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6
Nov

Live from #shopper360: Using Technology to Drive Insights

Today Jeremy Cohen, CEO, RED DOT SQUARE SOLUTIONS, and Dave Nelson, Head of Space, Range and Merchandising, TESCO, opened up the floor to reflect on Using Technology to Drive Insights.

Tesco in New Prokocim (Kraków)

(Photo: Wikipedia)

Three rules for driving value from tech:

  • Tech is an enabler it is not a destination
  • Tech allows you to challenge the status quo
  • Be clear on the challenges and benefits

How can suppliers help retailers:

  • step outside of the aisles, think store
  • visualize things the way a shopper will see them
  • understand shoppers locally
  • combine our data with outside data for new insights
  • make sure insights come with clear actions
  • give us ideas that help us to be more efficient as well as effective

Tech is changing:

Transparency, Personalization, Contextualization in terms of better insights, faster activation and from the perspective of the shopper and their needs.

“The only way of discovering the limits of the possible is to venture a little way past them into the impossible.” ― Arthur C. Clarke

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6
Nov

Live from #shopper360: Perform or Perish: Consumer Trends to Kick Ass in 2014

This morning Henry Mason, Global Head of Research & Managing Partner, TRENDWATCHING.COM, kicked off the main day at the international Shopper Insights in action by discussing Tapping Into and Profiting from the Hottest Consumer Trends.

Half a dozen trends for 2014:

  • Honest Flexibility: Being honest about flaws and pre-empting consumer frustration
  • Instant Makers
  • Currencies of Change:
  • How can you help customers do what they want?
  • Upgradia
  • Internet of Caring Things
  • Crowd Shaping
  • Guilt Free Consumption – Divided Self: GFC & Self

Think about how to combine trends – that’s the sweet spot of innovation, the intersection of multiple trends.

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5
Nov

Live from #shopper360: Understanding the Future Consumer and Shopper Mindset in Europe

Lloyd Burdett, Head of Global Clients and Strategy, THE FUTURES COMPANY, officially kicked off the international Shopper insights in action main conference this evening by speaking about the Future Consumer and Shopper Mindset in Europe.

Currently, consumers seem to be deadlocked, enraged by the economy and big business. In 2013, Europeans have become even more shrewd and battle hardened.

Savvy shopping behavior looking for the best price for what is needed not the cheapest price/product. Shoppers are resourceful, but also watchful, not complacent.

It’s easy t misunderstand shopper motivations against this context. There is a need to drill down to a deeper undertsnading of the “why” behind the “what” of consumers and their motivations.

5 point plan:

  • don’t get caught napping
  • don’t get caught in the crossfire
  • be an ally, not an adversary
  • adjust your strategy
  • for different local fronts
  • evolve to fit the need

Time used to be the thing we all needed more of that was in short supply, then it became energy, and now it’s moved on to headspace.

A new generation of shoppers;

  • digital immigrant
  • digital natives
  • digital dependent

The constantly connected consumer, can’t switch off any more.

Social platforms become central to the shopper experience, location based services go mainstream, mobile enhanced everything.

Consumers & shoppers want the benefits of control without the demands that come with it.

How can you solve this paradox? That’s the path to innovate.

ABOUT THE AUTHOR

 

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

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5
Nov

Live from #shopper360: Deconstructing Shopper Marketing to Deliver Brilliant Basics

James Brett, Head of Shopper Marketing, KERRY FOOD, discussed deconstructing shopper marketing to deliver brilliant basics sharing both the good news and bad news.

“Shopper marketing is the catalyst for integration within profit-conscious consumer goods businesses.”

What can happen: > insights> target shopper > big idea> develop the look of success” > engage the retailer> book the media> execution & store visits >project evaluation

But no aligning KPIs at the offset so how to measure success?

Where the theory goes awry?

  • Cross-functional buy-in
  • Integration of plans: ATL v. Promotional v. Shopper v. etail
  • Planning Cycle: Assets arrive too late
  • Expectation Management
  • Shopper measurement: econometrics says “shopper marketing is unprofitable”

External:

  • Tepid support from retailer: writing plans & ways of working
  • Integration of plans
  • Retail media menu: Effectiveness v. cost
  • Compliance and consistency
  • Shopper Measurement: Category Impact

225 different touch points to overcome and align…

3 Brilliant Basics: excellence in execution

  • Know your shopper: understand their needs
  • get integrated: shared “look of success” everyone has skin in the game
  • leverage a return: disrupt shoppers and offer a positive experience

Objectives: deliver a shopper campaign for shoppers

  • Deliver a campaign that resonaates emotionally
  • make it easier to find and shop
  • drive traffic to store and online
  • grow sales through improved shopping experience

 

ABOUT THE AUTHOR

 

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

 

 

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5
Nov

Live from #shopper360: Activating the Store and Boosting the Shopper Experience

Martin Urrutia, Global Front End Retail Lead, LEGO SYSTEM, shared his experience today while telling us about Activating the Store and Boosting the Shopper Experience: Insights into Action.

Martin began by admitting he loves shopping and spoke of memories of shopping for fresh fish with his mom compared to the white, clean packaged fish shopping experience of today.

8 years of consecutive success has caused challenges for them in terms of shopper efficiency in their programs in 130 countries.

As a pioneer, brand awareness, emotional connection, brand communication, navigation, all have been important for Lego for many years,…

Usually insights become small solutions in bits and pieces. At Lego, everything in insights driven, they have a consumer in-house agency and a in-house shopper marketing agency to create a positive in-store experience.

Shopper and consumers are very different when it comes to toys, pet food, and baby care.

Big Ideas: Insights, Expertise, Growth, Synergy need to be tied to different business needs.

If you are alone in your insights, you will never grow.

What’s next?
• Omni Channel
• Integration of online/offline expereieces
• Digital at Retail
• Continue to understand shoppers & consumer
• Keep developing and testing
• Focus on core

Take Away:
• It’s a journey but start now
• B&M is still relevant, especially for children and Toy Industry
• In-store it’s about strategic planning not just tactics
• Include a test phase for learning
• In-store activation needs to have a strategic purpose
• Ask yourself what you want to do and why, what shopper behavior do you want to influence/change?
• Long term vision for execution

 

ABOUT THE AUTHOR

 

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

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5
Nov

Live from #shopper360: Rethinking Business as Usual: The Art of Thinking Differently

Bas Verhart, Co-Founder and Executive Director, THNK – THE AMSTERDAM SCHOOL OF CREATIVE LEADERSHIP, presented  Rethinking Business as Usual: The Art of Thinking Differently at the 2013 International Shopper Insights in Action.

What do you see as you envision as think of the future? People don’t like to challenge their core beliefs.
IMG_1919[1]Seeing, thinking, feeling, creating….
Synchronicity – open mindedness.

How to apply creative thinking to anything?
Current Frame: Why do we do the things the way we do them?
ReFrame: Can we do things differently?

Step 1: take a core belief
Step 2: identify supporting beliefs
Step 3: take on exact opposites to beliefs
Step 4: use only opposite beliefs to construct a totally new core belief

ReFraming can be used for anything: rethink what stress means? What issues you have with a person? Forgetting about all the limiting beliefs.

80% of business models are at risk because of lack of innovation.

Think Creation Flow: Sensing, Visioning, Prototyping, Scaling

We tend to think of one big idea or one big insight instead it’s better to look at hundreds of these such as the river of data from social media platforms.

 

ABOUT THE AUTHOR

 

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

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5
Nov

Live from #shopper360: Emart Reinvented: Transformation to a World-Class Retailer

Andres Nicholls, Partner, PROPHET, kicked of the intensive strategy symposia day at the International Shopper Insights in Action today by noting, “We want to make sure those numbers, those insights, create experiences,”  in presenting Emart Reinvented: Transformation to a World-Class Retailer.

Inside the box thinking:

What they wanted: More compelling brand, advocacy
There was a potential for driving consumers with emotional pull that wasn’t being utilized. We found most Koreans were very similar, but the segmentation wasn’t based on who shops but why those consumers shop.

The everyday is critical by delivering fresh solutions that help you live a better life every day. Strategy needs to go in front of the creative to drive it.

Deconstructing the entire consumer journey by analyzing each and every consumer touch points looking at what needs to be consistent and what needs to be emphasized.

ABOUT THE AUTHOR

 

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

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4
Nov

Open Call for Speakers: Shopper Insights in Action 2014

CALL FOR PRESENTERS: Shopper Insights in Action 2014
Submit your proposal by email to rmcdonald@iirusa.com by December 6, 2013

14th Annual Shopper Insights in Action Conference 2014
Event Date: July 14-16, 2014
Location: Navy Pier – Chicago, IL

INDUSTRY ALERT: OFFICIAL CALL FOR PRESENTERS
The Institute for International Research (IIR) is currently seeking corporate practitioner presenters for:

The 14th Annual Shopper Insights in Action Conference

Due to the high volume of submissions, we suggest you submit your proposal early and no later than December 6, 2013 to Rachel McDonald, Senior Conference Producer at rmcdonald@iirusa.com. Only proposals from brand and retail corporate practitioners will be considered, for all other submissions please see sponsorship section below.

Shopper Insights in Action is the annual voice of the industry event for shopper marketers, shopper insights/researchers, category leaders and merchandisers. As always, the content remains focused on the “ACTION”, every presentation must illustrate both the research and what was done with the research to make it actionable at retail, moving beyond theoretical to focus on real-world lessons-learned and success stories. We are looking for presentations that will explore new ways of thinking about shopper innovation.

How to Submit

For proper consideration, please include the following information with your proposal:
• Proposed speaker name, job title, and company name (only brands and retailers will be considered. If you are a sponsor, see below)
• Speaker contact details: mailing address, telephone and e-mail address
• Short biography of speaker (50-75 words max)
• Title of presentation (one line, benefit oriented)
• Short session description (no more than 75 words), followed by three bullet points of what audience will learn from this session.

Tips/Guidelines to Consider

• Your proposal must showcase new and relevant information and how it will move the industry forward.
• Case studies are 40 minutes in length (including Q&A)
• Commercialism and self-promotion from the podium is strictly prohibited.
• Attendees include CPG, Non-CPG and Retailers: shopper and consumer insights/research, shopper marketers, category leaders and merchandisers plus solution providers and technology companies responsible for gathering, translating and actioning shopper-focused insights.
• Travel and expenses are the responsibility of the speaker.
• If your proposal is accepted you agree that it has not and will not be presented at any other industry forum within one year. It is important that the content is fresh and not repurposed here or anywhere else.

CONTENT AREAS FOR 2014:

• The Future of the Store
• Commerce Everywhere Case Studies
• Evolving Roles & Responsibilities of Shopper-Focused Leaders
• The Fluid Journey to Purchase
• Understanding Shopper Behavior/Attitudes
• Retail Experience
• Examples of Measurement & ROI
• Real-time Shelf Insights
• Integration of Shopper and Consumer
• Strategic Merchandising Activations
• Mobile Research & Innovation
• Category Vision & Reinvention
• Digital Integration at Retail
• Data vs Insights
• Loyalty Card Insights and Actions
• Crowdsourcing
• Collaboration across Shopper & Consumer Focused Teams
• Shopper Segmentation Research
• Strategic Selling Strategies
• New Trends, Research Tools and Technology
• Collaboration Strategies at Retail
• Emerging Markets and Global Capabilities
• New Store Formats & Store Experience
• Driving Frequency & Basket Growth
• In-Store Activation Strategies
• Shopper Analytics
• Neuro Marketing: Case Studies
• Category Growth Strategies
• Innovation in Private Brand & Brand Identity
We are also happy to consider topics not listed here that you feel would add value and be appropriate.

Speakers receive FREE admission to the conference as well as any pre-conference activity such as workshops or symposium (a $4,000 value).

Sponsorship & Exhibiting Opportunities

What if I am not a corporate practitioner (from a client-side company) but still would like to participate?
More than 70% of our content will be delivered by corporate practitioners from retailers and manufacturers. If you are a consultant or solutions provider and wish to be a part of the program, please contact Jon Saxe, Senior Business Development Manager at jsaxe@iirusa.com or 646-895-7467. We will customize opportunities to fit your needs from speaking, branding, networking and/or exhibiting.

Due to the high volume of proposals we receive, not every submission is selected. We rely heavily on three components:

• Content matches interest of audience identified through research.
• Compelling topic that showcases something new and exciting. It must show how insights were leveraged to drive action/sales/loyalty.
• Speaker is able to provide details in the format of a case study or interactive session. This event is about sharing with members of your industry, so the speaker must be willing to showcase the “how-to” details.

Those selected will be notified no later than January 2014. Thank you for your interest in Shopper Insights in Action. Stay tuned for more details on the event website at www.ShopperInsightsEvent.com.

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31
Oct

A snapshot of the Swedish e-commerce market

A snapshot of the Swedish e-commerce market giving an overview of the segments share of the market as well as consumer behavior within the market.

Swedish E-Commere

Explore more infographics like this one on the web’s largest information design community – Visually.

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30
Oct

Attending Companies Announced – 2013 Shopper Intl

The International Shopper Insights in Action event is just 1 week away and this is your final reminder to reserve your spot with code: SIA13BLOG to save 15% off the standard rate.

With over 200 leading Researchers, Category Managers, Shopper Marketers, Merchandisers and Industry Experts, over 76% of which are Client Side Game Changers, from across the globe in attendance SIA is the industry’s “must attend” event.

Companies confirmed to participate include:
Advantage Group
Akzonobel
Allied Bakeries
Altia Plc
Amrest
AnadoluEfes
Arla Foods
Bacardi-Martini
Barilla
Beiersdorf Ag
Blue Lemon Qualitative Research
Britvic Soft Drinks
Campofrio Food Group
CCB Management Services
Coca-Cola
Colgate Palmolive Europe Sarl
Coop Danmark
Danone
DashboardVision Ltd
Debenhams
Dunnhumby
Eldorado
Empresa Media as
Energizer
Ferrero MSC GmbH & Co KG
Ferrero S.A.
Ferrero SPA
Fjordland
Flixmedia
Foodcorp Proprietary Ltd
Frieslandcampina
G2 EMEA
General Mills UK Ltd
Geometry Global
GfK
GfK Shopper & Retail Strategy
GlaxoSmithKline
Gratterpalm
Groseri Market
GSK
Hakuhodo Inc
Halfords UK
Heineken International Henkel
Incontext Solutions
Ipsos
IRI
Join the Dots (Research) Ltd
JT International SA
JTI Marketing & Sales
JWT
Kantar Retail
Kantar Retail Brazil
Kantar Retail UK
Kerry Foods
Kimberly Clark Corporation
Kosmelita
Life
Loftice LCC
Mars
Mars Chocolate Russia
MaxiMice LLC
Mesh
Metro Cash & Carry Romania
Metsa Group
MMR Research Worldwide
Mondelez International
Nestlé
Nestlé Purina Petcare
Nexium Customer Solutions
Nicoventures Ltd
Nielsen
Nokia
Nordic Market Research
NORM Research
Omega Pharma Manufauring GmbH & Co. KG
Omega Pharma NV
PepsiCo
Pepsico Netherlands
Perception Research Services Intl
Perfetti van Melle
PMR Ltd
Procter & Gamble
Procter & Gamble Europe
Prophet Red Bull
Red Dot Square
Research Now GmbH
RWTH Aachen School Of Business And Economics
SAB Miller
Samsung Mobile
Samsung Telecommunications
Sanitarium Health & Wellbeing Co
Sanofi
Sanoma
Sensory Logic
Shopitize
Stabburet AS
Tesco Czech
The Coca-Cola Company
The Consumer Factor
The Futures Company
The LEGO Group
The Silver Spoon Company
The University Of Oxford
THNK, The Amsterdam School of Creative Leadership
TNS
TNS Aisa
TNS NIPO
TNS MIC
TNS Retail & Shopper
TNS Sofres
Tobii Technology AB
Trendwatching.com
Triad Digital Media
Triad Retail Media
Twentieth Century Fox Home Entertainment
Unicer Bebidas SA
Vision Critical
Vitana AS
Vivid Brand
Warburtons
WARC.com
William Grant and Sons

Make sure to reserve your spot today.

* Special Rate for Retailers at The International Shopper Insights in Action Event

We recognize the retailer’s need to understand shopper and consumer engagement and segmentation to drive loyalty.

Here are some sessions that will be of particular interest to you:
• Using Technology to Drive Insights
Jeremy Cohen, CEO, RED DOT SQUARE SOLUTIONS
Dave Nelson, Head of Space, Range and Merchandising, TESCO
• The Emerging Relationship Economy: How Cultural Macroforces are Redefining Business, Brands, and the Skillset You’ll Need to Succeed in the Years Ahead
Tom LaForge, Global Director of Human & Cultural Insights, THE COCA-COLA COMPANY
• What the First World can Learn From Emerging Markets
Paco Underhill, Retail Expert and Best-Selling Author, Why We Buy: The Science of Shopping and What Women Want
• Emart Reinvented: Transformation to a World-Class Retailer
Andres Nicholls, Partner, PROPHET

Explore with Leading Researchers, Category Managers, Shopper Marketers, Merchandisers and Industry Experts such as:
• Stephen Russell, Country Head Czech & Slovakia, DUNNHUMBY
• Olin Novak, Tesco Marketing Director, TESCO CZECH
• Stephanie Carson, Marketing Director, Retail, SAMSUNG MOBILE
• Tim Benner, Ph.D., Senior Manager, Research, Strategic Marketing, SAMSUNG TELECOMMUNICATIONS
• Alison Chaltas, EVP, GFK SHOPPER & RETAIL STRATEGY
• Allan Rosborg Jakobsen, Research & Insight Manager, COOP DANMARK
• Matt Marontate, Business Development Manager, VISION CRITICAL
• Caroline Pollard, Strategy Analyst, DEBENHAMS
• Cosmin Tanase, Head of Merchandising, METRO CASH & CARRY

Join us; explore consumer and shopper behavior, innovate the decision journey and activate intelligence.

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