Best-in-Class Shopper Marketing from Around the World

CHICAGO — It is no secret that marketing is undergoing tremendous change as technology, mobile, social media and increased consumer demand is forcing the industry to reinvent itself. The thirst for real-time data, greater personalization and customization is revamping shopper marketing — not just here within the United States but around the globe. Creativity has no borders.

To shed light on market nuances, such as shopper drivers and channel-specific challenges, and share insights on global business conditions and retailer opportunities, a high-impact group of industry leaders will convene to co-host the “Best-in-Class Shopper Marketing from Around the World” symposium on Oct. 8, at the 2013 Shopper Marketing Expo, here, at the Navy Pier. The symposium is just one part of a powerful program of speakers and topics lined up for the event, now in its 19th year.

Following an introduction by Geometry Global chief strategy officer Jonathan Dodd — who will discuss the “Purchase Decision Journey” as a framework for mapping behavior and understanding shopper needs and motivations — executives from Coca-Cola, Unilever and Geometry Global will bring to life pivotal case studies from the soon-to-be-published book, “Global Perspectives on Shopper Marketing,” which is scheduled for release in November. The book examines shopper-marketing programs executed between 2010 and 2013, highlighting examples of companies that successfully translated shopper insights into collaborative actions at home and abroad.

Julie Watson, VP shopper and customer marketing for Unilever, and Kathy O’Brien, VP marketing to shoppers for Unilever, will discuss how bringing hairdressers in stores helped propel a hair care brand to No. 1 in Brazilian supermarkets; how grouping home care cleaning products together was a win-win in Turkey; and how a beauty brand created a worldwide self-esteem initiative.

Scott McCallum, president of shopper marketing North America at Geometry Global, will discuss how one retailer with a reputation for operating gigantic stores found the right fit with German apartment dwellers; and how innovation and adaptation revolutionized the entrenched world of England’s public houses.

Following a review of some case studies, Tim Barnes, chief strategy officer at Fabric Worldwide, will discuss the critical role big data sources play in the shopper experience, and Kantar Retail will provide a look into the future at shopper marketing in 2020.
The powerful, five-part program will wrap up with a lively panel discussion on trends and issues in shopper marketing around the world. Peter Hoyt, executive director and CEO of Path to Purchase Institute, and Gwen Morrison, co-CEO of The Store, WPP’s Global Retail Practice, will moderate the discussion.

All attendees of the Oct. 8 symposium will receive an advance copy of “Global Perspectives on Shopper Marketing.”

The Shopper Marketing Expo is slated for Oct. 8 to 10 at Chicago’s Navy Pier. For more information, visit


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