Insights to Activation

How do we go about understanding market structure in a way that generates shopper insights? Usually when we think of market structure we have on our strategic marketing hat rather than our "serve the customer" hat. Market structure has the goal of trying to optimize the layout, assortment and price structure of products both from a "consumer-driven" viewpoint and simultaneously from a viewpoint of maximizing returns to retailer and manufacturer.

Alcaraz and Garratt will demonstrate a new way of doing market structure that opens up useful insights into how to serve the shopper better. Their scope is across multiple classes of trade and mixes both hard behavioral data and choice models to produce a more fruitful understanding of shopper choice both within and across channels. Key audience takeaway points:

• Modern computation gives us new ways to do market structure that generate shopper insights.
• Behavioral data and choice data are required to do this.
• It’s all about the story you can tell that explains the structure.

HP and PRS will share key learning gathered from a recent study in which PRS Mobile Eye-Tracking was used to document shoppers’ in-store behavior as they shopped for printers and PCs across the mass, club and electronics/office superstore channels. This presentation will discuss the path to purchase in more complex categories (pre-planning vs. in-store decision making) and share new insights regarding the visibility, impact and role of different in-store touchpoints including displays, signage, packaging and more. Key audience member takeaways:

• A deeper understanding of the path to purchase and the in-store decision making process within more complex product categories.
• Greater knowledge of how to apply and generate added value from a new research tool (in-store eye-tracking).
• New insights to improve the placement and execution of POS efforts within different retail channels.

PepsiCo and Spire will discuss using loyalty data to identify shoppers' form of payment (i.e. credit card, cash, debit card, etc.), and provide deep analysis of shopping behavior in PepsiCo categories based on this information. This research was conducted to gain insight into the SNAP (supplemental nutrition assistance program) buyer in detail. The focus of this multiphase analysis was to better understand what category volume could be attributed to these buyers and what the impact would be to PepsiCo and retail customers if this category could not be purchased utilizing SNAP benefits. Audience members will:

• Glean insight on advanced use of loyalty card data.
• Understand how data can drive detailed in-store strategy and tactics that impact shopper behavior.
• Discover how to develop shopper programs tied to loyalty card insights.

Drawing on biometric research conducted in conjunction with neuroscientists, Marlow will discuss the tactical possibilities surrounding digital creative executions. This session will illustrate that various online targeting mechanisms can elicit markedly different reactions from people and why this is important for advertisers to understand. Marlow will also provide creative recommendations compiled from analyzing hundreds of CPG display campaigns, illustrating the power of applying creative best practices to digital executions. Key takeaways from this session include:

• Insight into the various neurological responses and the implication of those reactions for advertisers.
• A better understanding of tactical and strategic rules surrounding creative executions.
• Real-world demonstrations of advertisers who put these takeaways into practice.

Real in-store innovation is an outcome of shopper and on-site insight. In the field of retail display and merchandising, real insight has often been difficult to come by. In this session you'll hear a major retailer and a leading solutions provider discuss how insight-driven innovation can pave the way to in-store success. Material is based upon output from the first large-scale real-world retail learning lab.

• How to measure real shopper behavior and avoid the pitfalls of drawing conclusions from sampled data.
• Understanding what retailers want and need in order to ensure that programs really see the light of day.
• Why to take a disciplined approach to creating in-store innovation and how to evaluate whether a particular technology or design is worth the investment.

Driving total basket sales is fundamental to profitable, sustainable growth at retail as cross-merchandising store categories drive value for the shopper, retailer and brand. An important way to do this is by pairing a variety of food and beverages, as 57% of trips are occasion-based on which shoppers are less price sensitive. Featuring findings from Coca-Cola’s recent Consumer Beverage Landscape Study, this session will discuss:

• Case studies on how to increase basket rings by pairing Coca-Cola brands with premiere CPGs to create meal and snack bundles.
• How to solve shopper conversion issues and how to create meal solutions that also include center store.
• How to best execute occasion bundles to create the greatest value.

Many CPGs and retailers are embracing digital shopper marketing, but investment has grown slowly because few companies accurately measure the impact on in-store sales. Advertisers need models that can estimate sales lift from proposed online programs, as well as the ability to receive continuous feedback so tactics can be optimized over time. Great strides have been made in bringing accountability to digital shopper marketing with an expanding set of approaches and tools. In this session, Google will share:

• An overview of the most common approaches to measuring online-to-store (O2S) impact.
• New advances in targeting and tracking online ads, using household and market-level data.
• Results of recent O2S tests across a range of retailers and brands, along with lessons learned.