shopper: How User Generated Content is Key to Driving In-Store Sales Graham Jackson, Managing Director, Bazaarvoice	Maximising Opportunity, Minimising Risk at the Moment of Truth Mark Ellis, Managing Director, Sensory Solutions	Joining The Mobile Revolution: Top Tips and Key Strategies for Mobile Marketing for FMCG's Horden Wiltshire, Chief Executive Officer, Mnet
4:30-5:00	EXPLORE EXPO HALL
5:00	CONFERENCE CLOSED


	Keynote Sponsor's Address: Who is the Shopper? Steve Andrews, CEO, Shopperpedia™ 8:50am - 9:05am, Thursday 19 May The development of Shopper Understanding and Marketing in the Australian Food & Grocery Industry is accelerating at pace. Not surprisingly either! The Moment of Truth, the moment when we decide to buy a product, is the most powerful moment in the Path to Purchase. In less than a decade, we have rapidly moved from a collective view that the Shopper is merely the Consumer in a store, to a point where we are now pursuing insights, developing strategies and defining new personnel responsibilities directly aimed at improving and measuring our engagement with the Shopper. So what do we know about this increasingly important Shopper? Steve Andrews, CEO of Shopperpedia™, will draw from intelligence gathered in-store from more than 700,000 shoppers over the last six years to introduce us to the new shopper - the person we will spend the next two days discussing.
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KEYNOTE: Shopper Marketing ... Let's start at 2.0

Ken Barnett, Global CEO, MARS Advertising
9:05am - 9:45am, Thursday 19 May

It is true that the U.S. market has grabbed the concept of Shopper Marketing. It is without question the fastest-growing line item in the marketing budgets today, even faster than digital. But like all rapidly emerging trends (and this is not a fad), in marketing, speed has its liabilities. The benefits of being a fast second allow you to learn from those that chartered that course. There are clearly differences in cultures and distribution systems, but the reality is there are more similarities than differences. This keynote will focus on what was done right, what was done incorrectly, and those things that are still a work in progress. It will talk about:

Organisation structure/reporting structure
Training
Measurement
5 critical ingredients to success
Budgeting
The roles of the intermediary (retailer or distribution point)
The role Shopper Marketing plays in brand strategy
The caliber of the personnel involved on all sides

When this meeting is over, it will be our hope that we have given you a sense of what the commitment looks like; how to leapfrog the early learnings and move forward with this critically important marketing discipline.


	KEYNOTE: The Power of "Store Back": Driving Transformation and Bringing Brands to Life Through Integrated Communications Maile Carnegie, Managing Director, Proctor & Gamble ANZ 9:45am - 10:30am, Thursday 19 May If it doesn't work at the store, it's no longer considered a good marketing idea. Pioneered by Procter & Gamble, the "store back" approach is a concept that now plays a critical role in providing better shopping experiences for brands in-store, and increasing brand affinity to impact return on investment. In this unique presentation, discover how Procter & Gamble have spearheaded innovative marketing by using the power of "store back" to build consumer brands that are purpose-inspired and benefit-driven. Join Keynote Maile Carnegie for an exclusive journey on how to take consumer insights and seamlessly activate them through relevant communication touch points, starting with the store and working back through the path to purchase.
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	KEYNOTE: The 5 Shares: New Objectives for Shopper Marketers to Bring Great Brands to Life Bryan Gildenberg, Chief Knowledge Officer, Kantar Retail Stream A - 9:05am - 9:50am, Friday 20 May The evolution to a shopper-centric business model creates a deep emphasis on how shopper insights can be leveraged to drive shopper demand, boost sales, and increase margins. Yet, as the focus on actionable shopper insights grows, so does the difficulty of transforming that data into influential business decisions. In this session, Bryan will provide answers to the burning questions that will undoubtedly arise as retailers, CPG manufacturers and agencies seek to implement ROI-producing shopper insights. A detailed explanation of key issues and strategic objectives will cover a spectrum of five 'shares' including: share of real growth, share of wallet, share of decision, share of solution and share of engagement.
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	Neuroscience: Seven Dimensions For Shopper Marketing Success Dr A.K. Pradeep, Author of The Buying Brain, CEO and Founder, Neurofocus 9:50am - 10:30am, Friday 20 May The subconscious portion of our brains makes as much as 95% of our daily decisions, unconsciously. So, what does this mean for retail marketing? If you learn what the brain loves, what it looks for, and what it avoids, you can create products and packaging, marketing materials, and store and aisle designs that attract the subconscious - that ‘iceberg’ inside our heads that lies submerged below the much smaller surface of our consciousness. This session is an exploration of Shopper Experience Framework - a series of seven dimensions that comprise how consumers approach and respond to the retail environment at the subconscious level. Join Dr. A.K. Pradeep and discover how the seven dimensions can be leveraged in practical applications, for retail sales success.
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	You Can Make This From Scratch? How to Develop a Fully Integrated Shopper Marketing Practice (even where no practice currently exists) Shawne Murphy-Johnson, Former GVP Brand Strategy & Marketing, SuperValu 11:40am - 12:20pm, Thursday 19 May Shawne Murphy Johnson, Retail Executive of the Year 2010 (Grocery Headquarters Magazine), Shopper Marketing Hall of Fame Nominee (In-Store Marketing Institute), and former GVP, Brand Strategy and Marketing, SuperValu Inc. shares the journey one of the USA's largest grocery retailers went through to establish a highly regarded shopper marketing program including the challenges overcome along the way. In this address audience members will learn how to: Structure the organisation Establish the business goals Identify the consumer opportunities Partnering with vendors to deliver your brand voice (and theirs) Systemise the execution Build on success
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	The Journey in Putting Shoppers First Jonathan Nell, Director of Shopper Marketing, Diageo North America Stream A - 1:20pm - 2:00pm, Thursday 19 May Diageo has been on a successful shopper-marketing journey for over two years. Their journey has included the organisational development and alignment of shopper insights, embedding new truth's about shoppers, category leadership and driving new marketing efforts with customers. In this session, hear how 'speaking shopper' has worked (and what hasn't), how Diageo has harnessed new insights about its customer demographics and usage occasions for its brands, how they are proactively working with your retailer-customers, and where the company is headed for the future.
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	Winning in Retail: The Power Of Using Loyalty Data To Better Understand Your Customers And Influence Their Decision Making James Moir, General Manager, LMG Stream B - 1:20pm - 2:00pm, Thursday 19 May 100 years ago a shop keeper knew his customers; he knew the products they liked to buy and how and when they shopped. Influencing his customers was a straightforward affair. In today's complex and fragmented retail environment a very different approach is required to understand and influence your customers. Find out how LMG and Carlson Marketing are working with some of the worlds leading retailers and FMCG manufacturers to help them establish engaging customer loyalty schemes and make use of the data collected to shape, enhance and influence their customers experience; from the traditional in-store touch points through to the latest in personalised smart phone communications.
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	Shop 2.0: The In-Store Digital Revolution Alex Richardson, Managing Director, Selling Machine Partners Stream C - 1:20pm - 2:00pm, Thursday 19 May As consumers continue to demand a consistent and convenient cross-channel shopping experience, the responsibility rests with retailers to produce innovations that will meet the customer needs. Join Alex Richardson as he shares specific examples from leading cross-channel retailers from around the world as they have brought the convenience and innovation of digital shopping to the brick and mortar environment. From interactive store windows to digital kiosks, the in-store experience will never be the same.
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	Gaining Competitive Advantage Via Shopper Insights Diane Shelton, General Manager – Consumer Knowledge & Insights, Coles Group and Simon Ford, Director - Shopper Tracker, Advantage Australia Stream A - 2:00pm - 2:40pm, Thursday 19 May Shopper insights have given retailers a powerful understanding of shoppers’ underlying attitudes, beliefs, and lifestyles – all of which are great influences of shopping behaviours, motivations and context. For a rare, behind-the scene glimpse into how Coles are focusing on shopper insights to drive competitive advantage, join Diane and Simon as they expose the principles of best practice shopper insight in grocery retail, and reveal how the company has combined category level insights including Shopper Tracker™; how they are listening and responding to their shoppers’ needs; and how they are partnering with suppliers to deliver joint value creation.
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	Building Capabilities in Shopper Marketing That Drive Results Simon Gillies, Director, Booz & Company Stream B - 2:00pm - 2:40am, Thursday 19 May Over the next three years, 83 percent of food, beverage, and CPG manufacturers will step up their investments in shopper marketing, as discovered in the Shopper Marketing 4.0 study released by Booz & Company for the Grocery Manufacturers of Association. This session will delve deeper into the top line findings of the study, to present emerging shopper marketing trends and innovative approaches across the path to purchase; insight into which shopper marketing vehicles are most effective at achieving various sales objectives; and provide framework to enable manufacturers and retailers to create customised, scalable shopper marketing playbooks.
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	Theatre of Retail: Designing the Shopper Experience Nic Allum, Head of Creative and Production - Experiences, The Experience Designer Stream C - 2:00pm - 2:40pm, Thursday 19 May Retailers are starting to rethink the ways that they utilise their spaces, both physical and virtual. By incorporating elements of storytelling, the experience of shopping is becoming an event rather than simply a transaction. Scripting, staging and sound design are skills that will see a new breed of professionals working in the retail space, creating new levels of discovery, education and entertainment – and giving customers a reason to visit a store - other than just to make a purchase. In this session, you will discover “Retail Experience Design” and some useful tips to turn your retail space – or consumer product – into an event. Gain an overview of the emerging experience design field and its trends, understand the event/environment design “ABC’s”, and gain insight into the challenges facing Australian retail experiences – and how as an industry, we can overcome them.
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	When Australians Go Shopping: Where Shoppers, Stores & Brands All Come Together Don Mayo, Managing Director, IMI International Stream A - 3:30pm - 4:00pm, Thursday 19 May Connecting with the right insights in order to better understand how the shopper, store and brand unite can provide significant opportunities for marketers. This session will expose the key insights from IMI International’s ShopperPulse™ study, which set out to track the path-to-purchase for over 2,000 separate shopping trips for everyday grocery items. Identify the patterns of these highly engaged shoppers including the distinct behavioural styles and motivations unique to different shopper segments, trip types and store formats. Learn how you can leverage these insights to improve in-store programs and drive more effective Shopper Marketing programs.
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	Developing A Compelling Shopper-Based Vision For Category Leadership Kim Overall , Managing Director ANZ, Sony Pictures Home Entertainment Stream B - 3:30pm - 4:00pm, Thursday 19 May The bar for category leadership is rising, providing challenges for brands to define joint goals across trading partners, develop the right insights and collaborate to activate viable solutions that bring the plan to life at retail. In this session, SONY will demonstrate their own category leadership approach in the ‘Content and Device’ space, whereby consumer attitudes and usage trends are used in conjunction with shopper behaviour to support and drive key commercial objectives with retail partners. Explore the tools, techniques and strategies that SONY has used to take category leadership to the next level and achieve unprecedented growth above the market, on a consistent basis.
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	Get Inside Shoppers' Heads Tara Coverdale , Research & Insights Manager - EYE, ANZ & Professor Richard Silberstein - Chairman, Neuro-Insight Stream C - 3:30pm - 4:00pm, Thursday 19 May Neuro Imaging-based research is increasingly being viewed as an opportunity to gain deeper insight into why shoppers exhibit the buying behaviour that they do, without having to ask. With the interest in Neuro Imaging growing, Out-of-Home media company, EYE, used the latest technology to examine how the brain responds to communications, and contributes to the thought processes underlying emotional motivators in the retail environment. This session will unveil the findings of the world-first research study, and encourage attendees to draw upon these exceptional insights into shopper experience and the retail environment, in order to grow brand strength and separate from the category.
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	How To Get Into The Trolley & Onto The Dinner Table Kirsty Dollisson, General Manager Marketing & Commercial, Torchmedia Stream A - 4:00pm - 4:30pm, Thursday 19 May How do shoppers shop for meals? Do they behave differently if they are shopping for “dinner tonight” from the way they behave on a stock-up shop? In this session, you’ll discover how shoppers travel in the store when they are shopping for meals, what they pay attention to, when they make their purchase decisions, and the level of influence that communications can have both inside and outside the store. This is essential information for any brand or product aiming to make it into the trolley and onto the dinner table.
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	Targeting The Eco-Friendly Shopper With Green Products John Kazanas, Head of Marketing, Vileda Stream B - 4:00pm - 4:30pm, Thursday 19 May With renewed interest by consumers in the post GFC environment and with nearly 9/10 of consumers stating they are interested in buying environmentally friendly products, marketers have a great opportunity to create and market Green products in order to drive category growth. Learn how to create successful Green products and campaigns; create value and performance; build in true ecological benefits; and how to avoid "Green washing".
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	Trade Promotion Optimisation: Are You Being Pressured To Achieve More Sales With Less Trade Funds? Don Nicol, CEO, Promax Applications Group Stream C - 4:00pm - 4:30pm, Thursday 19 May Understanding how to categorise promotions in terms of effectiveness and efficiency is a serious challenge for most CPG companies. Do you really have the tools in place to evaluate promotional quality: what works, what didn't and why? Learn how to plan optimal trade promotions in order to maximise trade spend and pricing decisions. In this session you'll discover key strategies and proven methodologies for: What's important when planning, executing and analysing promotions? How to successfully differentiate promotions and capture more incremental sales Understanding product cannibalisation and the true net effect of a promotion Developing a quality framework to identify what is a good promotion?
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	Making Shopper Marketing Happen at Coles & Woolworths Wayne Dagg & Michael Cromer, Joint Managing Directors, Channel 5 Plenary Session - 4:30pm - 5:00pm, Thursday 19 May When it comes to shopper marketing, how do you engage Australia's largest grocery retailers? How do you work through the barriers and get shopper marketing done where it counts most? In this exclusive presentation, hear how major FMCG brands are winning in Coles and Woolworths with highly effective shopper activation programs. Former P&G executives and now joint Managing Directors at Channel 5, Wayne Dagg and Michael Cromer will share with you their learnings and achievements from years of creating and executing shopper marketing projects for their major FMCG client base. In this session, you'll hear first hand about real, proven shopper marketing campaigns that are happening in Coles and Woolworths, and you'll discover: How shopper centric planning helps balance the needs of brands and the retailer The power and influence of creative that works in a nanosecond Using the right elements of the path to purchase for your brand, your objectives, your shopper and the retailer
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	Building Brands Through Social Media: How Del Monte Foods Connect And Engage Shoppers Using Social Media Doug Chavez, Director - Digital Marketing, Del Monte Foods Stream D - 11:00am - 11:40am, Friday 20 May TBA
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	The Emotional Shopper: Why Understanding How Your Consumers Are Feeling Can Improve Business Effects Rod Slater, Principal, Slater Marketing/Brain Juicer Stream E - 11:00am - 11:40am, Friday 20 May Advances in neuroscience and psychology have changed our view of how the human mind works – we now know that emotions guide and bias all our decision-making. This new learning has found its way into very few customer experience research approaches, with many retailers continuing to administer long traditional surveys with linear evaluative scales. Few actually ask customers how they feel. In these straightened times it is more important than ever for management to understand their customers' experience properly if they are to improve and build their retail offer. This presentation will detail how using an emotional approach can provide actionable insights for management. It will show how understanding your customer base emotionally can make the retail experience a better one.
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	Using Social Technologies To Reward Brand Loyalty BJ Emerson, Social Technology Officer, Tasti D-Lite Stream B - 11:00am - 11:40am, Friday 20 May Opportunities abound for integrating conventional loyalty programs with social applications. Learn the elements required for a successful implementation that transcend the ever-changing social landscape. Discover lessons learned and how Tasti D-Lite is enabling customers to share their loyalty activity online and receive tangible benefits through their social-friendly POS application and TastiRewards program.
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	The New Moment of Truth: How Technology Has Influenced Purchase Decisions and How Savvy Marketers Can Capitalise Sam Christou, Head of Consumer Goods & Entertainment, Google ANZ Stream D - 11:40am - 12:20am, Friday 20 May Searches for terms including "healthy dinner" and "stain removal" have more than doubled in the past year. Why? Today’s consumer actually begins the path to purchase long before entering the store. She is tech savvy, equipped with high Internet speed and a smartphone. The new “info shopper” capitalises on research, reviews, sales, promotions and her online “community” to influence her in-store decisions. Technology has driven a new moment of truth in the path to purchase long before shoppers enter the store. In this session, Google will discuss why the consumer's changing media and shopping habits necessitate the inclusion of a digital strategy in your integrated shopper marketing plans. Also, how best-in-class companies have leveraged strong manufacturer, retail and media integration to drive sales & retail partnerships. Google will also present a case study on how search & display advertising has been proven to drive sales & ROI for a CPG company.
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	Technology For Understanding The Shopper: Eye Tracking Without Distraction James Breeze, Chief Experience Officer, Objective Digital Stream E - 11:40am - 12:20am, Friday 20 May Eye tracking captures shoppers' habitual and subconscious behavior in a natural and unbiased fashion. It reveals in an objective way what really attracts consumers' attention and eliminates social desirability bias or errors that may occur when relying on experimenter skill and human recall. In this session you'll learn how beverage companies have used eye tracking online and offline to increase sales and provide shoppers with a fantastic experience through qualitative insights. You'll learn how to gain confidence in making marketing decisions with the support of quantitative eye tracking data.
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	Escaping The Marketer's Dilemma: Building Winning Operating Models For Marketing and Sales Geoff Jackson, Director - Integrated Shopper Marketing, Campbell's Soup Stream F - 11:40am - 12:20am, Friday 20 May Never before have marketers faced such challenging conflicts: accountability vs. pressure to invest in unproven marketing channels; brand autonomy vs. pressure to manage growing portfolios; more stakeholders in the marketing process vs. the need to remain nimble and decisive. Although all of these dilemmas are seemingly insurmountable under current conditions, leading marketers succeed by taking a more holistic view of their marketing organization’s operating model. This session will address how leading marketing executives are realigning people, processes, technology and metrics to escape these dilemmas and win in the new marketing landscape.
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	Optimising Promotions And Channels At The Shopper Level Bob Anderson, Head of Customer Specific Marketing, Ahold / Stop & Shop Supermarkets Stream D - 1:30am - 2:10am, Friday 20 May The average shopper encounters thousands of pieces of marketing stimuli during a standard shopping trip, so how do you move specific shoppers from participation to brand engagement? For United States’ supermarket chain Stop & Shop, the answer lies in targeting the right individuals with powerful promotions that make an impact at all points along the path-to-purchase. In this session, attendees will learn first-hand how to surround the customer and deliver promotions by coordinating delivery across preferred channels, thereby increasing the visibility and value of the messages being delivered and driving incremental sales and loyalty.
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	The Convergence of Digital and Retail: Using Digitail® to Drive Retail Sales Morgan McAlenney, SVP Digitail®, The Integer Group Plenery Session - 11:00am - 11:40am, Thursday 19 May Imagine a retail world where a window shopper could take a snapshot of a desired item and have it automatically charged and shipped to them, without ever having to step foot in the store? With the convergence of traditional retail and digital platforms, this is just one of the infinite, near-future possibilities. Get closer to transforming the possibility into a reality by learning how innovative digital technologies are driving the direct link between online and offline behaviours. From this session, you will take away a renewed understanding of the evolving retail landscape and how new technologies, and even re-concepted old technologies, are better equipping marketers to influence shoppers and drive sales.
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	Collaboration, Alignment and Activation: How the World's Best Manufacturer and Retail Brands Are Delivering Innovative Shopper Experience Polly Yule, Managing Director, Crossmark Stream E - 1:30am - 2:10am, Friday 20 May Focusing on the last six feet of the sale we look at the changing landscape for brand and product activation in the some of the world’s largest retailers. In the recent past, retailers deferred to brands to create the theatre in their stores to deliver a great shopper experience. While some brands excelled at this, others did not. The result being a fragmented shopper experience within a singular retailer. To deliver a complete shopper experience, from entrance to exit, we are seeing greater collaboration between brands and retailers, shared data delivering better category management and absolute alignment for the manufacturer’s brand as part of the retailer’s brand. This session will review best practice methods employed by Walmart, and Apple stores in the USA and other leading retail chains across Asia, Europe and ANZ.
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Mobile in Retail: Getting Ready for Retail Mobile Commerce Applications

Marcel Sieira, General Manager - Business Development, GS1 Australia
Stream F - 1:30am - 2:10am, Friday 20 May

With more than 4 billion people – over half the planet – equipped with mobile phones, the extraordinary fast take-up of smart phones - the impact of mobile phones within the retail environment is game changing. Shoppers are starting to use their smart phones to access coupons and promotions, research products before shopping, create and store shopping lists, and scan product bar codes to compare product characteristics and competitors prices right in the shopping aisle. And that’s just the tip of the iceberg; only the imagination limits the services that could be available. Retailers and CPG manufacturers now have a unique opportunity to shape how consumers experience these new technology possibilities. This session is designed to give you the information you need to take full advantage of mobile commerce both within stores and across the other channels you use. Key take-a-ways include:

The strategic role that mobile commerce is playing in retail
The ways in which mobile commerce can improve consumer experience inside and outside store
Local and global mobile commerce case studies
The key enablers for mobile commerce
How you can get involved in setting the standard


	Superinsights: 'yes' Optus' Continuous Customer Experience Improvement Darren Maier , General Manager ‘yes’ Optus Retail Sales, with Jo O'Connor General Manager, Creative Activation Stream E - 2:10pm - 2:50pm, Friday 20 May For more than a decade, ‘yes’ Optus has lead with an effective measurement strategy across every retail touchpoint to continuously improve and refine the customer experience. Today a variety of measures are used to aid in the development of key customer strategies across all customer channels. Effective and continuous measurement has enabled ‘yes’ Optus to drive focus on the desired behaviours that deliver both process implementation and experiential shopper strategies. Importantly, the effective measurement has evolved to align with the changing retail landscape as well as ‘yes’ Optus’ needs and organisational plans. In this session, we’ll reveal how the identification of customer and shopper satisfaction drivers, an aligned retail training program and a continuous measurement program drive sales performance and brand loyalty through a unique in-store customer experience.
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	Is This The Real Life? Is This Just Fantasy? Virtual Reality Meets Markets Research in The Retail Space. Peter Harris, Managing Director, Vision Critical Australia & New Zealand Stream F - 2:10pm - 2:50pm, Friday 20 May As new technologies are adapted by consumers and alter their behavioural patterns, traditional methods of market research struggle to offer the quality of insight into these individuals they once did. But with new technology comes new opportunities for the research world. Research has become more agile, smarter and cost effective. Virtual Reality offers benefits to brands that traditionally was within reach of only the most extravagant budgets. In this session learn how market research has adopted virtual reality to return deeper understanding of consumers in the retail environment.
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	The Magic Of Augmented Reality: How Visualisation Improves Conversion From Browsing To Purchase Scott O’Brien , Marketing Director, Explore Engages Stream F - 2:10pm - 2:50pm, Friday 20 May Augmented reality (AR) has taken retail marketing to the next dimension. By using pattern-recognition technology to analyse programmed data and allow users to interact with a simulated image, AR intensifies the experience with a brand. This session will reveal how you can use AR to establish meaningful shopper engagement and increase brand awareness, while addressing limitations of space, time and expertise in-store and out-of-store. You'll be introduced to practical uses of AR from ‘try on’ applications to enhanced ticket, bar code and in-store positioning; critical implementation issues including methods to evaluate effectiveness of AR in engagement strategies; and tips on how to reap the rewards and benefits throughout the entire customer journey.
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	Insights Lead Retail Activation In A Digital Age (Where Brick Meets Clicks) Tristan Boyd, Founder & Director, The Activate Group Stream D - 3:20pm - 4:00pm, Friday 20 May More than ever, digital media and technology is playing a powerful role in decision-making and purchase considerations at each phase of the shopping process. As digital and shopper marketing tactics converge, it is necessary to identify and bridge the overlapping points of influence—online, mobile and in-store. In this session, Tristan will share Nokia’s approach to capturing this retail intelligence to gain deeper insights into shopper behaviour at the point ofpurchase. Attendees will learn about the pioneering technology platform that provides ongoing shopper research, metrics and measurement across online, mobile and in-store; and gain a deep understanding of how Nokia is leveraging these insights to activate and execute focused shopper marketing initiatives.
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	Good Parenting And Creativity Imperative To Building Brands Garry Browne , CEO, Stuart Alexander Stream E - 3:20pm - 4:00pm, Friday 20 May In today’s battle for competitive advantage, an investment in developing greater insights to meet new shopper and consumer needs is imperative. This session will concentrate on the strategies used by Stuart Alexander to consistently refresh and reinvigorate their key brands, which include some of the world's favourite household names. Learn how your team can effectively build their brands while balancing the development of education and insights with the management of stakeholders, in an increasingly complex environment.
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	Applying Mobile Advertising To FMCG: A Case Study Of Ritchies IGA Adam Trescowthick, Chairman, Thirdscreen Stream F - 3:20pm - 4:00pm, Friday 20 May Evolutionary mobile trends are presenting rich growth opportunities and in response, retailers and brands are diligently working to engage shoppers in this emerging channel. Ritchies IGA Supermarkets, through their Community Benefits loyalty program, introduced a mobile channel to invigorate the cause and deliver new, mobile-exclusive customer touch points. Program partner Third Screen Media will review the highly successful mobile marketing initiative, and demonstrate the capabilities of the mobile channel to forge long-term benefits for retailers, brands, consumers and advertisers. From a retailer perspective, learn how mobile can increase store visitations and average spend - directly impacting sales. From a brand perspective, learn the advantage of using mobile to provide tracking and measurability, unattainable using other mediums.
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	The "New" Rules of Engagement for Today's Empowered Shopper: How User Generated Content Is Key To Driving In-Store Sales Graham Jackson, Managing Director, Bazaarvoice Stream D - 4:00pm - 4:30pm, Friday 20 May Today’s shopper is becoming more of an “empowered” consumer. This new breed of consumer is changing the rules of engagement for retailers simply by the power they possess in managing their own shopping experiences. Shoppers can easily access competing stores, brands, and products as part of their product research - whether it be online or on their mobiles. These new consumers are also shopping across channels; it is now common for shoppers to discover and evaluate products in one channel and then buy them in another. Gain some valuable insights as to how best in breed retailers overseas are taking advantage of this multi-channel environment to leapfrog the competition and drive significant additional sales.
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	Maximising Opportunity, Minimising Risk At The Moment Of Truth Mark Ellis, Managing Director, Sensory Solutions Stream E - 4:00pm - 4:30pm, Friday 20 May Are your consumers loyal to your brand? What stops them from buying your competitors product? This session looks at all of the moments of truth that the consumer encounters at the point of purchase (and beyond). The key take-outs from the session include: What are the key moments of truth for your product What happens if you get it wrong and are not appealing to your consumers How to improve your products and engage your customers How good insights and knowing your product can maximise your product opportunities
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	Joining The Mobile Revolution: Top Tips and key Strategies for Mobile Marketing for FMCG's Horden Wiltshire, Chief Executive Officer, Mnet Stream F - 4:00pm - 4:30pm, Friday 20 May Which mobile technologies are working today and in what context do they work? Australian success story Mnet delivers over 300 mobile marketing campaigns a years to US retailers and is poised to become a leading player in the expected mCommerce upsurge. Mnet reviews the technologies and mechanisms lighting up the path to sale and shares some of the challenges and successes encountered in delivering engagement marketing and coupon campaigns for its FMCG clients such as Oroton, Oportos and Starbucks. What mechanisms are producing the most cost effective engagement? Do I need an application or an html5 mobile website? Will my point of sales system support mobile couponing? With mobile set to outgrow desktop internet by 2013, this provides essential insight for delegates seeking to launch or expand their mobile strategy in 2011.
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