INFLUENCE THE SHOPPER ONLINE & IN-STORE

Transcription

1 INFLUENCE THE SHOPPER ONLINE & IN-STORE ECR IRELAND Category Management & Shopper Marketing Conference 2014 Clyde Court Hotel, Dublin 4 Tuesday 11th November

2 WELCOME PRESENTATIONS FOR ECR DIGITAL AWARD 2014 Welcome to the 5th Category Management & Shopper Marketing Conference 2014 The conference is the largest event of its kind in Ireland and brings together top speakers from leading Irish retailers and manufacturers, sharing their latest insights and case study examples on cutting-edge solutions focused on the shopper in the retail and consumer packaged goods sector. This year, we will focus on successful Irish case studies that have positively influenced the consumer or shopper through in-store activation or digital communication. Declan Carolan General Manager, Co-Chair, National Initiatives Group, ECR Europe New for this year is the focus on Digital from a demand side perspective. The 1 st ECR Digital Awards will feature presentations from Irish retailers & suppliers illustrating how they have successfully influenced consumers or shoppers through digital means. The objective is to recognise the initiative that has most successfully influenced consumers / shoppers through digital means in the retail and consumer packaged goods sector. This is the 1st year of the Award. It will serve as an important benchmark and learning tool for the sector as many organisations are at early stages of learning how to best utilise digital while the success factors in doing so are rapidly changing. For the purposes of this award, the definition of digital includes any digital medium used to successfully influence consumers or shoppers - online shopping, apps, social media, digital advertising, mobile communication, in-store activation etc. All finalists will present their entry at the Conference with conference delegates voting for the Award recipient 1. Igniting Innovation via Compelling Content A full through the line product support campaign with particular focus and emphasis on the retail channel and digital engagement. Nicola Barrett, Marketing Manager, Irish Distillers Pernod Ricard 2. Red Bull Oculus Driving online activation with in-store POS to promote a unique event and deliver a successful product promotion. Alan Metcalfe, Marketing Manager, Red Bull 3. Build With Britvic - Helping Retailers to Grow their Soft Drinks Revenue Using digital platforms and technology as an effective B2B communication tool to cement, build and develop new and existing relationships. Claire Cogan, Head of Commercial Intelligence and Kieran Forde, Category & Shopper Insight Manager, Britvic 4. Play or Park, the Loyalty Game from Topaz Breaking the status quo and turning the mundane chore of refuelling into a rewarding and fun experience loved by an increasing number of customers. MJ Tierney, PR & Marketing Coordinator, Topaz 5. Building Gala Brand Awareness through Facebook Utilising Facebook to reach, engage with, listen to, and influence Gala customers - from 22,000 to 79,000 fans in just 12 months! Tony Cluskey, Marketing & Ambient Trading Manager, Gala Retail Stores and Sean Early, Head of Creative Digital, PSG Communications 2 3

3 5 TH ECR CATMAN & SHOPPER MARKETING AWARD PRESENTATIONS FOR CATMAN & SHOPPER MARKETING AWARD 2014 This conference is recognised as being the destination for the ECR Ireland Category Management & Shopper Marketing Awards. Now in its 5 th year, contestants present their submission at the conference where an expert judging panel and an audience vote will decide on the Award recipient. The Award winners enter the ECR Europe Awards. The 2013 winners, Green Isle & Tesco, were nominated as finalists for the ECR Europe Award 2014 and presented at the ECR Europe Leader s Forum in Brussels in front of many senior European retailer & manufacturer executives. The competition for this year s award is the closest ever! All contestants have already presented their submissions to an expert judging panel who have cast 70% of the votes. Only a minimal amount separates all entries - anyone can win! So, the vote from conference delegates, worth 30% of the overall marks, will determine the Award recipient. The judging criteria are: 1 Innovation / creativity 2 Implementation / execution excellence 3 Difficulty / scale 4 Outcome / results 5 Level of collaboration 1. Bring Red Bull Cliff Diving to life in-store Engage and excite consumers in-store and at the shelf to increase penetration and drive volume. Patricia Garry, Head of Trade Marketing - Off Premise, Red Bull 2. From Complexity to Compliant Support & collaboration to deliver in-store excellence and shopper satisfaction. Barry Carty, Category Manager, BWG Foods 3. Bringing the Emotion of Pet Ownership to the Petcare Aisle in Tesco Using quality insights to support a credible bespoke solution for a retailer & their shoppers. Rebecca Lyons, Category & Insights Manager, Mars Ireland 4. Mother & Baby Experiential Activity A Shopper Marketing Initiative enhancing the shopper journey in the laundry aisle Using insights to create awareness amongst a target audience to encourage trial & repeat purchase of complementary products, thereby increasing loyalty accordingly. Kathryn Dodd, Shopper Marketing Homecare, Unilever Stephen Rust, i4p, will host a Q&A session after each presentation 4 5

4 PRESENTATIONS FROM EXPERT SPEAKERS ABOUT ECR ONLINE Ken Hughes MD, Glacier Consulting The New Shopper DNA: The Digital Native Advance Ken will deliver his latest keynote speech for the first time in Ireland. He will consider how we will make consumers/shoppers tick in future and base his insights on six main levers of change: Hyper-connectivity, Sharing, Experientialism, One-world reality, Self-centricity and Personalisation. Colin Hethrington MD, Zoo.Digital Influence the Shopper Online - Key Success Criteria Colin will consider the key success criteria for all entrants of the ECR Digital Award while giving his own views on how to successfully influence the shopper online. IN-STORE Stephen Rust MD, i4p Consulting Influence the Shopper In-store Stephen will host a Q&A session with all entrants for the CatMan & Shopper Marketing Awards. Following this, Stephen will give his thoughts on influencing the shopper in-store. David Berry Commercial Director, Kantar Worldpanel Growth through Shopper Missions Reduced basket spend and increased shopper frequency continues to place more relevance on identifying shopper missions and providing unique solutions. David will outline how this can be a real opportunity for growth. ECR Focus Areas WORKING TOGETHER...RESPONSIBLY Demand Side- Transforming the Shopper Experience Emerging Trends Supply Chain- Step Change Efficiency PEOPLE DEVELOPMENT Connected Business Information ECR Principles Collaboration Neutral Platform Holistic Best Practices supports co-operation between trading partners to better serve the Irish consumer and drive costs from the supply chain. ECR develops industry best practices, promotes their adoption and provides education & guidance on demand side & supply chain issues. Our mission Promote the development & adoption of better practices for joint retailer/supplier initiatives. Our vision Companies along the consumer goods value chain are working together to fulfil consumer wishes better, faster, at less cost and in a sustainable way. Nuala O Duffy Activation Project Manager, ECR Europe ECR Europe Cat Man & Shopper Marketing Benchmark Survey 14 The survey was conducted in 14 countries from Sep - Oct 2014 to investigate the skill sets of category management and shopper marketing practitioners, identify current challenges and predict future trends. Nuala will benchmark the Irish results with our European counterparts. Board Co-Chairs Luke Hanlon Supply Chain Director, Musgrave Retail Partners Ireland Steering Group Joe Manning, Tesco Ireland Paul Candon, Topaz Energy Simon Marriott, BWG Foods Brian Donaldson, The Maxol Group David Keeling, Keelings Nick Johnson, Unilever Alan Freehill, Johnson & Johnson Deirdre O Donoghue, Nestle John Casey, Donworth Capital Jim Cummins, Irish Distillers Pernod Ricard David Cotter Managing Director, P&G Ireland Colm O Brien, IBM David O Neill, SHS Sales & Marketing Colin Green, Diageo Eoin Kellett, Mondelez Ireland Mike Byrne, GS1 Ireland Declan Carolan, General Manager Síle Jio, General Assistant 6 7

5 ECR IRELAND CATEGORY MANAGEMENT & SHOPPER MARKETING CONFERENCE 2014 INFLUENCE THE SHOPPER ONLINE & IN-STORE Event Sponsor - Talysis Agenda 8.30 REGISTRATION & TEA / COFFEE VOTING & NETWORKING LUNCH 9.00 Welcome Declan Carolan, General Manager, & Co-Chair, National Initiatives, ECR Europe Introduction from Co-Chairs of Category Management & Shopper Marketing Workgroup Geraldine Finnegan, Boyne Valley & Barry Carty, BWG Foods INTRODUCING THE SHOPPER ONLINE AND IN-STORE 9.10 The New Shopper DNA: The Digital Native Advance Ken Hughes, Shopper Behaviouralist, Glacier Consulting 9.50 Growth through Shopper Missions David Berry, Commercial Director, Kantar Worldpanel ECR DEMAND SIDE ECR Europe Cat Man & Shopper Marketing Benchmark Survey 14 Nuala O Duffy, Activation Project Manager, ECR Europe Demand Side Activities Declan Carolan, TEA / COFFEE BREAK SPONSORED BY i4p Consulting INFLUENCE THE SHOPPER IN-STORE THE ECR CATMAN & SHOPPER MARKETING AWARD Bring Red Bull Cliff Diving to life in-store Patricia Garry, Head of Trade Marketing Off Premise, Red Bull Mother & Baby Experiential Activity A Shopper Marketing Initiative enhancing the shopper journey in the laundry aisle Kathryn Dodd, Shopper Marketing Homecare, Unilever From complexity to compliant Barry Carty, Category Manager, BWG Foods Bringing the Emotion of Pet Ownership to the Petcare Aisle in Tesco Rebecca Lyons, Category & Insights Manager, Mars Ireland Influence the Shopper In-store Stephen Rust, MD, i4p Consulting INFLUENCE THE SHOPPER ONLINE The ECR Digital Workgroup Declan Carolan, THE ECR DIGITAL AWARD Red Bull Oculus Alan Metcalfe, Marketing Manager, Red Bull Igniting Innovation via Compelling Content Nicola Barrett, Marketing Manager, Irish Distillers Pernod Ricard Build With Britvic Helping Retailers To Grow Their Soft Drinks Revenue Full conference details at Claire Cogan, Head of Commercial Intelligence and Kieran Forde, Category & Shopper Insight Manager, Britvic Play or Park, the Loyalty Game from Topaz MJ Tierney, PR & Marketing Coordinator, Topaz Building Gala Brand Awareness through Facebook VOTING Influence the Shopper Online & Key Success Criteria of ECR Digital Award entrants Announcement of ECR Awards Winners CONFERENCE CLOSE Tony Cluskey, Marketing & Ambient Trading Manager, Gala Retail Stores and Sean Early, Head of Creative Digital, PSG Communications Colin Hethrington, MD, Zoo. 8 9

6 ABOUT ECR ECR IRELAND MEMBERS ECR Focus Areas WORKING TOGETHER...RESPONSIBLY Demand Side- Transforming the Shopper Experience Emerging Trends Supply Chain- Step Change Efficiency PEOPLE DEVELOPMENT Connected Business Information ECR Principles Collaboration Neutral Platform Holistic Best Practices Membership Any retailer, manufacturer, supplier or service provider can join once that company is committed to the ECR vision of working together to fulfil consumer wishes better, faster at less cost and in a sustainable way. improves collaboration between trading partners and people development. Its major focus areas are Category Management & Shopper Marketing, Supply Chain and People Development incorporating Feeding Ireland s Future. is part of the ECR Europe group. This ensures that Irish members can participate in European projects and get immediate access to any European publications, best practices or new management processes when released. supports co-operation between trading partners to better serve the Irish consumer and drive costs from the supply chain. ECR develops industry best practices, promotes their adoption and provides education & guidance on demand side & supply chain issues. Feeding Ireland s Future is an initiative whereby retailers, suppliers and service providers to the Irish Our mission food and grocery sector give free pre-employment skills to young unemployed people in Ireland. Promote the development & adoption of better practices for joint retailer/supplier initiatives. The initiative is promoted by and is conducted in association with the Department of Our Social vision Protection and its Intreo service. Companies along the consumer goods value chain are working together to fulfil consumer Feeding Ireland s Future 2014 Feeding Ireland s Future 2015 wishes better, faster, at less cost and in a sustainable way. Skills for Work Week Skills for Work Week 3rd 7th March nd 6th March 2015 Board By numbers 4 Steering Group John Paul O Reilly, Tesco Ireland Paul Candon, Topaz Energy Simon Marriott, BWG Foods Brian Donaldson, The Maxol Group David Keeling, Keelings Nick Johnson, Unilever Alan Freehill, Johnson & Johnson Deirdre O Donoghue, Nestle John Casey, Donworth Capital Jim Cummins, Irish Distillers Pernod Ricard Colm O Brien, IBM David O Neill, SHS Sales & Marketing Colin Green, Diageo Eoin Kellett, Mondelez Ireland Mike Byrne, GS1 Ireland General Manager Declan Carolan, 10 11

7 Who should go? 4 Retailers - Manufacturers Agencies - Consultants 4 Heads of Digital 4 Category Managers 4 Insight Professionals 4 Sales Executives 4 Marketing Managers 4 National Account Managers 4 Data Analysts 4 Mobile Marketers Delegates hear about the most successful category management and shopper marketing initiatives while the event is the defining networking opportunity for practitioners. Book your seat now! ONLINE... PHONE...(01) accounts@ecrireland.ie Cost ECR members Non ECR members 1 delegate delegates Includes working lunch and refreshments - Excludes VAT Special Discount - 4 delegates for the cost of 3! Payment Terms Please note registration cannot be confirmed without payment. Terms and Conditions: Payment due 14 days from date of invoice. The fee covers attendance at the event, working lunch and refreshments. Cancellations and Substitutions: A substitute delegate may be sent at any time for no additional charge. Cancellations must be received in writing, by , fax or letter, no later than 14 days prior to the conference for a refund (less an administration charge of 25% plus VAT). Regrettably, no refunds can be made after that date. Programme Changes: reserves the right to make any necessary changes to the advertised programme. The views expressed by the speakers are not necessarily those held by the organisers, nor is the organiser responsible for these opinions or statements. Full conference details at #ecrcatman #ecrdigital