Heineken Win ECR Shopper Engagement Award 2018 for Heineken 0.0% campaign

David Farragher receiving the ECR Shopper Engagement Award 2018 from Michelle McGreal, Goosebump and celebrating with the Heineken Ireland Team

Download presentations below - Click on presentation titles

Under the motto "Think Digital - Act Real", this year's ECR Shopper Conference & Awards will revolve around the interplay between online & instore, with a focus on the positive effects of digital transformation within the path to purchase & shopper engagement.

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 Michelle McGreal, Goosebump. 

Following the presentations and Q&A ... Delegates vote for the Award recipient!

Check out FULL AGENDA below

140 delegates attended from ...

Musgrave Retail Partners Ireland, BWG Foods, Gala Retail Services, The Maxol Group, Boyne Valley, Britvic Ireland, Largo Foods, Dale Farm, Irish Distillers Pernod Ricard, Valeo Foods, Kerry Foods, Diageo, Unilever, Pepsico, Heineken, Kelloggs, Coca-Cola HBC, O'Brien Fine Foods, Johnson & Johnson, Richmond Marketing, Mars Ireland, IE Domain Registry, CPM Ireland, Shelfstock, Shopper Intelligence, ECR Community, Wavemaker Ireland, Pointy, Dunnhumby, Kantar Worldpanel, Nielsen, IT Carlow, Pharma Support, V360, Because Creative Experiences, Prinks, Reach, Konica Minolta Marketing Services, Return2Sender, Guns or Knives, Creative Brand Solutions, PwC, Retail News, Checkout, WASP Technologies, Goosebump, Ken Hughes.

Leading Consumer, Shopper Behaviouralist, Playologist  & Keynote Speaker

Cyber Psychology is a relatively new field, looking at how our real world values are being shaped by our digital reality. From the desire for instant, shortening attention spans, increasing expectation and less patience than ever before, today's shopper is simply a new breed. Tomorrow's shopper will be different again. As AI, the subscription model and a connected world through IoT is set to take over low level purchase decisions (that's the CPG industry by the way) are we ready? Success has always been about delivering consumer value. Previously that 'value' was Quality, Low Price, Choice or Convenience. As the Gen Z shopper emerges with new value sets and the enabling technology prepares to significantly disrupt the industry, another new planogram just isn't going to do it for us. The step-change is coming (cue dramatic music...)

Ken Hughes is now acknowledged as being one of the world’s leading authorities on consumer and shopper behavior, internationally renowned for helping his largely blue-chip client base better understand the needs of the future consumer. With over 15 years’ experience as CEO of a consumer insight agency, Glacier Consulting, he blends his understanding of consumer psychology, shopper immersion, digital anthropology and retail futurology to explore the needs of the new consumer and predict the changes to come. Ken advises some of the biggest brands in the world on customer experience, omnichannel strategy, shopper marketing, retail trends, the millennial shopper and the peer-to-peer economy. As an accomplished author, TED speaker, university lecturer and actor, his performances are not only insightful and thought-provoking but are infamous for their sheer energy, entertainment and passion, not to mention his generous Irish wit. Every year, Ken shares his thought-disrupting insight with tens of thousands of delegates all over the world as one of the most popular keynote speakers booked on the international conference circuit relating to the future consumer.

Download Ken's Presentation Summary Here >>

"Heineken® 0.0%: Leveraging the health & wellness trend to lead & shape the beer moderation category”

David Farragher, Brand Activations Manager, HEINEKEN
Heineken has launched its latest innovation, Heineken® 0.0%, a non-alcoholic lager, with world-class taste, brewed by beer lovers for beer lovers. Heineken aim to share how the launch of this brand has exploded the beer moderation category and has contributed growth to the overall beer category.

‘Rockshore Irish Lager : How to meet evolving consumer needs and drive value in the Category’

Sinéad Conmy, Category Development Manager, DIAGEO
Rockshore Irish Lager was launched in March 2018 at a time when the beer category was experiencing unremarkable growth & shifting consumer trends.
By launching a lighter, lower calorie, refreshing lager with a higher than average PPL, Rockshore has delivered significant value growth to the beer category in ROI in the past 6 months.

“HB Snaps up the Summer”

Aoife Bambrick, HB Brand Manager, UNILEVER
During Summer 2018 HB Ice Cream partnered up with Snapchat to engage shoppers through an interactive connected world. Targeting potential impulse shoppers along their physical and digital path to purchase with the help of Snapcodes, HB directed consumers to over 4000 interactive ice cream cabinets nationwide where they could Snap, Scan & Win 100’s of festival tickets. The results were amazing. 

“Dairygold’s Make a Minute for Micro-Volunteering Campaign”

Ashley O’Sullivan, Assistant Brand Manager, DAIRYGOLD, KERRY FOODS
Dairygold spreads straight from the fridge giving you an extra minute for things that matter to you . . . like Micro-Volunteering! Dairygold welcomed consumers to the world of micro-volunteering with six incredible organisations because we know that when you ‘do good’ you ‘feel good’ too.


‘Walkers Perfect Match World Cup Activation’

Louise Priestman (Assistant Brand & Shopper Marketing Manager) and Kathryn Dodd (Shopper Marketing Manager), PEPSICO
The Perfect Match Campaign gave Walkers the opportunity to leverage global football sponsorship assets and unique portfolio across 2 key categories – snacks & beverages to drive brand awareness, differentiate against a very strong local competitor set and positively impact sales

Virtual Reality in Retail – The Journey has only begun

The pace of technological advancements see Retailers overwhelmed trying to sort through the sheer number of possible opportunities it affords them. Determining where to focus their limited resources is a major challenge.  While the debate continues around retailers expectations of virtual reality, many have forged ahead and found a growing number of ways to make their businesses more efficient whilst more importantly more in tune with their customer’s journey, needs, and expectations.

Momentum: The Digital Purchase Journey

Killian Roche, Head of Digital, WAVEMAKER IRELAND
The presentation will outline the various touchpoints a consumer engages with along their purchase journey and how to understand the importance of each.


Local retail in a digital world

Cathal D'Arcy, Head of Strategic Partnerships, POINTY                                                                         Shoppers increasingly use their phones for almost every need, and local retail is feeling the impact. However, e-commerce is not necessarily the right way to ride the trend. Cathal from Pointy will share insights into the changing landscape of the local path to purchase, and how local retailers are starting to adapt to the modern digital consumer. Pointy now powers the digital presence and marketing automation for 1% of all US retailers, and almost 15% of retailers in Dublin, giving them a unique perspective on current market trends.

Relevancy: Using data science to reduce wasted digital spend

Alex Kennedy, Lead Media Planner (Programmatic), DUNNHUMBY
In a fast-moving world of digital technology, consumers are overwhelmed by the sheer amount of advertising hitting them at every touchpoint, and every screen, the cut-through of digital advertising is not what it once was.  Using data and programmatic advertising, how can we as marketers make sure we increase relevancy of our messages, and ensure the least amount of financial wastage with the highest ROI.

Consumer Digital Trends in Ireland

The Digital trends in Ireland 2018 research reveals Ireland’s attitudes to and use of internet technology, our online shopping habits, and the digital behavioural divides between Dublin and Ireland’s regional towns.