We are excited to share a few highlights of our upcoming agenda for the Path to Purchase Live: The Digital Experience. While still under development, our program will include LIVE sessions and lively commentary and interviews simulcast from studio with our Path to Purchase IQ Editorial Director, Jessie Dowd and our Content Director, Lori Pugh-Marcum!

Tuesday, November 2, 2021
11:10 AM - 11:50 AM (EDT)

Almost overnight, online shopping went from being an option to a necessity. Moving forward, some shoppers will never go back to pre-pandemic ways, while others will always prefer an in-person experience. Precisely what will you need to know to win the hearts, minds and pocketbooks of both kinds of consumers?

David Allison is a consumer behavior expert who works with organizations as varied as the UN, Wall Street Hedge funds, and global consumer brands. On this stage, for the first time, he will share the results from a behavioral science study commissioned specifically for the Path to Purchase Institute. He will reveal exactly what drives the behaviors, decisions and emotions of food shoppers across North America.

In a dynamic and entertaining presentation, David will:

  • reveal specific behavioral science secrets for marketing that really moves the needle,
  • teach you how to use data-driven techniques to sway shoppers towards your brand, and
  • explain the CX and UX that will exceed the expectations of the people you want to reach.

This is game-changing research, and it’s never been available before. You really don’t want to miss this. To succeed in a post pandemic world, it's mission-critical for your organization to understand the secrets of behavioral science.

12:00 PM - 12:30 PM (EDT)

Everyone is unique. And privacy still matters. But there are a few things that shoppers have in common, and they really wish marketers knew. From how they assess value and their buying context to the how their optimism impacts their shopping outlook, consumers want you to have these insights because it will make their lives easier. And it will make your efforts to engage much more effective. In this session, Matthew will share these newly uncovered insights from Vericast into how people are thinking about shopping, eating, and otherwise going out to enable you to:

  • Cut through the noise to effectively reconnect with your target consumer
  • Better understand what matters most to shoppers in this environment
  • Deliver deals and incentives that meet the needs of your audience
1:20 PM - 1:50 PM (EDT)

After a long winter, many people across America were eager to reconnect with friends and family over the summer months. From cookouts in the backyard to picnics in the park, people across the U.S. made digital and in-store grocery trips to stock their pantries as they prepared their socially distanced gatherings. The U.S. Census Bureau shared that grocery sales grew 7.5% year-over-year in September which is predicted to continue rising.

This presents a significant opportunity for marketers to engage with their consumers during moments of high receptivity across their path to purchase. Unfortunately, they are also presented with various challenges, including supply chain issues and decreasing brand loyalty.

Join Aki and Primal Kitchen as they discuss how brands can overcome these challenges. Aki will present evolving consumer trends and showcase an exclusive Primal Kitchen case study. The session will conclude with a fireside chat between the two companies, which will cover:

  • How to personalize brand messaging by audience persona at scale
  • Best practices for increasing awareness and driving conversions
  • Future trends that CPG marketers should consider heading into 2022

 

2:50 PM - 3:15 PM (EDT)

By unifying three iconic brands into a holistic portfolio solution while surrounding shoppers with commerce-friendly, omnichannel experiences, the “Make it Home” campaign drove the season and lifted sagging sales. The omnichannel holiday portfolio generated a 29% lift in household penetration and drove $36MM in sales representing a 40% sales lift versus pre-campaign and a 27% increase year over year. 36% of shoppers were new to our brands, busting a 29% benchmark and helping drive a 5% increase in the number of times 2 or more portfolio brands shared a basket. Please join Taryn Beck : Ecommerce & Shopper Marketing Lead, Walmart at General Mills and Jacquelyn Baker: Executive Vice President, VMLY&R Commerce

3:25 PM - 3:55 PM (EDT)

Globally, our desire to shop sustainably from both a social and environmental perspective is growing rapidly, and yet, sadly, we aren’t always seeing this “intention” translating into “action” in the real world. 43% of consumers say that brands actually make it harder for them to live more sustainable lifestyles and only 26% of us actually following through on making a better choice and more sustainable purchases. I will share a framework that enables brands and retailers to identify the moments that matter along the omnichannel journey in order to close the intent to action gap. Here are some examples:

  • People want to shop and buy more sustainably but there are several barriers along the journey that often prevent them from doing so
  • This framework allows you to identify the moments that matter to change behavior and accelerate purchase and impact
4:15 PM - 4:55 PM (EDT)

With U.S. e-commerce sales projected to grow to $1 trillion by 2022 (per Adobe), the race is on for the e-commerce consumer. As Amazon, Walmart, Target, Instacart and others duke it out in e-commerce, brand manufacturers are left to pick up the pieces and manage the ever-growing complexity of multiple e-commerce and advertising platforms. What big moves will these retailers make, and what trends are driving them? What consumer behavior trends will force change in e-commerce? What does the post-pandemic future hold for e-commerce? How should manufacturers and retailers adapt their strategy to win in this increasingly competitive space?

  • Gain insights about key consumer, manufacturer, e-commerce, and Amazon trends affecting their businesses. Insights are based on Ideoclick client data from 350+ consumer brands selling across Amazon, Walmart, Target, and Instacart.
  • Be able to see around corners and set and refine advanced strategies to win in e-commerce.
  • Gain insight into competitive players and develop strategies to compete.

 

Wednesday, November 3, 2021
11:10 AM - 11:50 AM (EDT)

Social Media is offering new features on a weekly basis: TikTok helps facilitate social commerce, Instagram is expanding Reels and Shops and YouTube is starting to capitalize on Shorts. Users can finally initialize and finalize a purchase inside social media apps without leaving them. This means a smoother transaction and a better user experience. In order to better push short form videos and maximize online sales, your company can leverage influencer marketing and it’s crucial to know the do’s and don’ts. Alessandro Bogliari, CEO & Co-Founder of The Influencer Marketing Factory will share more about the latest trends within influencer marketing, social commerce and live streaming shopping.

12:00 PM - 12:30 PM (EDT)

If you’re not a little curious as to how Direct to Consumer (DTC) can power your brand, you should be. DTC is more than a sales channel; it’s a connection channel that enables brands to develop meaningful relationships with new and existing customers. Brands that get this right will be well positioned to realize the near and long-term benefits. Join Google and Publicis to understand the unique value proposition an effective DTC strategy has for both brands and consumers.

This discussion will address:

  • What consumers look for in DTC brands
  • What brands stand to gain through an effective DTC strategy
  • How your brand can build your DTC capability, today
12:40 PM - 1:25 PM (EDT)

Today’s complex and ever-changing marketplace requires customer facing functions to rethink their strategic approach to omni-channel and how work gets done. We must go beyond traditional tactics and integrate new and evolving platforms, digital marketing, e-commerce, retail media, etc. These have become crucial ways we influence today’s consumer, shopper, and customer, along their journey.

The CEN Organizational Alignment Work Group collaborated to assess what gets in the way of how work gets done, skill gaps, and options for organization design and ways of working. The output is best practices and key principles that can be tailored to guide organization optimization so that customer facing teams can deliver a more holistic customer strategy and activation to facilitate accelerated long term sustainable growth.

  • This session will explore these complementary skills and capabilities in the context of considerations leaders will need to embrace as they evolve organizational structures and ways of working to satisfy a new and dynamic workforce.
  • The audience will be exposed to potential organizational optimization options that can enable more nimble resource deployment to leverage new working styles and environments.
  • This session will also help the audience understand best practices and key principles around collaborative ways of working and cross functional alignment.
3:10 PM - 3:50 PM (EDT)

Store traffic is up. Retailers are building stores at a pace not seen in years. And many CPGs are enjoying substantial sales growth in physical stores. But as the pandemic recedes, how do CPGs and their retail partners create new growth in the year ahead?

Using concrete examples of what’s happening at retail today, we’ll examine the innovations in physical store experience and design that are helping CPGs and their retail partners create new, sustainable growth. We’ll cover:

  • Delivering delight at retail. How brand partners are working with retailers to deliver shopper delight, and create the destinations and experiences that grow revenues.
  • Innovation, imagination, and bold choices. We’ll share who’s unlocking new possibilities in the physical store today, and what’s coming tomorrow.
  • Taming the checkout paradox. It’s the #1 pain point, yet retailers and forward-thinking CPGs are helping turn this into a better, more profitable experience.
Thursday, November 4, 2021
11:10 AM - 11:50 AM (EDT)

The definition of “retail” has expanded, and the path to purchase now often never leaves the house, as consumers increasingly demand hyper-convenient options for their shopping needs. That has turned third-party home delivery services like Instacart, Gopuff and Drizly into a critical sales channel as well as an important vehicle for shopper engagement. And with government regulations adapting to the evolving e-commerce landscape, home delivery is bringing new opportunities to the alcoholic drink category as well. So how can beer, wine and spirits brands best leverage these new “retailers” to reach shoppers?

In this dynamic discussion, emerging channels expert Kat Ussery of The Mars Agency will join with executives from leading home delivery services to examine mission-critical issues for brands, including:

  • Current trends in shopper penetration and behavior.
  • Best practices for driving engagement and conversion.
  • Strategies for seizing the unique “moments of opportunity” created by this new medium.
12:00 PM - 12:30 PM (EDT)

Adult beverage brands can benefit from working with retailers and utilizing Audio OOH technology to increase activation at the point of purchase. Market research reveals that the influence on shopper behavior can be significant when the media mix includes retail media, online/offline and in-store. The panel will discuss these topics, as well as provide perspective on how COVID-19 is impacting buyer behaviors.

12:40 PM - 1:10 PM (EDT)

No alcohol and low alcohol beverage choices for adults is a quickly growing category. To keep up, brands must understand this emerging segment of adult beverage consumers. Identifying, developing and launching the RIGHT products and services is a critical component of successful organizational growth and consistent market success in this burgeoning beverage space.

To find out where consumer preference or future innovation opportunities may exist, brands can use discovery market research to understand the white space in this emerging arena. During this session, we will dig deeper into different ways to gain insight through a brand stretch research approach—where brands can test ideas through qualitative consumer research in conjunction with a quantitative study. The results of this hybrid approach will uncover where a brand might have “permission” to stretch into this no-low category. We will also look at white space opportunity mapping, where brands can look at claims and ingredients for a potential new no-low product expansion. This process identifies consumer areas like importance, frequency and satisfaction—identifying the potential for success.

We also will share results and insights from their recent consumer study covering the no-low alcohol beverage space, and dig into market research approaches that will help your brand identify white space opportunities for innovation in this niche vertical.