Shopper Marketing Expo 2013 by the Path to Purchase Institute

Oct. 8-10, 2013
Exposition: Oct. 9-10
Navy Pier, Chicago
Register today at
www.ShopperMarketExpo.com
Inspiring marketers and retailers with
collaborative solutions and actionable
strategies that influence decision-making
along the path to purchase.
WORLD’S LARGEST GATHERING OF SHOPPER MARKETING PROFESSIONALS

Expo Sponsors Include:
Shopper Marketing Expo Co-Chairs
The 2013 Expo is backed by these industry leaders who support
progress and advancements in effective shopper marketing.
John King
Sr. Director U.S. Shopper &
Category Management
Anne Jones
VP, Shopper Marketing &
Shopper Insights
Dirk De Vos
VP, Commercial Planning &
Activation
Tracie Curb-Crowser
CEO & Chief Creative Officer
Bryan Welsh
VP, Shopper Marketing
Steve Carlin
Sr. Director, Shopper
Marketing & Insights
WELCOME
Who Attends & Why...................3
Education.........................................4
What Not to Miss..........................5
Symposiums................................6-7
Keynote Addresses.................8-9
Wednesday
Seminars...................................10-13
Thursday Seminars.............. 14-17
Exhibit Hall...............................18-19
Design of the Times..................20
Hotel & Pricing............................. 21
Schedule At-A-Glance............ 22
Registration.................................. 23
Table of Contents
The World’s Largest Gathering of
Shopper Marketing Professionals
The Expo covers the entire universe of shopper marketing to inspire
marketers and retailers with collaborative solutions and actionable
strategies that influence decision-making along the path to purchase.
In just a few short days, the Shopper Marketing Expo delivers business
strategies and tactical skills that translate into lasting results for you,
your brand and your trading partners. Expo offers:
4000 marketing, retail and industry attendees
150 leading-edge exhibitors across 50+ product categories
75 renowned industry speakers and faculty
24 hours of unrivaled educational seminars
12 hours of viewing world-class in-store activations
in the Design of the Times Gallery
3 in-depth symposiums
2 inspiring keynote addresses
10 avg mph of Chicago winds at beautiful Navy Pier
®

WHO ATTENDS & WHY
Retailer Executives
involved with…
• Brand & Category
Management
• Consumer & Shopper
Insights
• Merchandising
• Retail & Digital Marketing
• Shopper Marketing
• Strategy
Agency Professionals
including…
• Account Teams
• Art Directors
• Brand Development
• Creative Directors
• Insights
• Planning Directors
• Promotional Strategy
• Retail Design
Solution Providers
involved with…
• Consulting
• Digital & Mobile Strategy
• Display Design
• Field Execution
• Integrated Shopper
Marketing
• Research & Insights
• Retail Media
• Technology Innovation
Spanning the Full Universe of Shopper Marketing
Expo attracts professionals from every segment of the industry who work hand-in-hand to effectively reach shoppers
and drive retail sales.
Brand Manufacturer
teams from...
• Brand Activation
• Brand, Category &
Product Development
• Channel Marketing
• Customer Teams
• Integrated Marketing
• Merchandising & Packaging
• Shopper Experience
• Shopper Insights
• Shopper Marketing
3
No Other Event Brings Together All the
Right Industry Players In One Place
25%
Shopper
Marketing &
Advertising
Agencies
33%
Solution Providers
Includes: P-O-P design ﬁrms,
digital/mobile path-to-purchase
media, research/insight
professionals and others.
Brand Manufacturer and
Retailer attendance increased
8% in 2012 and continues
to grow year over year.
42%
Brand
Manufacturers
& Retailers
A remarkable number of influential companies send large
cross-functional teams of decision-makers to the Shopper
Marketing Expo to ignite relationships with leading
solution providers and to soak in the know-how from
more than 75 world-class shopper marketing experts,
researchers and practitioners. They include:
4,000+ Industry
Professionals Attend
Expo Year After Year
Source: 2012 Expo Attendee
Registration Report

4 Register at www.ShopperMarketExpo.com by October 44
Shopper Marketing Best Practices
Hear innovative and effective processes,
practices and solutions that help reach and
influence shoppers.
Insights to Activation
Delve into the research and strategies that motivate
shopper behavior and drive purchase decisions.
Omni-Channel Strategies
Learn how to integrate across digital, social,
mobile, e-commerce and other channels to
create consistent experiences.
Mobile Marketing Solutions
Uncover innovative mobile techniques that directly
engage and influence in-store purchasing decisions.
Small Budget Excellence
Learn to develop a shopper marketing strategy fit for
companies and brands of all sizes and budgets.
Big Picture
Take a look at trending industry topics and
challenges that are shaping the retail landscape.
Understanding Your Shopper
Understand different types of shoppers, what
motivates them to purchase and how to reach
them effectively.
Design and Creativity
Uncover key ingredients for developing successful
retail executions that align with the needs of
shoppers, brands and retailers.
Leveraging Social Media
Learn how to create a social shopper marketing
framework designed to drive sales and loyalty.
Strategies at Retail
Get a broad look at today’s retail environment and
where it’s headed.
EDUCATION
Chris Brandewie
Director of Store Design
Doug Straton
Director, NA e-Commerce
Center of Excellence
The Expo covers
the entire universe
of shopper marketing
to inspire marketers
and retailers with
collaborative solutions
and actionable
strategies that
influence decision-
making along the
path to purchase.
Kim Feil
EVP, Chief Marketing &
Strategy Officer
FACULTY
Cheryl Policastro
Director of Shopper
Marketing & Insights
FACULTY
Catherine Roe
Head of CPG
FACULTY
Anne Jenkins
Sr. Manager, Shopper
Marketing Center of
Excellence
FACULTY
The Path to Purchase Institute takes great
pride in being the top industry resource for
shopper marketing education.
At Expo you’ll hear insightful discussion of
relevant topics from over 75 expert speakers
including ones from the Institute’s credible and
vetted faculty who have presented at previous
Institute events and received superior ratings
from audience members.
The Pinnacle of Shopper
Marketing Education
Unrivaled Educational Lineup
Choose a combination of seminars from these ten tracks covering the most
important topics in retail marketing. See the schedule at-a-glance on page 22.

5#ShopperExpo
Featured Exhibitors
Featured Exhibitor companies have been judged
and approved by an elite group of leading brand
marketers and the editors of Shopper Marketing
magazine as “must-see” companies. They bring
a unique story of innovation or a fresh approach
to help navigate the path to purchase.
You’ll want to make sure you plan time to meet
each one – and while you’re at it, be sure to
participate in the Featured Exhibitor contest for
your chance to win one of our $200 AMEX gift
cards! For more information, see page 18.
5
WHAT NOT TO MISS
Closing Cocktail Party
Path to Purchase Institute Booth 202
Thursday, Oct. 10, 3:30 - 4:30 pm
The Retail Academy is a special industry initiative
that offers retailers and their manufacturer partners a
place to talk one-on-one in a “neutral zone,” free from
competing organizational conflicts, difficult schedules
and limiting formality. It engages, informs and enables
retailers to collaborate and more fully leverage the
power of shopper marketing.
Retail Academy sponsors include:
retailacademy
the
at the shopper marketing expo
retailacademy
the
Design of the
Times Gallery
Wednesday, Oct. 9 & Thursday, Oct. 10
10:30 am - 4:30 pm
Check out the finalists in this year’s
Design of the Times competition.
Find inspiration from the most
innovative in-store activation
tactics, displays and campaigns.
Design of the Times Awards
Reception & Ceremony
Wednesday, Oct. 9
5:00 - 7:00 pm
Enjoy cocktails and hors d’oeuvres while you mingle among the
finalists’ inspiring and creative in-store activations in the Gallery
at the Design of the Times Awards Reception and Ceremony.
Then get ready for the big reveal. Be there to see who captures
the gold, platinum and the coveted “Best of the Times” honors.
Purchase tickets when you register
for the Shopper Marketing Expo at
www.ShopperMarketExpo.com.
For more information, visit www.dot-awards.com.
Tempt-ing Lounge
Grab some refreshments and mingle
with other attendees in the Tempt-ing
Lounge conveniently located outside
the seminar rooms.
Wrap up your Expo experience at the
closing cocktail reception on the show
floor. Don’t miss this opportunity to
sip on complimentary drinks while
socializing and networking with
shopper marketing’s best and brightest.

6 Register at www.ShopperMarketExpo.com by October 4 An Event of the Path to Purchase Institute
Tuesday, October 8 | 1:00 - 4:30 pm
Joanna Arscott
Executive Creative Director
Sean Patrick Harrington
Founder
Lily Lev-Glick
Founder & Chief
Insights Officer
SYMPOSIUMS
In today’s multi-channel, ever-connected world, how do you synthesize
consumer behavior and shopper insights to develop a focused brand
strategy and seamless execution that drives consumer affinity across
all touchpoints along the path? This fast-paced symposium will include
several presentations designed to take attendees through the entire
brand experience — from the brand planning process right through to
retail execution.
Sean Patrick Harrington and Rob Wallace will provide a detailed action
plan for creating brand identity and package design using competitive
insight and design exploration that combines rational and emotional
appeal. Through an interactive workshop attendees can apply this new
learning to their own branding challenges.
Lily Lev-Glick will lead participants through a research integration
process that will explore which consumer and shopper research
modalities should be woven into the brand planning process, and
how to tease out the most salient insights for an effective, strategic
activation plan.
How do we bring all these pieces together while achieving excellence at
retail execution? Joanna Arscott will examine the necessary elements
for retail activation success, including the importance of understanding
your client’s success metrics, your distribution channel(s), and most
importantly, your shopper.
Symposium attendees will:
• Understand the 10 best steps to create meaningful disruption
and full engagement for your brand.
• Learn how to convert market observations into marketable insight.
• Hear how shopper insights inspire creativity for your brand.
• Discover how to create a big idea that brings all your pieces
together at execution.
S1 | Architecting a Brand Experience from
Concept Through Retail Execution
FACULTY
Rob Wallace
Managing Partner
DISTINGUISHED FACULTY
Host/Speaker:
Speakers:

7Register at www.ShopperMarketExpo.com by October 4#ShopperExpo
Tuesday, October 8 | 1:00 - 4:30 pm
Christopher Brace
Owner
Join us as we present case studies from the Path to Purchase Institute’s inaugural book Best
Practices in Shopper Marketing from Around the Globe, a collection of fascinating examples
showcasing shopper marketing executions from all corners of the Earth. Through the
examination of both large and small-scale programs executed between November 2010 and
February 2013, we will shine a light on the successful translation of shopper insights into unique,
collaborative activations outside of North America. Attendees will:
• Better understand market nuances, including unique shopper drivers, barriers or
channel-specific challenges in diverse locations.
• Gather insights into global business conditions, shopper mindset, channel
dynamics and retailer opportunities.
• Learn key success metrics to implement a best-in-class shopper marketing program.
We’re all well aware that insights are necessary for building successful communications that
connect emotionally with our consumers and shoppers. But insights also play an equally
important role in integrating consumer, shopper and trade planning. In fact, shopper and
consumer insights sit at the foundation of full marketing integration. If your organization is
building marketing plans in silos then insights are the key to breaking down those silos so you
can build plans that deliver a seamless brand experience. In this symposium attendees will:
• Learn the difference between insights and generalizations.
• Understand the role emotion plays in decision-making and what this means for insights.
• Realize why your shoppers’ beliefs and attitudes are the real drivers of their behaviors.
• Get introduced to the Insight-Connectivity Model: how to connect your shopper insight
(behavioral) to a corresponding consumer insight (emotional).
• Learn how Insight Connectivity is the foundation for integrating consumer, shopper and trade plans.
S3 |
S2 |
Best Practices in Shopper Marketing
from Around the Globe
Consumer and Shopper Insights:
The Foundation For Integrating Consumer,
Shopper, and Trade Planning
Made Possible By:
Presented By:
Each symposium is
an intensive, half-day
workshop designed
to immerse you into
conversation and
exploration of critical
industry issues.

Join us as Alison Lewis, SVP, Marketing N.A., The Coca-Cola
Company and Jocelyn Wong, CMO of Family Dollar, explain how
traditional marketing models may be replaced by a new, higher form
of collaboration between enlightened retailers and manufacturers.
“Shared Media” includes those opportunities where manufacturers
and retailers work together to market to, communicate with and
develop a common audience.
In this session attendees will:
• Learn what “Shared Media” is and why it matters.
• See how jointly developing a strategic approach to communication
along the entire path to purchase can transform the shopping
experience.
• Discover how enlightened retailer and manufacturer collaboration
can achieve both manufacturer objectives as well as retailer traffic
and conversion goals.
Wednesday, October 9 | 9:30 - 10:30 am
Alison Lewis
SVP, Marketing N.A.
Jocelyn Wong
CMO
K1 |
KEYNOTE ADDRESSES
The Future of Marketing
Belongs to “Shared Media”
MEET THE
SPEAKERS
Immediately following each keynote
address in the Wetzel Brothers’
Keynote Theater, meet and greet
the speakers in Booth 702.
An Event of the Path to Purchase Institute
Paid
Owned
SHARED
Earned

Join a panel of current and former shopper marketing
leaders including April Carlisle, the former leader of P&G’s
shopper marketing center of excellence, Kim Feil, the current
EVP, Chief Marketing Strategy Officer of OfficeMax, and
Lisa Klauser, former VP of consumer and customer solutions
and marketing operations at Unilever, as they discuss the
critical factors needed to build a mutually beneficial business
relationship by focusing on the most important common
ground between brand and retailer: the shopper.
Leading product manufacturers and retailers understand that
true strategic alignment built around “shopper-centricity” is
crucial to collaborative success. But outdated methods of
conducting business, common misconceptions about each
other’s objectives and contrasting viewpoints about the
nature of the retailer-manufacturer relationship often can get
in the way of truly meaningful collaboration.
This candid discussion will:
• Examine the most common stumbling blocks to effective
joint business and promotional planning.
• Define the “wish list” of information and support that
manufacturers need from retailers – and vice versa –
to ensure effective collaboration.
• Discuss methods of establishing real transparency
between the organizations to foster deeper understanding
and greater success.
Thursday, October 10 | 9:30 - 10:30 am
Patrick Fitzmaurice
Principal
K2 | Building Trust: Using a
Shopper-Centric Focus to
Strengthen Collaboration
at Retail
FACULTY
FACULTY
Moderator:
Panelists:
April Carlisle
SVP, Director of Strategy for
Global Shopper Marketing
Kim Feil
EVP, Chief Marketing
Strategy Officer
Lisa Klauser
President, Consumer &
Shopper Marketing

B2 | Digital Retail: If You Build It, Will They Come?
Kim Finnerty, SVP, Research & Insights, Ryan Partnership;
Doug Straton, Director, NA e-Commerce Center of Excellence,
Unilever
The switch from analog to digital shopper tools creates both risks
and opportunities for marketers. New proprietary research from Ryan
Partnership’s annual Digital Shopping Tools study will provide insight
into which tools influence which behaviors in which channels. The
presenters will also share a Unilever case study and recommend how
participants can benefit from using these powerful tools. Takeaways:
• See how different tools work to drive different behaviors, and learn which are most
effective at driving purchase, influencing retailer selection or overcoming new
product trial barriers.
• Gather insight into whether social media impacts shopping behavior, or whether
it’s just a brand equity builder.
• Learn which tools you should be deploying now vs. testing for the future.
A2 | Bring Your ‘A’ Game: How to Land an ‘A’ Launch
Anne Jenkins, Sr. Manager, Shopper Marketing Center of Excellence and
Anne Jones, VP, Shopper Marketing & Shopper Insights,
Kimberly-Clark Corp.
‘A’ launches. Marketers dream about them. Customers applaud them.
But what are they? Who determines whether something is an ‘A’ launch
and what does it take to achieve the ‘A’ status? Kimberly-Clark will offer
its perspective on how to attain ‘A’ launches as it shares learning from
its shopper marketing journey and the key lessons necessary to win big
with retailers. Attendees will learn to:
• Define an ‘A’ launch.
• Understand the PICK Principles: Planning, Insights tied to Innovation, Customer-
Aligned Strategies, and Kick-Butt Shopper Marketing.
• See site examples of ‘A’ launch executions.
Wednesday, Oct. 9 | 8:15 am Wednesday, Oct. 9 | 1:00 pm
SHOPPER MARKETING BEST PRACTICES
A1 | Inspiring and Winning the Target Guest in
Healthcare – A Differentiated Approach
Heather Campain, Director, Category Insights & Shopper Marketing,
Johnson & Johnson, Target Team;
Heidi Froseth, Sr. VP, Target Team Leader, Catapult
When shopping for her family’s healthcare products, the Target guest
is looking to strike that perfect balance of quality and value. And
while she knows Target will deliver the essentials, she also wants to
be inspired with solutions she’s not yet considered. In this session,
learn how Catapult, Johnson & Johnson and Target came together to
leverage unique guest and category insights to develop a behavior-changing program
within the healthcare category – giving shoppers a true Target experience that
delights in both its form and function. Takeaways:
• Understand the importance of knowing where she shops for her healthcare needs
(for both her and her family) and how she makes her purchasing decisions.
• Learn how to partner with Target’s merchandising and marketing teams for
collaboration and wins.
• See how commodity categories can achieve significant gains though smart,
targeted and relevant lifestyle marketing.
B1 | Understanding Smart Shoppers:
Consumer Segments You Can’t Afford to Ignore
Diane Oshin, Group Publisher, Time Inc. – All You, Cooking
Light and MyRecipes
Most shoppers are determined to get the most value from their purchases.
But today’s “smart shoppers” no longer fit into the previously known stereotype - penny
pinchers or extreme couponers. Our marketplace insights suggest that smart shoppers
in America have become a mass majority. This presentation will bring to life specific
shopper segments, highlight how they interact with each other and in the marketplace,
how they use technology to drive purchase decisions and how they spend. Learn how
to speak to this mass consumer and discover how you can enhance your marketing
strategies to gain her attention, increase purchase consideration, drive trial and activate
her in-store to purchase. A panel of shoppers will demonstrate the behaviors and
motivations behind this incredibly active and real segment. Takeaways include:
• Understand the power of the smart shopping phenomenon and its permanent place in
the market.
• Learn the different types of smart shoppers, what motivates them to purchase and
how to reach them effectively.
• Hear how to speak to these shoppers and make your marketing/promotional tactics
work harder to ultimately driving sales.
INSIGHTS TO ACTIVATION
WEDNESDAY SEMINARS
FACULTY
FACULTY
FACULTY
DISTINGUISHED
FACULTY MEMBERS
have presented at four or
more Institute events and
have received an audience
rating of > 3.2/4.0 scale.
FACULTY MEMBERS
have presented at a minimum
of one other Institute event and

B4 | Shopper Marketing 2.0:
The Era of Deep Engagement
Charlie Anderson, CEO, Shoptology;
Julie Quick, VP Shopper Marketing, Project: Worldwide
Digital technology has dramatically changed shopping over the last five
years. The push model of disruptive communication and the linear path
to purchase are both gone. Marketers must find new ways to connect
with shoppers organically while still ringing the cash register. Enter
the era of shopper engagement. This session will reveal proprietary
research that proves the more shoppers are involved, the more they
care and the more they buy. You’ll see best-in-class examples of:
• Why we need to disrupt the disruption model of shopper marketing.
• What pulls shoppers toward your brand in the new engagement era.
• Core principles to improve shopper engagement, conversion and spend.
Wednesday, Oct. 9 | 2:30 pm Wednesday, Oct. 9 | 4:00 pm
SHOPPER MARKETING BEST PRACTICES
A3 | Elevating Customer Engagement
Through “Co-Creation”
Shannon Curtin, GMM VP of Beauty, Personal Care & Seasonal,
Walgreens; Dan Mack, Founder - Managing Director, Mack
Elevation Forum
The currency of the new economy is built around agile, transparent,
collaborative retailer/manufacturer co-creation. The majority of
manufacturer engagements are not aligned and are not creating
value in the eyes of the retailer therefore limiting growth and long term
success. Learn the emerging best practices of collaborative business
development from the retailer’s perspective. Attendees will:
• Discover top blind spots that hinder a company’s alignment, engagement
effectiveness and growth.
• Learn which assets truly matter in designing an effective shopper marketing
customer blueprint.
• Gain engagement skills and tools to co-create the customer experience.
A4 | Stop Yelling & Start Listening:
How Ubisoft is Understanding Shoppers
to Change the Game at Retail
Amy Andrews, Sr. Insights Manager, Shopper Marketing and
Steve Carlin, Sr. Director, Shopper Marketing & Insights, Ubisoft
If you want shoppers to listen, it’s not about how loud you yell. It’s
about what you have to say in today’s increasingly crowded and
noisy entertainment space. Learn how Ubisoft has used research to
uncover insights about what vehicles, messages and offers connect
with shoppers and how it applied those insights to optimize shopper
marketing plans across retailers. Attendees will:
• Learn how a mix of research methodologies can uncover new shopper insights.
• Understand how the application of shopper insights differs by retailer.
• Learn how shopper marketing plans can evolve with unique insights.
B3 | Removing the Blind Spot: Leverage
Crowdsourcing to Enable Real-Time Shelf Awareness
Jeff Griffin, EVP, Sales & Business Development, Quri;
Glenn Smith, Director Category Development - Safeway,
Nestlé USA
By leveraging the latest crowdsourcing techniques, suppliers and
retailers can proactively manage one of the most influential nodes on the
path to purchase: the product’s price on the shelf. Get an insider’s look
at how to leverage mobile technology to put real-time pricing information
into the hands of suppliers and retailers. Examine real-world examples
that show how crowdsourcing technology effectively managed a category
where pricing was critical. Attendees will:
• See first-hand examples of how crowdsourcing technology drove collaborative
business processes between suppliers and merchants.
• Get current examples of best-in-class crowdsourcing strategies and their
underlying technology.
• Learn how to use crowdsourcing technology as a joint business planning tool
for suppliers and retailers.
INSIGHTS TO ACTIVATION
FACULTY
FACULTY
Wednesday, Oct. 9 | 7:30 – 9:00 am
Special Who’s Who Breakfast Presentation
W1 | Shopper Marketing in a Digital World: The Omni-Channel Opportunity
Join Shopper Marketing magazine’s 2013 Who’s Who executives at a special breakfast presentation about omni-channel
marketing presented by DataXu and a panel of industry experts. The Who’s Who is an exclusive group of leaders who
have been recognized by Shopper Marketing magazine as influential trend-setters in their respective segments of
shopper marketing, digital shopper marketing, insights, shopper marketing agencies and merchandising.
Brought to you by:
Executives recognized
in Shopper Marketing
magazine’s Who’s Who
series are invited to attend
as guests of the Path to
Purchase Institute.
Note: There are only 50 paid seats available at this event. The majority of the guests will be Who’s Who executives. Tickets are sold first-come,
first-served and do not qualify as part of the 4- or 8-pack seminar packages.
Moderator:
Chris Lobdell
VP of Sales
Central Region
DataXu
Feature Presentation:
From the clean store format which has reduced in-store touch points to the long slide of Sunday newspaper readership,
marketers face major road blocks reaching and engaging shoppers on the path to purchase. Fueled by real-time data and
analytics, digital channels have soared as go-to alternatives to drive brand awareness and in-store sales lift. How are top
brands and savvy marketers delivering the relevant, consistent and personalized experience consumers expect in today’s
omni-channel world? In this session attendees will:
• Gain best practices implementing an omni-channel approach to engage shoppers, improve new customer acquisition
and increase sales at the store-level.
• Understand how leading brands are activating shopper intelligence to inform brand strategy, creative design and
campaign tactics.
• Learn how to increase the efficiency and effectiveness of your shopper marketing efforts for improved ROI.

Wednesday, Oct. 9 | 8:15 am Wednesday, Oct. 9 | 1:00 pm
OMNI-CHANNEL STRATEGIES
SMALL BUDGET EXCELLENCE
MOBILE MARKETING SOLUTIONS
E2 | Building a Winning Niche Brand:
The Road to Retail Success
Karuna Rawal, EVP, Retail Strategy Director, Arc Worldwide;
Jim Wittig, Director of Retail Sales, Cheese Merchants of
America
This presentation will discuss how a small niche brand can leverage
shopper insights with retail understanding to build a successful
presence in the highly competitive food products category. This case
study will show how Cheese Merchants, a leading wholesaler and
premier provider of private label cheese, increased distribution and
gained loyalty to become a household brand. Attendees will:
• Learn how Cheese Merchants re-built and launched the Mama Francesca brand
in the shelf-stable cheese category.
• See how shopper insights and understanding led to a smart retail strategy
that included a new product lineup, new packaging, brand story and pricing
fundamentals.
• Understand how this small niche brand was able to gain distribution and build
share at Walmart and other major national retailers.
D2 | The Real Story Behind Using Apps In-Store:
Shoppers Weigh In
Liz Crawford, VP, Strategy & Insights, Match Drive;
Cheryl Policastro, Director of Shopper Marketing & Insights,
Novartis Consumer Health
The mobile app, used as an in-store shopper marketing device,
promises to be a breakthrough boon to brands and retailers. But
somewhat predictably, the promise of technology is running ahead of
the reality. In this session, the presenters share actionable insights from
their new mobile shopper study. Learn what mobile-enabled shoppers
love and hate about in-store apps, as well as what triggers engagement and
purchase behavior. Attendees will:
• Learn how apps influence, or fail to influence, in-store behavior.
• Understand shoppers’ brightest hopes for – and biggest frustrations
with – in-store apps.
• Get a glimpse into the future of in-store app shopping.
C2 | Landmark Study – Best Practices for
Infusing Digital Along the Path to Purchase
Jason Katz, SVP Digital, AMG-Acosta Mosaic Group;
Catherine Roe, Head of CPG, Google
Shopping planning and decision-making are increasingly important,
but many marketers are uncertain about what/how to activate for
relevant shopper impact. Similarly, retailers are employing various
digital strategies and tactics, but they may not be confident in what
works best for various shopping trips, and manufacturers are trying to
understand how/when/where to effectively use digital to influence the
path-to-purchase. In this session, learn from a landmark study by AMG and Google
that identifies gaps, opportunities and best practices to optimize digital impact on
the path to purchase among today’s “always on” shoppers. Attendees will:
• Determine how retailers and brands are partnering in digital capabilities to
optimize shopper influence pre-, during and post-shopping.
• Learn how shoppers currently use digital for ‘assistance’ with shopping.
• Identify best practices for building stronger shopper marketing plans through
digital integration across the path to purchase.
E1 | DIY – How Small Brands Can Activate Shopper
Marketing Without Agencies
Neal Stewart, Director of Brand Marketing, Thanasi Foods
Marketers from small companies with small budgets can deliver great
shopper marketing programs without the services of big agencies – or
any agency at all. Use your own creative teams to deliver big shopper marketing ideas
and focus your internal resources on execution. Retailers like the fact that you’re
small – that makes you real. Embrace that and use it to your advantage. Learn to:
• Build your own “rag tag” group of creatives. Big ideas can be cheaper than
you think.
• Hire people that can get their hands dirty and execute.
• Embrace being small. It’s an advantage!
D1 | Exploding Growth Through Millennials –
The Future of Mobile Shopper Marketing
Nick Patterson, Associate Director of Shopper Marketing,
Procter & Gamble
Millennials are the next big boom. By 2017 they will likely be
outspending the Baby Boomer population. Today, even though they are taking
fewer trips, their average basket size is larger than that of Boomers – yet they don’t
shop like Boomers. When preparing for shopping they are not cutting coupons or
writing lists. Millennials are loading eCoupons, consulting Facebook, and using
“My Shopping History” so shopper marketing professionals and retailers need to
evolve to the next big boom together. Attendees will:
• Hear Millennial shopping practice insights.
• Learn how best to connect with Millennial shopping behavior.
• Hear case studies of best practices in Millennial/digital shopper marketing and
retail partnerships.
C1 | Transforming the Shopping Experience
Sarah Gleason, SVP, Shopper & Retail Strategy, GfK;
Lenette Jørgensen, Sr. Trade Marketing Manager, LEGO
Although shopping options are become exponentially numerous,
shoppers are feeling more in control. Shoppers have different reasons
for choosing to shop in-store, online or on a mobile device. To create a
meaningful experience, it is important to understand what platforms or
channels shoppers use and how they use them; why they choose where
to shop and what they expect from each place; the purpose of their
shopping trip and how it links to their retail destination. With insights
about why a shopper visits a given retailer, one can deliver a shopping
experience that exceeds expectations and is more profitable. Takeaways include:
• Understand shopping in a digital age.
• See how to conduct business-outcome-driven research to uncover
meaningful insights.
• Leverage shopper insights to create differentiated experiences across
retail venues.
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WEDNESDAY SEMINARS

Wednesday, Oct. 9 | 2:30 pm Wednesday, Oct. 9 | 4:00 pm
OMNI-CHANNEL STRATEGIES
SMALL BUDGET EXCELLENCE
MOBILE MARKETING SOLUTIONS
E4 | Developing a Shopper Insight Strategy
for Any Research Budget
Misty Duffy, Director of Shopper Insights North America,
Elizabeth Arden
Discover how to develop a cohesive shopper insight strategy for any
size budget that produces workable action points and re-action points. Learn to
bridge the gap between shopper insight needs for sales teams and marketing
teams and then dive deep into defining research objectives, techniques and
deliverables from the perspective of three different budget clusters. Session
takeaways include:
• Learn how to incorporate shopper insight needs for both marketing and
sales teams.
• Define research objectives among three different budget clusters.
• See examples of workable action and re-action points.
E3 | Big Bang On a Budget: Optimizing
Your Shopper Marketing Investment
Jim Cusson, President and
Jared Meisel, Managing Partner, Shopper Marketing, Theory House
Big brands routinely get accolades for big wins in shopper marketing.
But do you need a big budget to create a big bang? This session cites
real-world examples from brands and retailers that highlight how to
optimize your shopper marketing investment and create meaningful
connections with shoppers. Attendees will:
• Discover new approaches to budget-friendly insight development.
• Learn how to optimize a shopper marketing investment.
• Uncover how brands and retailers achieve success without breaking the bank.
D3 | From Price Check to Reality Check:
Mobile Usage in the Real World
Bob Klein, Chief Strategy Officer and
Sarah VanHeirseele, VP of Digital, Blue Chip Marketing Worldwide
Mobile continues to be the most misunderstood and underutilized
medium in the marketing mix. As marketers, we must cut through all of
the mass market mobile usage research that exists to truly understand
how individuals use mobile. By sharing our proprietary qualitative
research, attendees of this interactive presentation will experience how
real consumers interact with their mobile devices and how those insights
can be used to create an effective and efficient mobile campaign. Takeaways:
• Learn profiles and usage habits of different shoppers.
• See a real consumer interact with mobile messaging along her path to purchase.
• Discover the potential that lives within mobile.
C3 | Digital Omnivores & Relationship Building
in the Retail Aisle
Kim Begeman, Associate Director, Loyalty, Kellogg’s;
Brad Josling, VP Sales, Hip Digital Media Inc.;
Kelly Spehar, Digital Account Director, Integer Group
Savvy marketers are not only driving sales and in-store POS activity with
smart promotions, but also leveraging customer interactions to build
long term relationships. With social and mobile technologies, brands
and retailers can learn more about their customers and ultimately target
marketing efforts more effectively. In this session attendees will:
• Learn how consumers spend their free time, what they’re engaging
with and how brands can engage customers in a way that resonates
with them.
• Understand the advantages of profiling actual buyers in the
Social Graph.
• Consider how to build relevance with friends of buyers and social influencers
in order to more effectively push consumers back into the buying cycle.
D4 | Mobile and Commerce Converge to Transform
Print Advertising into Mobile Shopping Experiences
Paul Jones, VP of Digital Marketing & IT, L’Oréal USA;
Jane McPherson, CMO, SpyderLynk
During the height of Fashion Week in NYC last year, L’Oréal USA
pushed the boundaries of traditional advertising and helped define
the next generation shopping experience with the deployment of
SpyderLynk’s innovative Snap-to-Buy technology. Discover how
Lancôme, Yves Saint Laurent and Kiehl’s rolled out the m-commerce
solution to transform their traditional advertisements into mobile
shopping experiences with unique “pre-store-opening” shopping walls and mobile
taxi shops in NYC. Attendees will:
• Learn to create experiential events to engage with consumers.
• Understand how to build a mobile strategy using mobile barcodes that drives
results, and discover the types of calls-to-action that garner the greatest results.
• Gather tips for the successful implementation of an m-commerce offering.
C4 | Is Amazon.com Your Most Important
Shopper Marketing Account?
Brian Cohen, EVP, General Manager, Etailing Solutions;
Zach Johnson, Director of Advertising Sales, Amazon.com
As shopper behaviors become more fragmented, shopper marketers
continue to test new ways to interrupt and engage shoppers during their
pre-, during-, and post-shop activities. Marketers invest in third party
services and retailer platforms in hopes of capturing shoppers along
their journey, yet few digital shopper marketing vehicles deliver the level
of scale required. In this session learn from data that suggests there’s
a more efficient place to be spending digital shopper marketing budgets. Amazon.com
has become one of the most powerful shopper resources and influencers – the leader
in online product searches, brand and category information, third party support and
even influencing offline sales. Amazon.com is not just an e-commerce retailer
anymore. Takeaways:
• Learn the influence of Amazon.com as a trip-planning tool for both on-and-offline sale.
• Gain insights on shopper search behaviors, purchase behaviors and browsing patterns.
• Understand the role of Amazon.com during traditional brick-and-mortar shopping trips.
FACULTY

Thursday, Oct. 10 | 8:15 am Thursday, Oct. 10 | 12:30 pm
BIG PICTURE
UNDERSTANDING YOUR SHOPPER
G2 | The Growing Influence of Millennials
Daren Sorenson, Director, Shopper Marketing Insights,
The Coca-Cola Company
Shoppers are changing. Retailers, manufacturers and agencies need to
better understand Millennials. They must learn how to engage and retain
this growing population segment as it becomes increasingly important to
their business. Takeaways include:
• Gain an in-depth understanding of Millennials’ belief system, values,
need states and attitudes and their effect on shopping patterns, spending
habits and trip missions.
• Identify specific purchase, loyalty and advocacy triggers for this
demographic.
• Learn the keys to reach and retain Millennials.
F2 | How Shopper Marketing Intelligence Drives Action
Moderator: Curtis Tingle, SVP, Strategic Demand and Development,
Valassis
Panelists: Jesse Burkholder, Shopper Marketing Manager, Unilever;
Marilyn Nicholson, SVP Media Services, Creative Alliance;
Kim Rayburn, SVP, Prosper Insights & Analytics
Garner insights on the importance of understanding your target shopper
and the multi-channels that influence her purchase behavior – where
she plans, shops, buys and shares. This panel of experts will share
real life examples of integrated marketing strategies, the need for
continual knowledge garnered from high quality shopper data and how
marketers turn that information into action. Takeaways:
• Hear examples of integrated marketing strategies for shopper
marketing programs.
• Learn three reasons to collect, analyze and act on shopper data to
drive results.
• See how industry leaders view the future of shopper marketing.
F1 | A New Marketing Manifesto:
What Brands, Retailers and Agencies
Need to Ask Themselves for 2014
Aidan Tracey, President, AMG-Acosta Mosaic Group
Massive shifts in the way people consume media, interact with
technology and form bonds with brands mandates that brands, retailers and
agencies do things differently. This session will take participants through a “new
marketing manifesto” designed for the age in which we do business. This simple
approach will showcase the evolving role of experiences to drive story telling across a
range of media platforms and retail environments, and the critical need to evolve the
integrated marketing communication process to include all key partners to deliver the
best results. This provocative session will include numerous best-in-class examples
and help connect the dots on how consumers are changing the game for brand
building. Key takeaways are to:
• Understand the power of consumer experiences to drive engagement.
• Implement a three step Marketing Manifesto for 2014 and a new ROI model.
• Ask five key questions of brands and agencies.
THURSDAY SEMINARS
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G1 | Death by Demographics: Killing Off Your Ad Budgets
Moderator: Cory Munchbach, Analyst, Forrester Research
Panelists: B. Bonin Bough, VP, Global Media & Consumer
Engagement, Mondelēz International; Jennifer Marchant,
VP Customer Marketing, Time/Warner Retail Sales & Marketing;
Todd Morris, EVP, Corporate Development & Marketing, Catalina
George W. Bush and Steven Tyler. Honey Boo Boo and Suri Cruise.
What do these pairs of people have in common? Absolutely nothing.
But for some reason, marketers continue to aim cookie-cutter
marketing at them based on the outdated concept that people who
share similar demographic traits must want the same products and
services. Whether it’s mobile, social, online, TV or print, purchase
behavior is the key to truly getting the right message in front of the
right person. Attendees will:
• Learn why demographics are a poor predictor of purchasing
behavior.
• Grasp why demographic media targeting wastes advertising dollars.
• Understand how purchase-based ad targeting allows marketers to
effectively target high-value shoppers.
DISTINGUISHED
FACULTY MEMBERS
have presented at four or
more Institute events and
FACULTY MEMBERS
have presented at a minimum
of one other Institute event and
FACULTY

Thursday, Oct. 10 | 2:00 pm Thursday, Oct. 10 | 3:30 pm
BIG PICTURE
UNDERSTANDING YOUR SHOPPER
G4 | What’s Going on with Men and Shopping
Peter Muratore, VP of Shopper Marketing, WSL/Strategic Retail
New data illustrates the changing role of men in household shopping
trips. Discover how men make buying decisions in more than 20
personal care and household products categories and gain strategic
insight for how brands and retailers must adapt their shopper marketing to engage
with men. Hear case studies from WSL’s global scouts that demonstrate how
innovative companies reach men in the grocery aisle. Takeaways:
• Understand the shopping list from a man’s point of view. Are men swayed more
by new products, or do they tend to stick to the list?
• Uncover whether men use technology to shop at the local supermarket
or drugstore.
• Learn how sales and coupons on household basics impact men. Are these
promotional tools as effective for men as they have proven to be for women?
F3 | Showrooming Showdown: How to Survive or
Thrive in the Showrooming World
Chris Brandewie, Director of Store Design, Best Buy;
Rich Butwinick, President, MarketingLab;
Lynn Neal, NA Retail Strategy Leader, Procter & Gamble
More than four in ten U.S. adults have showroomed in stores. By all
accounts this habit is growing to form a new norm, forever changing
the way brand and retail marketers think about shopper marketing. Can
bricks and mortar retailers win in a showrooming world? Yes. Really?
Yes! This session will demonstrate go-to-market strategies and tactics
designed to help you avoid having the competition eat your lunch.
Attendees will learn how to rethink their shopper marketing to generate
the best ROI and get the latest showrooming insights and trends
through case studies with retailers and brands. Takeaways:
• Get the latest insights, trends and facts on showrooming.
• Hear brand and retail marketers’ responses to showrooming.
• Uncover strategies and tactics to ensure your company is on the
winning side of this new phenomenon.
F4 | The Why Behind the Buy: Understanding
Seasonal Shopping Behavior
Darren Seifer, Food & Beverage Industry Analyst, The NPD Group;
Jyothi Venkatachala, Shopper Insights Manager, Unilever
Understanding today’s consumer mindset and in-home behaviors is
critical in competing in an omni-channel marketplace. With consumer
insights, manufacturers and retailers can develop strategies that meet
the usage needs of consumers. With the goal of understanding how
consumers shop differently by season, Unilever’s shopper insights team
partnered with The NPD Group to better understand seasonality of meal
dynamics for the purpose of creating a consumer driven promotional calendar for a
national discount retailer. Attendees will:
• Understand the “why behind the buy” to build a strong case and provide
a competitive edge in creating successful, innovative retail programs and
promotions.
• Strengthen manufacturer-retailer relationships by delivering usage- versus
category-based programs and promotions that drive traffic and sales.
• Learn how to appeal to consumer needs with effective marketing and
promotions.
G3 | GenZ and the Omni-Channel Shopper:
How Retail Can Evolve to Develop Lifelong
Loyalty with New Moms
Mary Kotyuk, Digital Account Director, NA, JWT/OgilvyAction;
Kelly Stephenson, Sr. Brand Manager, HUGGIES Brand,
Kimberly-Clark Corp.
Becoming a mom is a life-changing event that opens a door for retailers
to establish new loyalties that can last far beyond the time she spends in
the baby category. In the $42 billion baby and child care category today,
the prize for winning her long-term loyalty is huge. Generation Z will be
the next generation shopping the baby category in the next five years and the retail
experience will need to evolve to deliver seamless omni-channel integration and to
“know her” as she progresses through motherhood. Takeaways:
• Discover digital behavioral and shopping insights for the new GenZ consumer
and how those dynamics will change the face of retail.
• Learn how Kimberly-Clark is driving growth in the baby and child care category.
• Gather highlights from Kimberly-Clark’s “2020 vision” for how to build personal
relationships with moms.
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Thursday, Oct. 10 | 8:15 am Thursday, Oct. 10 | 12:30 pm
DESIGN AND CREATIVITY
STRATEGIES AT RETAIL
LEVERAGING SOCIAL MEDIA
M2 | Exponential Category Growth
Through Collaboration
Marty Cregg, President & CEO, ChaseDesign
Shoppers are purchasing across channels… Trips, both in-store or
online, have become transactions with smaller baskets… Retailers are
suffering from underperforming categories. Today, growth is dependent
on joint planning that aligns strategies with your business partners. Bottom line,
a collaborative approach to shopper is essential to growth. Attendees will:
• Learn how to actively welcome the right people and partnerships, agree on the
right KPIs from the start and determine the correct inputs and insights.
• Understand ways to expand solutions that will drive shared reinvention to prompt
massive growth.
• Find out how to make shopper insights central to your collaborative approach,
drive category innovation and lift category sales without dropping prices.
J2 | Leveraging Purchase Behavior for
Targeting and Measurement
Ron Cox, Director of Marketing, Spartan Stores;
Brian Ochs, COO & Founder, Spire
Working with Spartan Stores, Spire has developed a proprietary
process to leverage purchase behavior data in targeting ads and
promotions on Facebook. For the first time, retailers and CPG
marketers are able to measure purchase behavior from Facebook
advertising. Leveraging Spire’s expertise in targeting and advanced
analytics, Spartan has seen exceptional ROI on its Facebook media
investments. Attendees will:
• Understand how targeting Facebook advertising with purchase behavior delivers
exceptional results.
• Gather insights about how grocery retailers and CPG marketers can measure the
actual purchase behavior of their social campaigns.
• Realize how to measure the ROI of Facebook investments.
H2 | Breaking the Rules the Right Way
Leslie Clifford, Executive Director Strategic Planning, G2;
Nick Patterson, Associate Director of Shopper Marketing,
Procter & Gamble
Often the most memorable and successful merchandising and
displays are the ones that defy convention and seemingly break the
rules set down by manufacturers, retailers or even shoppers. This
presentation leverages Kantar’s PoweRanking data, qualitative among
retailers and manufacturers, and proprietary shopper research to
understand the motives behind the rules and where opportunities exist
to buck the system. Attendees will:
• Gain an understanding of the motivations behind manufacturer and retailer
conventions and shopper expectations.
• Learn the critical role of collaboration in this 3-way relationship and how to
win by turning collaboration upside down.
• Hear case studies of successful rule breakers.
M1 | The Digital Store: Transforming the Shopping
Experience with Real-Time, Relevant Offers and Content
Ken Fenyo, CEO, YOU Technology Inc.;
Donna Zambo, Manager, e-Commerce & Digital Innovation,
Wakefern Food Corp.
Digital technologies are transforming the in-store shopping experience
and promise to make the store more interactive with touchscreen devices
at the shelf, in-store mapping and location applications, real-time and
personalized offers and much more. Retailers must proactively invest in
mobile and other new digital technologies to better meet the needs of the
digital shopper, grow loyalty and sales and minimize showrooming. This seminar will
discuss best practices, future trends and technologies, and will show how ShopRite
and other retailers use real-time digital coupons, QR codes, personalized prices and
promotions, shopping lists, nutritional information, reviews and other tools to make
the shopping experience more engaging and relevant. Attendees will:
• Learn best practice examples for making the store more interactive.
• Hear key trends and technology shifts that will influence in-store
marketing programs.
• See action plans for getting started.
J1 | Winning Shoppers Through Consumer Advocacy:
The Ratings & Reviews Story
Joe Rohrlich, Client Partner, CPG, Bazaarvoice
From Amazon.com’s early innovation, consumer ratings and reviews are
now a ubiquitous part of the shopper experience. Hear insights behind
the rise of reviews from high consideration e-commerce into mass CPG. Then take
a look at brands converting reviews into competitive advantage – from 5 stars to
a new currency of consumer advocacy. Hear case studies that show examples of
consumer reviews used for insights, sales, shopper marketing and sales strategy.
Attendees will:
• Understand the role of brands and retailers in co-innovating with consumer
ratings and reviews.
• Learn to turn consumer reviews into a consumer advocacy asset.
• See how to integrate online word-of-mouth with in-store shopper marketing.
H1 | Bullseye: Developing Merchandising Solutions
that Activate Your Key Shopper Segments
Lily Lev-Glick, Founder & Chief Insights Officer, ShopperSense;
Linda Nash, VP of Marketing, POP Displays
Cutting through the clutter is no longer enough to engage today’s
discerning shopper. In order to truly connect and drive purchases, it is
critical to design displays with target shoppers in mind by using visual
and messaging elements that resonate with each segment’s unique
profile. In this seminar we will use case examples, drawn from over
2,000 display evaluations, to demonstrate the “how to” and benefits
of this approach. Attendees will:
• Understand how different shopper segments vary in their responses to concepts.
• Learn methods for translating shopper perceptions and attitudes into targeted
solutions that engage.
• Find research-driven solutions that result in purchase interest and success in the
real world environment.
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THURSDAY SEMINARS

Thursday, Oct. 10 | 2:00 pm Thursday, Oct. 10 | 3:30 pm
DESIGN AND CREATIVITY
STRATEGIES AT RETAIL
LEVERAGING SOCIAL MEDIA
M3 | How Data Will Take Shopper to the Next Level
Seth Diamond, EVP, Insights, Catapult;
Mark Hertenstein, VP, Enterprise Solutions, CPG, Epsilon
The future of shopper marketing is based on solutions. In today’s world
Big Data needs to intersect with the creativity of marketing. Hear how
Catapult and Epsilon approach this intersection with easy-to-understand
examples and inspiring ideas. Through real life examples, see how
data and data technology will revolutionize shopper marketing both for
manufacturers and retailers. Attendees will:
• See real world examples of “Big Data” implementation into successful
shopper programs.
• Learn how transactional, collected and survey data can be integrated, analyzed
and leveraged against shopper objectives.
• Understand how omni-channel approaches can incorporate direct, digital,
display and mobile data applications into the right touch point plan.
J3 | Measuring the Impact of Social Shopper Media
on Sales
Casey Petersen, Director of Analytics and
Mary Tarczynski, Chief Shopper Marketing Officer, Collective Bias
It’s no secret that “recommendations from people you know” is the most
trusted form of advertising, and that online media has overtaken TV and
print as Millennials’ most valued source of inspiration about food. But with
a rapidly changing social platform and solution provider environment, how
does a shopper marketer measure those conversations and optimize on
and offline media to get the best ROI (especially for a brand that is new to
social)? Attendees will:
• Learn how to understand and measure social shopper media - impressions,
share of voice, SEO, Klout scores, and other “engagement” metrics.
• Hear examples of social media impact in multiple-tactic shopper marketing
campaigns.
• Discover future trends in social shopper media metrics.
H3 | Capturing the Big Idea: Creative Only Works
If It Is Executed
Joanna Arscott, VP & Executive Creative Director, Saatchi & Saatchi X
A simple plan well executed is better than a brilliant plan poorly or
never executed. Shoppers still make 76% of their buying decisions at
shelf in less than three seconds. Capturing them with the big idea is essential to
activating buying behavior, but what does it take to create that “wow” factor for
shoppers? Discover the elements needed to create the big idea that will capture
shoppers on their path to purchase – whether it’s an on-pack sticker, creating a
digital experience that leads to the store or re-designing the aisle. Learn how to
understand:
• The business challenge: How to glean what success looks like for your clients so
you can deliver what they need as well as what they want.
• The retail channel: How to ensure your ideas get executed with shoppers whether
in bricks and mortar or online.
• The shopper: Shopper insights are different than consumer insights and should
inspire excellent creative on the way to the big idea.
J4 | Gamification Is More Than Sexy Loyalty
Sarah Ortman, Sr. Group Manager, Consumer & Shopper
Promotions, The Clorox Co.;
Scott Shamberg, SVP, Growth & Emerging Commerce, TPN
Gamification is more than another way for brands to build loyalty.
When done right, it creates brand encounters that go beyond the
badge. Take an inside look at how Clorox brands like Pine-Sol and
Glad are integrating gamification into shopper marketing strategies to
increase spending and engagement, reward “brand cheerleading” and
differentiate from competitors. How can brands ensure gamification
enhances their appeal? This session will share five core principles brands need to
know to ensure it’s not “game over.” Attendees will:
• Learn which platforms pack the most punch for CPGs and game playing – and in
what scenarios they will win or lose consumers.
• Discover the five principles in play for making or breaking the relationship
between brand and consumer.
• Hear case study analyses for incorporating games into campaigns.
H4 | The Next Gen Brand Experience: Mobile/
Package Design Synergy
Josh Shelpman, CEO, fused180;
Rob Wallace, Managing Partner, Wallace Church Inc.
The future of consumer engagement with your brand is in your hands,
literally. Mobile technology is redefining consumer buying decisions and
consumer brand affinity. Current strategies (coupons and meaningless
apps) are dramatically underutilizing the potential role that mobile
engagement can provide in building your brand narrative. And little
effort is dedicated to leveraging mobile and brand identity/package
design. Key takeaways:
• Explore how design can synthesize the mobile and package experience.
• Learn the changing landscape of consumer mobile behavior.
• Discover current, emerging and near future technology.
M4 | Strategic Collaboration vs Trade Negotiation
James House, CEO, 5one
As both retailers and manufacturers become more savvy in their data
applications and customer engagement efforts, it has dramatically
changed the way in which they work together, elevating discussions
above traditional trade negotiation and encouraging a partnership to achieve joint
customer objectives. The most successful relationships occur when the retailer
has a clear, foundational customer engagement strategy in place that can be easily
communicated and shared with their vendor partners. And in return, those vendor
partners who can effectively translate that strategy into joint business activities that
will deliver value to both parties will ultimately become strategy execution advisors
in the categories they operate. Attendees will:
• Learn how leading retailers are creating foundational, strategic, customer
engagement platforms.
• Understand how those retailers foster higher-level collaboration with their
manufacturing partners.
• Realize how manufacturers are able to align to those strategies to deliver
win-win-win solutions.
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Solutions and Activations
As the swiftly evolving practice of shopper marketing
continues to influence how business gets done along the
path to purchase, consumer product marketers/
manufacturers, retailers, agencies and solution providers
are being challenged to streamline processes, implement
best practices and leverage the latest insights and
technologies in order to drive sales at the shelf.
That’s where the Expo Exhibit Hall comes into play.
Here you’ll find more than 150 exhibitors offering a wide
variety of ideas, tools and expertise that can serve as a
catalyst for your successful shopper marketing strategy.
Browse the latest solutions for:
Your Chance to Win $200
While interacting with Featured Exhibitors on
the show floor, be sure to participate in the
contest to win one of four $200 AMEX Gift
Cards. Look for details in each Featured
Exhibitor’s booth.
• Retail Activation
• Shopper Engagement
• Shopper & Retail Insights
• Digital Solutions
• Couponing
• Mobile Marketing &
Communication
• Measurement
• Promotions
• Displays
Featured Exhibitors –
The Cutting Edge of Expo
A jury of brand marketers, retailers and editors of
Shopper Marketing magazine chose a select group
of companies as the ones offering the most thought-
provoking solutions on the show floor. These “must-see”
exhibitors deliver inspiring new products, game-changing
services or fresh approaches to shopper marketing that
can mean big things for your brand.
EXHIBIT HALL
You’ll want to set aside
enough time to meet with
each of these impressive
companies as you plan
your show agenda.
Check the website and
shop the Exhibit Hall for
the essential products
and services from these
special solution providers.

2013 Shopper Marketing Expo Exhibitors
14 West 314
Ad-Tech 811
ALL YOU 426
Angola Wire Products Inc. 806
Applied Plastics Inc. 330
Arc Worldwide 223
Bazaarvoice 910
Bedford Industries 320
Bell Litho 802
Blanc Industries Inc. 212
Catalina 627
Cellotape 324
The Coca-Cola Co. 120
ConneXion Research 913
Copernicus Marketing
Consulting and Research 931
CounterPoint 812
Coupon Wallet 712
CouponFactory 733
Creative Magazine 926
CTL Global 832
Darko Inc. 236
Data Display Systems 933
Datalogix Inc. 327
DataXu 912
DisplayMax Inc. 907
Displays by Martin Paul 638
Do-It Corp. 309
Duco Technologies Inc. 502
Edwards Label 313
Elevate Digital 932
Engage In-Store/
Shopper Club 820
Eventmark 726
Evogence 922
Excel Displays & Packaging 302
Fixture Displays 531
FLEXcon Co. 300
Foresight ROI Inc. MR321
Frontline Marketing 915
GMG Transportation 530
Great Northern Consumer
Packaging & Display 602
Grocery Shopping Network 800
Henschel-Steinau 226
Hi-Impact Products 928
IMEX Packaging 833
InContext Solutions 315
Inmar Inc. 200
Interstate Graphics Inc. 312
Janis Plastics Inc. 813
K. Fernandez & Associates 911
Ketchum Manufacturing Inc. 430
Landaal Packaging Systems 626
Louisville Lamp Co. 433
M.A.S. Industries Inc. 230
Market Force
Information Inc. 929
MarketingLab 631
Match Drive 925
MaxPoint Interactive 214
Menasha Packaging Co. 402
Midway Displays Inc. 415
Minnesota Corrugated
Box Inc. 903
Mondelez 126
MyWebGrocer 100
Natural Insight 727
OwnerIQ, Inc. 208
Path to Purchase Institute 202
Pinpoint Data 826
POS Tuning 425
Promo Print Solutions Inc. 909
Promotion Fulfillment Center 810
PromoWorks 633
Quality Assured Label 413
Quantum Group 526
Rapid Displays 520
Reflect Systems Inc. 731
RevTrax 930
Rocket Production 902
RockTenn Merchandising
Displays 612
RTC 209
Scanbuy Inc. 828
Screentech Div. of
Roeda Signs 630
Se-Kure Controls Inc. 716
Shopper Incite 830
Solutran 824
Sonoco Display and
Packaging 508
SpyderLynk 637
STRATACACHE 808
Tempt In-Store
Productions 220/221
TPG Rewards 908
Transparent Packaging Inc. 232
Triad Retail Media 720
VeraCentra 730
Vulcan Spring &
Manufacturing 421
Wetzel Brothers 702
Wilson-Hurd 431
World Division USA 527
Zlux 906
Exhibitors as of June 7, 2013. Booth numbers subject to change.
Company BoothCompany Booth Company BoothCompany Booth
#ShopperExpo 19Register at www.ShopperMarketExpo.com by October 4
EXPO HALL HOURS
WEDNESDAY, OCTOBER 9
10:30 am - 5:00 pm
THURSDAY, OCTOBER 10
10:30 am - 4:30 pm

Sponsored by:
Wednesday, Oct. 9, 2013
5:00 - 7:00 pm • Navy Pier, Chicago
I N N O V A T I V E B Y D E S I G N
In conjunction with:
Purchase tickets
when you register for the
Shopper Marketing Expo
Revel in the announcement of the 2013 gold,
platinum and the coveted “Best of the Times”
winners during a cocktail reception and awards
presentation at the Shopper Marketing Expo.
Mingle among the finalists’ masterpieces of
in-store innovation while you enjoy friendly
conversation with friends and colleagues.
For more information visit
www.dot-awards.com.
Wednesday, Oct. 9, 2013
5:00 - 7:00 pm • Navy Pier, Chicago

Register at www.ShopperMarketExpo.com by October 4
Navy Pier, a state-of-the art exposition and conference
facility, will host the 2013 Shopper Marketing Expo.
Located on Lake Michigan, just east of Chicago’s
Downtown, Navy Pier showcases a unique collection
of restaurants and shops in addition to unequaled
recreational and exhibition facilities.
Location: 600 E. Grand Avenue, Chicago, IL 60611
More info: www.navypier.com
How to Register
Hotel Reservations
Book ONLINE:
www.ShopperMarketExpo.com/
accommodations
call TOLL-FREE: (800) 221-3531
DEADLINE: Hotel reservations must be made
through our travel partner by September 24
in order to receive discounted rates.
Expo PricingLakefront View from Navy Pier Institute
Regular Member
Rate Rate
Registration Fee $85 FREE
Seminar 8-Pack $980 $840
Includes 8 seminar tickets.
Seminar 4-Pack $560 $480
Includes 4 seminar tickets.
Individual Seminar $175 $150
Symposium $560 $480
Special Who’s Who
Breakfast Presentation $180 $180
Design of the Times Reception
Individual Ticket $130 $130
GO ONLINE: www.ShopperMarketExpo.com
CALL TOLL-FREE: (866) 229-2386
FAX FORM TO: (301) 694-5124
MAIL FORM TO: Shopper Marketing Expo
c/o Experient
P.O. Box 4088
Frederick, MD 21705-4088
SEPT.
24
SEPT.S T
2222
(Prices valid until 10/7/13. Additional
fees apply for on-site registration.)
HOTEL & PRICING
21
There are dozens of hotels near Navy Pier. Here is a list
of hotels that offer specially discounted rates to Shopper
Marketing Expo attendees. Reserve your hotel room
early to ensure availability as space is limited and hotel
accommodations fill up quickly.
Special Expo Hotel Room Blocks
• Amalfi Hotel Chicago, 20 W. Kinzie Street, $257
• Chicago Marriott Downtown, 540 N. Michigan Avenue, $255
• Courtyard Magnificent Mile, 165 E. Ontario Street, $224
• Embassy Suites Lakefront, 511 N. Columbus Drive, $237
• Hyatt Chicago Magnificant Mile, 633 N. St. Clair Street, $230
• Swissotel Chicago, 323 E. Wacker Drive, $259
• W Chicago Lakeshore, 644 N. Lake Shore Drive, $265
Note: The hotels listed here are those currently available. Hotels
and rates are subject to change based on availability, so book
now to lock in your preferred hotel. If you need special facilities
or services, notify the hotel when you make your reservation.

AT-A-GLANCE
SYMPOSIUM S1
Architecting a Brand Experience from
Concept through Retail Execution
SYMPOSIUM S2
Consumer and Shopper Insights: The
Foundation for Integrating Consumer,
Shopper and Trade Planning
SYMPOSIUM S3
Best Practices in Shopper Marketing
from Around the Globe
Tuesday, October 8
7:00 am to 4:30 pm
7:30 am to 9:00 am
8:15 to 9:15 am
9:30 to 10:30 am
10:30 am to 5:00 pm
1:00 to 2:00 pm
2:30 to 3:30 pm
4:00 to 5:00 pm
5:00 to 7:00 pm
7:00 am to 4:30 pm
8:15 to 9:15 am
9:30 to 10:30 am
10:30 am to 4:30 pm
12:30 to 1:30 pm
2:00 to 3:00 pm
3:30 to 4:30 pm
3:30 to 4:30 pm
11:00 am to 4:30 pm
1:00 to 4:30 pm
Wednesday, October 9
TRACK NAME:
TRACK NAME:
Thursday, October 10
ON-SITE REGISTRATION & BADGE PICK-UP
SPECIAL WHO’S WHO BREAKFAST PRESENTATION W1 Shopper Marketing in a Digital World…, Sponsored by DataXu
EXHIBIT HALL & DESIGN OF THE TIMES GALLERY OPEN
EXHIBIT HALL & DESIGN OF THE TIMES GALLERY OPEN
DESIGN OF THE TIMES AWARDS RECEPTION & CEREMONY
COCKTAIL RECEPTION IN PATH TO PURCHASE INSTITUTE BOOTH #202
DAY ONE KEYNOTE K1 The Future of Marketing Belongs to “Shared Media”
Presented in the Wetzel Brothers’ Keynote Theater
DAY TWO KEYNOTE K2 Building Trust: Using a Shopper-Centric Focus to Strengthen Collaboration at Retail
Presented in the Wetzel Brothers’ Keynote Theater
BIG PICTURE
SHOPPER
MARKETING BEST
PRACTICES
UNDERSTANDING
YOUR SHOPPER
INSIGHTS TO
ACTIVATION
DESIGN &
CREATIVITY
OMNI-CHANNEL
STRATEGIES
LEVERAGING
SOCIAL MEDIA
MOBILE
MARKETING
SOLUTIONS
STRATEGIES
AT RETAIL
SMALL BUDGET
EXCELLENCE
F4 The Why Behind
the Buy: Understanding
Seasonal Shopping
Behavior
A4 Stop Yelling & Start
Listening: How Ubisoft
is Understanding
Shoppers to Change...
G4 What’s Going on
with Men and Shopping
B4 Shopper Marketing
2.0: The Era of Deep
Engagement
H4 The Next Gen
Brand Experience:
Mobile/Package
Design Synergy
C4 Is Amazon.com
Your Most Important
Shopper Marketing
Account?
J4 Gamification Is More
Than Sexy Loyalty
D4 Mobile and
Commerce Converge
to Transform Print
Advertising into Mobile...
M4 Strategic
Collaboration vs
Trade Negotiation
E4 Developing a
Shopper Insight
Strategy for Any
Research Budget
F3 Showrooming
Showdown: How to
Survive or Thrive in the
Showrooming World
A3 Elevating Customer
Engagement Through
“Co-Creation”
G3 GenZ and the Omni-
Channel Shopper: How
Retail Can Evolve to
Develop Lifelong...
B3 Removing the
Blind Spot: Leverage
Crowdsourcing to
Enable Real-Time Shelf...
H3 Capturing the Big
Idea: Creative Only
Works If It Is Executed
C3 Digital Omnivores &
Relationship Building in
the Retail Aisle
J3 Measuring the Impact
of Social Shopper Media
on Sales
D3 From Price Check to
Reality Check: Mobile
Usage in the Real World
M3 How Data Will
Take Shopper to
the Next Level
E3 Big Bang On a
Budget: Optimizing
Your Shopper Marketing
Investment
F2 How Shopper
Marketing Intelligence
Drives Action
A2 Bring Your ‘A’
Game: How to Land
an ‘A’ Launch
G2 The Growing
Influence of Millennials
B2 Digital Retail: If You
Build It, Will They Come?
H2 Breaking the Rules
the Right Way
C2 Landmark Study–
Best Practices for
Infusing Digital Along
the Path to Purchase
J2 Leveraging Purchase
Behavior for Targeting
and Measurement
D2 The Real Story
Behind Using Apps
In-Store: Shoppers
Weigh In
M2 Exponential
Category Growth
Through Collaboration
E2 Building a Winning
Niche Brand: The Road
to Retail Success
F1 A New Marketing
Manifesto: What Brands,
Retailers and Agencies
Need to Ask Themselves...
A1 Inspiring and
Winning the Target
Guest in Healthcare – A
Differentiated Approach
G1 Death by
Demographics: Killing
Off Your Ad Budgets
B1 Understanding Smart
Shoppers: Consumer
Segments You Can’t
Afford to Ignore
H1 Bullseye: Developing
Merchandising Solutions
that Activate Your Key
Shopper Segments
C1 Transforming the
Shopping Experience
J1 Winning Shoppers
Through Consumer
Advocacy: The Ratings &
Reviews Story
D1 Exploding Growth
Through Millennials –
The Future of Mobile
Shopper Marketing
M1 The Digital Store:
Transforming the
Shopping Experience
with Real-Time...
E1 DIY – How Small
Brands Can Activate
Shopper Marketing
Without Agencies

23
Tell Us About You
FIRST NAME LAST NAME
TITLE
COMPANY
ADDRESS
CITY STATE ZIP COUNTRY
PHONE CO. WEBSITE
EMAIL*
Pick Your Sessions
1. Are you a member of the
Path to Purchase Institute?
c Yes c No
c I don’t know
Make Your Payment
EXPO SYMPOSIUMS
PLEASE SELECT ONLY ONE
Tuesday, Oct. 8
1:00 - 4:30 pm n S1 Architecting a Brand Experience
1:00 - 4:30 pm n S2 Consumer and Shopper Insights
1:00 - 4:30 pm n S3 Global Best Practices in Shopper Marketing
PLEASE CHECK THE APPROPRIATE BOX AND
CALCULATE PAYMENT BELOW:
n Shopper Marketing Expo Registration Fee (Includes admittance
to both keynote addresses and trade show floor.)
Total Due:
CANCELLATION POLICY: All registration
fees for the Shopper Marketing Expo are
non-refundable and non-transferable after
September 27, 2013. If you wish to cancel
your registration before September 27, 2013,
we must receive your request in writing at
peggy@p2pi.com. There is a $50 processing
fee for cancelled seminars.
*EMAIL: By providing us with your e-mail
address, you may occasionally receive
exclusive updates regarding the latest news
from your friends at the Path to Purchase
Institute. Rest assured, your e-mail address
will not be sold or shared and you’ll have the
ability to manage your preferences or opt-out
from these messages at any time.
A confirmation receipt will be emailed
to you within 5-7 business days. Please be
sure to include your email address above.
To Book HOTEL please visit
www.ShopperMarketExpo.com/accommodations
Questions? Call (866) 229-2386.
n CHECK n MC n VISA
n AMEX n DISCOVER
n PROMO CODE ___________________
___________________________________
CREDIT CARD #
___________________________________
EXPIRATION DATE
___________________________________
NAME ON CARD (PRINT)
___________________________________
SIGNATURE
(all fields required)
Complete and return this
form by Oct. 4, 2013 to:
Shopper Marketing Expo
c/o Experient
P.O. Box 4088
Frederick, MD 21705-4088
Fax: (301) 694-5124
TOTAL DUE. If amount
is due, please indicate
payment method below.
23
= $_________
= $_________
= $_________
= $_________
= $_________
= $_________
= $_________
______ x $85/FREE
______ x $560/$480
Seminar 8-Pack
______ x $980/$840
Seminar 4-Pack
______ x $560/$480
Individual Seminars
______ x $175/$150
______ x $180/$180
Individual Ticket
______ x $130/$130
SYMPOSIUMS
KEYNOTE ADDRESSES
(Registration fee includes
admittance to both keynote
addresses.)
SEMINARS
BREAKFAST PRESENTATION
DESIGN OF THE TIMES
QTY. RATE
Non-Member/Member
TOTAL DUE
EXPO SEMINARS
Wednesday, Oct. 9 8:15 - 9:15 am 1:00 - 2:00 pm 2:30 - 3:30 pm 4:00 - 5:00 pm
Shopper Marketing Best Practices n A1 n A2 n A3 n A4
Insights to Activation n B1 n B2 n B3 n B4
Omni-Channel Strategies n C1 n C2 n C3 n C4
Mobile Marketing Solutions n D1 n D2 n D3 n D4
Small Budget Excellence n E1 n E2 n E3 n E4
Thursday, Oct. 10 8:15 - 9:15 am 12:30 - 1:30 pm 2:00 - 3:00 pm 3:30 - 4:30 pm
Big Picture n F1 n F2 n F3 n F4
Understanding Your Shopper n G1 n G2 n G3 n G4
Design and Creativity n H1 n H2 n H3 n H4
Leveraging Social Media n J1 n J2 n J3 n J4
Strategies at Retail n M1 n M2 n M3 n M4
DESIGN OF THE TIMES/NETWORKING EVENT
Wednesday, Oct. 9 n Design of the Times Awards
5:00 - 7:00 pm Reception & Ceremony
ON-SITE REGISTRATION will be available at Expo, but all seminar and
event prices are subject to an on-site premium above advance registration
prices listed here.
By registering and attending the Shopper Marketing Expo, you are acknowledging
your understanding and acceptance that you may be included in photographs
taken during the event and that these photographs may be used by the Path to
Purchase Institute in future promotional materials.
EXPO REGISTRATION FEE
2. How did you originally learn about the
Shopper Marketing Expo?
3. Which of the following describes your company?
c 1 Brochure
c 2 Postcard
c 3 Free Pass
c 4 Magazine Ad
c 5 Article
c 7 Email
c 8 Internet Link
c 11 Banner Ad
c 9 Word of Mouth
c 15 LinkedIn/Twitter
Facebook
c 1 Consumer Product
Marketer/Manufacturer
c 2 Retailer
c 3 Agency
c 4 P-O-P Producer
c 5 Vendor to the P-O-P Trade
c 6 Educational/Trade Association
c 11 Research Firm
c 12 Field/Merchandising Service
c 13 Path to Purchase
c 14 Packaging
c 16 Consultant
c 17 Other
KEYNOTE ADDRESSES
Wednesday, Oct. 9 n K1 The Future of Marketing
9:30 - 10:30 am Belongs to “Shared Media”
Thursday, Oct. 10 n K2 Building Trust: Using a Shopper-Centric
9:30 - 10:30 am Focus to Strengthen Collaboration at Retail
SPECIAL WHO’S WHO BREAKFAST PRESENTATION
Wednesday, Oct. 9 n W1 Shopper Marketing in a Digital World...
7:30 - 9:00 am (Only 50 paid tickets available.)
REGISTRATION FORM October 8–10, 2013
(Exposition Oct. 9-10)
Navy Pier, Chicago

Path to Purchase Institute
8550 W. Bryn Mawr Ave.,
Ste. 200
Chicago, IL 60631
Learn From
Leading Brands
and Retailers
Alison Lewis
SVP, Marketing N.A.
Anne Jones
VP, Shopper Marketing &
Shopper Insights
Lynn Neal
NA Retail Strategy Leader
Misty Duffy
Director of Shopper
Insights North America
B. Bonin Bough
VP, Global Media &
Consumer Engagement
Shannon Curtin
GMM, VP of Beauty,
Personal Care & Seasonal
Sponsored by:
REGISTER TODAY!
www.ShopperMarketExpo.com
or call (866) 229-2386 before October 4.
The Shopper Marketing Expo fosters a
better understanding of actionable strategies
that will reach, engage and influence
consumers along the path to purchase.
Jocelyn Wong
CMO
®

Shopper Marketing Expo 2013 by the Path to Purchase Institute

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