PRE-CONFERENCE WORKSHOP DAY- Monday, May 23rd, 2016

Attend and gain insight on the core requirements for a customer analytics model that meets your business needs. How can you overcome internal siloes to create a defined customer analytics function? Benchmark the most accurate KPIs to identify performance gaps and identify areas for improvement. The session will also discuss the challenge of competing business units and how you can overcome this.

Attend and you will take back to the office:

• A clear understanding of how to meet the specific customer analytics requirements for your business operating model - whatever channels you have a presence in
• An insight into current and predicted market trends – what works in the retail space, particularly for in a multiple product environment
• Tried and tested ideas on how you can translate customer analytics into bottom line improvement and competitive differentiation
• New approaches for performance measurement that be scalable in line with growth

The ultimate goal of retailing is to bring together supply and demand. While progress has been made managing the supply side, the news is not as good on the demand side. Merchants continue to have difficulty creating shopping environments that engage consumers’ needs and convert these desires to purchases. Ever expanding floorplans, product duplication, a plethora of in-store messages, and the complexity of displays and promotions make it difficult for shoppers to find what they’re looking for, and limit the consideration of potentially relevant brands. By analyzing the store layout, the appearance of the shelf, how long customers spend in each category, and the specific patterns of SKU interaction, marketers can identify products that are underperforming and make changes to product organization, shelf placement and value communication to realize each category’s full sales potential.

• Learn how to quantify the shoppability of product categories and brands through behavioral research on the shopper/shelf interaction.
• Identify the specific brands, product features, and other visual cues that engage shoppers and help to convert consumer demand into purchase.
• Discover how shelf placement, product adjacencies, and presentation can undermine shoppability, and learn ways to redesign the shelf to overcome these barriers to purchase.

About your workshop leaders:

Raymond R. Burke is the E.W. Kelley Professor at Indiana University’s Kelley School of Business, and founding director of the School’s Customer Interface Laboratory. He has also served on the faculties of the Harvard Business School and Wharton. Dr. Burke’s research focuses on understanding the influence of point-of-purchase factors on shopper behavior. His articles have appeared in several major journals, including the Harvard Business Review, Journal of Consumer Research, Journal of Marketing, and Marketing Science. Øyvind Christensen is the founder of Flow Insights, a shopper research company. He also founded Pointmedia, a digital signage company, where he researched the sales effects of different types of content at the point of sale. At Flow Insights, Christensen focuses on researching natural shopper behavior in brick and mortar retail stores using unobtrusive technology. He has worked with clients such as Mondelez, Coca Cola, Nestlé, Colgate, and several retailers within FMCG, DIY and pharmacy.

Raymond R. Burke

E.W. Kelley Professor of Business Administration, Founding Director, Custom
Indiana University

See Bio

This presentation will explore how consumer markets can strike a balance between technology and the human interface, assessing how both interactions can coexist and effectively complement each other. What do companies need to do to ensure technology is doesn’t compromise the face-to-face customer relationship? It will also focus on how to incorporate the most valued elements of human interaction into a digital strategy to increase customer engagement and positively impact the bottom line.

Attend and take back to the office:

• First hand insight on how leading brands are championing their digital strategy with a human touch
• Comprehension on what elements of the human interface you can’t afford to leave behind from the perspective of your customers
• Step by step understanding on how to adapt your digital strategy as the market evolves
• The future of digital and what this means for a personalized approach to customer management