Committees | Events & Webinars | Shopper Marketing | ANA

Shopper Marketing

This event is over.


NETWORKING BREAKFAST (9:00AM – 9:30AM)

INTRODUCTIONS (9:30AM – 9:40AM)

 

I. A WINNING FORMULA FOR IN-STORE CUSTOMER ENGAGEMENT (9:40AM – 10:25AM)

During 2015  PLS Financial Services rebranded itself, culminating in the complete transformation of its in-store experience.  The Chicago-based financial services company was nationally recognized as a model for the industry, winning the prestigious Activa award for superior in-store experience and customer engagement. Come hear how PLS put all the pieces together with interior and exterior store marketing and branding extensions in media, digital, direct to consumer, and more to amplify its customers’ experience.

Speaker:

Jeffrey Dillon, Director of Marketing & eCommerce, PLS Financial

 

COFFEE BREAK (10:25AM –10:40AM)

 

II. OVERCOMING RETAILERS' CONFUSION ABOUT SHOPPER MARKETING (10:40AM - 11:25AM)

One of the key components of successful shopper marketing efforts is retailer collaboration.  Many retailers don’t really understand shopper marketing and how it differs from other in-store or field marketing efforts.  Constellation Brands will share their approach and sales methods to gain retailer interest in collaborating to develop truly effective, strategic shopper marketing programs.

Speaker:

Tracy Frisbie, Shopper Marketing Director, Constellation Brands

 

III. CATEGORY REVITALIZATION: MOVING FROM PRODUCT-BASED TO EMOTION-BASED ENGAGEMENT (11:25AM - 12:10PM)

One of the greatest strategic contributions Shopper Marketing can make to your brands and retailers is at the category level. Category success is often eroded by heavy price promotion and unengaged shoppers due to little recognized brand differentiation. In this environment it’s tough to win the shopper’s attention with a product-based approach to engagement. How do you stand out when everyone is saying the same things? Most categories would benefit greatly from moving to an emotion-based approach. Connecting with shoppers at an emotional level may be the best way to revitalize stagnant categories. In this session you will learn:

  • How Edgewell Personal Care is moving to an emotion-based approach in the sun care category.
  • Research methodology and results that identified the emotional truths that drive shoppers’ sun care behaviors.
  • Feedback from key retailers

Speakers:

Jonathan Rhyan, Senior Shopper Marketing Manager, Edgewell Personal Care Suncare

Jessica Krauser, Lead Strategist, Syntegrate Consulting


LUNCH (12:10PM–1:00PM)


IV. SHOPPER MARKETING: OPPORTUNITIES WITH THE ONLINE CONSUMER  (12:40PM - 1:30PM)

Online Grocery shopping and delivery service, Peapod.com will discuss strategies for winning with the online grocery shopper. Included will be similarities and differences of this consumer and how their navigation differs from their traditional brick and mortar experience. Peapod.com will share insights and key learnings - highlighting how successful companies are adapting their shopper programs and tactics to win in this new channel and within this new consumer experience.

Speaker:
Linda Crowder,
 Senior Director, Peapod 

ROUNDTABLE DISCUSSION (1:30PM – 2:15PM)