11th ECR Ireland Shopper Conference & Awards 2020

This is the 11th ECR Ireland Shopper Conference & Awards and the 1st ever to be hosted online!
The Conference is renowned for the ECR Ireland Awards which showcase successful Irish case studies that have positively influenced the consumer or shopper through category management, shopper marketing or digital shopper engagement from mid-2019 to present day.  The Awards are very unique as voting is conducted by conference delegates.

All Award finalists will present their submissions online followed by a Q&A session. Conference delegates will have the opportunity to vote for the Award recipient. 1 vote per attendee.

This is the only destination where demand side practitioners can learn from the presentations of successful case studies in Ireland.  The opportunity for learning is even more pronounced this year as some entries are for activations conducted in the post-lockdown period.

There are 3 Award categories
1. Shopper Marketing - sponsored by Goosebump. 
2. Category Management
3. Digital Shopper Engagement

Check out all the conference speakers and Awards entrants below.

The 1st 120 delegates to register will receive a Goody Bag sent to their homes!

"Category Management Yesterday, Today & Tomorrow" - Dr. Brian Harris


Dr. Harris pioneered the concept of Category Management in the late 1980's. Since then he has been a leading ambassador and thought leader teaching and delivering the benefits of Category Management methods to hundreds of retailers and manufacturers across the globe. He co-founded The Partnering Group in 1990 to provide a platform for the global use of Category Management.  For the last 30 years, he has been a leading contributor to every major ECR industry initiative across the world directly related to Category Management and its related practices. Brian was a leading contributor to the recently published ECR Community Review of Current Practices in Category Management and will deliver his perspective on how category management drives growth.


MiWadi MiWay

Dee Cuniam, Head of Shopper Marketing, Category & Insight, Britvic

MiWadi is on a mission to bring fun and engagement back into the category by creating bigger and more exciting consumer & shopper experiences. The MiWadi MiWay campaign gave families the chance to create their own emoji recipe on MiWadi’s social channels with the overall winner getting the opportunity to see their creation on sale in key retail stores nationwide and win a trip to Orlando with their family.


Heineken Star of the Summer

Heather McAree, Shopper Activations Manager, Heineken

A summer like no other; no sport and no gigs or festivals.

How the leading beer brand reimagined it’s shopper marketing plans to become part of the Irish Staycation 2020.


Denny Meat Free Range Launch

Matthew Paterson, Senior Brand Manager. Kerry Foods

Denny has launched a game changing range of innovation, Denny Meat Free. Full of taste. Free of Meat. This year has seen Denny go from being meat specialists with 200 years of history, to quickly becoming the fastest growing chilled Meat Free brand in Ireland.



NEW Wotsits Giants

Louise Priestman, Assistant Brand & Shopper Marketing Manager, Pepsico Ireland

In September 2020, PepsiCo Ireland launched NEW Wotsits Giants. The same great Wotsits snacks brand, but DOUBLED in size! Innovation at its finest, we wanted to own the family at-home sharing snacking occasion, by driving awareness, trial and engagement for the brand in the fastest growing snacks category.


Guinness Six Nations

David Jameson, Head of Activation- Take Home Trade Island of Ireland, Diageo

This year has been a Guinness Six Nations like no other. Whether online, in-store or anywhere inbetween, this January-March we brought to life the thrill of the rugby occasion. Built on Fan insight, our strategy worked for the initial games before the country & world changed before our eyes. 7 months later, we adapted our insight to the new normal & created a second wave of demand for the ‘at home rugby occasion’


Re-Launching Uncle Ben’s Chinese New Year activation with SuperValu

Lisa McGuinness, Customer Marketing Manager, Mars Ireland

Chinese New Year is a key event in the retail calendar and makes up almost 10% of Uncle Ben’s annual sales, however over the last few years the event has become tired and saturated by many brands. This year Mars worked with SuperValu to re-ignite Chinese New Year with an insight driven campaign.

McCabes Pharmacy strengthens bonds with online customers with their Intelligent Guided Selling tool

Sean Gleeson, E-Commerce Manager, McCabes Pharmacy

When our customers shop in-store, we want them to very much feel part of the McCabes family, as we’re passionate about providing a personalised service, giving expert advice, particularly as customers often need a helping hand.  The nature of e-commerce means it’s much more difficult to recreate this experience online, so we needed to find a way to make this much more straightforward for customers.  To bring this extra element of personalisation, we enlisted the help of Conversity, leading to the adoption of an intelligent guided selling (IGS) solution.

Green Light for Irish White Fish Category

Zuilmah Wallis, Insight and Branding Specialist, Bord Bia

Bord Bia initiated the Irish White Fish campaign to drive retail growth of the Irish White Fish category through the prism of Behavioural Economics. We worked with research agency Red C to segment the market and identify 7 key nudge territories to achieve our objectives.  Commercial marketing agency V360 developed these nudge territories into a shopper campaign that was executed with a leading Irish grocery retailer.  Impact was evaluated through a combination of shopper research and sales results.

Sweet Success

Ann-Marie Kelly, Head of Insights & CSR Lead, Valeo Foods

Valeo Foods  and Tesco collaborated  to deliver a confectionery solution which brought to life in-store the excitement and fun of the category. The Sweet Shop delivered and continues to deliver shopper engagement and increased sales for Tesco and Valeo Foods, providing Tesco shoppers with a solution covering all potential need-states and, in the process bringing fun and colour to the in-store environment.



Killer Shopper Insights for Q1 2021

Each participant will deliver 3 Killer Tips for Q1 2021” … 3 bullet points with 3 supporting charts ... followed by a Q&A with attendees.


Colm Rooney


Country Manager, Ireland and VP, Global Client Development

Shopper Intelligence



Paul Kennedy


Client Lead, Ireland

Symphony RetailAI



Cormac Long


Head of Insight & Foresight
Tesco Ireland



Paul Corcoran


Range & Space Planning Manager



Jamie MacLeman

Consumer Insights Director


This event is must-attend for all demand side practitioners.

SHOPPER MARKETERS, who are looking for best practice in shopper marketing and how others are tackling the current and future challenges of engaging the shopper, wherever they are shopping.

CATEGORY TEAMS, who need to understand the latest thinking in category management and how it is being exploited to take advantage of the latest shopper and retail trends.

MERCHANDISING AND POS TEAMS who want to understand how to work better in partnership to ensure best in class initiatives and implementation.

NATIONAL ACCOUNT MANAGERS who need to understand the latest shopper insights and the cause & effect of multi dimensional campaigns on product sales. 

...from all businesses involved in shopper engagement:

MANUFACTURERS, looking to create innovative digital & shopper marketing strategies that are compelling to their retail customers

RETAILERS, who are seeking inspiration to deliver category growth across formats large and small, online and offline

SOLUTIONS PROVIDERS, looking to better understand the challenges and opportunities for their clients

Hear insights on consumer & shopper specific to Ireland.

Magpie Audio Visual will provide technician support for the event.

Vote in the ECR Awards!

Goody bags for 1st 120 registered!