NEW HORIZONS OF INNOVATIVE PATH-TO-PURCHASE STRATEGIES

THE STRATEGIC CONFERENCE FOR SHOPPER-BASED GROWTH

MARCH 27 - 29, 2017 NEW YORK CITY

Register today at shoppersummit.com

WELCOME! We could not be more thrilled to have you join us at the Shopper Marketing Summit. Having been a member of the Path to Purchase Institute for more than a decade, and now as its new president & executive director, I am a huge believer in our mission – helping champion an improved shopper experience. The Summit continues to be the place where the industry comes together to learn and share ideas and perspectives. As someone who has worked with retailers, brand marketers and solutions providers, I have lived in your shoes and have always felt the power and value of this event. There is a host of people who come together to ensure the topics are leading edge and give you the knowledge to continue to drive growth through leveraging the path to purchase. The marketplace continues to evolve at a tremendous pace, and helping you navigate it is at the heart of what we do at the Path to Purchase Institute. As you plan your agenda for the Summit, keep in mind that this event is for you. Every element of the Summit – keynote speakers, symposium , seminars – has been designed to give you insight and knowledge into everything from the challenging digital landscape to best practices for collaborating and driving growth. Take advantage of this opportunity to grow and join us at the Summit. Looking forward to our future,

Mike McMahon

President & Executive Director

CONTENTS Why Summit............................... 3 Who Attends.............................. 4 Socializing.................................... 5 Shopper Marketing Celebration.................................. 6 General Sessions....................... 8 Symposium.................................. 10

Mike McMahon

President & Executive Director Path to Purchase Institute [email protected] [email protected]

Hosted & Sponsored by:

Breakout Sessions/ Seminars....................................... 11 Venue & Pricing......................... 18 Agenda At-A-Glance............... 19

Are you ready to navigate today’s shifting retail landscape? Make no mistake – the retail environment is evolving. Changes in consumer behavior, technology and fundamental business models are empowering the shopper… and that’s altering the dynamics for everyone. The Shopper Marketing Summit is an essential gathering for senior leaders charged with unlocking shopper-centric growth through innovative path-to-purchase strategies.

Sophisticated Community

Join forward-thinking retailers, brand manufacturers, agency executives and other solution providers who’ll explore high level issues and drivers of collaborative, shopper-centric programs.

Immediate Impact

Learn from Summit’s established and well-respected educational program that includes a symposium, general sessions and breakout seminars that focus on actionable strategies, insights and solutions for engaging and influencing shoppers along the path to purchase.

Powerful Execution

Connect with leading vendors of key products and services in the Solutions Gallery to link the best marketing strategies with the right tactics for flawless execution.

@Path2PurchaseIQ

#ShopperSummit

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COMMUNITY Brands (manufacturers & marketers of consumer products & services)

Uncover actionable strategies for migrating to an omnichannel engagement model. Learn how to create a social shopper marketing framework designed to drive sales. Hear how emerging channels are challenging brands to think differently about their products.

Join your peers with responsibilities including: • • • • • • • • •

Retailers

(see Retail Academy on page 5)

Learn how fully-integrated, collaborative partnerships are driving shopper loyalty and category growth. See how the right content can increase customer engagement. Discover new technology that is changing the shopping journey.

Join your peers with responsibilities including:

Brand Activation Brand, Category & Product Development Channel Marketing Customer Teams Integrated Marketing Merchandising & Packaging Shopper Experience Shopper Insights Shopper Marketing

• Brand & Category Strategy • Consumer & Shopper Insights • CRM & Loyalty • Digital Marketing • E-Commerce • Merchandising • Omnichannel Engagement • Shopper Marketing

Agencies

Solution Providers

(shopper marketing, digital, advertising & promotion)

Compare and contrast shopper attitudes and behaviors across global markets. Understand how to target and engage consumers with the media of their choice before, during and after the purchase. See how personalized digital tools are shaping the expectations of future shoppers.

Join your peers with responsibilities including: • Account Teams • Brand Development • Creative Direction • Digital Strategists • Insights

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• Planning Directors • Promotional Strategy • Retail Design

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(digital and mobile technology, P-O-P design, retail design, retail execution & shopper insights)

Discover how to leverage data to create actionable insights that deliver campaign results. Uncover strategies for connecting online and in-store marketing to better engage with the evolving shopper. Hear best practices for aggregating, managing and distributing content across all channels via participatory, interactive and two-way mediums.

Join your peers with responsibilities including: • Consulting • Digital & Mobile Strategy • Display Design • Field Execution • In-Store Activation

• Integrated Shopper Marketing • Research & Insights • Retail Media • Technology Innovation

An Event of the Path to Purchase Institute

CONNECTIONS Find Answers in the Solutions Gallery The best shopper marketing strategy requires proper execution in order to resonate in the marketplace. In the Solutions Gallery, you’ll find leading industry partners offering a wide variety of ideas, tools and expertise that can serve as a catalyst for your successful marketing strategy. The exhibitors in the Solutions Gallery offer discovery in equal portions from both traditional retail activation as well as an array of state-of-the-art digital touchpoints.

NETWORKING APP The Summit’s private and secure online networking community makes it easy to meet your fellow Summit attendees­– and even easier to interact with them before, during and after the event.

The Shopper Marketing Summit hosts high-level decision makers from top retail chains as part of its Retail Academy initiative. Approximately 30 senior executives from roughly 15 top retailers attend Summit as delegates of the Retail Academy to meet with progressive partners to develop more sustainable, impactful and collaborative shopper marketing programs. Sponsors Include:

@Path2PurchaseIQ

Invited retailers include:

#ShopperSummit

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SHOPPER MARKETING Hosted by:

Your Summit registration includes a ticket to the Shopper Marketing Celebration, an evening that celebrates the most effective path-to-purchase campaigns and top talent in the shopper marketing industry. Tuesday, March 28 7:00 - 9:30 p.m. Cocktail reception, dinner and awards ceremony. Black tie optional.

2017 HALL OF FAME INDUCTION

Cheryl Williams

Chief Information Officer

Herbert Smith

VP, Off-Premise Customer Development & Category Management

This evening’s awards ceremony begins with the induction of these three new members into the Shopper Marketing Hall of Fame. This honor is bestowed upon these deserving individuals, as chosen by editors of Shopper Marketing magazine, for their demonstration and supreme understanding of what it means to be truly shopper-centric. Help celebrate their achievement during this prestigious ceremony.

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Christopher Witte

VP, Shopper & Category Development

CELEBRATION SHOPPER MARKETING EFFIE AWARDS Effie Worldwide and the Path to Purchase Institute are proud to present the 2017 Shopper Marketing Effie Awards. Known by advertisers and agencies globally as the pre-eminent award acknowledging a brand’s success, the Shopper Marketing Effie Awards specifically honor the most effective integrated campaigns that engage the shopper and guide her purchase process. Join the excitement as bronze, silver and gold winners are announced live from the stage.

THE AFTER PARTY Tuesday, March 28 9:30 - 11:30 p.m. Keep the fun rolling at the Shopper Marketing Celebration After Party immediately following the Effie Awards. Stick around for music, cocktails, prizes, photos and more!

Hosted by:

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GENERAL SESSIONS Tuesday, March 28, 8:00-9:30 a.m. G1 Bringing Fresh Inspiration Every Day Ahold Delhaize’s formation from the July 2016 merger of Belgium-based Delhaize Group and Netherlands-based Ahold not only created opportunities for shoppers, associates and communities throughout Europe and the East Coast of the U.S., but for hundreds of national-brand and own-brand suppliers as well. Now part of the world’s largest food retail groups, Ahold Delhaize’s businesses and their suppliers are working together on common goals, including creating lasting customer connections.

THE SUMMIT’S PROGRAM IS ANCHORED BY THESE FORWARD-LOOKING, THOUGHT-PROVOKING GENERAL SESSION PRESENTATIONS.

Having spent time on both sides of the negotiating table, Amy Hahn is uniquely positioned to explain the myriad opportunities – and yes, some challenges – for U.S suppliers willing to work with Ahold USA, parent company of Stop & Shop New England, Stop & Shop New York Metro, Giant Landover, Giant Carlisle and online grocer Peapod, to drive meaningful shopper engagement, create lasting connections and provide fresh inspiration to customers. In this presentation, Hahn will share: • How Ahold USA is expanding supplier collaboration to execute multichannel marketing programs and drive personalized shopper engagement. •

The way Ahold Delhaize’s new “Better Together” strategy will enable the company’s businesses and their suppliers to drive profitable growth in supermarkets, e-commerce and smaller formats.

Amy Hahn SVP of Marketing

All General Sessions hosted by:

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An Event of the Path to Purchase Institute

GENERAL SESSIONS Tuesday, March 28, 4:30-5:30 p.m. G2 Re-Think, Out-Think, Shopper-Think The shopper insights and shopper marketing you have mastered is about to change. Shoppers have more places to buy, but there are fewer places for you to sell. Shoppers make faster trips inside the store and more trips outside the store, raising the question, “Why do we need a store?” Shoppers have outsized expectations which many marketers don’t understand. And what unites shoppers today is not demographics, but rather their quest for happiness. Take a rockin’, rollin’ ride to the future. Wendy Liebmann will share her view of what the next five years will bring and reveal: • How to grow in a shrinking retail world (it’s getting small, fast). • What shoppers will really pay more for (they will). • How to rebuild credibility when shoppers think you are mediocre (most do).

Wendy Liebmann CEO & Chief Shopper

• How to build a relevant shopper culture so you can disrupt the disruptors (it’s not what you have now).

Wednesday, March 29, 8:00-9:00 a.m. G3 The Future of the Retail Store If you’re a retailer, you may not be sleeping very well these days – and that’s understandable. The store of the future will vastly differ from the one we’ve known all these years. Sweeping changes in demographics, economics, technology and media seem to be conspiring against traditional retail business models. While big retail brands close stores, struggling malls shutter their doors and consumer spending increasingly moves online, some retail brands are looking to new models to not only survive, but also thrive. Are we witnessing the death of the retail store or its astonishing rebirth and the beginning of the true Golden Age of retailing? Doug Stephens will share his vision of the “store of the future” – from staffing and store design to technology and marketing – and detail how these aspects of retail will dramatically change in the months and years ahead. Attendees will:

Douglas Stephens Retail & Consumer Futurist

• Learn the vital insights needed to design tomorrow’s retail store. • Hear how smart, forward-looking brands and retailers are already capitalizing on the opportunities presented by changes in demographics, economics, technology and media. • Discover how to reimagine, reinvent and reinvigorate retail business in the midst of a rapidly changing retail marketplace. Register today at ShopperSummit.com

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Pre-Summit

SYMPOSIUM

THIS INTENSIVE, HALF-DAY SYMPOSIUM IS DESIGNED TO OFFER A DEEP DIVE, EXPLORATORY APPROACH

Monday, March 27, 1:00-4:30 p.m.

TO THIS CRITICAL

S1 Technology, Innovation and the Future of Shopper Marketing

INDUSTRY ISSUE.

The retail environment is undergoing a radical and rapid transformation. This workshop symposium will examine the underlying shopper and technological trends that are driving this revolution and share the latest innovations in retail. The panel will give its vision for the future of the industry and discuss the possibilities with participants. Retail innovation specialists from Publicis Groupe companies Arc Worldwide and SapientRazorfish will demonstrate some of the more interesting emerging technologies.

DISTINGUISHED FACULTY

Nick Jones

EVP, Global Business Development & Innovation

The symposium will examine: • The rise of mobility • The emergence of “total commerce” • Technology-enabled trends such as personalization, social proof, transparency, immediacy, relevancy and access Attendees will: • See retail innovations and technologies that are being tested around the world.

Jason Goldberg SVP, Content & Commerce

• Discover which technologies are most likely to see mass adoption over time. • Develop a hands-on understanding of key digital technologies at retail.

David Hewitt VP, Consumer Experiences

• Gain perspective for smart investing, rapid prototyping and continuous improvement.

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An Event of the Path to Purchase Institute

SEMINARS A1 Collaborative Strategy

Tuesday • March 28 9:45 am - 10:45 am

B1 Digital & E-Commerce Solutions

You Want Me to Buy Where? Finding Success In Unexpected Retail Channels

How to Win in a “Winner Takes All” World – Building E-Commerce Capability

Buck Choate, Creative Director, Shoptology; Katie Schiavone, Sr. Director, Quaker Marketers seeking white space growth often think about extending beyond their traditional retail channels — like selling food outside grocery or hardware outside DIY. But challenges like shopper acceptance, merchandising and retailer performance metrics can make that selling stretch feel out of reach. This session will help you put new channel growth back within your grasp. Leaders from Quaker and Shoptology will share real-world advice from their work creating an inspirational breakfast shopping experience at an unexpected place — drug stores. More importantly, attendees will take away principles for selling effectively across channels, regardless of category or retailer, such as:

Gina Bates, Brand Manager, E-Commerce Shopper Marketing, Kimberly-Clark Almost half of all CPG growth is online. Different skillsets and approaches are needed to win in this dynamic environment. Kimberly-Clark is at the forefront and staking its leadership position by embedding e-commerce into key internal go-to-market processes and building e-commerce capability across the organization from brand to retail to packaging to supply chain. This presentation will cover why Kimberly-Clark is investing in e-commerce, the critical components to winning in the space and the importance of building omnichannel capability across the organization. Attendees will: • Learn why delivering an optimal website experience is critical and the elements that drive conversion.

• Learn how insights can predict shopper receptivity to solutions in nontraditional retail.

• Discover opportunities to unlock stronger demand generation for your brands.

• Discover ways to collaborate with retailers to find new, shared wins.

• Capitalize on ideas to drive e-commerce capability within your organization.

• Get tips for designing an experience that gets you noticed — and purchased — even when shoppers aren’t looking for you.

C1 Retail Activation

Driving Shopper Engagement in Brick and Mortar with Category Reinvention Michael Law, Sr. Director, Customer Strategy & Planning, Edgewell Personal Care

FACULTY

Edgewell Personal Care strives to challenge category conventions. Helping retailers rethink category opportunities from a shopper engagement perspective led to the creation of a new women’s shave section in a key retailer. The collaborative plan involved a shopper research plan with this customer, shop-alongs and eye-tracking research, virtual reality concept testing and a controlled store test. Hear highlights from this journey that demonstrate how to build a shopperbased category engagement. This kind of approach will help retailers further insulate themselves from the loss of category sales to pure-play online retailers. Attendees will:

DISTINGUISHED FACULTY MEMBERS have presented at four or more Institute events and have received an audience rating of > 3.4/4.0 scale.

FACULTY MEMBERS have presented at a minimum of one other Institute event and have received an audience rating of > 3.4/4.0 scale.

• Discover how category reinvention can help insulate brick and mortar retailers from losses to pure-play retailers. • Learn why it is key to start with basic shopper research collaboration with the retailer. • Hear how challenging category norms can pay big dividends.

@Path2PurchaseIQ

#ShopperSummit

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SEMINARS A2 Collaborative Strategy

B2 Digital & E-Commerce Solutions

How Collaborative Technology Enables Agile Operations

Best Practices to Activate Every Brand With Digital Shelf Content That Turns Shoppers Into Buyers

Michelle Nachtweih, National Account Director, Heineken USA; Bob Waibel, Sr. Director, Shopper Marketing, Conagra Brands; Olga Yurovski, Founder & CEO, Shopperations Is your team frustrated and buried in disconnected spreadsheets? Are they at capacity with no time to strategize and grow? Learn how Conagra Brands and Heineken USA reclaimed time by leveraging modern technology that standardized planning and enabled shopper marketing, agency and sales collaboration. Attendees will also learn how to simplify budgeting and automate reporting. Shopper marketing leaders, brand marketers and other executives seeking best practices to establish new shopper marketing capabilities will find value in this session. Attendees will:

Tuesday • March 28 11:15 am - 12:15 pm

FACULTY

• Learn from benchmarking research about collaboration, reporting and analytics challenges that CPG shopper marketing and sales teams face today. • Discover an actionable roadmap for establishing or overhauling shopper marketing operations to become efficient and data-driven. • Examine case studies showing how Conagra Brands and Heineken USA leveraged modern technology to make ongoing planning more enlightened and collaborative – and less stressful.

Courtney Jane Acuff, VP, Product & Marketing, ItemMaster; Linda Crowder, Sr. Director – Peapod Interactive, Ahold USA – Peapod Online Grocery; Leslie Danford, Sr. National Account Manager, E-Commerce, Beam Suntory Not every shopper is a buyer because not all content is purpose-built for the digital shelf. Certified brand content, on demand, is necessary to close the content gap. Learn how Peapod, Beam Suntory and ItemMaster put an end to cobbling and created a partnership to drive distribution of better content for retail planning, marketing, merchandising and e-commerce; content that turns shoppers into buyers and delivers higher sales. Attendees will:

FACULTY

FACULTY

• Discover the difference between a delivery platform purpose-built for the digital shelf, and those that are not. • Understand the importance of complete and verified brand content to fuel retail demand. • Learn how turning shoppers into buyers impacts your bottom line with best practices to activate every brand, everywhere.

C2 Retail Activation

TRACK HOSTS

Translating Equity Messaging to Create Shopper Relevancy

Collaborative Strategy

Elaine Bragg, VP, Executive Creative Director, TPN; Sarah Ortman, Associate Director, National Shopper Marketing, The Clorox Co.; Elizabeth Tung, Associate Director, National Shopper Marketing, The Clorox Co.

Learn from new retailer and manufacturer collaborative efforts that are driving growth and ROI.

Digital & E-Commerce Solutions Learn the latest strategies and best practices for creating a “digital shelf” experience that keeps shoppers clicking for more.

Retail Activation

Delve into the research and strategies that motivate shopper behavior and drive purchase decisions.

Shopper marketing is under more pressure than ever to demonstrate its power to convert shoppers DISTINGUISHED FACULTY into buyers at the moment of purchase. At the same time, brand-led organizations are looking for insights-based, anthemic ideas to build brand love. The challenge? In that moment of truth, when the shopper is weighing her choices, what is the right communication to move her hand to your brand versus the competition? Industry leader Clorox will share its approach to translating brand equity messages at retail to make the buy happen without sacrificing brand equity. Attendees will: • Learn data points that prove that having the “right” messaging at retail is critical to closing the sale. • Hear inspiring examples from Clorox brands Brita, Liquid-Plumr and Pine Sol that demonstrate three different approaches to building shopper-relevant messaging and make a positive impact on sales.

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• Discover a roadmap for leveraging shopper marketing and translating equity campaigns so they will effectively motivate shoppers at the point-of-purchase.

SEMINARS A3 Collaborative Strategy

How Albertsons and Coca-Cola are Enhancing the Shopper Experience By Surprising and Delighting Guests Outside the Beverage Aisle Liza Etu, Sr. Shopper Marketing Manager, The Coca-Cola Co.; Karen Sales, VP of Shopper Marketing, Albertsons In 2014, Albertsons had a conversion problem in the carbonated soft drinks category. To win at Albertsons, shoppers needed to be reminded instore why and how they loved Coca-Cola. The CocaCola endcap served as a beacon to stop shoppers in their tracks and provided value by presenting consumers with the right product, in the right package, for the right meal occasions. The program started with three test stores in 2014, scaled up to 250 stores in 2015 and added 200 more in 2016. To further engage shoppers, the 2016 version came with digital screens so content could be updated quarterly. In this session, attendees will:

Tuesday • March 28 1:45 pm - 2:45 pm

B3 Digital & E-Commerce Solutions

The Re-Engineering of Commerce: Today’s Path to Success Demands New Strategies Keith Anderson, SVP of Strategy & Insights, Profitero; Richard Jones, E-Commerce Lead, Mars Chocolate NA

FACULTY

Retail isn’t dead and e-commerce isn’t over. But as commerce continues to evolve, critical work streams are slipping through the cracks at the margins of traditional disciplines like shopper insights, shopper marketing, category management, sales, e-commerce and brand marketing. As brands become retailers, retailers become technology companies and shoppers are “never not shopping,” the path to success demands new strategies, skillsets, capabilities and tactics. Attendees will: • Learn how leading brands and retailers are re-engineering the demand and supply chains in harmony to thrive amid digital disruption.

• Learn how Coca-Cola and Albertsons collaborated from the concept/design phase all the way to implementation to drive the success of the activation.

• Discover the teams, tools and processes driving the re-engineering of commerce – and how traditional roles and responsibilities are impacted.

• Understood the way connecting with shoppers in an emotional and innovative manner drives continued engagement.

• See playbooks for accelerating performance now.

• Hear how to engage shoppers with inspiring creative design.

C3 Retail Activation

The “Green” Approach to Driving Change at Retail Tom Hauge, VP of Business Development, Kendal King Group; Peter Naumann, Head of Business Development & Sales Strategy, Philips North America When your retail partner knocks, how best to respond quickly and effectively? The ability to make impactful shopper-based merchandising FACULTY recommendations that improve the experience and drive conversion is critical. The days when you had months and months of primary research, followed up by design, followed up by revisions and presentations are long gone. In 2016, Philips employed Kendal King Group and its Soapbox Insights + Influence division to prepare for a strategic retailer meeting to identify and design against the challenges of shopping key categories at Walmart. Based on actionable insight obtained within a modified and “green” (sustainable and efficient) process, Philips was able to develop retail-realistic design solutions and secure a path towards in-store testing in 2017. This presentation is the story of this successful journey. Attendees will:

DISTINGUISHED FACULTY MEMBERS have presented at four or more Institute events and have received an audience rating of > 3.4/4.0 scale. FACULTY MEMBERS have presented at a minimum of one other Institute event and have received an audience rating of > 3.4/4.0 scale.

• Reimagine the path: Drive change by changing the way you approach age-old issues. • Remove walls: Leverage vertical agency engagement versus the traditional silo approach to streamline timelines and drive efficiencies across milestones for insight, design and execution. • Reinvent and Redesign: Think differently about retail-realistic design and category challenges.

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SEMINARS

B4 Digital & E-Commerce Solutions

A4 Collaborative Strategy

Customized Retailer Solutions That Drive High ROI Rick Abens, Founder & CEO, Foresight ROI; Wendyjean Bennett, Director of Shopper Marketing, Tyson Foods; Dorothy Engelhardt, Sr. Manager of Shopper Marketing, Pinnacle Foods

Tuesday • March 28 3:15 pm - 4:15 pm

FACULTY

In a landscape of limited growth, you need to create insight-driven solutions and customized programs with category growth for your customers, all while incorporating brand messaging. But how can you achieve these goals with limited funds and also make them scalable and ROI efficient? Tyson, Pinnacle Foods and Foresight ROI partnered to create solution-based programs that maximize ROI. In today’s shopper marketing world, it is critical to create engaging content across the full path to purchase for shoppers while maintaining differentiation for customers. This session will share key lessons for driving and measuring shopper marketing success. Attendees will:

The Impact of Amazon Prime Membership on Digital Shopping Behavior Natasha Stevens, SVP, GfK; Christina Pate, Sr. Research Director, GfK

FACULTY

With 63 million Amazon Prime subscribers as of June 2016, Amazon.com’s membership service is changing the shopping landscape. As subscriptions grow, it is crucial for brands and retailers to understand the impact of Prime membership on overall shopping behavior. Do Prime members still shop at other online retailers? Do they conduct more or less price comparison research? Which offline retailers are they most likely to visit? In this session, attendees will: • Learn about trends in digital shopping of Prime members. • See how the behaviors of non-members compare. • Learn about areas of opportunity to attract Prime and non-Prime members.

• Learn how to bring insights to action with fully integrated solutions to reinvigorate mature categories through partnership. • Receive guidance on best practices to execute scale programs with solutions by retailer customer. • Uncover new techniques to drive improved ROI results.

TRACK HOSTS Collaborative Strategy

Learn from new retailer and manufacturer collaborative efforts that are driving growth and ROI.

Digital & E-Commerce Solutions Learn the latest strategies and best practices for creating a “digital shelf” experience that keeps shoppers clicking for more.

Retail Activation

Delve into the research and strategies that motivate shopper behavior and drive purchase decisions.

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C4 Retail Activation

The Art of Boo’ing: Commercializing a Cultural Trend for the Masses Matt Silvestri, Account Director, The Integer Group; Allisha Watkins, Shopper Marketing Team Lead, Mars Chocolate

FACULTY

For confections, Halloween is the biggest time of the year. And while merchandising begins in midSeptember, 87% of shoppers buy candy only a few days before Halloween. This shopper behavior significantly limits sales potential. In 2015, through a joint Halloween marketing effort, Mars Chocolate and Wrigley built momentum for September candy sales at Walmart by inspiring shoppers to purchase Halloween candy early and often. The team uncovered a trend still in its infancy called “BOO’ING” – the act of secretly leaving custom-created gift bags of Halloween treats on a neighbor’s doorstep. The campaign drove candy sales by taking a burgeoning trend and commercializing it for the masses. “Let the Boo’ing Begin” became a monstrously successful integrated program that drove candy sales and engagement on and offline, and led to record breaking sales at Walmart. Attendees will: • Learn how to create an authentic seasonal program that cuts through the usual in-store noise and provides a true solution and inspiration to shoppers. • Discover how to build a trend through the power of the world’s largest retailer and largest candy manufacturer. • Learn how to partner with retailers to create repeatable events for key seasons that deliver solutions for shoppers and sales for retailers.

An Event of the Path to Purchase Institute

SEMINARS D1 Loyalty & Personalization

E1 Shopper Marketing Best Practices

Efficient Localization: Shopper Marketing as a Sales Growth Platform Tom Dolan, SVP, MaxPoint Solutions; Esperanza Teasdale, Sr. Director, Shopper Marketing, PepsiCo Demand Xcelerator

Wednesday • March 29 9:15 am - 10:15 am

Importance of the Voice of Shopper in the Brand Planning Process FACULTY

How do you profitably drive demand across 20+ retailers with unique consumer profiles? PepsiCo, with a global portfolio of diverse and beloved brands, knew that meeting this challenge required more than just great campaigns — it required a revolutionary approach to driving demand across retail partners. PepsiCo’s response was to create Demand Xcelerator, a completely new commercialization of the shopper marketing function. It not only allowed the application of consumer insights at the store level, it delivered customer-specific strategies based on each retailer’s consumer purchase intent signals. The result was a successful local execution with the efficiency of a national program. Attendees will: • See PepsiCo’s Demand Xcelerator in action through case studies of campaigns. • Learn how PepsiCo localized campaigns to account for consumer media consumption and product interest. • Understand how results were measured for these “online + in-store campaigns” and how the insights and consumer strategies were shared with retailer partners.

Steve McGowan, Director, Shopper Marketing, Mondelez International; Margaret Naughton, VP, Shopper Marketing, Geometry Global; Michael Tilley, Associate Director, Shopper Marketing & Strategic Partnerships, Mondelez International

DISTINGUISHED FACULTY

Marketing is evolving. You can no longer create a national campaign and push that messaging across all communication vehicles. The integration of insights, sales, shopper, agencies, equity and consumer engagement personnel has never been more important. Mondelez International believes in an integrated approach to planning, big idea FACULTY development and communications. Its core team leverages its respective functional expertise to make ideas smarter, bigger and ensure easier execution. By linking its marketing partners (equity and consumer engagement) with its shopper marketing team, and by bringing shopper (agency and sales people) early into the idea development stage, Mondelez drives success and ensures that ideas can be leveraged with its retail partners and excellently executed with its retail teams downstream. In this session, attendees will: • Learn how Mondelez runs connections planning and big idea development for the following year. • Discover why and at what stage it is important to infuse the voice of the customer/shopper into idea development. • Hear key lessons that Mondelez has learned over the past few years to apply moving forward.

F1 Innovation

Imagine the Endless Aisle Bill Demas, CEO, Shopkick; Debbie Zefting, Director of Shopper Strategy & Engagement, Barilla America The “Endless Aisle” is coming — and in some cases — has already arrived. As shoppers look to locate and buy from anywhere at any time, marketers need to deliver the endless aisle that must be highly personalized, extremely FACULTY customized and seemingly frictionless. Whether that means viewing recommended products while in-department or an Uber-like tracking of sales associates en route to shoppers on the floor, marketers will win by imagining the same behavioral elements that drive purchase now and extending that across screens, beyond the store and around the clock. This session will discuss how Barilla partnered with Shopkick to reach shoppers on the couch, during their commute or wherever else they had a few minutes. Attendees will:

DISTINGUISHED FACULTY MEMBERS have presented at four or more Institute events and have received an audience rating of > 3.4/4.0 scale.

FACULTY MEMBERS have presented at a minimum of one other Institute event and have received an audience rating of > 3.4/4.0 scale.

• Learn how to bring the endless aisle to life through personalized, customized and frictionless omnichannel retailing. • Discover how future shoppers will behave, what they’ll expect and how to prepare. • Get a peek into the innovative new technologies and digital overlays that will power the next generation of in-store experiences.

@Path2PurchaseIQ

#ShopperSummit

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SEMINARS D2 Loyalty & Personalization

How Sam’s Club Won Back Lapsed Shoppers – and Increased Incremental Revenue – Through Online Digital Offers Adrian Fung, VP, Online Engagement, Sam’s Club; Sherry Smith, President, Triad Retail Media Sam’s Club is known for offering exceptional value to its members. Recently, it recognized that it had many members who had purchased in the last year but not in the last 90 days. To re-engage these members and excite new ones, Sam’s Club launched targeted incentive offers on behalf of Foster Farms, Unilever and Huggies. Powered by Triad Retail Media, these online offers had up to a 12 percent redemption rate and, in some cases, an estimated $3 million of incremental revenue. Triad Retail Media and Sam’s Club will share this case study on how it put instant saving benefits to work through relevant, digital media. Attendees will: • Learn how the partnership between Triad Retail Media and Sam’s Club mutually identified an opportunity to reactivate old, and reward new, members. • Hear the results of each unique targeted incentive offer, including redemption rate, repurchase rate, campaign cost and estimated incremental revenue. • Understand the importance of having a one-to-one customer relationship to drive customer engagement and ultimately, sales.

Wednesday • March 29 10:45 am - 11:45 am

E2 Shopper Marketing Best Practices

Chobani’s Journey to Shopper Tech That Empowers Decisions Shaun Brown, SVP, CPG & Digital Shopper Lead, Momentum Worldwide; Sonia Dalvi, Sr. Brand Manager, Chobani Technology is giving every industry new life, but not without growing pains. How far are we from the wave of the tech revolution that either evolves the physical retail space or renders it obsolete? Chobani has explored many possible futures alongside agency Momentum Worldwide, and is using the agency’s research as a survival guide toward a new direction for how technology can bring brands and retailers new relevance. How can a brand bypass tech’s current time and cost saving measures to help people better make decisions on the selection and use of products? How to look beyond tactics toward human-inspired strategy to see the future of value for the retail experience? This session examines how Chobani took action on the data in how they go to market to connect with shoppers throughout their journey to drive purchase. Attendees will: • Learn how retail winners and partner brands can evolve in the face of technology. • Discover how to prevent a retail experience that’s merely an accessory to the mobile device. • Hear how Chobani uses the demand for decision-making support among shoppers, and how that defines strategic use of technology​.

F2 Innovation

TRACK HOSTS Loyalty & Personalization

Explore how to gain and retain the loyalty of consumers and how to create effective strategies that put the shopper first.

Shopper Marketing Best Practices

Explore how to gain and retain the loyalty of consumers and how to create effective strategies that put the shopper first.

Innovation

Examine emerging trends and new technology and what they will mean for the future.

Innovate or Die – Delivering Transformational Ideas, Even on Zero-Based Budgeting Wes Schroll, Founder & CEO, Fetch; Brian Sobecks, Sr. Digital Innovator & Evangelist, KraftHeinz Zero-based budgeting has not prevented KraftHeinz from making significant investments in emerging technologies aimed at increasing sales and adding efficiencies to its business. In this presentation, the KraftHeinz innovation team will introduce its role within the organization and its approach to identifying and executing transformational solutions, including its success story with Fetch. Fetch provided an opportunity to enhance the shopper’s in-store experience, indicated efficiencies to retailers and ultimately delivered unparalleled insight regarding shopper behavior at the point of decision. This session will: • Introduce the importance of a digital innovation team and its ability to promote new ideas and thinking within a large CPG organization. • Explain the process for identifying partners and prioritizing both immediate and long-term solutions that can increase sales and profitability.

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• Explore the case study highlighting Fetch, a technology partner that delivers increased sales, profitability and loyalty in a new and evolving mobile shopping environment.

SEMINARS D3 Loyalty & Personalization

Personalization: The Key to Unlocking Customers Donna Bressler, Shopper Marketing Sr. Manager, McCormick and Company Inc.; West Naze, VP, CPG Sales, Eyeview The industry is craving personalization, but how do you utilize video to personalize messages to your shoppers? Join an in-depth discussion around the latest strategies and tactics for delivering 1-to-1 personalized video to your shoppers. McCormick will share insights into how it is delivering relevant messages to its target audience and driving business results. Attendees will: • Learn how McCormick launched a new product and drove in-store sales using video of both the new product and its overall portfolio at key retailers.

Wednesday • March 29 12:00 pm - 1:00 pm

E3 Shopper Marketing Best Practices

Re-Engage Your Most Valuable Shopper With Ideas, Inspiration – and a Little Bit of Recognition Chris Russell, Group Director, Shopper Insights, The Coca-Cola Co. New research shows the emergence of the important “Highly Engaged Shoppers” segment. These consumers, who represent about 30% of shoppers but more than 40% of grocery expenditures, enjoy shopping and actively seek new meal solutions, new snack and beverage pairings and new entertainment ideas. This presentation will focus on these highly engaged shoppers, including their needs and unmet needs, their search for new flavors, healthier choices and in-store inspiration. It will tap into results from Coca-Cola’s proprietary iSHOP study to assess their changing habits and provide a recipe for success to help retailers capture more expenditures from this important segment. Attendees will:

• See how technology delivered more than 8,700 video versions highlighting custom offers and local store content across 7,000 retail stores.

• Learn who the highly engaged shoppers are – in demographics and mindset – and how they are different from previous focus clusters.

• Discover powerful trends in video marketing that drive sales.

• Discover the evolving habits, motivations and influences that drive these highly valuable shoppers. • Uncover opportunities for grocery and convenience retailers to win with this segment all along the path to purchase – during pre-trip planning, in-store/in the moment, and after the trip in social media.

F3 Innovation

Design Thinking: The Secret to Achieving Breakthrough Innovation and Customer-Centric Solutions Tony Bynum, Director of Strategy & Innovation, RTC; Michele Fuhs, Head of Future Retail – Premium Retail Experience, BMW Group AG “Design Thinking” is used by the world’s most innovative companies to translate knowledge about a given problem or opportunity into innovative, usercentered solutions in the form of products, services and more recently, experiences. In a forward-looking presentation, RTC and BMW will present their plan to use Design Thinking to rethink BMW’s automotive dealership customer experience. This presentation will walk through a structured 5-phase process, sharing tools and examples of output associated with each phase. Attendees will: • Learn about an application-ready framework for using Design Thinking to look beyond the obvious and developing proprietary insights. • Explore an approach for framing the right problem/s using tools that establish empathy for the customer. • Discover a model for understanding transition vs change and resetting expectations about return on investment.

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VENUE & PRICING We strongly encourage Summit attendees to stay at the Grand Hyatt hotel which hosts the full event schedule. Rooms are limited, so reserve yours quickly.

Grand Hyatt New York 109 East 42nd Street New York, NY 10017

Hotel Reservation Deadline: March 6, 2017 Rates: A reduced room rate starting at $289/night

is available at the Grand Hyatt New York as part of the 2017 Shopper Marketing Summit room block.

Call:

(212) 883-1234 and mention the “2017 Shopper Marketing Summit”



Online: Follow the hotel reservation link found at shoppersummit.com/venue-accommodations

Choose Your Registration Package

e! Best Valu

EARLY BIRD RATES EXPIRE JAN. 31

TOTAL EXPERIENCE (March 27-29) • One Symposium • All General Sessions/Keynotes • Your choice of seven Breakout Sessions/Seminars • Continental breakfast on Tuesday & Wednesday; lunch on Tuesday • One ticket to the Shopper Marketing Celebration awards reception and dinner (March 28) which includes the 2017 Shopper Marketing Effie Awards and the 2017 Shopper Marketing Hall of Fame induction ceremony SUMMIT ONLY (March 28-29) • All General Sessions/Keynotes • Your choice of seven Breakout Sessions/Seminars • Continental breakfast on Tuesday & Wednesday; lunch on Tuesday • One ticket to the Shopper Marketing Celebration awards reception and dinner (March 28) which includes the 2017 Shopper Marketing Effie Awards and the 2017 Shopper Marketing Hall of Fame induction ceremony SYMPOSIUM ONLY (March 27) • One Symposium

P2PI MEMBER RATES PER PERSON

NON-MEMBER RATES PER PERSON

EARLY BIRD

EARLY BIRD

Through Jan. 31



STANDARD

3,360

$

2,955

$

$

3,695

Save 10%

MEMBER DISCOUNTED RATES All current Path to Purchase Institute members pay less to attend Summit. If your company is not a member, consider becoming one before you register. It could save you a bundle! For more information about costs and benefits of Institute membership, please call (773) 992-4464. CANCELLATIONS AND REFUNDS All registration fees for the Summit are non-refundable and non-transferable after March 17, 2017. If you wish to cancel your registration before March 17, please put your request in writing and email to [email protected]. A $50 processing fee will be applied to all cancellations.

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STANDARD

4,030

$

3,545

$

$

4,435

Save 10%



$

3,250



485

$

Save 10%

$

3,900

Save 10%

Save 10% 535

$

SHOPPER MARKETING CELEBRATION AWARDS RECEPTION & DINNER ONLY (March 28) Individual ticket - $310

GROUP REGISTRATION RATES Discounted rates are available for groups of three or more people from the same company. Learn more at ShopperSummit.com/group-registration.

Through Jan. 31

580

$

Save 10%

640

$

Table of 10 - $3,100

REGISTER ONLINE ShopperSummit.com REGISTRATION QUESTIONS? Please call customer service at (985) 801-0678 An Event of the Path to Purchase Institute

AGENDA AT-A-GLANCE MONDAY, MARCH 27 12:00 – 1:00 p.m.

Check-In for Symposium

1:00 – 4:30 p.m.

S1  Symposium: Technology, Innovation and the Future of Shopper Marketing

TUESDAY, MARCH 28 7:00 – 8:00 a.m.

Continental Breakfast

8:00 – 9:30 a.m.

G1  General Session: Bringing Fresh Inspiration Every Day, Hosted by: FCB/RED Collaborative Strategy Hosted by: Crisp

Digital & E-Commerce Solutions

Retail Activation

Hosted by: Great Northern Instore

Hosted by: RevTrax

A1  You Want Me to Buy Where? Finding Success in Unexpected Retail Channels

B1  How to Win in a “Winner Takes All” World – Building E-Commerce Capability

C1  Driving Shopper Engagement in Brick and Mortar with Category Reinvention

11:15 a.m. – 12:15 p.m.

A2  How Collaborative Technology Enables Agile Operations

B2  Best Practices to Activate Every Brand with Digital Shelf Content That Turns Shoppers Into Buyers

C2  Translating Equity Messaging to Create Shopper Relevancy

12:15 – 1:45 p.m.

Lunch

1:45 – 2:45 p.m.

A3  How Albertsons and Coca-Cola are Enhancing the Shopper Experience By Surprising and Delighting Guests Outside the Beverage Aisle

B3  The Re-Engineering of Commerce: Today’s Path to Success Demands New Strategies

C3  The “Green” Approach to Driving Change at Retail

3:15 – 4:15 p.m.

A4  Customized Retailer Solutions That Drive High ROI

B4  T he Impact of Amazon Prime Membership on Digital Shopping Behavior

C4  The Art of Boo’ing: Commercializing a Cultural Trend for the Masses

4:30 – 5:30 p.m.

G2  General Session: Re-Think, Out-Think, Shopper-Think, Hosted by: FCB/RED

7:00 – 9:30 p.m.

Shopper Marketing Celebration - Includes Networking Reception, Dinner, Shopper Marketing Effie Awards & Hall of Fame Induction, Hosted by: The Integer Group & Menasha Packaging Co.

9:30 – 11:30 p.m.

Shopper Marketing Celebration After Party, Hosted by: MaxPoint

9:45 – 10:45 a.m.

WEDNESDAY, MARCH 29 7:00 – 8:00 a.m.

Continental Breakfast

8:00 – 9:00 a.m.

G3  General Session: The Future of the Retail Store, Hosted by: FCB/RED Loyalty & Personalization Hosted by: Crisp

Shopper Marketing Best Practices Hosted by: RevTrax

Innovation

Hosted by: Great Northern Instore

9:15 – 10:15 a.m.

D1  Efficient Localization: Shopper E1  Importance of the Voice of Shopper F1  Imagine the Endless Aisle Marketing as a Sales Growth Platform in the Brand Planning Process

10:45 – 11:45 a.m.

D2  How Sam’s Club Won Back Lapsed Shoppers – and Increased Incremental Revenue – Through Online Digital Offers

E2  Chobani’s Journey to Shopper Tech That Empowers Decisions

F2  Innovate or Die – Delivering Transformational Ideas, Even on Zero-Based Budgeting

D3  Personalization: The Key to Unlocking Customers

E3  Re-Engage Your Most Valuable Shopper With Ideas, Inspiration – and a Little Bit of Recognition

F3  Design Thinking: The Secret to Achieving Breakthrough Innovation and Customer – Centric Solutions

12:00 – 1:00 p.m. 1:00 p.m.

Shopper Marketing Summit Adjourns

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Path to Purchase Institute 8550 W. Bryn Mawr Ave., Ste. 200 Chicago, IL 60631 (773) 992-4450

Also Featuring: 2017 Shopper Marketing Effie Awards

2017 Shopper Marketing Hall of Fame Induction

EARLY BIRD RATES EXPIRE JAN. 31

REGISTER TODAY AT ShopperSummit.com

FEATURING OVER 45 EXPERT SPEAKERS INCLUDING:

Amy Hahn

Michele Fuhs

Karen Sales

Richard Jones

Elizabeth Tung

SVP of Marketing

Head of Future Retail

VP, Shopper Marketing

E-Commerce Lead

Associate Director - National Shopper Marketing

Chris Russell

Wendyjean Bennett

Gina Chiasson Bates

Adrian Fung

Debbie Zefting

Group Director, Shopper Insights

Director of Shopper Marketing

Brand Manager, E-Commerce Shopper Marketing

VP, Online Engagement

Director of Shopper Strategy & Engagement

HOSTED & SPONSORED BY: