Shopper Marketing Summit 2017 brochure

NEW HORIZONS
OF INNOVATIVE
PATH-TO-PURCHASE
STRATEGIES
Register today at
shoppersummit.com
MARCH 27 - 29, 2017
NEW YORK CITY
THE STRATEGIC CONFERENCE FOR
SHOPPER-BASED GROWTH

Hosted & Sponsored by:
We could not be more thrilled to have you join us at the Shopper
Marketing Summit. Having been a member of the Path to Purchase
Institute for more than a decade, and now as its new president &
executive director, I am a huge believer in our mission – helping
champion an improved shopper experience. The Summit continues
to be the place where the industry comes together to learn and
share ideas and perspectives.
As someone who has worked with retailers, brand marketers and
solutions providers, I have lived in your shoes and have always felt
the power and value of this event. There is a host of people who
come together to ensure the topics are leading edge and give you
the knowledge to continue to drive growth through leveraging
the path to purchase. The marketplace continues to evolve at a
tremendous pace, and helping you navigate it is at the heart of
what we do at the Path to Purchase Institute.
As you plan your agenda for the Summit, keep in mind that this
event is for you. Every element of the Summit – keynote speakers,
symposium , seminars – has been designed to give you insight and
knowledge into everything from the challenging digital landscape
to best practices for collaborating and driving growth.
Take advantage of this opportunity to grow and join us at
the Summit.
Looking forward to our future,
WELCOME!
CONTENTS
Why Summit...............................3
Who Attends..............................4
Socializing....................................5
Shopper Marketing
Celebration..................................6
General Sessions.......................8
Symposium..................................10
Breakout Sessions/
Seminars.......................................11
Venue & Pricing.........................18
Agenda At-A-Glance...............19
Mike McMahon
President & Executive Director
Mike McMahon
President & Executive Director
Path to Purchase Institute
mmcmahon@p2pi.org
mmcmahon@ensembleiq.com

Register today at ShopperSummit.com 3@Path2PurchaseIQ #ShopperSummit
Make no mistake – the retail environment is evolving. Changes in
consumer behavior, technology and fundamental business models are
empowering the shopper… and that’s altering the dynamics for everyone.
The Shopper Marketing Summit is an essential gathering for senior
leaders charged with unlocking shopper-centric growth through
innovative path-to-purchase strategies.
Sophisticated Community
Join forward-thinking retailers, brand manufacturers, agency executives
and other solution providers who’ll explore high level issues and drivers
of collaborative, shopper-centric programs.
Immediate Impact
Learn from Summit’s established and well-respected educational
program that includes a symposium, general sessions and breakout
seminars that focus on actionable strategies, insights and solutions for
engaging and influencing shoppers along the path to purchase.
Powerful Execution
Connect with leading vendors of key products and services in the
Solutions Gallery to link the best marketing strategies with the right
tactics for flawless execution.
Are you ready to navigate
today’s shifting retail
landscape?

4 Register today at ShopperSummit.com An Event of the Path to Purchase Institute
Uncover actionable strategies for migrating to an
omnichannel engagement model. Learn
how to create a social shopper marketing
framework designed to drive sales.
Hear how emerging channels
are challenging brands to think
differently about their products.
Join your peers with
responsibilities including:
Brands(manufacturers & marketers of
consumer products & services)
• Brand Activation
• Brand, Category &
Product Development
• Channel Marketing
• Customer Teams
• Integrated Marketing
• Merchandising & Packaging
• Shopper Experience
• Shopper Insights
• Shopper Marketing
Learn how fully-integrated, collaborative
partnerships are driving shopper loyalty
and category growth. See how the
right content can increase customer
engagement. Discover new
technology that is changing the
shopping journey.
Join your peers with
responsibilities including:
Retailers
(see Retail Academy on page 5)
• Brand & Category Strategy
• Consumer & Shopper Insights
• CRM & Loyalty
• Digital Marketing
• E-Commerce
• Merchandising
• Omnichannel Engagement
• Shopper Marketing
Compare and contrast
shopper attitudes and
behaviors across global
markets. Understand
how to target and engage
consumers with the media
of their choice before, during
and after the purchase. See
how personalized digital tools are
shaping the expectations of future
shoppers.
Join your peers with responsibilities
including:
Agencies
(shopper marketing,
digital, advertising &
promotion)
• Account Teams
• Brand Development
• Creative Direction
• Digital Strategists
• Insights
• Planning Directors
• Promotional
Strategy
• Retail Design
Discover how to leverage
data to create actionable
insights that deliver campaign
results. Uncover strategies for
connecting online and in-store
marketing to better engage with the
evolving shopper. Hear best practices
for aggregating, managing and
distributing content across all channels
via participatory, interactive and two-way
mediums.
Join your peers with responsibilities including:
Solution
Providers
(digital and mobile
technology, P-O-P design,
retail design, retail execution
& shopper insights)
• Consulting
• Digital & Mobile Strategy
• Display Design
• Field Execution
• In-Store Activation
• Integrated Shopper
Marketing
• Research & Insights
• Retail Media
• Technology Innovation
COMMUNITY

The best shopper marketing strategy requires proper execution
in order to resonate in the marketplace. In the Solutions Gallery,
you’ll find leading industry partners offering a wide variety of
ideas, tools and expertise that can serve as a catalyst for your
successful marketing strategy.
The exhibitors in the Solutions Gallery offer discovery in equal
portions from both traditional retail activation as well as an
array of state-of-the-art digital touchpoints.
Find Answers in the Solutions Gallery
The Shopper Marketing Summit hosts high-level decision makers from
top retail chains as part of its Retail Academy initiative. Approximately 30
senior executives from roughly 15 top retailers attend Summit as delegates
of the Retail Academy to meet with progressive partners to develop more
sustainable, impactful and collaborative shopper marketing programs.
Sponsors Include: Invited retailers include:
CONNECTIONS
NETWORKING APP
The Summit’s
private and
secure online
networking
community
makes it easy
to meet your
fellow Summit
attendees– and even easier
to interact with them before,
during and after the event.

6 Register today at ShopperSummit.com
This evening’s awards ceremony begins with the induction of these three
new members into the Shopper Marketing Hall of Fame.
This honor is bestowed upon these deserving individuals, as chosen by
editors of Shopper Marketing magazine, for their demonstration and
supreme understanding of what it means to be truly shopper-centric.
Help celebrate their achievement during this prestigious ceremony.
Tuesday, March 28
7:00 - 9:30 p.m.
Cocktail reception, dinner and awards ceremony.
Black tie optional.
Your Summit registration includes a ticket to the
Shopper Marketing Celebration, an evening that
celebrates the most effective path-to-purchase
campaigns and top talent in the shopper
marketing industry.
2017 HALL OF FAME INDUCTION
SHOPPER MARKETING
Cheryl Williams
Chief Information Officer
Herbert Smith
VP, Off-Premise Customer Development &
Category Management
Christopher Witte
VP, Shopper & Category Development
Hosted by:

Register today at ShopperSummit.com 7
Effie Worldwide and the Path
to Purchase Institute are proud
to present the 2017 Shopper
Marketing Effie Awards.
Known by advertisers and agencies
globally as the pre-eminent award
acknowledging a brand’s success,
the Shopper Marketing Effie
Awards specifically honor the most
effective integrated campaigns
that engage the shopper and
guide her purchase process.
Join the excitement as bronze,
silver and gold winners are
announced live from the stage.
Keep the fun rolling at the Shopper Marketing
Celebration After Party immediately following
the Effie Awards. Stick around for music,
cocktails, prizes, photos and more!
Tuesday, March 28
9:30 - 11:30 p.m.
Hosted by:
SHOPPER
MARKETING
EFFIE AWARDS
THE AFTER PARTY
CELEBRATION

GENERAL SESSIONS
Tuesday, March 28, 8:00-9:30 a.m.
G1 Bringing Fresh Inspiration Every Day
Ahold Delhaize’s formation from the July 2016 merger of
Belgium-based Delhaize Group and Netherlands-based
Ahold not only created opportunities for shoppers, associates
and communities throughout Europe and the East Coast of
the U.S., but for hundreds of national-brand and own-brand
suppliers as well.
Now part of the world’s largest food retail groups, Ahold
Delhaize’s businesses and their suppliers are working
together on common goals, including creating lasting
customer connections.
Having spent time on both sides of the negotiating table,
Amy Hahn is uniquely positioned to explain the myriad
opportunities – and yes, some challenges – for U.S suppliers
willing to work with Ahold USA, parent company of Stop
& Shop New England, Stop & Shop New York Metro, Giant
Landover, Giant Carlisle and online grocer Peapod, to drive
meaningful shopper engagement, create lasting connections
and provide fresh inspiration to customers.
In this presentation, Hahn will share:
• How Ahold USA is expanding supplier collaboration
to execute multichannel marketing programs and
drive personalized shopper engagement.
• The way Ahold Delhaize’s new “Better Together” strategy
will enable the company’s businesses and their suppliers
to drive profitable growth in supermarkets, e-commerce
and smaller formats.
All General Sessions hosted by:
Amy Hahn
SVP of Marketing
THE SUMMIT’S PROGRAM
IS ANCHORED BY THESE
FORWARD-LOOKING,
THOUGHT-PROVOKING
GENERAL SESSION
PRESENTATIONS.

GENERAL SESSIONS
Tuesday, March 28, 4:30-5:30 p.m.
G2 Re-Think, Out-Think, Shopper-Think
Wednesday, March 29, 8:00-9:00 a.m.
G3 The Future of the Retail Store
The shopper insights and shopper marketing you have mastered is
about to change. Shoppers have more places to buy, but there are
fewer places for you to sell. Shoppers make faster trips inside the
store and more trips outside the store, raising the question, “Why do
we need a store?” Shoppers have outsized expectations which many
marketers don’t understand. And what unites shoppers today is not
demographics, but rather their quest for happiness.
Take a rockin’, rollin’ ride to the future.
Wendy Liebmann will share her view of what the next five years will
bring and reveal:
• How to grow in a shrinking retail world (it’s getting small, fast).
• What shoppers will really pay more for (they will).
• How to rebuild credibility when shoppers think you are
mediocre (most do).
• How to build a relevant shopper culture so you can disrupt
the disruptors (it’s not what you have now).
If you’re a retailer, you may not be sleeping very well these days – and
that’s understandable. The store of the future will vastly differ from the
one we’ve known all these years. Sweeping changes in demographics,
economics, technology and media seem to be conspiring against
traditional retail business models. While big retail brands close
stores, struggling malls shutter their doors and consumer spending
increasingly moves online, some retail brands are looking to new
models to not only survive, but also thrive.
Are we witnessing the death of the retail store or its astonishing
rebirth and the beginning of the true Golden Age of retailing?
Doug Stephens will share his vision of the “store of the future” – from
staffing and store design to technology and marketing – and detail how
these aspects of retail will dramatically change in the months and years
ahead. Attendees will:
• Learn the vital insights needed to design tomorrow’s retail store.
• Hear how smart, forward-looking brands and retailers are already
capitalizing on the opportunities presented by changes in
demographics, economics, technology and media.
• Discover how to reimagine, reinvent and reinvigorate retail business
in the midst of a rapidly changing retail marketplace.
Wendy Liebmann
CEO & Chief Shopper
Douglas Stephens
Retail & Consumer Futurist

Monday, March 27, 1:00-4:30 p.m.
S1 Technology, Innovation and the
Future of Shopper Marketing
The retail environment is undergoing a radical and
rapid transformation. This workshop symposium will
examine the underlying shopper and technological
trends that are driving this revolution and share
the latest innovations in retail. The panel will give
its vision for the future of the industry and discuss
the possibilities with participants. Retail innovation
specialists from Publicis Groupe companies Arc
Worldwide and SapientRazorfish will demonstrate
some of the more interesting emerging technologies.
The symposium will examine:
• The rise of mobility
• The emergence of “total commerce”
• Technology-enabled trends such as
personalization, social proof, transparency,
immediacy, relevancy and access
Attendees will:
• See retail innovations and technologies that are
being tested around the world.
• Discover which technologies are most likely to see
mass adoption over time.
• Develop a hands-on understanding of key digital
technologies at retail.
• Gain perspective for smart investing, rapid
prototyping and continuous improvement.
SYMPOSIUM
Pre-Summit THIS INTENSIVE, HALF-DAY
SYMPOSIUM IS DESIGNED
TO OFFER A DEEP DIVE,
EXPLORATORY APPROACH
TO THIS CRITICAL
INDUSTRY ISSUE.
Jason Goldberg
SVP, Content &
Commerce
Nick Jones
EVP, Global Business
Development & Innovation
David Hewitt
VP, Consumer
Experiences
DISTINGUISHED FACULTY

Tuesday • March 28
9:45 am - 10:45 amSEMINARS
B1 Digital & E-Commerce Solutions
How to Win in a “Winner Takes
All” World – Building E-Commerce
Capability
Gina Bates, Brand Manager, E-Commerce
Shopper Marketing, Kimberly-Clark
Almost half of all CPG growth is online. Different skillsets and
approaches are needed to win in this dynamic environment.
Kimberly-Clark is at the forefront and staking its leadership position by
embedding e-commerce into key internal go-to-market processes and
building e-commerce capability across the organization from brand
to retail to packaging to supply chain. This presentation will cover why
Kimberly-Clark is investing in e-commerce, the critical components
to winning in the space and the importance of building omnichannel
capability across the organization. Attendees will:
• Learn why delivering an optimal website experience is critical and
the elements that drive conversion.
• Discover opportunities to unlock stronger demand generation for
your brands.
• Capitalize on ideas to drive e-commerce capability within your
organization.
C1 Retail Activation
Driving Shopper Engagement in Brick
and Mortar with Category Reinvention
Michael Law, Sr. Director, Customer Strategy
& Planning, Edgewell Personal Care
Edgewell Personal Care strives to challenge category conventions.
Helping retailers rethink category opportunities from a shopper
engagement perspective led to the creation of a new women’s shave
section in a key retailer. The collaborative plan involved a shopper
research plan with this customer, shop-alongs and eye-tracking
research, virtual reality concept testing and a controlled store test. Hear
highlights from this journey that demonstrate how to build a shopper-
based category engagement. This kind of approach will help retailers
further insulate themselves from the loss of category sales to pure-play
online retailers. Attendees will:
• Discover how category reinvention can help insulate brick and
mortar retailers from losses to pure-play retailers.
• Learn why it is key to start with basic shopper research collaboration
with the retailer.
• Hear how challenging category norms can pay big dividends.
A1 Collaborative Strategy
Voices from the Frontlines: 7 Deadly
Sins that Limit Retail Collaboration
Charlie Anderson, CEO, Shoptology;
Julie Quick, SVP, Insights & Strategy,
Shoptology
Webster’s defines collaboration as “the action of
working with someone to create something.” But
too often, shopper marketers find their attempts at
retailer collaboration miss the mark. Despite a lot of
efforts, they leave empty-handed with no programs
in market wondering where it all went wrong.
To give you a true inside track on how to improve, Shoptology
conducted research with dozens of leaders across the industry —
merchants and marketers from top retailers, best-in-class brands and
even private label manufacturers — about the dos and don’ts for getting
results. Through insider perspectives, case histories and testimonials,
we’ll help reveal your collaboration “sins.” But more importantly, we’ll
give you practical ways to achieve relationship…redemption. In this
session, we’ll share:
• What most marketers do that stops collaboration in its tracks.
• Secrets to getting to bigger, better, faster outcomes.
• How to build a scorecard that captures a true win-win.
FACULTY
FACULTY MEMBERS
have presented at a minimum
of one other Institute event
and have received an audience
rating of > 3.4/4.0 scale.
MEMBERS
have presented at four or
more Institute events and
have received an audience

11:15 am - 12:15 pm
TRACK HOSTS
SEMINARS
Collaborative Strategy
Learn from new retailer and
manufacturer collaborative efforts
that are driving growth and ROI.
Digital & E-Commerce Solutions
Learn the latest strategies and best
practices for creating a “digital shelf”
experience that keeps shoppers
clicking for more.
Retail Activation
Delve into the research and strategies
that motivate shopper behavior and
drive purchase decisions.
Best Practices to Activate Every Brand
With Digital Shelf Content That Turns
Shoppers Into Buyers
Courtney Jane Acuff, VP, Product &
Marketing, ItemMaster; Linda Crowder,
Sr. Director – Peapod Interactive, Ahold USA
– Peapod Online Grocery; Leslie Danford,
Sr. National Account Manager, E-Commerce,
Beam Suntory
Not every shopper is a buyer because not all content
is purpose-built for the digital shelf. Certified brand
content, on demand, is necessary to close the
content gap. Learn how Peapod, Beam Suntory and
ItemMaster put an end to cobbling and created a
partnership to drive distribution of better content
for retail planning, marketing, merchandising and
e-commerce; content that turns shoppers into
buyers and delivers higher sales. Attendees will:
• Discover the difference between a delivery platform purpose-built
for the digital shelf, and those that are not.
• Understand the importance of complete and verified brand content
to fuel retail demand.
• Learn how turning shoppers into buyers impacts your bottom line
with best practices to activate every brand, everywhere.
Translating Equity Messaging to
Create Shopper Relevancy
Elaine Bragg, VP, Executive Creative Director,
TPN; Sarah Ortman, Associate Director,
National Shopper Marketing, The Clorox Co.;
Elizabeth Tung, Associate Director, National
Shopper Marketing, The Clorox Co.
Shopper marketing is under more pressure than
ever to demonstrate its power to convert shoppers
into buyers at the moment of purchase. At the
same time, brand-led organizations are looking for
insights-based, anthemic ideas to build brand love.
The challenge? In that moment of truth, when the
shopper is weighing her choices, what is the right
communication to move her hand to your brand
versus the competition? Industry leader Clorox
will share its approach to translating brand equity
messages at retail to make the buy happen without sacrificing brand
equity. Attendees will:
• Learn data points that prove that having the “right” messaging at
retail is critical to closing the sale.
• Hear inspiring examples from Clorox brands Brita, Liquid-Plumr and
Pine Sol that demonstrate three different approaches to building
shopper-relevant messaging and make a positive impact on sales.
• Discover a roadmap for leveraging shopper marketing and
translating equity campaigns so they will effectively motivate
shoppers at the point-of-purchase.
How Collaborative Technology
Enables Agile Operations
Michelle Nachtweih, National Account
Director, Heineken USA; Bob Waibel, Sr.
Director, Shopper Marketing, Conagra Brands;
Olga Yurovski, Founder & CEO, Shopperations
Is your team frustrated and buried in disconnected
spreadsheets? Are they at capacity with no time to
strategize and grow? Learn how Conagra Brands and
Heineken USA reclaimed time by leveraging modern
technology that standardized planning and enabled
shopper marketing, agency and sales collaboration.
Attendees will also learn how to simplify budgeting and
automate reporting. Shopper marketing leaders, brand
marketers and other executives seeking best practices
to establish new shopper marketing capabilities will
find value in this session. Attendees will:
• Learn from benchmarking research about collaboration, reporting
and analytics challenges that CPG shopper marketing and sales
teams face today.
• Discover an actionable roadmap for establishing or overhauling
shopper marketing operations to become efficient and data-driven.
• Examine case studies showing how Conagra Brands and Heineken
USA leveraged modern technology to make ongoing planning more
enlightened and collaborative – and less stressful.
FACULTY
FACULTYFACULTY

The Re-Engineering of Commerce:
Today’s Path to Success Demands
New Strategies
Keith Anderson, SVP of Strategy & Insights,
Profitero; Richard Jones, E-Commerce Lead,
Mars Chocolate NA
Retail isn’t dead and e-commerce isn’t over. But as
commerce continues to evolve, critical work streams
are slipping through the cracks at the margins
of traditional disciplines like shopper insights,
shopper marketing, category management, sales,
e-commerce and brand marketing. As brands become retailers,
retailers become technology companies and shoppers are “never
not shopping,” the path to success demands new strategies,
skillsets, capabilities and tactics. Attendees will:
• Learn how leading brands and retailers are re-engineering
the demand and supply chains in harmony to thrive amid
digital disruption.
• Discover the teams, tools and processes driving the
re-engineering of commerce – and how traditional
roles and responsibilities are impacted.
• See playbooks for accelerating performance now.
The “Green” Approach to
Driving Change at Retail
Tom Hauge, VP of Business Development,
Kendal King Group; Peter Naumann, Head
of Business Development & Sales Strategy,
Philips North America
When your retail partner knocks, how best to
respond quickly and effectively? The ability to
make impactful shopper-based merchandising
recommendations that improve the experience
and drive conversion is critical. The days when you
had months and months of primary research, followed up by design,
followed up by revisions and presentations are long gone. In 2016, Philips
employed Kendal King Group and its Soapbox Insights + Influence
division to prepare for a strategic retailer meeting to identify and design
against the challenges of shopping key categories at Walmart. Based on
actionable insight obtained within a modified and “green” (sustainable
and efficient) process, Philips was able to develop retail-realistic design
solutions and secure a path towards in-store testing in 2017. This
presentation is the story of this successful journey. Attendees will:
• Reimagine the path: Drive change by changing the way you
approach age-old issues.
• Remove walls: Leverage vertical agency engagement versus
the traditional silo approach to streamline timelines and drive
efficiencies across milestones for insight, design and execution.
• Reinvent and Redesign: Think differently about retail-realistic
design and category challenges.
How Albertsons and Coca-Cola are
Enhancing the Shopper Experience
By Surprising and Delighting Guests
Outside the Beverage Aisle
Liza Etu, Sr. Shopper Marketing Manager,
The Coca-Cola Co.; Karen Sales, VP of
Shopper Marketing, Albertsons
In 2014, Albertsons had a conversion problem in
the carbonated soft drinks category. To win at
Albertsons, shoppers needed to be reminded in-
store why and how they loved Coca-Cola. The Coca-
Cola endcap served as a beacon to stop shoppers in their tracks and
provided value by presenting consumers with the right product, in the
right package, for the right meal occasions. The program started with
three test stores in 2014, scaled up to 250 stores in 2015 and added 200
more in 2016. To further engage shoppers, the 2016 version came with
digital screens so content could be updated quarterly. In this session,
attendees will:
• Learn how Coca-Cola and Albertsons collaborated from the
concept/design phase all the way to implementation to drive the
success of the activation.
• Understood the way connecting with shoppers in an emotional and
innovative manner drives continued engagement.
• Hear how to engage shoppers with inspiring creative design.
1:45 pm - 2:45 pmSEMINARS
FACULTY
FACULTY
FACULTY MEMBERS
MEMBERS

The Impact of Amazon Prime
Membership on Digital Shopping
Behavior
Christina Pate, Sr. Research Director, GfK;
Natasha Stevens, SVP, GfK
With 63 million Amazon Prime subscribers as of
June 2016, Amazon.com’s membership service is
changing the shopping landscape. As subscriptions
grow, it is crucial for brands and retailers to
understand the impact of Prime membership on
overall shopping behavior. Do Prime members
still shop at other online retailers? Do they conduct more or less price
comparison research? Which offline retailers are they most likely to visit?
In this session, attendees will:
• Learn about trends in digital shopping of Prime members.
• See how the behaviors of non-members compare.
• Learn about areas of opportunity to attract Prime and
non-Prime members.
The Art of Boo’ing: Commercializing
a Cultural Trend for the Masses
Matt Silvestri, Account Director, The Integer
Group; Allisha Watkins, Shopper Marketing
Team Lead, Mars Chocolate
For confections, Halloween is the biggest time of
the year. And while merchandising begins in mid-
September, 87% of shoppers buy candy only a
few days before Halloween. This shopper behavior
significantly limits sales potential. In 2015, through a
joint Halloween marketing effort, Mars Chocolate and
Wrigley built momentum for September candy sales
at Walmart by inspiring shoppers to purchase Halloween candy early and
often. The team uncovered a trend still in its infancy called “BOO’ING” –
the act of secretly leaving custom-created gift bags of Halloween treats
on a neighbor’s doorstep. The campaign drove candy sales by taking a
burgeoning trend and commercializing it for the masses. “Let the Boo’ing
Begin” became a monstrously successful integrated program that drove
candy sales and engagement on and offline, and led to record breaking
sales at Walmart. Attendees will:
• Learn how to create an authentic seasonal program that cuts through
the usual in-store noise and provides a true solution and inspiration
to shoppers.
• Discover how to build a trend through the power of the world’s largest
retailer and largest candy manufacturer.
• Learn how to partner with retailers to create repeatable events for key
seasons that deliver solutions for shoppers and sales for retailers.
Customized Retailer Solutions
That Drive High ROI
Rick Abens, Founder & CEO, Foresight
ROI; Wendyjean Bennett, Director of
Shopper Marketing, Tyson Foods; Dorothy
Engelhardt, Sr. Manager of Shopper
Marketing, Pinnacle Foods, Holli Horine,
VP, Client Service, Edge Marketing
In a landscape of limited growth, you need to
create insight-driven solutions and customized
programs with category growth for your
customers, all while incorporating brand
messaging. But how can you achieve these goals
with limited funds and also make them scalable
and ROI efficient? Tyson, Pinnacle Foods and
Foresight ROI partnered to create solution-based
programs that maximize ROI. In today’s shopper
marketing world, it is critical to create engaging
content across the full path to purchase for
shoppers while maintaining differentiation for
customers. This session will share key lessons for
driving and measuring shopper marketing success.
Attendees will:
• Learn how to bring insights to action with fully
integrated solutions to reinvigorate mature
categories through partnership.
• Receive guidance on best practices to execute scale programs with
solutions by retailer customer.
• Uncover new techniques to drive improved ROI results.
FACULTY
FACULTY
FACULTY
TRACK HOSTS
Learn from new retailer and
manufacturer collaborative efforts
that are driving growth and ROI.
Learn the latest strategies and best
practices for creating a “digital shelf”
experience that keeps shoppers
clicking for more.
Retail Activation
Delve into the research and strategies
that motivate shopper behavior and
drive purchase decisions.

Wednesday • March 29
E1 Shopper Marketing Best Practices
Importance of the Voice of Shopper
in the Brand Planning Process
Katie McElligott, Creative Director,
Geometry Global; Steve McGowan, Director,
Shopper Marketing, Mondelez International;
Michael Tilley, Associate Director, Shopper
Marketing & Strategic Partnerships,
Mondelez International
Marketing is evolving. You can no longer create
a national campaign and push that messaging
across all communication vehicles. The integration
of insights, sales, shopper, agencies, equity and
consumer engagement personnel has never been
more important. Mondelez International believes
in an integrated approach to planning, big idea
development and communications. Its core team
leverages its respective functional expertise to make
ideas smarter, bigger and ensure easier execution. By linking its marketing
partners (equity and consumer engagement) with its shopper marketing
team, and by bringing shopper (agency and sales people) early into the
idea development stage, Mondelez drives success and ensures that ideas
can be leveraged with its retail partners and excellently executed with its
retail teams downstream. In this session, attendees will:
• Learn how Mondelez runs connections planning and big idea
development for the following year.
• Discover why and at what stage it is important to infuse the voice
of the customer/shopper into idea development.
• Hear key lessons that Mondelez has learned over the past few years
to apply moving forward.
D1 Loyalty & Personalization
Efficient Localization: Shopper
Marketing as a Sales Growth Platform
Tom Dolan, SVP, MaxPoint Solutions;
Esperanza Teasdale, Sr. Director, Shopper
Marketing, PepsiCo Demand Xcelerator
How do you profitably drive demand across 20+
retailers with unique consumer profiles? PepsiCo,
with a global portfolio of diverse and beloved
brands, knew that meeting this challenge required
more than just great campaigns — it required a
revolutionary approach to driving demand across
retail partners. PepsiCo’s response was to create
Demand Xcelerator, a completely new commercialization of the shopper
marketing function. It not only allowed the application of consumer
insights at the store level, it delivered customer-specific strategies based
on each retailer’s consumer purchase intent signals. The result was a
successful local execution with the efficiency of a national program.
Attendees will:
• See PepsiCo’s Demand Xcelerator in action through case studies
of campaigns.
• Learn how PepsiCo localized campaigns to account for consumer
media consumption and product interest.
• Understand how results were measured for these “online + in-store
campaigns” and how the insights and consumer strategies were
shared with retailer partners.
FACULTY
FACULTY
F1 Innovation
Imagine the Endless Aisle
Bill Demas, CEO, Shopkick; Debbie Zefting,
Director of Shopper Strategy & Engagement,
Barilla America
The “Endless Aisle” is coming — and in some
cases — has already arrived. As shoppers look
to locate and buy from anywhere at any time,
marketers need to deliver the endless aisle
that must be highly personalized, extremely
customized and seemingly frictionless. Whether
that means viewing recommended products while
in-department or an Uber-like tracking of sales associates en route
to shoppers on the floor, marketers will win by imagining the same
behavioral elements that drive purchase now and extending that
across screens, beyond the store and around the clock. This session will
discuss how Barilla partnered with Shopkick to reach shoppers on the
couch, during their commute or wherever else they had a few minutes.
Attendees will:
• Learn how to bring the endless aisle to life through personalized,
customized and frictionless omnichannel retailing.
• Discover how future shoppers will behave, what they’ll expect and
how to prepare.
• Get a peek into the innovative new technologies and digital overlays
that will power the next generation of in-store experiences.
FACULTY FACULTY MEMBERS
MEMBERS

Chobani’s Journey to Shopper Tech
That Empowers Decisions
Shaun Brown, SVP, CPG & Digital Shopper
Lead, Momentum Worldwide; Sonia Dalvi,
Sr. Brand Manager, Chobani
Technology is giving every industry new life, but not
without growing pains. How far are we from the
wave of the tech revolution that either evolves the
physical retail space or renders it obsolete? Chobani
has explored many possible futures alongside
agency Momentum Worldwide, and is using the
agency’s research as a survival guide toward a new direction for how
technology can bring brands and retailers new relevance. How can
a brand bypass tech’s current time and cost saving measures to help
people better make decisions on the selection and use of products? How
to look beyond tactics toward human-inspired strategy to see the future
of value for the retail experience? This session examines how Chobani
took action on the data in how they go to market to connect with
shoppers throughout their journey to drive purchase. Attendees will:
• Learn how retail winners and partner brands can evolve in the face
of technology.
• Discover how to prevent a retail experience that’s merely an
accessory to the mobile device.
• Hear how Chobani uses the demand for decision-making support
among shoppers, and how that defines strategic use of technology.
F2 Innovation
Innovate or Die – Delivering
Transformational Ideas, Even
on Zero-Based Budgeting
Wes Schroll, Founder & CEO, Fetch;
Brian Sobecks, Sr. Digital Innovator &
Evangelist, Kraft Heinz
Zero-based budgeting has not prevented KraftHeinz
from making significant investments in emerging
technologies aimed at increasing sales and adding
efficiencies to its business. In this presentation,
the KraftHeinz innovation team will introduce its
role within the organization and its approach to identifying and
executing transformational solutions, including its success story
with Fetch. Fetch provided an opportunity to enhance the shopper’s
in-store experience, indicated efficiencies to retailers and ultimately
delivered unparalleled insight regarding shopper behavior at the
point of decision. This session will:
• Introduce the importance of a digital innovation team and
its ability to promote new ideas and thinking within a large
CPG organization.
• Explain the process for identifying partners and prioritizing
both immediate and long-term solutions that can increase
sales and profitability.
• Explore the case study highlighting Fetch, a technology
partner that delivers increased sales, profitability and loyalty
in a new and evolving mobile shopping environment.
How Sam’s Club Won Back
Lapsed Shoppers – and Increased
Incremental Revenue – Through
Online Digital Offers
Adrian Fung, VP, Online Engagement,
Sam’s Club; Sherry Smith, President,
Triad Retail Media
Sam’s Club is known for offering exceptional
value to its members. Recently, it recognized
that it had many members who had purchased
in the last year but not in the last 90 days. To
re-engage these members and excite new ones, Sam’s Club launched
targeted incentive offers on behalf of Foster Farms, Unilever and
Huggies. Powered by Triad Retail Media, these online offers had up to a
12 percent redemption rate and, in some cases, an estimated $3 million
of incremental revenue. Triad Retail Media and Sam’s Club will share
this case study on how it put instant saving benefits to work through
relevant, digital media. Attendees will:
• Learn how the partnership between Triad Retail Media and Sam’s
Club mutually identified an opportunity to reactivate old, and
reward new, members.
• Hear the results of each unique targeted incentive offer, including
redemption rate, repurchase rate, campaign cost and estimated
incremental revenue.
• Understand the importance of having a one-to-one customer
relationship to drive customer engagement and ultimately, sales.
TRACK HOSTS
Loyalty & Personalization
Explore how to gain and retain the loyalty
of consumers and how to create effective
strategies that put the shopper first.
Shopper Marketing Best Practices
Explore how to gain and retain the loyalty
of consumers and how to create effective
strategies that put the shopper first.
Innovation
Examine emerging trends and new
technology and what they will mean
for the future.

Re-Engage Your Most Valuable
Shopper With Ideas, Inspiration –
and a Little Bit of Recognition
Chris Russell, Group Director, Shopper
Insights, The Coca-Cola Co.
New research shows the emergence of the important “Highly
Engaged Shoppers” segment. These consumers, who represent
about 30% of shoppers but more than 40% of grocery expenditures,
enjoy shopping and actively seek new meal solutions, new snack and
beverage pairings and new entertainment ideas. This presentation
will focus on these highly engaged shoppers, including their needs
and unmet needs, their search for new flavors, healthier choices
and in-store inspiration. It will tap into results from Coca-Cola’s
proprietary iSHOP study to assess their changing habits and provide
a recipe for success to help retailers capture more expenditures from
this important segment. Attendees will:
• Learn who the highly engaged shoppers are – in demographics
and mindset – and how they are different from previous
focus clusters.
• Discover the evolving habits, motivations and influences that
drive these highly valuable shoppers.
• Uncover opportunities for grocery and convenience retailers to
win with this segment all along the path to purchase – during
pre-trip planning, in-store/in the moment, and after the trip in
social media.
Personalization: The Key to
Unlocking Customers
Donna Bressler, Shopper Marketing Sr.
Manager, McCormick and Company Inc.;
West Naze, VP, CPG Sales, Eyeview
The industry is craving personalization, but how do
you utilize video to personalize messages to your
shoppers? Join an in-depth discussion around the
latest strategies and tactics for delivering 1-to-1
personalized video to your shoppers. McCormick
will share insights into how it is delivering relevant
messages to its target audience and driving
business results. Attendees will:
• Learn how McCormick launched a new product and drove
in-store sales using video of both the new product and its
overall portfolio at key retailers.
• See how technology delivered more than 8,700 video versions
highlighting custom offers and local store content across 7,000
retail stores.
• Discover powerful trends in video marketing that drive sales.
F3 Innovation
Design Thinking: The Secret to
Achieving Breakthrough Innovation
and Customer-Centric Solutions
Tony Bynum, Director of Strategy &
Innovation, RTC; Michele Fuhs, Head of
Future Retail – Premium Retail Experience,
BMW Group AG
“Design Thinking” is used by the world’s most
innovative companies to translate knowledge about
a given problem or opportunity into innovative, user-
centered solutions in the form of products, services
and more recently, experiences. In a forward-looking presentation,
RTC and BMW will present their plan to use Design Thinking to rethink
BMW’s automotive dealership customer experience. This presentation
will walk through a structured 5-phase process, sharing tools and
examples of output associated with each phase. Attendees will:
• Learn about an application-ready framework for using
Design Thinking to look beyond the obvious and
developing proprietary insights.
• Explore an approach for framing the right problem/s
using tools that establish empathy for the customer.
• Discover a model for understanding transition vs change
and resetting expectations about return on investment.

18 An Event of the Path to Purchase Institute
We strongly encourage Summit attendees to stay at the
Grand Hyatt hotel which hosts the full event schedule.
Rooms are limited, so reserve yours quickly.
Hotel Reservation Deadline: March 6, 2017
Rates: A reduced room rate starting at $289/night
is available at the Grand Hyatt New York
as part of the 2017 Shopper Marketing
Summit room block.
Call: (212) 883-1234 and mention the
“2017 Shopper Marketing Summit”
Online: Follow the hotel reservation link found at
shoppersummit.com/venue-accommodations
VENUE & PRICING
EARLY
BIRD
Through
Jan. 31
EARLY
BIRD
Through
Jan. 31
$
3,360 $
3,695 $
4,030 $
4,435

$
2,955 $
3,250 $
3,545 $
3,900

$
485 $
535 $
580 $
640
STANDARDSTANDARD
Save 10%
Save 10%
Save 10%
Save 10%
Save 10%
Save 10%
TOTAL EXPERIENCE (March 27-29)
• One Symposium
• All General Sessions/Keynotes
• Your choice of seven Breakout Sessions/Seminars
• Continental breakfast on Tuesday & Wednesday; lunch on Tuesday
• One ticket to the Shopper Marketing Celebration awards reception and dinner
(March 28) which includes the 2017 Shopper Marketing Effie Awards and the 2017
Shopper Marketing Hall of Fame induction ceremony
SUMMIT ONLY (March 28-29)
• All General Sessions/Keynotes
• Your choice of seven Breakout Sessions/Seminars
• Continental breakfast on Tuesday & Wednesday; lunch on Tuesday
• One ticket to the Shopper Marketing Celebration awards reception and dinner
(March 28) which includes the 2017 Shopper Marketing Effie Awards and the 2017
Shopper Marketing Hall of Fame induction ceremony
SYMPOSIUM ONLY (March 27)
• One Symposium
SHOPPER MARKETING CELEBRATION AWARDS RECEPTION & DINNER ONLY (March 28) Individual ticket - $310 Table of 10 - $3,100
NON-MEMBER RATES
PER PERSON
GROUP REGISTRATION RATES
Discounted rates are available for groups of three or more people from the same company.
Learn more at ShopperSummit.com/group-registration.
MEMBER DISCOUNTED RATES
All current Path to Purchase Institute members pay less to attend Summit. If your company is
not a member, consider becoming one before you register. It could save you a bundle! For more
information about costs and benefits of Institute membership, please call (773) 992-4464.
CANCELLATIONS AND REFUNDS
All registration fees for the Summit are non-refundable and non-transferable after March 17, 2017.
If you wish to cancel your registration before March 17, please put your request in writing and
email to peggy@p2pi.org. A $50 processing fee will be applied to all cancellations.
REGISTRATION QUESTIONS?
Please call customer service
at (985) 801-0678
REGISTER ONLINE
ShopperSummit.com
Choose Your Registration Package
Best Value!
Grand Hyatt New York
109 East 42nd Street
New York, NY 10017
P2PI MEMBER RATES
PER PERSON
EARLY
BIRD
RATES
EXPIRE
JAN. 31

7:00 – 8:00 a.m.
8:00 – 9:30 a.m.
9:45 – 10:45 a.m.
11:15 a.m. – 12:15 p.m.
12:15 – 1:45 p.m.
1:45 – 2:45 p.m.
3:15 – 4:15 p.m.
4:30 – 5:30 p.m.
7:00 – 9:30 p.m.
9:30 – 11:30 p.m.
12:00 – 1:00 p.m.
1:00 – 4:30 p.m.
Lunch
TUESDAY, MARCH 28
MONDAY, MARCH 27
Check-In for Symposium
S1  Symposium: Technology, Innovation and the Future of Shopper Marketing
Hosted by: Crisp
Loyalty & Personalization
Hosted by: RevTrax
Hosted by: RevTrax
Shopper Marketing Best Practices
Hosted by: Crisp
Retail Activation
Hosted by: Great Northern Instore
Innovation
Hosted by: Great Northern Instore
A1  You Want Me to Buy Where?
Finding Success in Unexpected
Retail Channels
A2  How Collaborative Technology
Enables Agile Operations
A3  How Albertsons and Coca-Cola are
Enhancing the Shopper Experience
By Surprising and Delighting Guests
Outside the Beverage Aisle
A4  Customized Retailer Solutions
That Drive High ROI
B1  How to Win in a “Winner
Takes All” World – Building
E-Commerce Capability
B2  Best Practices to Activate Every
Brand with Digital Shelf Content
That Turns Shoppers Into Buyers
B3  The Re-Engineering of Commerce:
Today’s Path to Success Demands
New Strategies
B4  The Impact of Amazon
Prime Membership on
Digital Shopping Behavior
C1  Driving Shopper
Engagement in Brick
and Mortar with
Category Reinvention
C2  Translating Equity
Messaging to Create
Shopper Relevancy
F1  Imagine the Endless Aisle
C3  The “Green” Approach to
Driving Change at Retail
F2  Innovate or Die – Delivering
Transformational Ideas, Even
on Zero-Based Budgeting
C4  The Art of Boo’ing:
Commercializing a Cultural
Trend for the Masses
F3  Design Thinking: The Secret
to Achieving Breakthrough
Innovation and Customer –
Centric Solutions
7:00 – 8:00 a.m.
8:00 – 9:00 a.m.
9:15 – 10:15 a.m.
10:45 – 11:45 a.m.
12:00 – 1:00 p.m.
1:00 p.m.
Continental Breakfast
Shopper Marketing Summit Adjourns
D1  Efficient Localization: Shopper
Marketing as a Sales Growth Platform
D2  How Sam’s Club Won Back
Lapsed Shoppers – and Increased
Incremental Revenue – Through
Online Digital Offers
D3  Personalization: The Key to
Unlocking Customers
E1  Importance of the Voice of Shopper
in the Brand Planning Process
E2  Chobani’s Journey to Shopper
Tech That Empowers Decisions
E3  Re-Engage Your Most Valuable
Shopper With Ideas, Inspiration –
and a Little Bit of Recognition
WEDNESDAY, MARCH 29
AGENDA AT-A-GLANCE
G2  General Session: Re-Think, Out-Think, Shopper-Think, Hosted by: FCB/RED
Shopper Marketing Celebration - Includes Networking Reception, Dinner, Shopper Marketing Effie
Awards & Hall of Fame Induction, Hosted by: The Integer Group & Menasha Packaging Co.
Shopper Marketing Celebration After Party, Hosted by: MaxPoint
Continental Breakfast
G1  General Session: Bringing Fresh Inspiration Every Day, Hosted by: FCB/RED
G3  General Session: The Future of the Retail Store, Hosted by: FCB/RED

Path to Purchase Institute
8550 W. Bryn Mawr Ave., Ste. 200
Chicago, IL 60631
(773) 992-4450
2017 Shopper
Marketing
Effie Awards
2017 Shopper
Marketing
Hall of Fame
Induction
Also Featuring:
HOSTED & SPONSORED BY:
REGISTER TODAY AT
ShopperSummit.com
FEATURING OVER 45 EXPERT SPEAKERS INCLUDING:
Wendyjean Bennett
Director of Shopper Marketing
Karen Sales
VP, Shopper Marketing
Gina Chiasson Bates
Brand Manager, E-Commerce
Shopper Marketing
Elizabeth Tung
Associate Director - National
Shopper Marketing
Debbie Zefting
Director of Shopper
Strategy & Engagement
Michele Fuhs
Head of Future Retail
Richard Jones
E-Commerce Lead
Adrian Fung
VP, Online Engagement
Amy Hahn
SVP of Marketing
Chris Russell
Group Director, Shopper Insights

Shopper Marketing Summit 2017 brochure

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