Shopper Momentum

Preliminary Program of Events*
Check back regularly for updates
To ensure an open dialogue, Shopper
Momentum is closed to press.

Monday, November 8

1:00 pm – 5:00 pm
Committee Meetings (by invitation)

5:00 pm – 6:30 pm
Welcome Reception
Sponsored by Interclick

Tuesday, November 9

7:00 am – 8:00 am
Sponsored by Microsoft

8:00 am – 8:10 am
General Session


Dennis Belcastro, Executive Vice President, Industry Affairs and Membership Services, Grocery Manufacturers Association

8:10 am – 9:00 am

General Session
Differentiating Winn-Dixie

Learn how Winn-Dixie Stores, Inc. is reinventing itself by dramatically improving the shopping experience and redefining "value" in the eyes of the customer.

Dan Portnoy, Senior Vice President, Chief Merchandising and Marketing Officer, Winn-Dixie Stores, Inc.

9:00 am – 10:00 am
General Session

Shopper Marketing 4.0:  What's Next in Shopper Marketing 
GMA and Booz & Company have partnered to produce Shopper Marketing 4.0, a study focused on emerging shopper marketing trends, as well as new and innovative approaches to shopper marketing across the full path to purchase: at home, on the go, and in the store.  This session will reveal the top line findings of the new study, exploring how trading partners can develop a customized playbook for a shopper marketing program that incorporates a variety of tactics, including displays and in-store advertising, relationship marketing, thematic content, social media and apps.  The session will also provide insight into which shopper marketing vehicles are most effective at achieving various sales objectives.

Matt Egol, Vice President Consumer, Media and Digital Practice, Booz & Company
Lisa Klauser, VIce President, Integrated Marketing Capability, Unilever
Rebecca Sanders, Vice President, Consumer Insights, Brookshire Grocery Co.
Tracy VanBibber, Senior Vice President, Chief Customer Solutions Officer, The Dial Corporation

10:00 am – 10:30 am
Networking Break with Exhibitors
Sponsored by Interclick

10:30 am – 11:15 am
Concurrent Workshops

Escaping the Marketers' Dilemmas: Innovative Alignment of Operating Model Solutions to Navigate the New Marketing Landscape

Never before have marketers faced such challenging conflicts: accountability vs. pressure to invest in unproven marketing channels; brand autonomy vs. pressure to manage growing portfolios; more stakeholders in the marketing process vs. the need to remain nimble and decisive. Although all of these dilemmas are seemingly insurmountable under current conditions, leading marketers succeed by taking a more holistic view of their marketing organization’s operating model. This session will address how leading marketing executives are realigning people, processes, technology and metrics to escape these dilemmas and win in the new marketing landscape.

Geoff Jackson, Director, Integrated Shopper Marketing, Campbell Soup Company
Gil Krakowsky, Principal, A.T. Kearney

Simpler Shelves: The Great Debate
More and more retailers are simplifying the shopper experience through cleaner aisles, smaller assortment and increased store brands. Is it what consumers want, and how do manufacturers and retailers collaborate to win under these circumstances?  

Chris Shaw, Senior Manager, Client Business Planning, H.J. Heinz Company
Stuart Taylor, Practice Lead, Assortment and Advanced Solutions, The Nielsen Company

Leveraging Social Media for Consumer Loyalty and Internal Innovation
Join Former Procter & Gamble executive and Founder and CEO of Bulbstorm, Inc. Bart Steiner as he shares practical solutions for transforming consumer ideas gleaned online into marketable products that have loyal disciples even before they hit the market. He'll also demonstrate how the same social media technologies can foster internal innovation by drawing out the brilliant (and hidden) ideas of your organization. Caleb Adams, senior brand manager of Ruiz Foods, will then share case studies detailing the secret’s to his company’s considerable success in the social media marketing realm.

Caleb Adams, Senior Brand Manager, Ruiz Foods  
Bart Steiner, CEO and Founder, Bulbstorm Inc.    

11:30 am – 1:00 pm
Networking Lunch

1:15 pm – 2:00 pm
General Session

Kroger: Putting Customers First

As one of the largest food retailers in the country, Kroger continues to achieve top line growth despite today’s challenging economic climate. Education, innovation and loyalty are only a few ways Kroger continues to increase household penetration, sales and customers who are buying more with each visit. Scot Hendricks, vice president, grocery merchandising and procurement will discuss Kroger’s Customer 1st Program and how they are committed to continually improving their employees, products and shopping experience.

Scot Hendricks, Vice President, Grocery Merchandising and Procurement, The Kroger Co.

2:15 pm – 3:00 pm
Concurrent Workshops

Enterprise Social Computing: Cross-Functional Teaming for Success

Getting all of the key players to follow the same, cohesive social media strategy, rather than operating as separate silos, is essential to delivering a company’s message in the online world. This session will stimulate a lively discussion around the best structure for running effective social media campaigns that involve marketing, sales, public relations, communications, IT and other departments. It also will share strategies for building on social media returns such as converging traditional business intelligence with social networking knowledge management. 

Doug Caywood, Consumer Goods Industry Manager, Microsoft Corporation
Steve Savell, Director, Information Systems, Bush Brothers & Company

Shopper Marketing 4.0: A Deeper Dive
Dive deeper into GMA and Booz & Company’s Shopper Marketing 4.0 study during this interactive breakout session with Matt Egol of Booz & Company. Focus on the most effective shopper marketing vehicles and how to incorporate them into your own business strategy to prepare for what lies ahead in 2011 and beyond.

Matt Egol, Vice President Consumer, Media and Digital Practice, Booz & Company

Accelerating the Path to Purchase
The adoption and evolution of e-commerce for grocery sales presents numerous opportunities for retailers and manufacturers, but there are many potholes to be navigated along the path to purchase.  In this session, you will learn how mobile technologies, social media and e-commerce are radically altering consumer shopping behaviors and what lies on the road ahead from industry experts who have helped to pioneer this new landscape.

John Burchard, Chief Information Officer, Peapod
Dan Cooke, Director, Digital Shopper Marketing, Kellogg Company

Alec Newcomb, Vice President, MyWebGrocer

3:00 pm – 3:30 pm
Networking Break with Exhibitors

Sponsored by Interclick

3:30 pm – 4:30 pm
General Session

Winning the Race to Deliver Consumer Value

Consumers at all income levels seem to be rethinking their definition of value. Discounts, bargain-hunting and trading down have become part of daily reality and record numbers of consumers are trying retail brands as one way to meet their needs. With this behavior unlikely to go away as the economy rebounds, it is important for industry members to understand value through three distinct lenses:

  • Consumers: McKinsey's "New Normal" consumer survey reveals unique insights about changing consumer perceptions and shopping behaviors.
  • Retailers: Panelists from leading grocery chains will join us to discuss successful strategies they are using to respond to the need for value in their stores, and we will share new thinking about projections for retail brands growth for the coming years.
  • Manufacturers: Manufacturer panelists will discuss findings from McKinsey's recently completed Customer and Channel Management survey which reveals unique insights into how manufacturers are successfully responding to the value trend.

Kari Alldredge, Senior Expert, McKinsey & Company, Inc.
Dave Bornmann, Vice President, Product Business Development for Grocery and Non-Foods, Publix Super Markets, Inc.
Doug Knudsen, President, Sales, ConAgra Foods

Phil Stanley, Vice President, Customer Marketing, The Hershey Company

5:30 pm – 6:30 pm
Retail Honors Reception

Sponsored be DemandTec

6:30 pm – 8:30 pm
Retail Honors Dinner

Wednesday, November 10

7:00 am – 8:00 am

8:00 am–  9:00 am
General Session

Innovation Collaboration: Everyone Wins When Retailers and Manufacturers Align to Innovate

The keys to success are to pool resources with trading partners to minimize risks and gather actual consumer responses to innovations in a rapid fashion so you can quickly determine what is working, what is not, and what could work if it were fine-tuned.

In this session, learn about the latest innovation trends in grocery retailing and CPG manufacturing; how to align innovation efforts with trading partners; and model practices in evaluating and targeting innovations to maximize ROI.

Charlie Davis, Vice President of Innovation, Delhaize Group
Patrick O'Reilly, President, Applied Predictive Technologies
Nick Sorvillo, Senior Vice President Customer Insights, Kraft Foods Inc.

9:00 am – 9:45 am
Concurrent Workshops

A Proactive Approach to Making Social Media Work for You!
Social media is all the rage, but you can certainly get into trouble diving into social media the wrong way. There are strategic ways your brand can plan for consumer reactions and responses and this session will provide some policies, plans and procedures to deal with these potentially damaging situations should one ever arise. Hear what practices, governance structures and response planning that a fellow CPG marketer is doing and that could make the difference between sustainable social media success and failure in your online programs.

Doug Chavez, Senior Manager, Digital Marketing, Del Monte Foods Company
Cory R. Treffiletti, President, Managing Partner, Catalyst: SF

The New Moment of Truth: How Technology Has Influenced Purchase Decisions and How Savvy Marketers Can Capitalize
Searches for terms including "healthy breakfast" and "stain removal" have more than doubled in the past year. Why? Today’s consumer actually begins the path to purchase long before entering the store. She is tech savvy, equipped with high Internet speed and a smartphone. The new “info shopper” capitalizes on research, reviews, sales, couponing and her online “community” to influence her in-store decisions. Technology has driven a new moment of truth in the path to purchase long before shoppers enter the store. In this session, Google will discuss why the consumer's changing media and shopping habits necessitate the inclusion of a digital strategy in your integrated shopper marketing plans. Also, how best-in-class companies have leveraged strong manufacturer, retail and media integration to drive sales & retail partnerships. Google will also present a case study on how search & display advertising has been proven to drive sales & roi for a CPG company.

Addie Braun, Senior Account Executive, Google
Catherine Roe, Head of CPG, Google

Using Social Media to Shape Marketing Decisions
How can CPG companies and retailers leverage the digital and social media to advance their marketing strategies and tactics beyond simply accumulating fans on Facebook? In this session, NM Incite, a new joint venture between Nielsen and McKinsey & Company, will address this question and share the keys to using social media to help CPG companies and retailers improve overall marketing effectiveness.  Specific topics to be covered include:

  • How to use what is “said” about your brand to better inform both online and traditional marketing campaigns
  • Opportunities to identify brand strengths and challenges relative to competitors
  • Ways to measure the impact of social media marketing and key performance indicators to track overall brand health

Yael Taqqu, Partner, McKinsey & Company

9:45 am - 10:15am
Networking Break with Exhibitors

10:15 am – 11:15 am
General Session
Joint Value Creation – How Retailers and Manufacturer Use Customer Insights to Capture Value
In a challenging environment with declining consumer spending, increasing competition and decreasing promotion efficiency, it has never been more important for retailers and manufacturers to work together for common growth. Customer insights based on loyalty card data open up a new universe for cooperation and joint growth by establishing a common understanding about consumer behavior. Leading European retailer Metro will discuss how it is leveraging customer insights to grow shrinking categories in collaboration with its trading partners. The session will also include an open discussion about how the concept of joint value creation will shape the future in terms of marketing efficiency and category management.

Tim Manasseh, Partner, Roland Berger Strategy Consultants, LLC
Patrick Mueller-Sarmiento, Partner, Roland Berger Strategy Consultants, LLC
Andre Pallinger, Head of Corporate Development and Customer Insights, Metro AG

11:15 am - 12:00 pm
Closing Keynote
Charting a New Path to Purchase: Shopper Communication in the Digital Age
Bryan Gildenberg, Chief Knowledge Officer, Management Ventures