Digital Path to Purchase

This session takes a deep dive into how technology has disrupted the traditional path-to-purchase model, shifting from a linear journey from start to finish, to a circular one with multiple on-and-off ramps. It will be supported by real world industry experiences and findings from various third-party and Catapult-specific research initiatives. Key takeaways:

• New perspective on path-to-purchase modeling.
• Enhanced understanding of the tools at the shopper’s disposal.
• Understanding of the shopper’s behavioral shifts and considerations.

Coupons continue to see an increase in popularity. More consumers are using coupons than ever before, and at the same time, more brands are using coupons to engage with shoppers. This session provides an in-depth discussion on how coupons are influencing consumers – from web, mobile, social and other touchpoints across the digital domain – at home, on the go and in the store. Coupons.com brings case studies and real data to demonstrate success and best practices. This session will help attendees:

• Understand if digital coupons are the right promotional tools to effectively engage with consumers and move product off the shelf.
• Learn about the many touchpoints along the path to purchase, where brands can connect with shoppers, including web, mobile and social.
• Understand best practices based on success stories and case studies.

Sixty percent of moms have smartphones and 62% use their phones to shop. In addition, Gen Y is driving technology adoption and will outspend any other demographic by 2017. These forces are changing shopping behavior. This session will share:

• The driving forces behind these trends and how to take advantage of them for your business.
• How Coca-Cola is deploying 125 years of expertise by talking to consumers and shoppers across the entire path to purchase.
• Best practices to enable a stronger connection and better convert shoppers to buyers.

David Sommer and Rachel Cohn along with expert participation from April Carlisle, will discuss how shopper marketing professionals are using the power of word of mouth at scale from the 800-plus million people on Facebook to dramatically accelerate engagement, trial and brand loyalty. What are the opportunities for shoppers, retailers and brands in the social media era?  Review specific examples of Facebook integration to answer questions like:

• How can a Facebook partnership between CPG companies and retailers increase ROI and create a more social experience for shoppers?
• How can brands drive retailer objectives for trip and basket size by using social media?
• How are retailers using social media to increase shopper participation and personalization all along the path to purchase?

People naturally associate with others who are like-minded. The same is true within neighborhoods across the country – people with similar interests live near one another. In order to reach the neighborhoods with the most attractive attributes for their product or store, brands and retailers need to learn how to apply next-generation approaches to their shopper marketing campaigns – approaches that pinpoint campaigns at a community level, with the ability to scale to a national level. In this session, audience members will learn:

• How to define the next generation of digital shopper targeting.
• The difference between traditional business intelligence and applied business intelligence methods for retailing.
• Ways to increase revenues and drive in-store traffic (based on several CPG shopper marketing case studies).

Digital coupon use is exploding and becoming a key way leading brands and retailers can collaborate to drive sales and loyalty. This presentation will discuss how this space is evolving and key trends in the growth of this new marketing medium. A case study from a YOU Technology customer will highlight these tools in practice and examine innovative channels such as mobile and social media to reach shoppers with digital offers. Key takeaways include:

• The impact of knowing your audience and behaviors: strategies for reaching digital savvy audiences as well as novices.
• Choosing the right channel, medium and elements to fit your objectives, such as increasing trial, new product introduction or creating loyalty.
• Brand/retailer collaboration: extending in-store merchandising and marketing to address new behaviors and changes in traditional “moment-of-truth” timing.

Digital grocery shopping and planning has reached a critical mass of shoppers and is no longer simply optional for CPG manufacturers and retailers. As evidenced by significant investments from Amazon, Google and Walmart, the battle lines are drawn and competition for online and mobile shopper dollars is fierce. In this session MyWebGrocer will share:

• The latest digital shopping metrics including shopping volume, dollars, basket sizes and shopper frequency by channel.
• Who’s in the lead – examples of CPG and retailer successes and why they’re winning.
• The digital shopper profile and how she differs from her offline counterpart.