2013 Pre-Summit Advanced Learning Sessions

Never before have we been able to address our shoppers' journey so completely as we can today. Technology offers us additional targeted connection points faster than we can strategically absorb and plan for them. The industry lacks a strategic framework to execute shopper journey planning effectively. If we know whom we engage, what engages them, to what degree we engage them, where, when, and how long, we can execute our brand strategies at a more granular level through plans that are much more effective and efficient.

This symposium presents a framework for a shopper journey planning process that any company can adapt and make their own: a structured set of tools designed to build, refine and refresh a shopper journey plan, based on insight and a map of your shoppers' behaviors along their journey. You will learn:

• How to build plans based on the role of your category (planned or impulse purchase) and by shopping trip (grab-n-go, fill-in, stock-up).
• How to develop a consistent brand experience along the journey: in-home, in-transit and in-store to maximize efficiencies.
• Ways to use social and digital monitoring to refine and refresh your plan.

Multicultural consumers will drive the overwhelming majority of population expansion for the next decade and beyond, and will continue to deliver the greatest percentage of retail sales growth. A committed cross-cultural shopper marketing strategy is essential to compete today and in the future. Learning how to assess your organization's current skill set and then applying key best practices for developing effective multicultural strategies to fill gaps will define success for retailers and brands. Join a group of experts for an afternoon of insightful discussion about multicultural shopper marketing and how you can advance objectives within your organization to prepare for the future.

Leading shopper marketing agency CatapultRPM will host this symposium and share opportunities and challenges inherent to building a winning multicultural organization. The agenda includes these presentations:

• PanaVista will discuss results from 'NVista Hispanic Shopper Study, a robust national shopper ethnographic study across three major Hispanic markets, to decode the LP2P (Latino Path to Purchase), specifically related to grocery shopping.
• Brown-Forman and Pathfinder Management Consulting will discuss how building a committed cross-cultural approach is foundational to having a successful shopper strategy.
• The Coca-Cola Co. will share critical insights on how population growth is changing the face of shoppers and present an illustrative case study, focusing on best practices and implications for your business.
• A full panel of speakers will offer perspectives on creating a multicultural organization - how to get started and the next steps for building a successful operation.

The challenges for bricks and mortar retail in an Internet world just keep on coming. Retailers are under pressure to create shopping experiences that deliver a new kind of value - ones that can't be duplicated online. And brand marketers know they need to elevate their game at retail or risk becoming commoditized and relegated to a price-only race to the bottom. How can retailers and brands work together to bring new energy and new thinking to bricks and mortar to drive more trips, more conversion and more impulse sales?

Join RTC and The Capre Group, along with top thought-leaders from Kraft Foods Group and The Coca-Cola Co. to learn how leading companies are creating capabilities and utilizing new principles for successful bricks and mortar retail. Participants will:

• See the latest "fewer, bigger and more consequential" retail programs including reframed, reinvented categories, broader, shopper-focused platforms, new store layouts and shopping experiences and integrated digital tools.
• Hear the key frustrations that retailers and brands encounter and how they overcome them to improve collaboration and move game-changing ideas from concept to activation.
• Understand what the first movers are doing to evolve their internal structures, processes and competencies to seize this opportunity for change.