These two themes were reflected throughout the conference speeches, whether it was Magz Fallon from Coca-Cola who delved into the central funding and putting category drivers into the brand planning process to achieve the right focus on shopper, to Anders Fisker Olesen and Camilla Blicher from Arla Foods who reinforced this message with the tale of extraordinary measures they went to, in order to execute their vision for the Cheese Category in Denmark, following extensive consumer & shopper insights into the purchase decision hierarchy which re-framed the way the company thought about the shopping process for cheese.
Revealing golden nuggets and whistle-stopping actionable insights, our provocative speakers inspired us to take risks, learn from mistakes and be patient until others follow. We captured a clear picture of key shopper differences in the US, Europe and China and the ten commandments of the new shopper manifesto.
We discovered that market share and loyalty are not objectives; rather, they are outcomes of a successful strategy. And finally, the new journey is about being whole-minded from sofa to shelf and winning the moments that matter – really listening to what shoppers and consumers care about and love. We proudly present this executive summary from the 2nd Annual International Shopper Insights in Action Event - download it here.
Download The International Shopper Insights in Action 2012 Executive Summary to see the breadth and depth of the content covered. Plus, make sure you are opted in to be alerted when the 5-7 November 2013 program becomes available.