Shopper Insights Forum

An Introduction to the Zero Moments Of Truth (ZMOT): How it’s Changing Shopper Behavior & Impacting Marketing Planning

Venue: IPG Media Lab, 100 West 33rd Street, 9th Floor, New York, New York 10001

The ARF, Google and Shopper Sciences will present an introduction to the Zero Moments of Truth how it's Changing Shopper Behavior & Impacting Marketing Planning.

The explosion of new media and information sources over the past decade has created a seismic shift in the way shoppers behave, moving the power from brands and retailers and into the hands, literally, of millions of shoppers. With the ever-present mobile phone, 24/7 internet access and a network of trusted advisors just a click away, marketers must adapt to a new reality that the real power lies with the shopper.

To create a more realistic view of the shopping journey, Google enlisted Shopper Sciences to explore how the changing world of media – specifically digital media – is empowering shoppers and impacting the decision-making process for everything from grocery and OTC medications to automotive and financial services.

A comprehensive study among 5,000 shoppers across 12 diverse categories confirmed a growing trend of digital pre-shopping activity that is both informing and directing shopper choice, regardless of whether the purchase is ultimately made online or in a retail store front – a phenomenon Google has dubbed "Zero Moment of Truth" or ZMOT.

Join John Ross, CEO of Shopper Sciences, as he reveals how ZMOT is impacting the purchase path and what’s actually influencing shoppers as they move from undecided to decided. Plus, hear from the top marketers at some of the world’s leading brands on how they are incorporating new strategies to win at the Zero Moment of Truth.

Featured Speaker:
John Ross – Chief Executive Officer, Shopper Sciences

Panel Discussion: How Marketers Are Adapting Strategies to Win at ZMOT 

• Michael LaKier, AVP, Shopper Marketing Strategy, The Coca-Cola Company
• Kevin Kells, National Industry Director, CPG, Google
• Dr. Ray Pettit, Vice President, Market Research, PRN
• John Ross – Chief Executive Officer, Shopper Sciences (moderator)

Agenda
2:00–2:15PM
Welcome, Introductions and Updates
John Ross – Chief Executive Officer, Shopper Sciences
Todd Powers – Chief Research Officer, ARF
Zena M Pagán - Forums and Ogilvy Awards Manager, ARF

2:15–3:15PM (includes Q&A)
An Introduction to the Zero Moments Of Truth (ZMOT)
John Ross – Chief Executive Officer, Shopper Sciences

3:15–4:15PM (includes Q&A)
Panel Discussion: How Marketers Are Adapting Strategies to Win at ZMOT
Moderator: John Ross – Chief Executive Officer, Shopper Sciences
Kevin Kells, National Industry Director, CPG, Google
Michael LaKier, AVP, Shopper Marketing Strategy, The Coca-Cola Company
Dr. Ray Pettit, Vice President, Market Research, PRN

4:15–4:30PM
Closing and Adjournment
John Ross – Chief Executive Officer, Shopper Sciences
Todd Powers – Chief Research Officer, ARF

4:30–5:00PM
Wine and Cheese Reception Presented by IPG and Shopper Sciences

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

The Advertising Research Foundation welcomes Catalina Marketing and The NPD Group to our Shopper Insights Forum, unveiling the latest in consumer behavior.

Activating Customer Lifetime Value in Today’s CPG Market
Todd Morris – EVP, Brand Development and Marketing, Catalina Marketing
Joseph Jaffe – author of Flip the Funnel and Life After the 30 Second Spot

Catalina Marketing along with celebrated author Joseph Jaffe will share behavioral purchase trends that help define what loyalty and Customer Lifetime Value mean in today’s marketplace. By understanding consumer needs and their brand contribution, marketers have the opportunity to optimize targeting resulting in volume growth and media spending efficiencies. The discussion will present Customer Lifetime Value as an important but little understood metric in the CPG world and demonstrate how a variety of other consumer-facing industries have been able to drive performance by focusing on their most valuable consumers.

The Retail Landscape in America
Steve Coffey – Chief Research Officer, The NPD Group

Consumer retail shopping behavior is well studied among Food and Drug retailers selling Packaged Goods and HBA. Perhaps more interesting and more important are those retailers attracting the rest of consumer’s retail spending -- General Merchandise retailers. Retail expert, The NPD Group, is releasing new research shedding light on General Merchandise and Online Retailers in terms of traffic, shopper conversion, trends, demographics, and consumer expenditure in this dynamic retailing sector.

Agenda

12:00–12:10PM
Welcome and Opening Remarks
David Marans – EVP, Media, The ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, The ARF

12:10–1:10PM (includes Q&A)
Activating Customer Lifetime Value in Today’s CPG Market
Todd Morris – EVP, Brand Development and Marketing, Catalina Marketing
Joseph Jaffe – author of Flip the Funnel and Life After the 30 Second Spot

1:10–1:55PM (includes Q&A)
The Retail Landscape in America
Steve Coffey – Chief Research Officer, The NPD Group

1:55–2:00PM
Closing Remarks
David Marans – EVP, Media, The ARF

Join us as we premier the Shopper Insights Forum on 2012 and welcome Asher Hunter – Senior Research Director for GfK as one of the Shopper Insights leader. At this Forum we will discuss How Social Media has influenced our shopping experiences with Cymfony and DemandTec.

Featured Speakers:
Kari D’Elia – Business Analyzt, Cymfony
Lauren Story – Business Analyst, Cymfony
Marc Dietz – VP, Marketing, DemandTec

Agenda

2:30–2:40PM
Welcome and ARF Updates
Todd Powers – Chief Research Officer, The ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, The ARF

2:40–2:50PM
Introductions, Forum Agenda and Overview
Asher Hunter – Senior Research Director, GfK SE
Kate Whittington – Guest Insights, Target Corporation

2:50–3:15PM
Social Shopping: How Social Media and Search Influence the Grocery Cart
The concept of a shopping list is not new, but the socialization of shopping has changed the game. For many shoppers, utilizing social media and search as a starting point for grocery planning has become commonplace—and the adoption of mobile apps will only intensify this trend. Cymfony will investigate how search and social media are changing the way people make their grocery lists, from the influence of coupon sites to the emphasis on healthy eating. Understanding how shoppers find meal planning utility in the digital space is a key shopper insight from which both brands and retailers can benefit.
Kari D’Elia – Business Analyst, Cymfony
Lauren Story – Business Analyst, Cymfony

3:15–3:40PM
Shopper-Centric Retailing: Connecting Merchandising, Marketing, and Trading Partners with Actionable Shopper Insights
Many retailers have been investing heavily in shopper insights and other programs to become more customer-centric and yet a common question today is still: ‘insights are interesting but how do we make this actionable?’ This session will answer that question by highlighting several keys to actionable shopper insights: infusing the right insights at existing points of decision, better aligning the merchandising and marketing functions within a retail business, and using shopper insights to enable better collaboration between the retailer and its consumer products manufacturer trading partners.
Marc Dietz – VP, Marketing, DemandTec

3:40–4:15PM
Open Discussion

4:15–4:30PM
Next Steps and Adjournment
Asher Hunter – Senior Research Director, GfK SE
Kate Whittington – Guest Insights, Target Corporation
Todd Powers – Chief Research Officer, The ARF

This council meeting tackled two of the most important issues today:

1. Recession’s impact on shopping patterns including the perspective of a leading retailer, Stop and Shop

The Recession Effect: Marketing to Women with Children in a Economic Downturn
Elizabeth Harris – SVP Director of Strategic Planning, RIVET Global

Impact of the Economy: A Retailer Perspective
Peter Kohutanycz – Director of Consumer Insights, Stop and Shop

2. The revolution in marketing thinking from what the ARF calls “Path to Purchase” and what Procter’s new CMO calls “Store Back”. He says, “"Store Back" means that marketers must ALWAYS have the store in mind when developing a new product, a new idea, a new statement: "If it does not work at the store, it's a miss".

ARF shopper insights council leadership described its plans to create a “path to purchase” working committee and heard comments from a reaction panel.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Combined Presentations:
The Recession Effect: Marketing to Women with Children in a Economic Downturn
Impact of the Economy: A Retailer Perspective
Introduction to the Path to Purchase Initiative

Retailers, manufacturers, research suppliers, and agencies are converging to a common view of path to purchase at the ARF and how it might dramatically affect media planning. The latest work of the Shopper Insights Council will be shared on Oct 26th.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS
Download combined presentations from My ARF On-Demand »

Please join us May 11th at the ARF NY offices for the first Shopper Insights council meeting of 2010 and to welcome our newest co-chair, Kate Whittington – Director, Guest Insights, Target Corporation.

Kate will be joined in NY by Mike Twitty from Unilever and other leaders of the ARF shopper insights council from Johnson & Johnson, Symphony IRI Group, and Smart Revenue, sharing their perspectives on where the retailer and the manufacturer look at opportunities from shopper understanding in the same way, and where the discrepancies are.

Then, Larisa Mats from Kraft Foods and Christina Engelhardt from Cymfony will present their work on “Using Social Media to Understand Today’s Shopper Behavior”.

Finally, we will discuss plans and ask for volunteers regarding the “Path to Purchase” working committee.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Combined Presentations
Panel Discussion A:Finding the Common Ground
Using Social Media to Understand Today’s Shopper Behavior
Panel Discussion B:Understanding the Path to Purchase

Finding the Shopper in Shopper Insights ... Panel Discussion: How should the media world think of Shopper Marketing?
Are marketers under invested in shopper marketing? Is putting advertising right at the point of purchase like “recency” on steroids? Or, is it a place where no one looks at an ad for more than a fleeting glance? To answer these questions, the ARF has brought together rock stars from the shopper and media world who aren’t normally on the same panel to discuss how the media world should think of Shopper Marketing.

Panel included Herb Sorensen, TNS-Sorensen Associates; Erwin Ephron, The Ephron Consultancy; Paul Donato, The Nielsen Company; Mike Hess, Carat Insight.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Combined Presentations:
Finding the Shopper in Shopper Insights
Panel Discussion: How Should the Media World Think of Shopper Marketing?

Learn about purchasing decisions made pre-store and in-store and how consumer segments and shopper segments differ. Smart Revenue, one of the ARF’s newest members and DS IQ shared their perspectives.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Combined Presentations:
Translating Shopper Insights into Strategy and Solutions
Making Sense of a Billion Moments of Truth
Trends and Challenges for Shopper Marketing

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Meeting Notes
Virtual Testing: Activation at Retail
Winning the Last Mile
Defining the Power and Importance of Shopper Insights Research
Virtual Store Simulation: The Road to Industry-wide Adoption