ANA/BAA Shopper Marketing @ ConAgra Foods (Members Only Conference)

Strategic Shopper Marketing: Future-Proofing the Discipline

As shopper marketing has matured as a discipline, the retail landscape and shoppers themselves have been transformed. "Retail environments" are now digital and physical; shoppers are always on; and media can build equity and serve as point of sale.

How will — and should — shopper marketing evolve within modern retail and brand organizations? How will retailers and brands collaborate to build equity? What new strategies and capabilities will be required?

Keith Anderson

VP, Strategy & Insights Profitero

Owning Occasions

Today’s traditional grocery shopper has changed. She thinks about buying food based on satisfying a need for an occasion such as dinner, lunch, special celebration, breakfast. However, traditional paradigms are driving a disconnect between the manufacturer, retailer and shopper.  Manufacturer thinks “brand,” retailer thinks “categories,” but the shoppers are thinking “dinner.” ConAgra Foods has met this challenge head on by tackling a comprehensive strategy to understand the role and importance of each category in the mind of the Shopper.  Owning Occasions, a research and analytics based platform, is anchored by comprehensive data that looks at all departments and categories in the store, and the role of different channels at retail and the occasions that are most relevant to shoppers. This bedrock provides a strategic framework that resonates across function for activating brand, category and shopper needs. This corporate-wide initiative creates an environment where partnership comes together for both manufacturer and retailer to deliver current shopper solutions.

Tammy Brumfield

Vice President, Shopper Marketing ConAgra

CVS Shoppers are Loyal by Design

These days, loyalty programs are a dime a dozen with almost every retailer offering their own cards, points and rewards programs. With consumers enrolled in dozens of these programs, the competition to earn their loyalty is fierce. How can any one company expect to stand out among the rest?

Peter V.S. Bond, Senior Director, ExtraCare Customer Conversion & Insights Applications, CVS Health, will share how CVS has created a customer loyalty program that has been at the forefront of loyalty marketing for years. By collecting and utilizing customer data, CVS delivers a personalized experience to their loyalty subscriber that is truly a value-add. Learn how CVS built their following and innovates to stay one of the top pharmacy retailers.

Peter V.S. Bond

Senior Director, ExtraCare Customer Conversion & Insights Applications CVS Health

How Weather Activates Consumer Behavior

Do people buy more beer or less in Seattle when the rainfall is above average in the fall? What does the dew point need to be in Dallas for people to start buying bug spray? Is there a higher rate of engagement when shampoo is advertised when the humidity hits above a certain % in the summer in New York?

Everyone knows to sell sand and salt when it’s about to snow, but there are literally countless ways that weather – both good and bad – impacts consumer purchasing behavior. Working with the immense trove of weather data amassed by The Weather Company and its data-mining WeatherFX division, Sara Livingston, Vice President, Enterprise Solutions and Measurement, has found some of the strange and unusual connections between weather and consumer behavior that allow marketers to create stories that are both compelling and sometimes entirely intuitive.

Applying historical weather condition data for thousands of locations to data sets ranging from day-over-day local store sales to consumer sentiment overlays, Sara will discuss just some of the ways weather fashions the way people feel and how that influences what they buy. She will also discuss regional variations and how those impact sentiment and behavior as well.

Sara Livingston

VP, Enterprise Solutions and Measurement The Weather Channel

Shopper Marketing – A Retailer’s Journey

The way we communicate and interact with our customers continues to evolve… that’s not new news. Their purchase decisions are influenced at many different touchpoints, including mobile, web & social messaging, along with ad and store-based information. They want not only quality products at the best price, but a great experience with a retailer who provides this value in a relevant, convenient and simple manner.

Meijer is engaging in this evolving, shopper-centric world, delivering solutions that benefit the customer, driving engagement and repeat sales. From their mPerks platform and curbside program, to new targeting and personalization strategies, Meijer continues to pursue a seamless customer experience.

In this session, you will learn about the systems and tools Meijer has integrated into their strategy to continue the advancement of their shopper marketing capability. Lanny, Director of Customer Marketing at Meijer will share what they’ve learned, bumps they’ve hit along their journey, and how they continue to stay agile in this new, continuously evolving environment.

Lanny Curtis

Director, Customer Marketing Meijer

Breaking Down Traditional Paradigms

The future of Shopper Marketing is clear: It’s not about the retailer; it’s not about the brand; it’s about the total consumer experience online, offline, and everywhere in-between. Shopper marketing and consumer marketing departments, traditionally siloed from one another, must somehow shift to bring these two disciplines together. But how can companies even begin to visualize an internal makeup that supports this new era of shopper marketing?

One company has cracked the code. Coca-Cola recently activated a successful campaign with Walmart that considers the consumer holistically. This 360 campaign is the result of breaking down traditional internal barriers and delivering a strategic program that drives the total shopper experience. John Mount, Vice President Retail Channel Strategy & Marketing at Coca-Cola will share how they revolutionized shopper marketing  at Coca-Cola and have completely reorganized to support this new vision.

John Mount

Vice President, National Retail Sales Customer Marketing The Coca-Cola Company

Panel Discussion

Shopper Marketing is an evolving discipline requiring constant agility from brands to keep informed and up-to-date on the changing parameters within retail stores. Retailers and suppliers alike are looking at Shopper Marketing holistically and reorganizing internally to support the overall shopping experience. During this panel, we will interview retailers and brands on where they see the future of Shopper Marketing going and how companies should begin to organize their teams to best execute their shopper strategies.

Moderator - Tammy Brumfield

Vice President, Shopper Marketing ConAgra