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Following success of shopper marketing masterclass in Tallinn last year, ECR Baltic has an opportunity to run the shopper marketing masterclass on 5th of March in Vilnius, Lithuania.
Please book your seat before 21st of February by email: edgars@ecr-baltic.org (call/sms +371 26546645).
Register online!
Cost:
ECR Baltic members EUR 400 + VAT | Others: EUR 600 + VAT
Place of the event and room from EUR 70 at LeMeridien Hotel Vilnius.
Important disclaimer: ECR Baltic reserves the right to cancel training if less than 10 participants confirmed!
Meanwhile, please do not hesitate to fill in ECR annual category management and shopper marketing benchmark survey, here!
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About the Shopper Marketing Master-Class:
The shopper marketing session with Ken Hughes had the highest possible rating from participants at ECR Baltic Forum 2013 in Tallinn. Please, do not hesitate to contact ECR Baltic to book the place for repeated session or to organize the inhouse master-class at your company (the closest available dates 6th to 7th of March in Vilnius/Kaunas, Lithuania!).
Testimonials: We enjoyed ECR Baltic Forum, especially Shopper Marketing session second day. Thank you very much.
Download presentation from Tallinn Shopper Marketing Master Class and ECR Baltic Forum, here!
This session is structured as a Master-Class in Shopper Marketing, Shopper Insight and Shopper Behaviour. The objective of the session is to understand shopper behaviour with the view to using that insight to develop Shopper Marketing strategies to gain incremental sales.
The session is best delivered to small groups and so is more informal than straight lecture style, allowing for discussion during topic presentation within a given company.
Delegates should leave the session energized in the application of Shopper Marketing techniques for their brands and within their stores, while also conscious of the barriers to success and the norms of shopper behavior.
This session is suitable for those working in Shopper Marketing, Category Management, Trade Marketing, Key Accounts, Consumer Marketing, and for internal company sessions, Operations and Finance may also benefit from an understanding of the subject.
The master-class is presented by Ken Hughes
ECR_Speaker_Brochure_Ken_Hughes.pdf , who is one of Europe’s leading FMCG shopper and consumer behaviouralists. Over the past 12 years, as the founding Director of Glacier Consulting, he has pioneered developments in shopper behaviour insight, particularly in the fields of ethnography, ethnomethodology and biometric shopper research. His expertise in these fields, together with strong knowledge from his consultancy experience in Category Management and Shopper Marketing, results in a strong client base across retailers, blue-chip suppliers and third party agencies. He is a part-time lecturer in Consumer Behaviour in University College Cork, and a regular invited keynote speaker at international industry conferences. His interests extend to neuromarketing and behavioural economics, with particular focus on their application to shopper motivation theory.
Watch how to capitalize on shoppers irrationality teaser video from Ken Hudges:
http://www.flickr.com/photos/ecrbaltic/8797540776/
Agenda:
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9:00–9:30 |
What is Shopper Marketing? History of grocery, retail evolution, differences from CM practice, Shopper v Consumer Marketing |
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9:30-10:00 |
The forces shaping global retail today – a changing retail landscape |
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10:00-10:30 |
The habitual shopper. An introduction to auto-routine and operational retailing and the opportunities that exist in shifting to an Emotive focus |
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10:30 -10:45 |
Break for Refreshments and Casual Discussion |
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10:45-12:00 |
The 5 senses of retailing: Illustrating how using each of the 5 senses the shopper can be engaged and encouraged to impulse buy. A blend of case study work is used from across the globe to illustrate in-store success (see attached detail) |
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12:00-13:00 |
Lunch |
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13:00-14:00 |
An introduction to Behavioural Economics and how understanding the science of decision making can be used in retail to influence sales. Ultimately Shopper Marketing is a behavioural science and so this consumer psychology element is essential to understand |
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14:00- 14:30 |
Shopper Insight Research Approaches: How the fields of experimentation, ethnography (observation) and biometrics (neuro-marketing) are becoming the key growth areas for shopper insight. Case studies and approaches |
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14:30-14:45 |
The impact of Big Data & Predictive Analysis on shopper marketing |
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14:45-15:00 |
The way forward? Key structures and barriers to effective Shopper Marketing |
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15:00-15:30 |
Audience Q&A (including Client panel discussion if appropriate) |
A MASTER-CLASS IN SHOPPER MARKETING, SHOPPER INSIGHT AND SHOPPER BEHAVIOUR:
- An outline of shopper behaviour and how shoppers develop routine habits in what they buy
- An exploration of the social, neurological and behavioural forces governing shopper behaviour and how they impact particularly on grocery shopping
- Understanding the unconscious shopper: Why we buy and how unconscious motivations are responsible for more than we think > Freud and beyond
- The implications of unconscious behaviour for effective shopper research: A look at ethnography, observation and immersion
- Irrationality: How and why shoppers can be manipulated regardless of rational thought
- The failure of retail to trigger additional sales through retail atmospherics, and the need for more emotive engagement in-store
- Utilising the shopper 5 senses to drive incremental sales:
- SIGHT: Just what do shoppers see when in-store and how can we really measure this? We begin by looking at mobile eye-tracking technology, illustrating just how difficult in-store cut-through can be, and how using this new biometric shopper insight technology can shape in-store shopper marketing effectiveness. Case studies from both carbonated soft drinks and confectionery will be shown
- SOUND: Illustrating the effect of sound and music on unconscious shopper behaviour, the audio spotlight will be outlined and presented. This is a sound device targeting in-store communication at the individual shopper level, encouraging category engagement and driving demand for a given SKU, brand or segment.
- SCENT: While we rely on vision (pack design, category theatre) in-store to attract attention, the power of scent has been proven to be significantly more emotive. We will examine in-store scent diffusers and then move on to point-of-purchase scent marketing technologies, showcasing these in an in-store application outlined through a case study for Confectionery
- TASTE: Using social networking and smart-phone applications, Kraft Foods Ireland demonstrated how they used such technologies to drive taste sampling of their key 8-square Cadbury’s Dairymilk bar, integrating the technologies into the overall shopper marketing platform, while simultaneously driving footfall into retailers’ stores. The concept of automating taste sampling through technological solutions is proposed and explored, and FMCG retailers challenged with providing more engagement through taste in-store
- TOUCH: The areas of RFID and NFC are going to fundamentally change how we do business in retail. In this section we look at international developments in these fields and explore the impact on the retail landscape and for shopper behaviour with NFC and RFID technology. Everything from intelligent scales in the produce department to media carts that know where you are in the store and advertise offers to you based on what you usually buy
- Shopper Marketing > Where to from here? How do Shopper Marketing and Category Management activities fit together?
- Barriers to effective Shopper Marketing: Budgets, Organisational Structures, Consumer Marketing Focus
- Proving it Works: Predictive Analysis, Experimentation and the need for Control
More details by email: info@ecr-baltic.org
or call Edgars Pentjuss +37126546645
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