Industry Leaders to Conduct Shopper Management Panel at C360

The Continued Rise of Customer Centricity

Nielsen C360 Conference

Shoppers have more choice & convenience than ever. They are inherently impulsive and loyalty varies significantly by segment and category. As a result and with the advent of more granular data sets (loyalty, tlog and even better panel access), category management has evolved from a product-centric process to a more comprehensive shopper-centric framework. In this session, we will show you how we have integrated consumer and shopper insights to drive strategic collaboration between retailers and manufacturers to answer the most important questions related to shoppers: who they are, why they shop, where they shop, what influences them (pre-store/in-store) and how they respond.

You will be able to more clearly view shoppers and develop insights using powerful new lenses developed with segmentation layers including affinity, attitudinal and behavioral lifestyle to build robust programming. Food Lion and Dr Pepper Snapple Group will share how they bring value to their customers by bringing their shopper segments to life to drive more top and bottom line sales for Dr Pepper and their retail partners. Kraft, Unilever & PepsiCo will join Dr. Pepper & Food lion for a panel discussion to share their unique perspectives on their own paths to customer centricity. Panel participants include:

Melissa Zip, Manager of Collaboration and Innovation, Food Lion

Rob Colarossi, Vice President, Customer Development, Dr. Pepper, Snapple Group

Lisa Klauser, Vice President Consumer Insights, Unilever

David Newman, Vice President Insights, Capabilities and Training, PepsiCo

                    Diane Harper, Vice President, Shopper Insight, Kraft

See you at C360!

-Jay Stockwell, TheShopperWonk

-email: jay.stockwell@nielsen.com