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KEYNOTE: Amsterdam in the Digital Age: How Technology is Changing Our Cities
City of Amsterdam
KEYNOTE: Perform or Perish
Cities are ‘getting digital’: from public spaces to buildings to sharing platforms to interactive screens or VR. This phenomenon will change the way we work, play and live.
Amsterdammers, are early adopters, but how can we make sure we leverage on the potential of technology without feeling the burn of disruption too much?
Facilitated by: Jaspar Roos, Chief Sticker Officer, Innovation Stickers
Look past the clichés about how “business as usual is over” and “the relentless pace of change” and you’ll see the great paradox in today’s business arena: the truly exceptional has become wholly unexceptional. Indeed, the one constant is that customers share a common mindset: astonishingly elevated expectations, applied ruthlessly to each and every business, product, service or experience available.
Louisa Nicholls heads up the Home Online Trading team at John Lewis, an award winning Department Store Retailer in the UK with a long and trusted heritage. In this session Nicholls with illustrate how her team at John Lewis is adapting to the new normal for in-store experience and blending physical and digital to recreate an entirely new department store experience.
The physical, geographical and temporal boundaries, that have separated global markets for decades, are being slowly blurred by the relentless march of technology. This convergence has been rapid and has in many ways caught us unawares
In this session, Upma highlights how technology is empowering consumers and is bringing them evermore closer to different markets; and how it is causing a fundamental shift in their attitudes towards product consumption. No matter how remote the consumer maybe, it is no longer a question of whether a product from a far off market is locally available but how easily can it be bought.
The brain work. The first part of the presentation is aimed at getting an insight into how shoppers think and what drives their choice nowadays.
Path to purchase. Do consumers and shoppers converge at all times? In order to answer this, we will then walk along the current path to purchase from being a consumer to finishing off as a shopper in an online or a bricks and mortar store.
Shopper marketing. How to win hearts and cards of contemporary, highly demanding shoppers? Finally, practical tools and tricks of marketing to shoppers successfully will be brought forward and explained in detail.
Red Bull undertook an extensive shopper segmentation project in 2017/2018 that sought to understand shopper behaviors, attitudes, motivations and preferences related to their purchasing of beverages for energy needs in order to identify actionable shopper segments across the retail landscape. Shoppers were profiled on need states and usage occasions for beverages providing energy and then surveyed in-depth to understand key path-to-purchase behaviors related to store choice, channel preferences, and in-store purchase patterns. Segments were identified based on economic potential and capturability. Resulting insights have informed ongoing channel role and strategy initiatives and are being leveraged with retail partners to drive differentiated in-store executions.
Over the last few years I have often heard two competing narratives. One of them says “Digital is here, Online Grocery is here - we need to evolve, we need to spend money”. The second one says “What’s the point of the website? What’s the point of Search? Email? Reviews?”. To my mind, the second one is part of the solution to the first, and yet many FMCG businesses don’t invest as heavily as they might in these “non traditional” marketing efforts. At Bel UK – we’ve put together a cross functional team drawing on Digital marketing, Sales, Category and Trade Marketing expertise to drive the agenda forward and work to optimise the digital path to purchase in whatever form that takes.
Digital channels and physical stores are working side by side but not always hand in hand. Technology that could ensure this was missing. This has changed now. Smart detection technologies address different customer segments with targeted engagements and provide other digital channels with data. Our little tour takes you on a ride to show you where the emerging opportunities lie to improve customer experience, loyalty programs and after all, revenue impact.
Learn about the history of the Heineken-family, taste the ingredients and see the brewing process. Experience the energy of the brand and how it landed in 192 countries. Heineken, born in Amsterdam, raised by the world.
*This is included for all registered attendees. RSVP is required.