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Integrating Consumer, Shopper, and Trade Plans: The Role of Integrated Insights

 Event Recaps

Shopper Marketing Committee Meeting: Impact of Insights on Shopper Marketing


NETWORKING BREAKFAST (9:00AM – 9:45AM)

INTRODUCTIONS (9:45AM – 10:00AM)

I. Shifting Shopper Behaviors and Expectations for the Future of Retail (10:00AM – 10:50AM)

Shoppers’ expectations and behaviors have been rapidly changing over the past decade and will continue to evolve at a faster rate of change in the coming decade. The presentation will explore motivations, tensions and technological breakthroughs that have enabled change over the past decade and will also explore how the changes have impacted our ability to connect with shoppers. In addition, the presentation will share a look into the future of shopper behaviors, technology breakthroughs and how to stay connected with the shopper.

Speakers:
Brad Prenger, Senior Partner Lead, Google
Steven Roth, Group Product Manager, Google Shopping, Google

COFFEE BREAK (10:50AM – 11:10AM)

II. Shifting Shopper Behaviors and Expectations for the Future of Retail Continued (11:10AM – 12:00PM)

LUNCH (12:00PM – 1:15PM)

III. Integrating Consumer, Shopper, and Trade Plans: The Role of Integrated Insights (1:15PM – 2:00PM)

We’re all well aware that insights are necessary for building successful communications that connect emotionally with our consumers and shoppers. But insights also play an equally important role in integrating consumer, shopper, and trade plans. In fact, emotional and behavioral insights sit at the foundation of full marketing integration. If your organization is building marketing plans in silos then insights are the key to breaking down those silos so you can build plans that deliver a seamless brand experience.

In this session you will learn:

  • The difference between insights and generalizations
  • The role emotion plays in decision-making and what this means for insights
  • Three key insights needed for integrated planning
  • Example of consumer and shopper communications developed using integrated insights

Speaker:
Christopher Brace, Founder & CEO, Syntegrate

ROUNDTABLE DISCUSSION (2:00PM – 2:30PM)