Save $200 on the Category Leadership Conference this Week Only
This September there’s only one conference where you will gain the insights and strategies to transform category management into a key leadership role.
The Category Leadership Conference
September 27-29,2010
Hotel Sax
Chicago
The Category Leadership Conference reveals next generation category management practices from brand and retail strategists who are embracing change and revolutionizing retail. Hear best practices from:
Keynotes:
• Dan Heath, Author, Made to Stick & Switch
• Inez Blackburn, President, MARKET TECHNIQUES AND INNOVATIONS, Author, Pride Passion Profit 7 Steps to Category Development
• Marc Gobe, President, EMOTIONAL BRANDING, Author, Emotional Branding
• Scott Davis, Chief Growth Officer, PROPHET, Author, The Shift
Retailers:
• Chris Huot, Director, Category Management, ACE HARDWARE
• Hilary Bloch, Category Management, ACE HARDWARE
• Chris Borek, Senior Manager, Multi-Channel Interactive Experience, TARGET
• Eli Getson, SVP, GMM, GOLFSMITH INTERNATIONAL
Brands:
• Craig Geiger, Director of Category Management & Shopper Insights, BARILLA USA
• Tiernan Summins, Director, Shopper Insights, THE KELLOGG COMPANY
• Joe Bourland, Director, Category Management – North America, KIMBERLY CLARK
• David Campbell, Vice President, Category Management Services, THE COCA-COLA COMPANY
• Carmen Brace, Integrated Customer Marketing Director, Category Leadership, CONAGRA FOODS
• Don Baker, BP Pricing and Category Selling Strategies, SARA LEE
• Carla DiGiovanni, Director of Training SARA LEE
• Bob Keahiloa Wong, Director, Category Leadership, DEL MONTE FOODS
• Heath Rigsby, Director of Sales Planning & Category Strategies, BURT’S BEES
• Carolyn Hendriksma, Senior Director Customer Strategic Insights, THE HERSHEY CO.
• Tom Kersten, Senior Manager, Retail Category Development, MICROSOFT
• Jonathan Nell, Director, Shopper Marketing, DIAGEO NORTH AMERICA
Industry Thought-Leaders
• Michael R. Murphy, Ph.D., Research Manager, US, FIFTH DIMENSION
• Alison Chaltas, Principal, INTERSCOPE
• Joe Beier, Vice President, INTERSCOPE
• John Dranow, CEO, SMARTREVENUE
• Dard Neuman, President of Insights, SMARTREVENUE
Don’t miss this opportunity to take category management to the next level. Register by THIS Friday and save $200. For more highlights on the program, download the brochure.
We look forward to seeing you there.
What’s next on the shelf and what matters in category leadership
Are you looking for what’s next on the shelf and what matters in category leadership and shopper marketing?
Look no further – The Category Leadership Conference spotlights next generation category management practices from brand and retail strategists who are embracing change and revolutionizing retail. Join us in September and you will walk away with the insights and strategies you need to evolve your role from management to leader.
This week’s featured session:
10 Mistakes to Avoid as a Category Leader
Bob Wong, Director of Category Leadership, DEL MONTE
People are not typically born with all the necessary skills and perspective to do category management well. It usually happens over time… through trial and error, along with some training, mentorship and even luck. As a seasoned veteran and an industry leader, my hope is to give back some words of wisdom. This session will provide some helpful guidance to both new and experienced category management professionals.
In addition, hear real-life case studies from: The Coca-Cola Company, Kimberly Clark, ConAgra Foods, Sara Lee, The Hershey Company, The Kellogg Company, Microsoft and more. See the full speaker list.
Get inspiration from visionaries with breakthrough thinking! Hear keynote presentations from:
• Implementing Change When Change is Hard
– Dan Heath, Author of Switch: How to Change When Change is Hard
• From Brick to Click, Designing to Peak Emotions: Using Social Media to Re-connect with Consumers On and Off-line
– Marc Gobé, Author of Emotional Branding
• Pride Passion Profit – 7 Steps to Category Development
– Inez Blackburn, President, MARKET TECHNIQUES AND INNOVATIONS & Author, Pride Passion Profit – 7 Steps to Category Development
• Today’s Marketer, Tomorrow’s Growth Leader
– Scott Davis, Senior Partner, PROPHET & Author, The Shift
Remember to register by July 23rd and save $400. For more highlights on the program, download the brochure.
Fancy a Snack? Try Some Ice Cream!
As I said in my previous post, just because it’s the last day of the conference doesn’t mean the content and questions aren’t thought provoking! And maybe hunger provoking too!
I had the chance to sit in on the Nestle’s New Merchandising Location Strategy preso specifically covering ice cream cups presented by Russ Onish and Alex Sodek. The added bonus for sitting in? A chance to sample some of the great ice cream. Talk about a delicious multi sensory experience!
Nestle’s ice cream brands include Haagen Dazs, Dreyer’s, Edy’s as well as Skinny Cow. All of these brands have cup options for a total of 30. Cups are an interesting concept because ice cream can be an intensely personal experience. Everyone has their own favorite brand or likes to eat ice cream in a certain way. Cups also let you be a little more adventurous. You can try a new flavor without committing to a whole tub. And, for us permanent dieters, cups are great for portion control.
For the retailer and manufacturer, cups are a huge revenue opportunity to expand ice cream to be more than ice cream, like desserts or snacks. Here’s an interesting ratio to give a sense of scale $10 Ice Cream : $40 Dessert :$100 Snack. So, if these cups are crucial to expand into “snack” then the question becomes how to merchandise these cups properly: either with the parent brand or within a separate case? And how do you learn the answer quickly and reliably?
The answer lies in virtual shopping research! There were two questions:
- Should the cups be in a dedicated case or with the brand family?
- How should promotional pricing be communicated: 99 cents or 10 for $10?
I wish I could show you the virtual shopper research demo! We saw a video of how the shopper traversed the virtual grocery store and arrived at the ice cream aisle. The shopper could stop at any case and make any amount of purchase they desired. Here’s a little of what they learned:
- The Skinny Cow branded cups performed better when placed with their parent brand and the 10 for $10 offer resonated more than the 99 cent each offer.
- The other branded cups performed better in a dedicated case. When placed in the dedicated area, people bought more within the category, they bought in multiple, they bought in variety yielding more dollar sales. People also traded up to more cups versus tubs ($1/serving versus $.31/serving).
- In terms of pricing the 10 for $10 offer yielded 21% sales penetration versus 18% for the 99 cent each offer. Also, people bought more cups when offered at 10 for $10.
Nestle made recommendations for retail implementation. Here are some of the results:
- 90% of stores now stock the cups together. These stores have sales 53% higher than the 10% that did not stock the cups together.
- 85% of the stores keep the Skinny Cow cups with the parent brand. These stores have sales 136% higher than the 15% that did not stock the cups with the parent brand.
- Sales are currently at $50MM which is up 45% over one year ago. 2011 Forecast shows $300MM in sales.
All in all, these are delicious results for Nestle. I really enjoyed this preso – what about you?
Parissa Behnia
Idea Chef
678 Partners
Where Do Your Eyes Go?
Are you enjoying these sessions as much as I am? I’ve learned quite a bit so again, a big thanks to IIR and Shopper Insights in Action!
After lunch, I listened to Herb Sorenson and Jacob Suher present The Path of the Eye in Shopping and Purchasing. It was a fascinating discussion of how our biological framework can be a help and a hindrance to our shopping. As I was listening to their comments, I remembered yesterday’s keynote by Mark Changizi so I will try to bring in some of his comments here as well.
This presentation showed us through a practical video example that the current aisle setup and merchandising creates clutter which forces the shopper to filter through the choices to eliminate what they don’t want in order to focus on and select what they do want. The video showed us that while our torso and our feet move, our point of focus does not move. This rather reminded me of the hand exercise in yesterday’s keynote. If you recall, when we blocked one open eye with a hand, that hand became semi transparent.
Sorenson and Suher’s research showed that if the shopping times were quicker, then the basket sizes grow larger. A few approaches to minimizing shopping time include reducing the number of SKUs and also laying out products horizonally instead of vertically. In other words, if you maximize shopper efficiency, the time you give back to the shopper will be rewarded with larger baskets and increased loyalty.
What’s interesting here (and what I couldn’t ask because Q&A time was over) was that WalMart lost sales and customers because they minimized SKUs. I wish I could understand how and why WalMart’s practical example differs from the research findings. Furthermore, Changizi’s comments yesterday suggested more depth than breadth when it comes to displays/merchandising which is also different from the recommendation here. It would be good to know where and how these findings fit in with one another.
Another question I had was typical big box/warehouse stores typically are longer shopper times (not shorter) with inefficient layouts. Why and how is it that it’s impossible to walk out of Costco, Target or WalMart having spent more than you intended if the trip is long (especially taking checkout into consideration)?
I know there are good answers to these basic question? Were you in the session with me? What would you add?
Parissa Behnia
Idea Chef
678 Partners
The Producers of FUSE & Shopper Insights in Action present…
Two Co-located Events to Meet All Your Retail Needs -
Select One or Attend Both by Upgrading to an All-Access Pass for $500.
THE PRIVATE BRAND MOVEMENT
Building Brands at retail: strategy. design. innovation. collaboration.
September 27-29, 2010 • Hotel Sax • Chicago, IL
The Private Brand Movement is an unprecedented gathering of brand and retail strategists who are embracing change and revolutionizing retail by delivering brands that meet today’s consumer needs. Real world case studies will showcase how the best are developing a customer-centric brand strategy to fuel design, marketing and brand communication strategy.
Key deliverables for 2010:
• Develop a Brand Strategy, articulate a brand promise and translate it into the marketplace
• New models of collaboration between brands and retailers for innovation and mutual product demand
• Packaging trends, what matters, what will pop off the shelf?
• Create brand meaning and communication through design
• Elevate your brand equity by advancing value and design
• How you can rise to the challenge of what’s next for your brands and your consumers
Hear real-world case studies from Target, Safeway, Kraft, Sears, Victoria Secret, McDonald’s, Walgreens, The Hershey Co., L.L.Bean, Meijer Stores, Ace Hardware, Philips, Sam’s Club, Office Depot, and more. See speaker list.
Download the brochure for full details. Register by Friday, June 18 and save $300.
THE CATEGORY LEADERSHIP CONFERENCE
what matters, what’s next on shelf
September 27-29, 2010 • Hotel Sax • Chicago, IL
The Category Leadership Conference features next generation category strategies to help brand and retailers revitalize the shelf, awaken sleepy categories, incorporate private labels and reinvigorate sales. Today’s shoppers have different needs by category, by channel, by store. This isn’t your category management event from the 80′s, 90′s, or even last year, this is the event to keep your shoppers coming back for more.
Key deliverables for 2010:
• Link category planning and category performance to allow retailers to understand key measures that drive performance for their store
• Practical toolbox to improve your sales
• Align with your retailers and adapt to their needs
• New models of collaboration that provide value to shoppers
• Boost marketing and sales performance with new technologies including social media, virtual shopping platforms and more
• Leverage a fusion of category leadership and shopper marketing to remain relevant and competitive
Retail leaders from The Coca-Cola Company, Kimberly Clark, ConAgra Foods, Sara Lee, The Hershey Company, The Kellogg Company, Microsoft and more will share real-life case studies on how best-in-class brands are structured organizationally. See speaker list.
Download the brochure for full details. Register Friday, June 18 and save $300.
Whether you attend one or both, get inspired from our visionary keynotes sharing their perspectives on how to change, evolve and grow:
Implementing Change When Change is Hard
Dan Heath, Author, Switch: How to Change Things When Change is Hard
From Brick to Click, Designing to Peak Emotions: Using Social Media to Re-connect with Consumers On and Off-line
Marc Gobe, Author, Emotional Branding
We hope to see you this September.
Shopper Insights in Action Presents: The Category Leadership Conference
Entering a new decade, category development has evolved from a management role to a leadership opportunity. By keeping with with the changing consumer demand, successful retailers and suppliers are contributing directly to the health of the business by focusing on what matters and what’s next on shelf. Our conference theme for 2010 …
With insights as the backbone to transformational retail strategies these new leaders are responsible for driving incremental growth through merchandising, assortment, pricing and shelf management. It’s an exciting place to be!
The Category Leadership Conference
September 27-29, 2010
Hotel Sax – Chicago
Special Early Bird Discount expires June 11th!
Register Today and Save $400 off the standard & onsite rate
Newly named for 2010, the “Category Leadership” Conference spotlights next generation category management practices by balancing visionary perspectives with real world corporate case studies.
Key deliverables:
- Link category planning and category performance to allow retailers to understand key measures that drive performance for their store
- Practical toolbox to improve your sales
- Align with your retailers and adapt to their needs
- New models of collaboration that provide value to shoppers
- Boost marketing and sales performance with new technologies including social media, virtual shopping platforms and more
- Leverage a fusion of category leadership marketing to remain relevant and competitive.
This year we welcome our keynote speaker, Dan Heath, Author of Switch: How to Change Things When Change is Hard
Check out this video courtesy of Fast Company that features Dan as he discusses a key point in his book:
Why Change Is So Hard: Self-Control Is Exhaustible
OFFICIAL CALL FOR PRESENTERS: Category Leadership Conference
OFFICIAL CALL FOR PRESENTERS
Submission Deadline: Wednesday, March 24, 2010
[Note: Papers are accepted on a rolling basis so early submissions are encouraged.]
From: Amanda Powers, Senior Conference Producer, IIR
Re: Category Leadership Conference 2010, Call for Presenters
Event Date & Location: September 27-29, 2010, Chicago, IL
Deadline: Wednesday, March 24, 2010
READ ON FOR SUBMISSION INSTRUCTIONS AND GUIDELINES.
Added Bonus: Each speaker will receive free admission to the conference (a $2000+ value) including admission to all conference sessions, networking events, lunches, exhibit hall, etc.
WHAT
The producers of the Shopper Insights in Action Conference present the Category Leadership Conference, an unbiased industry event that showcases next generation best practices for using data, insights and organizational prowess to optimize the shelves and improve total store sales.
Entering its fifth year, the event producers (IIR), are working vigilantly to once again raise the bar so that the content and experience are unparalleled.
The event will showcase the latest methods for reinventing category management and working with cross functional teams in sales, shopper insights and shopper marketing to drive growth and win at retail. Whether you are new to category management, a seasoned veteran, or a proactive strategist interested in being a better collaborator, this is THE event for you.
WHO
We are currently recruiting corporate retailers and manufacturers from a diverse range of industries to share new perspectives and case studies about the next generation of category management.
TOPIC AREAS
Content areas for 2010 include but are not limited to:
Navigating Brand Needs with Category Needs during Strained Times
The Role of Brands in Stores
Driving Retailer Growth & Profits by Understanding Customer Interactions with Categories
How Lifestyles and Lifestages Affect Buying Trends by Category
Using Shopper Information to Drive Better Decisions at Retail
Turning Plans into Success at the Store Level: Getting the Implementation Right
Building Category Plans Equipped to Evolve as Customers Needs & Preferences Change
Driving Incremental Volume in Categories to Improve Total Store Performance
Beyond the Numbers: Evolving Your Category Management Practices with Shopper Insights
Managing the Assortment Amidst the Private Brand Boom
Reinventing the Store Layout to Optimize Flow & Adjacency Opportunities
Redesigning the Aisles Around Shopper Occasions
Testing Category Changes Virtually
Aligning the Innovation Pipeline with the Value Proposition
Category Management Principles in Convenience Stores
Recalibrating the Assortment Mix Models to Align with Today’s Consumers
ROI: Integrating Data to Ensure Optimal Return on Investment
Innovative Solutions Delivered on the Shelf
Identifying Your Competency Models to Ensure Effective & Efficient Category Management
Streamlining Category Management Analytics & Reporting
Next Generation Sales: Insights + Collaboration=Powerful Results
How a Grocery List Can Dictate Path to Purchase
We are also currently recruiting speakers for the Shopper Marketing Fusion Summit – The intersection of category management and in-store marketing
Reorganizing the Cross-Functional Teams for Transparency and Data Sharing
Creating a Process to Move from Insights to Deployment to Implementation
Building a Shopper-Centric Marketing Team
Integrating Social Media & Social Networking
Creating Cross-Channel Synergy for a Seamless End to End Shopping Experience
** Please feel free to submit additional topics of your choice. These are only a few themes and we are not limiting submissions to these topic themes alone.
Please see template below for standard abstract format:
Sample Session Summary
Maximizing the Balances Scorecard for Agents and Site Improvements
Tom Smith, VP, Customer Analytics, ABC Company
Tom offer a dramatically different approach to using balanced scorecards for enterprise-wide business improvements. He will show how he designed his agents scorecards, implemented them and how he communicated the findings to key stakeholders to create change. He will also share his ideas to “interactive” measures versus “linear” measures so that measurements align better with the user and customer experience.
KEY TAKEAWAYS
• A new balanced scorecards design system
• More effective measurement of an organization
• Transforming into business improvements
Brief Bio: Tom has spent more than 20 years within with various Fortune 100 companies focused on building the right metrics infrastructure. He has led the customer metrics group within ABC for the past 10 years where they have measured over 30 million in cost savings improvements. He is certified in XXXX.
Speaker contact details:
Tom Smith
VP, Customer Analytics
ABC Company
123 Main Street
Cleveland, OH 10111
P: 333.444.5566
Cell: 333.444.66.777
Please indicate which format you feel would be most appropriate for the proposed topic. Format options include:
Standard case study presentation (45 minutes long)
Panel (3-4 participants debate a selected topic for approximately 1 hour)
Lead an interactive audience discussion breaking the audience into teams (45 minutes long)
Experiential workshop (3.5 hours long)
Moderated discussion (45 minutes long – submissions should be prepared to service as moderator for a discussion group)
For Practitioners Only:
For consideration, please email apowers@iirusa.com with the following information by Wednesday, March 24, 2010:
Proposed speaker name(s), job title(s), and company name(s)
Contact information including address, telephone and email
Please indicate which of the topics you plan to address. If it is the latest tools and techniques, please indicate what is new about the. (Please indicate the topic area if it is an interactive session and the amount of time you will need).
Talk title
Summary of the presentation (3-5 sentences)
What the audience will gain from the presentation (please list 3 key takeaways)
What if I am not a corporate practitioner (from a client-side company) but still would like to participate?
80% of our content will be delivered by corporate practitioners. A limited number of sessions on the program are reserved for our event sponsors. If you are a consultant or solutions provider and wish to be a part of the program, please contact Jon Saxe at 646-895-7467 or via email at jsaxe@iirusa.com for information on how you can get involved.
Due to the high volume of response, we are unable to respond to each submission. All those selected to participate as speakers will be notified shortly after the deadline.
Thank you for your interest in The Category Leadership Conference. Check back for updates on the program at www.iirusa.com/category.
All the best,
Amanda Powers
Senior Conference Producer
Institute for International Research
