Have you ever wondered why is it so difficult to impact consumer behavior at-shelf, even though we seem to know so much about our shoppers? Why is it challenging to not only find your core consumer with targeted media spend, but also measure the efficacy of these targets? We’ll uncover the answer to these critical questions and show an example of what success looks like. Ultimately, success lies in where you start and how you get there.

Key Takeaways:

• Become more effective at identifying transformational shopper insights
• Learn a new methodology for segmentation and targeting to impact in-store behavior 
• Identify how to truly measure the efficacy of your targeted media spend

The mission of the Commission to Standardize the Measurement of Shopper Marketing (or SM2) is to foster an industry-wide understanding of the true value of Shopper Marketing across the entire path to purchase by establishing best practices and adoptable standards for measurement. We are excited to officially launch our Industry Playbook, developed with support from some of the industry’s leading product manufacturers, marketing agencies and solution providers. Join the Institute in this session as we share key content from the Industry Playbook as well as preliminary takeaways from the measurement pilots that are in progress.

In this session, we will cover:

1. The definition of the Shopper Marketing discipline and its role within the marketing spectrum
2. The scope of Shopper Marketing across stages, platforms and engagement touchpoints throughout the path to purchase
3. Initial ideas on best practices in effective measurement that are currently being refined and affirmed through pilot testing and what we have learned from our pilots so far

After over a year of massive life disruptions, people are starting to head out again to eat, shop, and gather. Certainly, that creates new opportunities for brands to connect with their audiences, but what are the rules of engagement in this post-pandemic era? What will grab attention and convert potential buyers as they engage the world once again? Sarah O’Grady addresses these questions with new, survey-based research from the Valassis, a Vericast Business, 2021 Consumer Intel Report. In this presentation, she will provide a glimpse into the anxiety, resilience, and hope built up over the last year and reflect the cautious optimism that most people have about the future. Expect to walk away with insights for to fuel your brand activation, including:

• How consumer optimism should shape messaging
• Implications for the in-store experience
• The role of deals and special offers
• And anticipated trends in consumer expectations

It is becoming increasingly clear that we’re chasing the wrong behavior change at retail – product trial just isn’t enough anymore. Commerce – in all forms -- has proven itself to be more than a new route to market for brands and businesses, it’s vital for brand building and consumer experience. We need to be thinking beyond the confines of one channel, and rather meet consumers where they are emotionally and functionally. The latest purchase research suggests that many of our daily decisions, including purchases, are guided by our habits alone. Our jobs in commerce should be about making it easier to become a habit for consumers but rather what it takes to make, and break, habits to create both commercial and consumer value that impacts beyond the transaction