The 8th ECR Forum 2012 in Russia. Shopper insight

Admin 2012.06.15

Publication Date: 2012
Publication Language: English , Russian
Publication Country/Region: ECR Russia
Publication Type: Presentation
Publisher: n/a
Companies involved: ECR Europe, GFk, Ferrero
Author: Aya Tonoyan, Alexander Shmelkov, Elena Samodurova, Victoria Arbuzova, Katerina Pramatari

Shopper insight
The latest shopper insights from the leading companies. How do customers make their shopping and what else should we take into consideration in fast-changing environment?

Изучение покупателя
Кейсы от ведущих компаний индустрии. Как покупатели совершают покупки и какие факторы нам следует принимать во внимание, если мы хотим повлиять на это решение?

Speakers/Докладчики:

Aya Tonoyan, Head of Category Management, Ferrero;
Alexander Shmelkov, Head of Shopper, Market Opportunities and Innovations, GFk;
Elena Samodurova, Head of Consumer Tracking Department, GFk;
Victoria Arbuzova, Client Service & Re- search Consultant of Consumer Panel, GFk;
Katerina Pramatari, Consultant, ECR Europe

ECR Forum 2012 BO11 ECR Europe Katerina Pramatari video1 from ECR Community on Vimeo.

ECR Forum 2012 BO11 ECR Europe Katerina Pramatari video2 from ECR Community on Vimeo.

Presentations/Презентации:

The 7th ECR Forum 2011 in Russia. Shopper Insight as detailed as possible.

ECR Community 2011.06.10

Publication Date: 2011
Publication Language: English , Russian
Publication Country/Region: ECR Russia
Publication Type: Presentation
Publisher: n/a
Companies involved: ECR Europe, Analyse2, FIT
Author: Luc Demeulenaere, Janne Anttila, Vladimir Novikov

Shopper Insight as detailed as possible.
Join us on the shopper journey as we explore innovative routes to purchase and consumption.

Исследование потребителя в мельчайших деталях.
Присоединяйтесь к нам в нашем путешествии за покупателем. Мы проследим его путь, чтобы понять, что им движет при выборе товара.

Speakers/Докладчики

Luc Demeulenaere, Consultant, ECR Europe;
Janne Anttila, Chief Executive Officer, Analyse2;
Vladimir Novikov, Chief Technology Officer, FIT;

Presentations/Презентации:

ECR Europe Forum ‘11. BO4.2 - Leveraging the power of the digital consumer

ECR Europe 2011.05.26

The digital era and new tribes of consumers are fundamentally changing how companies develop products, bring them to market and interact with shoppers. Channels are exploding, mobile is king. Social media and viral communication define your brand image. This evolution is not just adding another channel, it is fundamentally changing the way companies should do business.
Mobile as well as social networks are giving the consumer today much more power. The best companies are not only aware of these trends, they are already leveraging them to gain competitive advantage.
Delegates will hear how Ahold communicates with its shoppers using websites, smart phones and self-scan devices. The case will centre on the Ahold ‘allergy check’ trial in collaboration with GS1. Since its success, the programme has started to give shoppers in the Netherlands broad access to allergen information.
Delegates will also dive into digital brand building. How do you create viral marketing? How do you use augmented reality? How can you innovate digitally to boost your results? Learn the tricks of the trade from the award-winning digital advertising agency used by many big brands.
Speakers: Jacco Baars, Ahold; Ajaz Ahmed, AKQA; Geoffroy De Myttenaere, Jean-Albert Nyssens, McKinsey & Company.
Facilitated by McKinsey & Company
Download The Empowered Consumer - McKinsey Presentation
Download Reinventing Advertising - AKQA Presentation
Download The Digital Consumer - Ahold Presentation
Download The Digital Consumer - Ahold Presentation Speaker's Notes

ECR Europe Forum ‘11. BO1.2 - How to target the new consumer

2011.04.10

Accenture and Bridget Brennan will discuss the increased challenges facing sales and marketing professionals in targeting high-potential shoppers and consumers – including women. The session considers:
• How a targeted portfolio of relevant, convenient products that deliver clear benefits can drive sales.
• How predictive analytics and collaborative channel management are a key focus for high performing companies.
• The effects fiercer competition from emerging markets are having on in-store market share and the retail strategies needed to win at shelf.
• How understanding the shopper can win in store – you need a more scientific approach.
• The tremendous growth potential in the emerging markets and how to move quickly to ensure success.[CUT]
Speakers: Bridget Brennan, Female Factor; representatives of Accenture.
Facilitated by Accenture.

Download Defining the new consumer and new shopper Presentation (Accenture)

ECR Europe Forum ‘11. BO3.2 - Innovative value creation from consumer and shopper journey insights

2011.04.10

Publication Date: 2011
Publication Language: English
Publication Country/Region: ECR Europe
Publication Type: Presentation
Publisher: n/a
Companies involved: Emnos, The Partnering Group
Author: Luc Demeulenaere, Meinert Mellows, Patrick Rohrbasser, Brian Harris, Chris Leach, Peter Lloyd

The consumer and shopper journey insight model from ECR Europe is the new engine for innovative value creation between retailers and manufacturers of any size and sophistication.

With examples from small companies who are ‘data poor’, up to the more advanced, this session will show how integrated consumer and shopper journey insights are worked into superior joint business plans.

There will also be feedback from companies that piloted the C&SJ insight model, its three-step business process, tools and methodologies.

Speakers: Luc Demeulenaere, Meinert Mellows, Patrick Rohrbasser, Emnos; Brian Harris, Chris Leach, Peter Lloyd, The Partnering Group.

Facilitated by Emnos and The Partnering Group.

Download Presentations/Models:

Consumer & Shopper Journey insight model (Emnos, The Partnering Group)

Assortment Analysis

Key Measures

Cross Purchase

The Consumer and Shopper Journey Framework

ECR Europe 2011.04.07

Publication Date: 2011
Publication Language: English
Publication Country/Region: ECR Europe
Publication Type: Bluebook
Publisher: ECR Europe
Companies involved: Carrefour, Johnson & Johnson, Diageo, Metro, Coca-Cola, Unilever, Colgate, Nestlé, IGD, Barilla, GS1 Germany
Author: ECR Europe, The Partnering Group, emnos

by ECR Europe, emnos and The Partnering Group (2011)
Click here to download
The Consumer & Shopper Journey Framework has been developed by representatives from retailing, manufacturing, experts in loyalty card analytics and specialised consultants from the fast moving consumer goods (FMCG) business for ECR (Efficient Consumer Response) Europe.

As the core of this work is the goal of providing a clearer understanding of the changes and their causes that are occurring in the definition of “consumer and shopper value” and how retailers and manufacturers can leverage this understanding in strategies that deliver benefits for consumers and increased sales and profits for retailers and manufacturers. The new definition of “value” is being driven by a host of changes that are occurring in the marketplace, including the dynamics of the new economy, new consumer sociological and demographic changes, the enormous impact of digital communications on our daily lives, a more critical consumer, consumers’ expectations on sustainability, the rise of new health and medical needs, and many more.

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