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Pre-conference workshops: Monday, 10 April 2017

Workshop A

8:30 AM - 9:30 AM Converting The Undecided Shopper Into A Loyal Customer

The biggest challenge in an in-store environment is to make your product stand out in front of the pack and make repeated trips onto the billing counter and into the shopper’s basket. With various theories floating around consumer behavior in an in-store environment, it is important to understand how the mindset of a shopper functions and how it is influenced by the category he/ she interacts with. This workshop aims to facilitate an interactive and collaborative discussion around the intended consumer and delves into:
  • Understanding the factors that motivate today’s shopper to make a purchase
  • Strategies to tap into the browser’s mindset and converting him/her into a shopper
  • Initiating brand value and appeal in an in-store environment
  • Delivering a unique and engaging shopping experience that builds brand loyalty and connection

Workshop B

9:30 AM - 11:00 AM Driving Product Growth Through A Winning Category Development Plan That Leverages Shopper Insights And Retailer Expectations

Jacqui Hill, Senior Category Manager – Hydration , Coca Cola Amatil
The importance of a strong category story based on insight that ladders back to the Category strategy to clearly deliver on a recognized opportunity. Drivers built on insights, Vision of the future to unveil new opportunities, the role the category plays in the retailers store, how your activity delivers or provides a benefit for the consumer, shopper & Retailer.
  • Know your Retailer & the bulls-eye shopper metric you are trying to influence
  • Show the overlap of Retailer & Supplier strategies to highlight the sweet spot of opportunity for both
  • Understand how your brand/s can deliver on the opportunity over others and the role it plays in the category

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Jacqui Hill

Senior Category Manager – Hydration
Coca Cola Amatil