ECR Shopper Conference
November 2017

Kerry Foods win ECR Ireland Shopper Engagement Award 2017 for "A revolution in fresh snacking" campaign.
Presented by Amanda Ryan

We are all aware how complex the consumer path to purchase has become.
It resembles an omni-channel spaghetti junction with many fragmented touch points where product & service providers can positively disrupt & influence the consumer & shopper. 
With such changing consumer behaviour and the irresistible rise of digital & online ...  
... what is the future of shopper engagement?

Welcome to the ECR Shopper Conference

Declan Carolan,
ECR Ireland
Insight Presentations

"Shopper Engagement, Revolution or Evolution?"

Robert Flavin, Director, Strategic Planning

"Global Store Safari
Successful global shopper engagement & instore activation that influenced Musgrave"

Paul Corcoran, Range & Space Planning Manager
Musgrave Retail Partners Ireland


"Mobile Marketing - A Review of Effective Mobile Engagement Today"

Donald Douglas, MD

 Awards Presentations 

The ECR Shopper Engagement Conference is renowned for the ECR Shopper Award.
The objective is to focus on successful Irish case studies that positively influence the consumer or shopper through in-store activation & the path to purchase.
Award Finalists present their submissions on-stage followed by Q&A with Sarah Love, Goosebump.
Delegates vote for the winner!

1. Using Smart Technology to Connect with our Customers and Improve Customer Experience

Caroline Burton, Head of Marketing
The Maxol Group
Maxol places its customers at the heart of its business and wants to provide the best possible customer experience, so we partnered with TruRating, the first service to collect accurate customer feedback in real time, allowing us to make improvements that really matter to our customers and help us to continually grow our business.  
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2. The Persil Laundry Club

Daniel Ryan, eCommerce & New Business Manager 
Unilever Ireland
As market leader in CPG globally, Unilever has a responsibility to co-create and accelerate insights that respond to exponential change. In August 2017 Unilever partnered with to launch Ireland's first subscription service for laundry products, The Persil Laundry Club.
This exciting partnership allows Unilever to continue testing innovative new business models in Ireland while acting as a test market for global markets. 
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3. Driving Premiumisation within Retail

Michelle Tracey, Head of Category Management & Brendan Swords, Spirits & Wine Buyer 
Irish Distillers Pernod Ricard 
Irish Distillers identified an opportunity with one of the Ireland's leading Multiples to break all the traditional Planogram Rules. Our aim was to create a dedicated Premium Spirits section on fixture that would segment the category, attract shopper's attention and highlight the range available. Both Irish Distillers and Tesco needed to work together to ensure Tesco were in Irish shoppers consideration set and to ensure shoppers were not lost to competitors.  
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4. Walkers UEFA Champions League Shopper & Digital Campaign 2017

Caroline Reid, Categories & Insights Executive & Liz Finlay, Walkers Brand Manager
Leveraging a global asset with local insight, discover how Walkers used their international UEFA Champions League partnership to target young Irish men to drive Walkers Single Serve Walkers and new Walkers Sharing bag range.
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5 . A revolution in fresh snacking

Amanda Ryan, Senior Brand Manager, GB & Ireland
Kerry Foods  
Kerry Foods recently launched a new cheese snacking range, GoGo's. The GoGo's innovation targeted the many adults that are looking for tasty snacks to make them feel good about what they are eating while also allowing shoppers the chance to experience interesting flavour combinations.  Using the GoGo's launch, Amanda will illustrate how to use insight and innovation to positively disrupt shopper behavior
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Instore Presentations 


"The Digital Future, Coming to a Supermarket Near You"

Tom Golden, VP Marketing
Clavis Insight
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"Crafting the Consumer Experience"

 Barry Carty, Category Manager
BWG Foods
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"Global Retail Innovation"

Derek Hughes, MD
One Eighty Degrees

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Panel Discussion

Paul Corcoran, Range & Space Planning Manager, MRPI
Barry Carty, Category Manager, BWG Foods 
Derek Hughes, MD



"Shopping in the Now"

Sarah Love, MD
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Key Note Speaker 

"The New Science of Shopper Conversion"

Daniel Corsten,
Professor at IE Business School

Daniel has worked with the ECR Community since its inception and is an expert on consumer goods brands and retail.  
His most recent research calls for brands to stop shrinking to glory and start managing for growth.
Daniel presented at the recent ECR Ireland Leaders Congress where he presented examples of brands across the globe that have grown exponentially by radically changing their strategy to win mind and market share in the digital economy. 
Daniel is also the co-presenter on the ECR Community "Future of Online Category Management" webinar series.

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See the Delegates Photos

The major conference for collaborative best practices in the Retail & FMCG Consumer Packaged Goods sector in Ireland



Click here to see the ECR Shopper Conference 2016

Click here to see previous ECR Shopper Conferences