Date: Wed 13.11.2015, Radisson Blu Latvia, Elizabetes 55, Riga
This session is suitable for those working in Shopper Marketing, Category Management, Trade Marketing, Key Accounts, Consumer Marketing, Operations and Finance may also benefit from an understanding of the subject.
9:00 Registration and Welcome Coffee
9:30 Shopper and trade marketing in Baltics, sponsor presentation to be confirmed!
10:00 What is Shopper Marketing? History of grocery, retail evolution, differences from CM practice, Shopper v Consumer Marketing
10:30 The forces shaping global retail today – a changing retail landscape
11:00 The habitual shopper. An introduction to auto-routine and operational retailing and the opportunities that exist in shifting to an Emotive focus
11:30 -11:45 Break for Refreshments and Casual Discussion
11:45 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.
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
15:00 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
15:30 The impact of Big Data & Predictive Analysis on shopper marketing
15:45 The way forward? Key structures and barriers to effective Shopper Marketing
16:00-16:30 Audience Q&A (including Client panel discussion if appropriate)