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"Why retailers don't work with suppliers"!
"How does Cat Man connect with Shopper Marketing"?
These are some of the key questions that will be considered by Luc Demeulenaere, who is considered as one of the founders of the Category Management movement and a key influencer in charting is evolution & development.
ECR Ireland is delighted to bring Luc to our Conference & Awards and highly recommend that delegates listen & network with Luc accordingly. Full details below.
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10th ECR Ireland Shopper Engagement Conference & Awards
The ECR Shopper Engagement Conference is renowned for the ECR Awards.
The focus is on successful Irish case studies that positively influenced the consumer or shopper through category management, in-store activation & the path to purchase during the last 12 months.
All Award Finalists
present their submissions on-stage followed by a Q&A session.
Conference delegates then vote for the Award recipient. There are 2 Awards ...
The ECR Shopper Marketing Award 2019 is sponsored by Goosebump.
The ECR Category Management Award 2019 is sponsored by V360º.
Check out all conference speakers below
ECR Category Management Finalists Feature Presenters
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 "Category management in the scope of the retailer as a shopper marketer"
Luc Demeulenaere
Luc
has over 30 years of experience in category management, commercial leadership, sales and marketing spending a large part of his career with Procter & Gamble before founding Shopting to conduct consulting work on loyalty marketing and category management with major European retailers & manufacturers.
Luc has developed thought leadership work for the Industry over the past 20 years
and
was co-chair or lead editor on the following:
- The original ECR Europe Essential Guide to Day to Day
Category Management in 2000 which launched the 8-step approach to Cat Man.
- ECR Europe book on "Collaborative CRM" in 2003
- The ECR Europe Consumer & Shopper Journey Framework 2012
Luc will address how the retailer/supplier collaboration, category management, shopper marketing and advertising have evolved in recent years and where they are heading. In terms of content Luc will explain in 15 charts how retailer equity connects with the definition, the role and the category objectives/ assessment in order to develop differentiating category strategies and tactics.
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Q&A
Michelle McGreal, Account Director, Goosebump
Michelle will conduct a Q&A session with all Award entrants after their presentations and attempt to ask the questions that all delegates are dying to ask!
Firepit, Leveraging the Summer BBQ occasion
Damian Harte, Senior Buyer Meat, Fish, poultry and Delicatessen, Tesco
Rose Paget-Frank, Propositions Manager, Tesco
Sophie Van Dijk, Senior Account Executive, Hilton Foods
Working with Hilton Foods and other suppliers the Fire Pit Range was developed by Tesco
Ireland in line with consumer trends. This was a
cross category project and that was evident in the merchandising in store. Tesco continued to promote Fire Pit
at a number of events throughout the summer of 2019 building on the success of 2018 contributing to incremental sales and strong repeat rate.
Re-engaging shoppers within the off licence: an agile approach to disrupting the shopper autopilot in collaboration with SuperValu
Catherine Bray, Category Manager, Heineken
In today's highly competitive environment the quality of shopper engagement with our category is low. In this collaboration with SuperValu we explored how to leverage digital technologies to understand how we can enhance the shopper experience, redefine value and Future Proof the Off Licence.
Supporting Shoppers to Reduce Food Waste 2019
Aisling Twomey, Marketing Manager, Green isle
Recognising the wider Macro trend of reducing Food Waste, as the #1 Frozen Vegetable brand in Ireland, with products across both Frozen Vegetables and Fruit, we can provide credible options to reduce shopper's food waste bills, by substituting Fresh with our Frozen alternatives. We set ourselves a target to bring this to life for shoppers in 2019.
Kinder Ice Cream the Perfect Launch - How to Win with Shoppers
Elaine Prendergast, Brand Mgr Ice Cream, Unilever
Kate Hegarty, Shopper Marketing Manager, Ice-Cream, Unilever
When it comes to the ice cream category, innovation and new product development are crucial to drive growth. In 2019, Unilever Ireland launched Kinder ice cream early in the season. This launch was supported by a comprehensive through the line marketing plan to drive sales, excitement and appeal with two distinct target audiences.
The results have been phenomenal and largely down to the cross functional team at Unilever working together.
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Stephen Rust, Joint Managing Director, V360º
Stephen will host the ECR Category Management Award section and conduct a Q&A session with the Award entrants to allow for further investigation of the campaigns
Zero Zone; A scalable category approach to the Non Alcoholic category
Lauren West, Shopper Activations Manager, Heineken
Zero Zone is a category signage solution, which can be designed to fit any size of space, disrupting the category and bringing incremental growth to both the Heineken Ireland portfolio and overall Non Alcoholic category
Growing Good Business by Applying a Balanced
Category
Management Approach
Aiza Foy, Range Planning Manager, Dairy, Bakery & Frozen, Musgrave Retail Partners Ireland
Sarah Kearns, Category Manager, Green Isle
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The Changing Landscape in Irish Retail: Is Aldi now part of the establishment?
Colm Rooney, Country Manager, Shopper Intelligence
Shopper Intelligence interviews over 10,000 Irish shoppers per year to understand why they buy what they buy, how they buy it and how satisfied they are. We do this across all the major retailers and channels for 93 different categories, giving us rich brand, segment, category and store level insights. Colm will delve into some of the key insights from the 2019 Shopper Intelligence program - with a particular focus on how Irish shoppers perceive both Aldi and Lidl.
Using Social as a Shopper Tool
Lauren Murphy, Head of Social, Goosebump
The presentation will outline how to successfully bridge the gap between shopper & social. Lauren will discuss how to effectively use social as a shopper tool to help drive sales by supporting other advertising efforts.
Category Management - Show The Love and KISS
Robert Flavin, Director, Strategic Planning, V360°
V360° will show how best to create a win-win outcome by focusing of the common ground between retailers and suppliers.
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130+ delegates attended from following companies:
Musgrave Retail Partners Ireland, BWG Foods, Gala
Retail Services, The Maxol Group,Boyne Valley, Britvic Ireland, Largo Foods, Dale Farm, Irish Distillers Pernod Ricard, Valeo Foods, Kerry Foods, Diageo, Unilever, Pepsico, Heineken, Kelloggs, Coca-Cola HBC, O'Brien Fine Foods, Johnson & Johnson, RichmondMarketing,
Mars Ireland
,
IE
Domain
Registry, CPM Ireland,Shelfstock,Shopper Intelligence,
ECR Community, Wavemaker Ireland, Pointy, Dunnhumby, Kantar Worldpanel, Nielsen, IT Carlow, Pharma Support, Visualise, PwC, WASP Technologies, Goosebump, Ken Hughes.
Winners of the ECR Shopper Award 2018 - Heineken
Pictured are David Farragher and the Heineken Team with the ECR Shopper Award which they received for the Heineken 0.0% campaign
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This event is must-attend for anyone working in the following functions:
- SHOPPER MARKETERS, who are looking for best practice in shopper marketing and how others are tackling the current and future challenges of engaging the shopper, wherever they are shopping.
- CATEGORY TEAMS, who need to understand the latest thinking in category management and how it is being exploited to take advantage of the latest shopper and retail trends.
- MERCHANDISING AND POS TEAMS who want to understand how to work better in partnership to ensure best in class initiatives and implementation.
- NATIONAL ACCOUNT MANAGERS who need to understand the latest shopper insights and the cause & effect of multi dimensional campaigns on product sales.
...from all businesses involved in shopper engagement:
- MANUFACTURERS, looking to create innovative digital & shopper marketing strategies that are compelling to their retail customers
- RETAILERS, who are seeking inspiration to deliver category growth across formats large and small, online and offline
- SOLUTIONS PROVIDERS, looking to better understand the challenges and opportunities for their clients
Hear insights on consumer & shopper specific to Ireland.
Major networking opportunity for demand-side practitioners in Ireland.
Vote in the ECR Awards.
Goody bags for all!
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