Shopper Marketing Friday with Ken Hughes


13.11.2015 Shopper Marketing Master-Class

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Agenda pdf


Date: Wed 13.11.2015, Radisson Blu Latvia, Elizabetes 55, Riga
in English
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.

13:00-14:00 Lunch

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)




About this master-class?

The Power of the Shopper
Today there is no doubt that the shopper holds the power, not the brand or the retailer. Loyalty continues to dissolve. For every opportunity omnichannel presents, it also presents significant challenges .The fate of your brand or your store now lies in the shoppers hands, more than it has ever before.

The Evolution of Shopper Marketing
Shopper Marketing is a behavioural science, one that borrows from consumer psychology, behavioural economics, neuro-marketing as well as from social and cultural anthropology. It focuses on understanding shopping and consumption behaviours, leveraging insight to effect change and ultimately build brand equity and profit. Previous retail management theories in consumer goods have had limited success for all parties.

Shopper Centricity
Shopper Marketing aims to change shopper behaviours, is focused on triggering incremental sales and does so to the benefit of both manufacturer and retailer. It is also a genuinely shopper centric model. For years organisations have been claiming to be shopper centric but the evidence shows otherwise.

Shopper Marketing is now one of the biggest growth areas globally as the focus shifts to the shopper. Organisations that fail to equip themselves for this change will find themselves quickly irrelevant in the new retail landscape.

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“Ken Hughes led a Shopper Masterclass for 40 Unilever consumer, customer & shopper marketing managers in Europe for me. The Masterclass was highly inspirational but at the same time practical enough for managers to bring back to their daily jobs. Feedback was very positive and people spontaneously came to me to thank me for the master class saying they had not experienced such an inspirational and engaging workshop for a long time. If you want to have an inspiring and leading edge thinker on shopper marketing, Ken Hughes is your man, but be prepared to leave his workshop thinking different about shopper marketing than ever before!"


“Our Shopper workshop can be summed up quite simply as challenging! Challenging in terms of how we approach our business, how we face our customers, how we communicate to our shoppers and our end proposition to consumers. Following the session my whole team came out not only with a clear definition of what best practice Shopper marketing is, but highly engaged in how we will make it an inherent part of how we work in the future. A highly recommended session”


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VIDEO samples: The Digital Native Advance | We’re All a Little Bit Crazy | Positive Disruption | Time Bending @ TEDx


List of Kens videos


Early Bird Fees before 12th of October:

ECR Baltic members EUR 125 + 21% VAT Others: EUR 175 + 21% VAT

ECR Baltic members EUR 175 +21% VAT Others  EUR 250 +21% VAT

Volume discounts: for every four (4) pay participant the fifth (5.) goes for free 

Save EUR 50 on 2 days pass for ECR Baltic Forum and Shopper Marketing Master-Class

Read Terms and Conditions


The first 50 registered participants to get hard copy  of "Fifty Shades of Shopping" book !!!

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About books?
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About Ken Hughes:

He is leading Consumer, Shopper Behaviouralist, Playologist  & Keynote Speaker
As Europe’s leading Consumer and Shopper Behaviouralist, ...
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The tour made thanks to:


Baltic Logistic Solutions and   Fazer bakeries



Thanks to our supporters and sponsors:

Thanks to our supporters and sponsors


More details by email:
or call +37126546645
Skype: ecr.baltic




About the ECR Baltic Forum 2015 | Agenda | Confirmed speakers | Registered participants | Fazer factory and BLS DC visit | Shopper Marketing Friday | Promo | Call for presentations | Sponsorship opportunities | T&C | Book hotel | Register Online | Registration word from | PDF