Visualisation & Visual Thinking In Action: Real Time Graphic Recording At An International Retail Conference

© AllChange Strategic Consulting 2014. All rights reserved. © Institute for International Research 2015


Shopper Insights in Action: Bringing the Attendees’ Experience to Life…

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CONTENTS…

IntroductionFor an introduction to the iTab and description of key

themes click here

Day 1To view the visual capture of day 1 sessions and to see

your tweets and key learning’s click here


your tweets and key learnings click here


your tweets and key learnings click here

Additional ResourcesTo view additional resources and links to information to

support insight in action click here

Navigation

• Click on one of these tabs to take you to a day you are interested in or to ‘additional resources’ linked to the conference

• Go to the ‘Contents’ page for the day or for additional resources and select the speaker or resource you are interested in looking at

• Links to presentations can be found on the visual capture page of the speaker

• To return to contents page, enter ‘read mode’, scroll cursor to bottom of page & click on pop-up page menu

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INTRODUCTION: Welcome to iTab (insight to action bank)…

Welcome to iTab

iTab is a resource bank that you can go back to again and again to help you createyour future shopper strategy. This co-created document is the result of ground-breaking content from the best minds in the Shopper space and key learnings from anengaged and inspired audience. Plus, a collection of super cool drawings that visuallycapture the content and experience. Sprinkled throughout the pages of thisdocument are tweets and key learnings shared by speakers and attendees to promptyour learnings from the conference.

How to use iTab

The iTab is structured around each day of the conference and also has a section ofadditional material to enrich your experience. There is a contents page for each dayand the additional resources section. Just click on the speaker or title that interestsyou and the link will take you there.

What’s included

• A visual summary of each presentation

• Links to source presentation where available

• Your tweets and key learning's provided on post-its

• Additional resources to support and enhance the learning from this event

• Inspiration

When reviewing the content of the sessions captured here and in the presentations ask yourself:

What were the key learning points (insights) you take from this session for your organisation - given what you are already doing?

How can you best communicate these points to your colleagues?

How can you apply these points in practice (do differently, do more or less)?

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INTRODUCTION: DUNCAN MACCONNOL/BARRY LEMMON Kantar Retail/TNS

We are delighted with this iTab. Going into this fourth international conference, we were veryconscious of your feedback from Prague last year;

• Show us how to link insights to demonstrable actions and activities

• Give us more practical examples

• Help pull it all together for us

For the conference itself, you asked for fewer track sessions, more retailers as key note speakers andsimply to have more time to network, think and ensure that you take away a set of pragmatic thingsto do the moment you return to your desks.

We think that the conference has fully delivered against these missions. We hope you agree and welook forward to receiving your feedback and to see how effective the learnings have been this timenext year.

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Duncan MacConnol Barry Lemmon


INTRODUCTION: Shopper Insight in Action Themes…

1. Path to Purchase: Breadth and Depth of Shopper Insights along the Path to Purchase

Greater understanding of shopper behaviour and the point of purchase decision, be that in-store,on-line or pre-store. Appreciation of how behavioural psychology applies to shopper and can beused to influence shoppers. Use of both ethnography and big data to bring new insights andhelp retailers better serve shoppers to gain a competitive edge.

2. Collaboration: Making it Happen

How to turn insights into action, and work with retailers to implement a successful execution.Identification of both the internal and external barriers that exist and need to be overcome.Better understanding of retailers' issues, with a focus on how a category vision is used to developcategory growth strategies for different channels and customers.

3. Shopper-Centricity: Call to Action

Still much to be done to embed shopper thinking within an organisation and across thecommercial planning process. Shopper marketing needs to be thought of as a capability, ratherthan a department responsible for point of purchase activities. Greater internal alignment andcollaboration between brand marketing, customer marketing and sales is required.Organisational capabilities, structure and business processes need reviewing, and the lack of anindustry-accepted measurement of shopper marketing ROI remains a barrier to progress.

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DAY 1


Day 1 Photo Montage…

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DAY 1 Contents…

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Day 1 Memory Wall Summary

Day 1: Keynotes

Day 1: Collaboration

Day 1: Shopper Centricity

PHIL BARDEN

Decode Marketing Ltd

Behavioural Economics in Marketing: Understanding Human Decision-making

CRAWFORD DAVIDSON

WM Morrisons Plc

Morrisons CRM Mission

CHRISTINA KEIBLER

Pacific Ethnography

Scare the Bejesus out of Your Clients: They'll Thank You Later

NATHALIE NAHAI

Webs of Influence

The Secret Psychology of Persuasion

SARAH GLEASON/ROB JOHNSTON GfK/Marriott

Marriott’s Path to Purchase Strategy

MICHAEL DORAN

Heineken UK

Insights Which Help Inspire More Good Times

IVAN BROWNE

Kantar Retail

Shopper Insights Real Shopper Understanding

PETER VAN KEULEN

Norm

Influencing Decision Making In-Store (When Consumers are on Auto-Pilot)

MATTHEW MANKTELOW

PepsiCo

Winning with Shoppers: Walking the Walk

ALICJA STRUGALA

Comarch

(R)evolution? Top Trends in Retail Execution

HEATH WILLIS

Coca-Cola

Refreshments Act Like a Restaurant – Not Just a Grocery Store

NICK MELNYK

Sanofi

Pharmacy Shoppers: From Insights to Business Opportunities

DUNCAN MACCONNOLBARRY LEMMON Kantar Retail/TNS Chairmen Welcome & Opening Remarks

Tweets @jsaxe44 Great ideas are taking form in the key learning capture led by Duncan MacConnol of @kantarretail #shopper360 @TheWebPsych Beautiful morning here in #Edinburgh #shopper360 @Heathwillis Very excited to kick off day one of @Shopper360 & to be a part of the learning & collaboration! #shopper360 @CLSWimbledon #shopper360 Anderson Fisker Olesen, Arla Foods loves Shopper Insights in Action & he's definitely coming back next year!

We love you too!

CLICK TO GO TO PAGE


DAY 1: Memory Wall Summary…

The key themes for the conference were set out by Duncan MacConnol in his Chairman’s opening remarks. In Day 1 the importance of understanding shopper psychology and behaviour throughout the ‘Path to Purchase’ underpinned many of the sessions.

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Commentary from Duncan:

Our fourth survey shows interesting developments:

We increasingly understand the complexity of establishing ‘Shopper’ within our business

We see ‘Shopper’ increasingly contextualized through category visions

We recognize the importance of Shopper as part of our overall marketing mix

We are all striving to make shopper come alive in an omnichannel environment

Our budgets, though still small, are increasing

• Remember – being good at shopper means engaging in a multi-functional response. Shopper is not the responsibility of a single function, or at worst, a single person…

• Remember – ‘the 7 Steps To Shopper Centricity’. Watch out for these steps being actively demonstrated throughout this conferences keynotes and track sessions….

• Big Watch Out: Suppliers – don’t hide behind poor tracking of poorly thought through KPIs as the excuse for failing to get retailer buy in. Shopper Marketing is, in essence , all about impacting decisions along the full Path To Purchase. Your job is to understand the changes you need to deliver, where, when and with whom – set these behavioral changes as KPIs and then measure them!

• Poorly contextualized ideas with little or no relevance to a retailer’s own strategy will never receive buy in, whether they are shopper related or anything else…

DAY 1: Welcome: DUNCAN MACCONNOL - Kantar Retail

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Download Slide DeckExternal Links Switched Off


Tweets

@GeometryGlobal: If we can balance the reward and pain levers in the brain, purchase will follow @philbarden kicks off #shopper360

@relishresearch: Great visuals of @philbarden's excellent presentation. Lower right detail a focal point for #supermarkets #shopper360

@TheWebPsych: What fires together, wires together in the brain @philbarden talking about perception, cognition and motivation in shopping #shopper360

Your Key Learning's Post-its

• Importance in understanding implicit & psychological impacts

• Applying neuroscience to influence and change behaviour

• Gaze Cueing: Use images of humans to increase brand impact

• Science takes the subjectivity out of some decisions – use it!

• Balance between reward and pain levers in the brain

DAY 1: Keynote: PHIL BARDEN - Decode Marketing LTD

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Tweets

@relishresearch: Myth buster: those high spending 'loyal' customers #supermarkets chase are only spending 60% of their total with one store. #shopper360

@BryanRoberts72: @CrawfDavidson tells #shopper360 that Morrisons' loyalty partner will be Precima (who also partner Loblaw in Canada)

JenniRoberton: Loving the live infographics! #shopper360 @respondi_UK #mrx

Your Key Learning’s Post-its

• Loyalty programme success: Address time, money and angst

• Leap frog competitors with time and experience advantage

• Ability to add more than just a relationship based approach

• Open invitation to suppliers to bring intellect and speed collaboration

• Young families are growth engine of FMCG retail

DAY 1: Keynote: CRAWFORD DAVIDSON - WM Morrisons Plc

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Tweets

@CLSWimbledon: #shopper360 3 keys to success online -know who you are targeting - communicate persuasively & sell with integrity @TheWebPsych

@heathwillis: Getting an entertaining owner's manual on our gray matter by @TheWebPsych & how we process information both online & IRL. #shopper360

@firefishltd: Great to hear @TheWebPsych championing the importance of context #greatmindsthinkalike#shopper360


• Many shopper decisions are far from rational

• Map the path to purchase from a 3 brain system

• Visual cues by category: Missing context

• Help retailers do a better job with their websites

• More active choices in persuasion messages

DAY 1: Keynote: NATHALIE NAHAI - Webs of Influence

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Your Key Learnings Post-its

• Consider alternative research methods

• Ask the right questions to get the right result

• What are the influencers in the neighborhood?

• Challenge clients to think out of the box

DAY 1: Keynote: CHRISTINA KEIBLER - Pacific Ethnography

What are your key learning's from Day 1 Morning session?

What were the key learning points (insights) you take from this session for your organisation - given what you are already doing?



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Tweets

@Shopper360: Multi-channel shoppers are a lot more valuable: 2.5 xs the spend of supermarket only #shopper360

@Shopper360: 50% of all food shopping will happen online by 2025 #trends #retail #shopper360

@MortensenMads: #shopper360 "AND"....all retail business will never be only on the web..said no Blockbuster! When you see the need for change, its too late


• Many shopper decisions are far from rational

• 60% of shoppers change their minds in store, 30% ask for advice

• Shopper perception is NOT PERFECT, we have to help them

• Help shoppers be certain about choice

• Consumer health care (FMCG and Pharma) lines are blurring

DAY 1: Collaboration: Nick Melnyk - Sanofi

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Tweets

@BryanRoberts72: Excellent insights from @heathwillis on the Walmart / Coke Effortless Meals programme#shopper360

@JenniRoberton: The difference between persuasion and manipulation in marketing is intent #shopper360 @respondi_UK

@firefishltd: authenticity, trust & loyalty key to stairway to brand heaven" @jmacdonald


• Working with retailers to grow the category

• Future platform is collaboration and insight

• Intuitively understanding cause and effect in a particular context

• Communication and collaboration: Sharing insights and co-creating solutions that are executable

• Awesome is not linear

DAY 1: Collaboration: HEATH WILLIS - Coca-Cola Refreshments

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Tweets

@relishresearch: Mobile is still about shopping but less so for the buying. Challenge in migrating people from one to the other for #Marriott #shopper360

@GeometryGlobal: As we near the end of #Shopper360 we can share these illustrated summary boards, which we love...

@JenniRoberton: More key than ever to understand path to purchase, when only 11% of people intercepted outside a store planned to purchase #shopper360


• Gen Z + Y more comfortable with omnichannel

• New generations will completely change retail and FMCG industry

• Impact of mobile within P2P over the next 2 years

• Omnichannel is exploding

DAY 1: Collaboration: SARAH GLEASON/ROB JOHNSTON - GfK/Marriott

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Tweets

@anastasia0831: @michaeldoran, heineken: the goal of research is not data acquisition, the goal of research is ACTION" #shopper360

@philbarden: "Question your questions". Totally agree with @mickinedinburgh #shopper360

@GeometryGlobal: "Who is buying?" Michael Doran @Heineken_UK examines the importance of understanding the shopper #shopper360


• Question your questions: How much work is done to cover our asses as opposed to generally learn & understand?

• Move from data to insights

• Increasingly need to engage stakeholders differently: Understand the heart of the consumer

• Convert insight/data into activation in store

DAY 1: Collaboration: MICHAEL DORAN - Heineken UK

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Tweets

@Shopper360: RT @davidtittensor: #shopper360 @SiActionthe Internet Of Things can lead to new ways of data capture leading to relevant insight creation

@MRX_Robot: RT ShailiBhatt: Online Path to Purchase & "Data Detours" Infographic #newqual #mrx #qrca#shopper360

@NataliaKalinows: Multi-stage endurance = win a Client. Internally and externally via @PepsiCo #shopper360


• Understand motivation, purchase decisions & touch points for shopper marketing to resonate and have impact

• Focus on overcoming barriers and conversion rates

• Develop category vision and to work with shopper segmentation to ensure effective tactics and actions

• Shopping mission as basis for strategy

• Images that relate to the context

DAY 1: Shopper Centricity: IVAN BROWNE - Kantar Retail

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Tweets

@CLSWimbledon: #shopper360 go Korea to break in store routines Peter van Keulen, Norm

@relishresearch: Different payment mechanics visual styles and key triggers for each country = localisation of drivers of choice #shopper360

@NataliaKalinows: RT @jfrankiewicz: Selling story as key element in many aspects. #shopper360


• Know your target audience: Identify purchase barriers

• Color and shape defines your visibility on shelf

• Drive your consumers to increase their purchase: Set a number

• Personal profiling can be frustrating, work profile vs personal profile get mixed up on the web

• The auto pilot loves short cuts and strong cues: Contrasts attracts attention

DAY 1: Shopper Centricity: PETER VAN KEULEN - Norm

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Tweets

@NataliaKalinows: @mattymank brilliant presentation on winning with shoppers #shopper360 @PepsiCo

@NataliaKalinows: Multi-stage endurance = win a Client. Internally and externally via @PepsiCo #shopper360

@sawthatinstore: Matt Manktelow brings down the house Wlking the Walk #Shopper360 SIA conf in Edinburgh #kantarretail #pepsico #shoppermarketing @mattymank


• Compromise on a solution not the idea

• Experience will create more confidence in the research

• Ask the right questions to get reliable valid, useful results

• Understand implicit marketing methods and implications

DAY 1: Shopper Centricity: MATTHEW MANKTELOW - PepsiCo

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Tweets

@NataliaKalinows: #ImageRecognition - another trend via @Comarch #shopper360

Jfrankiewicz: #comarch beacons used for personalisedshopper experience at #shopper360

@CLSWimbledon: #shopper360 using game mechanics drives engagement and is a top trend in retail execution Alicja Strugala Comarch


• Technology enables better understanding of consumer/shopper online and point of sale

• What truly influences shopper behavior?

• What will the store and shopper of the future look like?

• Create images that relate to the context

DAY 1: Shopper Centricity: ALICJA STRUGALA - Comarch

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DAY 2



THESE IMAGES ARE PLACE HOLDERS ONLY

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KYLE RHODES

DARD NEUMAN

Samsung/SmartRevenue

Samsung: Utilizing Mobile Phone P2P Insights To Drive Brand, Excitement, Knowledge and Conversion Through Experience Programs


Day 2: Keynotes



JONATHAN MACDONALD Thought Expansion Network Maximising Retail Opportunities in a Digitally-Enhanced Future Landscape

DAY 2 Contents…

KEVIN BARRETT Sainsbury's Supermarket Experiences: What Will People Want?

RICHARD TOLLEY STEVE HILDEBRAND

Kantar Retail Europe

Closing the Purchase Decision Gap through Shopper Centricity

ANDERS FISKER OLESEN

Arla Foods

Winning Category Vision: Making it Happen

DAVID TITTENSOR

Warburtons Limited

Understanding OmnichannelShopping and How it Impacts the Evolution of Category Strategy

SABINE SHAH

Swarovski Incorporating Consumer Shopping Insights into the Mid-Term Planning Process and Shaping Consumer Centric Strategies

KIM BROWN

DAN PLIMMER Sainsbury's

Bringing Shopper Insight into Reality

REBECCA BRISCOE MIKE STEVENS ASDA/Vision Critical ASDA: Using Customer Communities for Better Shopper Understanding

BRYAN ROBERTS

Kantar Retail

Managing Channel Blurring

JAMES BRETT

Kerry Foods

Confessions of a Shopper Marketer: Progress not Perfection

NATAŠA JOVANOVIĆ Carlsberg Breweries Driving Category Growth Through Enhanced Shopper Experience

BARRY LEMMON TNS Welcome & Opening Remarks

CLICK TO GO TO PAGE

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Day 2 strongly emphasised the need to embed shopper insight and shopper-centricity into everything a supplier or retailer does. We saw in the sessions that outstanding execution is driven by collaboration within and between organisations.

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Commentary from Barry:

We often underestimate the change that will occur in the next 10 years.

The way we shop – exchanging time, money and angst in return for items and satisfaction - will be transformed as shoppers also trade privacy for personalization.

Technology will disaggregate retail into component parts: gathering, connecting with, helping, delivering to, trading with and receiving payment from shoppers. Tomorrow’s “retailers“ will be experts in and will monetize one or more of these disciplines, and making a profit from the buying and selling of goods will seem anachronistic.

DAY 2: Welcome: BARRY LEMMON - TNS

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Tweets

@miriamstaley: The difference between a 'yeah, and...?' feeling and a 'wow, oh...' feeling! @jmacdonald speaking now at #shopper360 - expanding thinking :)

@CLSWimbledon: #shopper360 are you brave enough to disrupt yourself? asks @jmacdonald

@Benjamin_Cox: RT @jmacdonald: There's 1% of stuff we know, 1% we know we don't know, and 98% of stuff we don't know we don't know @relishresearch #shopper360


• Industry challenge: Understand the consumer who creates, sells, builds and destroys

• Future platform is collaboration and insight: Intuitively understanding cause and effect in a particular context

• Ask the right questions. Be shopper centric. Are you ready for change?

• Change the point of comparison

• Going from change management to management of perpetual change

DAY 2: Keynote: JONATHAN MACDONALD - Thought Expansion Network

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Watch video on p. 59



Tweets

@relishresearch: Sainsbury's remedy to the window poster debacle is to dumb down or 'rough up' behind the scene posters to avoid future confusion #shopper360

@anastasia0831: Supermarket Experiences: What will people want? Great keynote by Kevin Barrett @Shopper Insights Intl #shopper360

@relishresearch: The battleground has shifted back to the High Street for #supermarkets but large store formats still fill a real need. #shopper360


• Value = combination of price and quality

• Use data to surprise

• Need to obtain long-term view of shopping baskets

• Store environment is second biggest driver of store choice

• Big reminder how important time is as an investment

DAY 2: Keynote: KEVIN BARRETT - Sainsbury's Supermarket

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Tweets

@jsaxe44: There is a direct correlation between shopper spending speed & basket size-Richard Tolley @kantarretail#shopper360

@jsaxe44: Behavior changes take time". @SteveH_KR sharing great insights into execution of shopper marketing. #shopper360

@NataliaKalinow: Those who feel more comfortable #shop more = greater #revenue @SteveH_KR #shopper360


• 4 shopper currencies: Time, Money, Angst, Privacy

• Focus on overcoming barriers and conversion rates

• Shopper is a capability NOT a function. Category vision → Consumer / Brand → Sales = Shopper Mindset

• System 1 knowledge is imperative: Many bad habits need to be changed

• Color and shape defines your visibility on shelf

DAY 2: Keynote: RICHARD TOLLEY/STEVE HILDEBRAND - Kantar Retail Europe

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Tweets

@anastasia0831: #shopper360 "You need to take yourself from being a product led company to a needs based company" Anders Fisker Olesen, #Arla foods

@CLSWimbledon: #shopper360 it feels like being Bravehearteveryday says Anders Fisker Olesen, Arla Foods, keynote speaker at Shopper Insights In Action

@ptdivers: Great & inspiring presentation from Anders FiskerOlesen. Key thought for me was need to be brave & fast in acting on shopper #shopper360


• Develop category vision and work with shopper segmentation to ensure effective tactics and actions are in place

• Need to understand where our category sits within the overall retailer’s business

• Retailers, brands and category captains need to drive excitement into the shopping experience

• Increasingly need to engage stakeholders differently

• Integrate consumer & shopper marketing better

DAY 2: Featured Session: ANDERS FISKER OLESEN - Arla Foods

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Tweets

@relishresearch: @davidtittensor is taking us through the speed of change with his personal scene setting story. Adds to validity of his paper #shopper360

@anastasia0831: #shopper360 "We have moved from a society based on the family to a society based on the needs of the individual" @davidtittensor

@ptdivers: Really enjoyed @davidtittensor's thoughts on the changing face of shopping & how it influences @Warburtonscategory strategy... #shopper360


• There is a blurring of the lines between main and replenishment shopping

• Reclaim the omnichannel agenda

• Are big store formats now seeing the backlash of “choice paralysis”?

• Are terms such as main shop, replenishment, top up and other outmoded in this brave new omnichannel world?

• The importance of the environment as key drivers of store choice

DAY 2: Collaboration: DAVID TITTENSOR - Warburtons Limited

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Tweets

@jfrankiewicz: Selling story as key element in many aspects. #shopper360

@anastasia0831: Global cross pollination @ its best @ SIA Intl with leading retail, fmcg, insights, category & mktg execs #shopper360

@ShopperLabUK: Gutted we're not at the @Shopper360 event this week! Looking forward to seeing all of the #shopper360 tweets though. Maybe next year.. #MRX


• Think global, act local, trust, change of mindset. Let’s drive action

• Shift away from traditional “brand messages” to behavioral insights

• Be aware of the rules of behavioral economics

• Role of personalization: Change behavior and attitudes

• Are current ‘rules’ for retail execution complete and comprehensive?

DAY 2: Collaboration: SABINE SHAH - Swarovski

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Tweets

@relishresearch: 69% of shoppers buy the same brand as last time. Don't discounters with their range of new / unknown brands challenge habits? #shopper360

@JenniRoberton: The difference between persuasion and manipulation in marketing is intent #shopper360 @respondi_UK

@relishresearch: Alarmed state prompts accelerated purchase behaviours as we rush to spend to save. Achicacleverly dials up the desperation. #shopper360


• Better understanding of the retailer process

• Create simple, seamless messages

• Offer cheaper, faster, simpler and easier shopping tips (Especially if we’re shopping 5x a week!)

• Focus on best customers. Acknowledge them as best potential

• Include theories into heavy buyer analytics

DAY 2: Collaboration: KIM BROWN/DAN PLIMMER - Sainsbury's

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Tweets

@charliesaidthat: RT @TheWebPsych: Of these two objectively identical scenarios, which would you find more persuasive? #shopper360 @philbarden

@NataliaKalinows: #Price and #environment among top key drivers of #store choice. Not convenience? Interesting. #Shopper360

@relishresearch: It's more important to shift behaviour as attitudes will follow. Putting salad bar/fresh options 1st in flow changes consumption #shopper360


• Is convenience all it’s cracked up to be?

• Communication and collaboration is key: We have to get better as an industry at sharing insight and co-creating solutions that are executable

• Are we just going to accept the continental divide between the haves and have-nots?

• Understand the mindset

DAY 2: Collaboration: REBECCA BRISCOE/MIKE STEVENS - ASDA/Vision Critical

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Tweets

@MRX_Robot: RT relishresearch: “JenniRoberton: Loving the live infographics! #shopper360 respondi_UK #mrxAgreed

@relishresearch: 7 key steps to true shopper centricity. It's not easy, but worthwhile to nail these. #shopper360

@CLSWimbledon: #shopper360 your hash tag can become your bash tag @jmacdonald


• Stop obsessing about the big trolley shop

• Start obsessing about male shopping behaviour

• 4 shopper currencies: Time, Money, Angst, Privacy

• With FMCG … are terms such as main shop, replenishment, top up and other outmoded in this brave new omnichannelworld?

• Shopper missions and channels rule

• Understand the shopper mission before taking the next step

DAY 2: Shopper Centricity: BRYAN ROBERTS - Kantar Retail

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Tweets

@TrinityMcQueen: Multichannel shoppers are more valuable than single channel only shoppers according to analysis by Kerry Foods #shopper360

NataliaKalinows: #informationoverload -> enables #autopilot. Teach the customer so they purchase your brand in the autopilot mode #shopper360

@TrinityMcQueen: new challenges for shopper marketing with shift to multichannel shopper behaviour - we must get closer to this say Kerry Foods #shopper360


• Understand motivation, purchase decisions and touchpointsin order for your shopper marketing to resonate and have impact

• You have 23 minutes before shoppers turn into zombies

• New opportunities for shopper marketing in the rise of the multi-channel shopper

• The success of a shopper strategy/investment plan

• Understand the barriers of success

DAY 2: Shopper Centricity: JAMES BRETT - Kerry Foods

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Tweets


@relishresearch: Samsung says that 89% of shoppers have no purchase intention when visiting a shop. Must have real impact on ideal store design! #shopper360

@TNS_US: RT @tns_global: #Livestream tomorrow’s Shopper Insights in Action sessions


• What people say they are going to do and what they do are different

• More in store testing in real conditions

• Look for other places to meet shoppers

• The importance of the environment as key drivers of store choice

• Huge impact of mobile within P2P over the next 2 years

• Convert insight/data into activation in store

DAY 2: Shopper Centricity: KYLE RHODES/DARD NEUMAN - Samsung/SmartRevenue

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Tweets

@JenniRoberton: Brands must look outside their category before truly understanding who the competition is, say @CarlsbergDK #shopper360

@NataliaKalinows: Money off now vs autopilot. #Shopper360

@anastasia0831: The brain loves shortcuts, you need to learn to work with it not against it - Phil Barden @shopper360, #shopper360


• Context is key: Change context of category

• Visual cues by category: Missing context

• Think about the consumer. Know the mission and occasion

• Understand the shopper mission before taking the next step

• Shopping mission could be the basis for strategy

DAY 2: Shopper Centricity: NATAŠA JOVANOVIĆ - Carlsberg Breweries

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DAY 3



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JAN SOLTAJIRI ZEMAN SABMiller Featured Session: Taking the Beer Category Further with Tesco

DUNCAN MACCONNOL

BARRY LEMMON

Kantar Retail/TNS

Key Learnings Capture


Day 3: Keynotes



DAY 3 Contents…

SIMON THOMPSON

Esri

Location-Based Services are Changing the Game

MATTHEW MANKTELOW

PepsiCo

Encore Session: Winning with Shoppers: Walking the Walk

IAN MCGARRIGLE Bell Pottinger and

World Retail Congress/Retail Week Understanding Context & Highlighting a Couple of Salient Trends

CAROL LEONG-SON

Procter & Gamble Turning Shoppers into Buyers: Understanding What Really Influences Shopper Behaviour

ALKI MANIAS

InContext Solutions Virtual Store Research Through Online 3D Environment Simulations

LEE SMITH

TNS

Getting Inside the Modern Shopper’s Mind

KIRSTIE HAWKES

MELISSA FRANK

Kantar Retail/Bacardi

Creating a Shopper Centricity Culture

LUIS FERNANDESCampofrio Food GroupSuccessful 360º Launch Plan of Cuida-t + Campofrio’s Cross-Category Healthy Range

CLICK TO GO TO PAGE

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Day 3 explored how boundaries are being broken down in the ways people will shop in the future. Changing behaviours means finding new ways to measure what we do.

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DAY 3: Welcome: DUNCAN MACCONNOL - Kantar Retail

Commentary from Duncan:

Path to Purchase: Breadth and Depth of Shopper Insights along the Path to Purchase*

Making it Happen*

Shopper-Centricity: Call to Action*

Commitment to KPIs. Understand the behaviours that you are trying to change, measure and report against them.

A commitment to set up a share group to work on the challenge provided by Matt from PepsiCo.

*Ref to page 6 for full commentary

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Tweets

@sawthatinstore: #SABMiller engaging presentation at #shopper360 SIA conference in Edinburgh #reddotsquare in supporting role awesome VR

@relishresearch: Excellent example of using shopping mission data to logically re-lay beer fixture from SAB Miller's @rmcy13 great VR film. #shopper360

@relishresearch: Final quote from Kevin Barrett chimes with @jmacdonald and the need to acknowledge a sea change is coming #shopper360


• Think about shoppers connect with your product

• Understanding the “occasions” driving the consumer purchase

• Change how shoppers connect with the brand

• Understand shopper mission data to create triple win

DAY 3: Featured Session: JAN SOLTA & JIRI ZEMAN - SABMiller

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Tweets

@firefishltd: "authenticity, trust & loyalty key to stairway to brand heaven" @jmacdonald

@relishresearch: @jmacdonald has a vision of going back to the future, a return to the artisan. Hell yeah, bring it on! #shopper360

@Shopper360: Multi-channel shoppers are a lot more valuable: 2.5 xs the spend of supermarket only #shopper360


• We live in a clicks and mortar world: Don’t forget the in-store experience

• The internet of things has connected everything

• Understanding the information we actually have

• Geography has given us language and context

DAY 3: Keynote: SIMON THOMPSON - Esri

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DAY 3: Collaboration: MATTHEW MANKTELOW - PepsiCo Encore

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Tweets

@GeometryGlobal: What are you doing about the millennial consumer? @IanMcGarrigle1 discusses on the last morning of #shopper360

@Shopper360: 50% of all food shopping will happen online by 2025 #trends #retail #shopper360

@MortensenMads: #shopper360 "AND"....all retail business will never be only on the web..said no Blockbuster! When you see the need for change, its too late


• We live in a disrupted retail world

• Get back to the core to win loyalty

• Listen to what the retailers say

• Connect emotionally with shoppers

DAY 3: Collaboration: IAN MCGARRIGLE - Bell Pottinger/World Retail Congress/Retail Week

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Tweets

@CLSWimbledon: #shopper360 Carol Leong-Son shares key learnings on shopper psychology we can only assimilate 5 pieces of information

@SiAction: 70% all purchases in store linked to signpost brands - Carol Leong-Son P&G #shopper360 Evolution & Geography in action

Key Learning’s Post-its

• Understand barriers using shopper psychology

• Create store consistency

• Help shoppers buy more and better

• The auto pilot loves short cuts and strong cues: Contrasts attracts attention

DAY 3: Collaboration: CAROL LEONG-SON - Procter & Gamble

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Tweets

@MortensenMads: #shopper360 If Insight is intuitively understanding cause n effect in context is that then being consciously or unconsciously competent? FFT


@GeometryGlobal: As we near the end of #Shopper360 we can share these illustrated summary boards, which we love...


• The importance of creating a tailored/customised experience

• Understand customer behavior and attitude

• Virtual research is faster, smarter and more profitable

DAY 3: Collaboration: ALKI MANIAS - InContext Solutions

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Your Insights, In ContextExternal Links Switched Off


Tweets

@sawthatinstore: Lee Smith presentation at #shopper360 SIA conference- artist interpretation of content

@relishresearch: Will hyper-markets still exist in 5 years time? What needs will they fulfil? Will they become indoor markets of artisans? #shopper360

@anastasia0831: #shopper360 Can a category influence a shopper's missions or product choice?


• Get close to the research

• Information is not knowledge: Watch what people do

• Ask the right questions

• Have a better understanding of shoppers as humans

DAY 3: Shopper Centricity: LEE SMITH - TNS

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Tweets

@MortensenMads: #shopper360 1.day consumed with lots of interaction and a current preference for Speyside:-)

@NataliaKalinows: @YouTube the 2nd biggest #search engines on the world? #shopper360 #digital

@relishresearch: Love product partnerships. #Lurpak with new potatoes and asparagus had to be a marriage made in heaven yields 67% sales uplift. #shopper360


• Establish a shopper centric culture

• Understand shopper thinking earlier in process

• Ask the right questions at the right time

• What does success look like?

DAY 3: Shopper Centricity: KIRSTIE HAWKES/MELISSA FRANK - Kantar Retail/Bacardi

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Tweets

@relishresearch: Shopper marketing should not be a department but a capability within an organisation says Luis Fernandes from Campofrio. #shopper360

@MortensenMads: #shopper360 AND vs. OHH. Can we act as speedboats, split & spin, increasing the exponential change and disruption to return to the artisan?

@NataliaKalinows: The fastest growing #currencies are the peer-to-peer ones #shopper360 #peer


• Break through barriers: Need support from retailers

• What is the retailer process

• Land a range review or category vision in store is key to unlocking more success as a supplier

• Empower shoppers through health and nutrition

DAY 3: Shopper Centricity: LUIS FERNANDES - Campofrio Food Group

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Your Closing Tweets

@metroecosse: We've enjoyed some excellent presentations over the last 3 days here at the @SheratonEDI - we're proud to be a part of #shopper360 2014!

@anastasia0831: #shopper360 Were would you like to see the Intl Shopper Insights in Action Event held in 2015? Tweet us your suggestions. @shopper360

@IIRUSA: A very special thank you to all our amazing #shopper360 tweeters, faculty, sponsors & partners #retail #mrx #uRock! #Edinburgh See u > 2015

DAY 3: Shopper Centricity: IVAN BROWNE - Kantar Retail

What are your key learning's from the 3 days?

What were the key learning points (insights) you take from this event for your organisation - given what you are already doing?



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Additional Resources


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Interested in Speaking?

Want to Sponsor?

Marketing & Media Partnership?

Rachel [email protected]

Jon Saxe [email protected]

Alexandra [email protected]

Upcoming Events:

The 15th Annual Shopper Insights in Action ConferenceJuly 20-22,2015Chicago, ILwww.shopperinsightsevent.com

FUSEApril 13-15, 2015Chicago, ILwww.iirusa.com/fuse

The Market Research EventOctober 20-22, 2015Orlando, FLwww.themarketresearchevent.com

Contact Us & Future Events Schedule…

mailto:[email protected]



http://www.shopperinsightsevent.com/

http://www.iirusa.com/fuse

http://www.themarketresearchevent.com/


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@Shopper360 Shopper Insights in

Action Group

My Shopper360 Blog

fb.com/shopper360 Shopper Channel

Hashtag Archive: #Shopper360 Eventifier Seen

Follow our live feed

Knowledge Network: Connect Here…

External Links Switched Off

http://twitter.com/shopper360

https://www.linkedin.com/groups/Shopper-Insights-in-Action-Group-139756/about

http://www.myshopper360.com/

https://www.facebook.com/Shopper360

https://www.youtube.com/user/ShopperChannel

http://eventifier.com/event/shpr360/popular

http://seen.co/event/the-intl-shopper-insights-in-action-2014-event-edinburgh-scotland-2014-9135

https://www.rebelmouse.com/shopperinsights/


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Key Learnings Capture

The 4th Annual Int'l Shopper Insights in Action

Event Sneak Peek

Time Lapse: Themes & Key Learnings

Kevin Barrett, Director of Space and Formats,

Sainsbury's

Sabine Shah, Senior Consumer Insights

Manager, Swarovski

Jan Solta, Shopper Marketing Manager Off-

trade, and Jiri Zeman, Category Development

Manager, SABMiller

Jonathan MacDonald, Founder, Thought

Expansion Network

Video Interviews…

http://youtu.be/67Rn9Adw4gQ



http://youtu.be/7Sf6GxiZUno



http://youtu.be/9hz8cNV_k6A



http://youtu.be/sde3_X7IofM



http://youtu.be/BLiNj_ky62g



http://youtu.be/tJn9PcgMJ60



http://youtu.be/bMXUSbd26FU




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Kantar Retail is the world’s leading retail and shopper data insights and consulting business and is part of the Kantar Group, the data investment management division of WPP. We work with leading consumer goods manufacturers and retailers to transform the purchase behaviour of consumers and shoppers through the use of retail and shopper insights, purchase data analytics, consulting, organisational development and retail virtual reality services. Kantar Retail tracks and forecasts over 1000 retailer’s performance globally and maintains a robust purchase behaviour database in the US. We work with over 400 clients and have 20 offices in 15 markets around the globe. www.kantarretail.com/

Red Dot Square Solutions enables clients to make better decisions, faster and cheaper by using virtual reality to collaboratively create, adapt and test designs. Red Dot’s comprehensive technology suite and rich retail environments provide a foundation to design, test, research and visualise in the virtual world, enabling global retailers and manufacturers to win at the point of purchase. Red Dot understands client’s needs and the commercial pressures under which they are perating. Our approach is collaborative as we seek to work with clients to enable them to achieve their strategic goals through making better decisions, faster and cheaper. www.reddotsquare.com

TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and and customer and employee relationships, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviors and attitudes across every cultural, economic and political region of the world. TNS is part of Kantar, the data investment management division of WPP and one of the world’s largest insight, information and consultancy groups. www.tnsglobal.com

Thank You to Our Event Partners…

http://www.kantarretail.com/

http://www.reddotsquare.com/



http://www.tnsglobal.com/

http://www.tnsglobal.com/

http://www.tnsglobal.com#http://www.tnsglobal.com

http://www.tnsglobal.com#http://www.tnsglobal.com


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Thank You to Our Sponsors…


Speakers’Portraits…

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http://businesslife.ba.com/Ideas/Features/visualisation-infographics-images-data-communication.html

Thank You to AllChange for Graphic Facilitation Services...

http://businesslife.ba.com/Ideas/Features/visualisation-infographics-images-data-communication.html

https://www.facebook.com/pages/Allchange-Strategic-Consulting/169159206577713

https://www.facebook.com/pages/Allchange-Strategic-Consulting/169159206577713

https://plus.google.com/104317242475975376066

https://plus.google.com/104317242475975376066

https://twitter.com/ViralStrategy

https://twitter.com/ViralStrategy

http://youtu.be/39XSIzLuzKg

http://youtu.be/39XSIzLuzKg
