13 November 2013 ECR Baltic Forum pre-events:


09:50 -

Retail - Manufacturer tour thanks to Kalev and Prisma

Start from Sokos Hotel Viru
Viru väljak 4, Tallinn,
Gathering in front of hotel entrance at 9:50

Route on Google Maps:

Retail visit: Mustamäe Prisma  A.H. Tammsaare tee 116, Tallinn

Lunch break at Kalev
13:30 Manufacturer visit: Kalev AS, Põrguvälja tee 6, Lehmja küla, Rae vald, Harjumaa 
15:30 Return to Sokos Hotel Viru


The "Ice breaking" event with ECR Baltic Board, Speakers and Sponsors at restaurant Merineitsi at Sokos Hotel Viru with Estonian Christmas menu.
Dress code: smart business

14 November 2013 ECR Baltic Forum


Welcome message from moderator and introduction to Estonia by Anti Orav (moderator)


Opening by ECR Baltic Board: Jorma Rautanen, Prisma
The Baltic economies: Happy times are here again? by Morten Hansen Stockholm School of Economics, Riga
- The Baltics currently outperform the rest of the EU. Will this continue?
- Consumer-driven growth - does this mean 2004-2007 all over again?
- First Estonia, now Latvia: Impact of the euro for the Baltic economies.


Need to collaborate on non-competitive topics and measurement of the performance through 10 for 20 by Vincent Carton, CEO ECR Europe

The European Supply Chain Initiative - a framework to promote fair business practices by Anders Ladefoged Senior Public Affairs Manager of AIM – the European Brands Association

- Why is this on the table?

- What are companies committing to and how do they benefit?

- When do signatories need to be ready

- Simple steps to start



Lunch break and networking

Break out sessions:


Stream A:
Supply Chain and Technology

Stream B:
Shopper, Demand Planning and Sustainability

RTI (Reusable Transit Items) standardization and pooling Baltic business case Oskar
Biometrics & Neuro-Marketing session with Ken Hughes  

 80% + of all human brain activity is unconscious. Why then do we focus all our efforts on the 15-20% conscious thought when we research shoppers and consumers? They often cannot explain why they behave as they do, or even remember it. In this session we will explore the advances in biometric measurement in consumer and shopper research, covering eye-tracking and facial recognition as well as detailed brain and emotional response measurements. Come and take a look inside the mind of the shopper.

Pallet Pooling  - efficient solution in the supply chain - CHEP case study
Affordable Supply Chain benchmarking by Mateusz Boruta, ECR Poland
Learning from experience: Mistakes to avoid in implementing EDI (Electronic Data Interchange) in the supply chain by Hele Hammer, Telema




Coffee break

  Stream A:
Stream B:  
Introduction to Global Data Synchronization Baltic pilot with Prisma, Rimi and Suppliers by David Lyon, Business Development Manager, 1WorldSync

On Shelf Availability (OSA) projects. Benefits for retailers and suppliers by Jaroslaw Bogusz, Global Account Manager, Retailer Direct Data Solutions, Nielsen Italia.
- What are the main issues in the final stage of supply chain to influence OSA?
- How to limit Out of Stocks in order to improve retail sales?
- Illustrations from real business cases.


RIMI Data Pool pilot project - lessons learned by Zane Silina, RIMI Baltic Group, Logistic and Supply Chain Project Manager and Eve Jürisoo , Key Account Manager, Põltsamaa Felix AS


Customer Centric Retailing by Paul Taylor, EYC and Andrius Kalasinskas, Business development director, New Vision
- How Customer Insight can be collected and used on 4Ps
- Managing omni-channel retailing – Drive / Click & Collect
- Managing omni-channel promotion - Lwallet mobile application in Baltics 

Master data management and data synchronization by Roman  Startsev, Edisoft


Dematerialization of Dispatch advice:
The new step for Supply Chain optimization by Nuno Alexandre Fernandes, Saphety International markets manager

- The electronic use of dispatch advise;
- Portugal case – electronic dispatch advise with legal value;
- The 4 documents model in Baltic states

by Rafal Trydenski, CEO Unilever Baltic

- What Unilever Sustainable Living Plan is about.

- How Unilever has put sustainability at heart of the business.
- Progress on the Unilever Sustainable Living Plan after 2 years
- Sustainable Business Model in Unilever


 European Collaborative Supply Chain Management Guide project with ECR/GS1 Switzerland and Tallinn University of Technology (TUT) by Gristel Tali, TUT and
Edgars Pentjuss, ECR Baltic

Developing Destination Categories

Presenters: Mika Ylinen, Prisma,  Merje Kips - Quality Manager, Saarioinen
Facilitator: Jukka Jokiranta, FocusIt Consulting


Coffee Break


Closing plenary


Digital Emergence + free copy of future value chain 2022 by Ruediger Hagedorn, The Consumer Goods Forum
 - View of Key Megatrends: Identify key megatrends likely to have the greatest impact on the consumer goods and retail industry in the coming decade
- Develop concrete collaborative (non-competitive) industry initiatives to respond to these megatrends
- Drive Industry Implementation: Build action plans to move these initiatives from theory to reality.


Cross-Selling Pilot - Responding to Consumer Needs by Jorma Rautanen, Prisma, Aurimas Draugelis,  Coca-Cola. Facilitator: Jukka Jokiranta, FocusIt Consulting


Shopper Marketing: The Shopper at the Centre by Ken Hughes
Trade Marketing and Category Management can only get you so far. One of the biggest growth areas in CPG marketing focuses on the Shopper. In this session we will look at this global shift and what it means for retailer and suppliers. This is a 360-degree solution, focusing not just on the sale but also on consumption. Changing shopper purchase and consumption behaviours are at the core of effective Shopper Marketing. This session will touch on many aspects, from retail futurology to experiential retail, from meal solutions to effective in-store strategies. It is a quick tour of the full-day Masterclass given on the following day

Closure and summary of the forum

18:30 -


Reception at marketplace with a glass of wine
Optional for the group of interests (maximum 30) there will be a chance to visit KGB museum from 19:00 - 20:00 at the same hotel.

15 November 2013 extend your stay with Shopper Marketing Master-Class with Ken Hughes

09:00 - 15:45

What is Shopper Marketing?
Shopper marketing is a process that aims to change shopper behavior and consumption to drive profitable growth for both retailer and supplier.

Why I should attend Shopper Marketing Sessions and what it is for me?
•    Alongside digital marketing, Shopper Marketing is the biggest growth area globally in FMCG marketing. Are you up to speed on this international trend?
•    Shopper Marketing delivers more long-term growth success than Category Management. Are you trapped in Cat Man processes lacking real creativity?
•    Effective Shopper Marketing requires a new way of looking at FMCG.Learn how to use the shopper to drive growth
•    Shopper Marketing is more than in-store communication – it is a process not a tactic. Learn how effective Shopper Marketing is done globally
•    This masterclass will cover a wide range of topics giving delegates a 360-degree view to success – 1 day that will change your focus on what your organization should be doing!

Learn more!

dowload brochure

ECR Baltic Forum 2013, Tallinn, Estonia

About | AgendaConfirmed Speakers | Call for Speakers | Forum Team | Sponsorship | Terms and Conditions | Book Hotel | Extra Events | Facebook | Register, here!

Contact us: Call: +37126546645 / +37129219284

Related news flashes and press releases:

Supply Chain | European B2B Fair Trade Initiative | Shopper Marketing | Key note speakers

Thanks to our sponsors:


Telema   EdiSoftChep1WS
Schoeller Allibert  Bepco   saphety  system integration solutionsGS1 Latvija


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