|Organizer:||ECR Baltic, Biedrība|
Ken Hughes - World’s leading consumer & shopper behaviouralist
Retail Rewired: A Masterclass in Retail & Consumer Culture and the Strategic Implications
This is possibly the most exciting time to ever work in retail. Technology is exploding new channels, from direct delivery, subscription services, or click & collect. The shoppers themselves have undergone significant societal and cultural shifts. The Always On, I Want It Now shopper demands agility, flexibility and an experience. We have retailers investing heavily in new ways of doing business, challenging business models, fuelling innovation. Artificial Intelligence and the Sharing Economy both look set to challenge the very foundations of consumerism and how we shop in the future.
So what does that mean for your brand or business? Well lets find out during this energetic session looking at where retail is going, how we got here and what the future consumer demands.
If you don’t like change, trust me, you’re going to like irrelevance a whole lot less!
Key learnings from this masterclass:
The Retail game has changed. The Shopper is now at the centre, not the brands, not the store, not the retail operation. It is time we built an industry around what and how shoppers want to be satisfied
Innovation has to be the cornerstone of surviving retail disruption. We need to learn to be more agile and flexible to cope with the current technological and consumer disruption as well as the changes to come
Retail and Shopper are no longer static predictable things. To survive beyond 2020, brands and businesses need to challenge their current business models and look to the consumer to future proof the business
Download agenda, here: http://ecr-baltic.org/f/2018/retailrewired_en.pdf
Ken Hughes_ Positive Disruption: The blue dot consumer [Keynote] | All videos: http://www.kenhughes.info/videos/
Limited space | Vietu skaits ierobežots!
Who should attend?
Sectors: FMCG, DIY and Hardware, Electronics, Pharmacy, Foodservice, Furniture, Bookstore, Household, Apparently for both brand owners and retailers and also for companies providing services related to CX (Customer Experience), Experiential Marketing, CRM, Personalisation (strategy or software), Social media Marketing, Others.
Areas: CX, Customer Care, Marketing teams (including Trade Marketing and Shopper Marketing), Sales departments, New Business and business development. It can be a good training also for CEOs of SMEs.
Working language: English with Latvian translation!
Registration and welcome coffee: 10:00 - 10:30
10:30 - 11:00 Opening by ECR Baltic and main sponsor presentation:
11:00 - 11:15 Intro for Baltic retail trends by Anda Daliņa, Senior Retailer Services Executive, Latvia Nielsen
11:15 - 12:00 Retail Digital Strategy masterclass part 1
- The Changing World & Consumer Implications
- The 6 Consumer Generations
- Consumer Value over Enabling Technology
- Sociological Consumer Value Shifts
- The Always On Consumer
12:00 - 13:00 Lunch break
13:00 - 14:30 Retail Digital Strategy masterclass part 2
- The Instant Consumer
- Contextual Retail Communication
- Authenticity, Peer to Peer and Story Telling
- Experiential Retail
14:30 - 14:50 Coffee break
14:50 - 16:20 Retail Digital Strategy masterclass part 3
- Emotive Engagement
- Surprise & Delight
- A Possible Future: Implications for Retail Branding and Operations
16:30 Wrap up and closure
About Ken Hughes - Leading Consumer, Shopper Behaviouralist, Playologist & Keynote Speaker
As Europe’s leading Consumer and Shopper Behaviouralist, Ken Hughes blends his vast expertise in consumer psychology, social anthropology, behavioural economics and neuromarketing to answer the question to which he has dedicated most of his career: Why do shoppers buy and how can we make them buy more?
While his boutique consumer insight organisation, Glacier Consulting, began life as a market research agency, he soon identified his key area of interest was people, not markets. How humans express their desires and expectations through how and what we buy has become his sole focus, resulting in his agency advising a global client base of some of the world’s biggest brands – Unilever, 3M, IKEA, Coca-Cola, AXA and Heineken to name a few.
Ken is acknowledged as one of the most respected thought leaders on Shopper Marketing and Shopper Centricity, Omnichannel & Digital Strategy alongside Retail Futurology. He is a part-time professor in consumer behaviour and a board member & strategic advisor to many organisations on the future of consumerism and shopper trends.
His latest TEDx talk also showcases his unique approach as a Playologist, motivating individuals and his corporate clients to unleash their creativity and innovation through a blend of discovery, fun, play, mischief and risk.
Voted best speaker at most conferences he has the honour of being invited to attend, it is for his international career as a keynote speaker he is most famous.
His keynote speeches deliver thought disrupting and inspiring content in a captivating and highly energetic manner, all served with a generous helping of Irish wit.
“Ken Hughes led a Shopper Masterclass for 40 Unilever consumer, customer & shopper marketing managers in Europe for me. The Masterclass was highly inspirational but at the same time practical enough for managers to bring back to their daily jobs. Feedback was very positive and people spontaneously came to me to thank me for the master class saying they had not experienced such an inspirational and engaging workshop for a long time. If you want to have an inspiring and leading edge thinker on shopper marketing, Ken Hughes is your man, but be prepared to leave his workshop thinking different about shopper marketing than ever before!"
GUIDO HAGENAARS, GLOBAL SHOPPER & MARKETING DIRECTOR, UNILEVER
“Our Shopper workshop can be summed up quite simply as challenging! Challenging in terms of how we approach our business, how we face our customers, how we communicate to our shoppers and our end proposition to consumers. Following the session my whole team came out not only with a clear definition of what best practice Shopper marketing is, but highly engaged in how we will make it an inherent part of how we work in the future. A highly recommended session”
ROBERT DRY, MARKETING DIRECTOR, COCA-COLA POLAND
More testimonials: http://www.kenhughes.info/testimonials/
Ken Hughes on media: http://www.kenhughes.info/medianew/
Standard fee: EUR 298 (April, 2018)
On site: EUR 398 (3 days before the event)
Volume discount for 5+ participants: - EUR 50 applied to each ticket except on site tickets.
ECR Baltic members: 1 free pass
Place of the event:
ECR Baltic (Efficient Consumer Response Initiative in Baltic States)