Pricing; the winning deal – right price plus adding value differentiation
Most purchase decisions are still made at shelf and with the ever more price conscious consumer, manufacturers and retailers are utilizing price to convert shoppers. However, the wrong pricing strategies can be detrimental to the brand. It is important to understand these costly trade promotion mistakes in order to avoid them. For long term sustainable growth the correct pricing strategy needs to be combined with differentiating innovation and portfolio optimization.
Esti Prinsloo, Innovation Practice Director SA, Nielsen
08h20 – 08h55 : STREAM ONE
Why Data-Driven Creative Changes Everything
Creativity and Technology are more inextricably entwined than ever in the age of data-driven everything and machine learning. From Insurance to Retail, it’s all about brands telling stories and using the tech at our disposal to tell these stories
Craig Wight, Digital Director, Hoorah Digital
08h20 – 08h55 : STREAM TWO
Building emotional connection in a machine driven world
Shoppers are not behaving like they did yesterday, they are buying on their terms and technology and connectedness has reconfigured the nature of loyalty. Companies that are able create new value for shoppers that speaks to the dynamic needs and behaviours will be those that will come out tops. It is about creating a new vision that connects with the shopper at the fundamental level and speaks to the universal truth that drives shoppers emotionally.
The talk will look into:
- How are shoppers changing in a world of extremes? Are we losing the human touch in a world where robots and machines dominate the conversation?
- Today’s shopper psyche and engineered disconnect
- How should we build emotional connections with shoppers?
- The new role of customer experience for your shopper strategy
Sarina de Beer, Director, Customer Experience, Ask Afrika
09h05 – 09h40 : STREAM ONE
Changing behaviours of cashiers at a thousand convenience stores, one cashier at a time, to drive basket size
Paul Lange, MD, WOW
09h05 – 09h40 : STREAM TWO
A melting pot for growth in SA
IRI will be exploring the current purchasing habits of SA consumers and how retailers and manufacturers are using data and technology to find growth, particularly when faced with the current trading challenges. We will provide answers to the following questions:
- Which categories are winning / losing?
- Which promotional mechanics are proving to be most effective and popular?
- Despite tough times, how are consumers treating and indulging themselves?
- What innovative solutions are retailers providing to attract shoppers?
Liezel Matthee, Head of Analytics and Consulting Solutions and Innovation, IRI
09h50 – 10h25 : STREAM ONE
The dangerous disconnect between the latest Hype around consumer behaviour and in – market reality
To Quote Bob Hoffman “if Marketers are from Mars, then Consumers must be from New Jersey !
The latest noise about how everything has, and is changing and that we are dealing with a `new` consumer, and everything we do needs to adapt to this changing reality is taking people down a very precarious rabbit hole.
Gill Randall, CEO, Spark Media
09h50 – 10h25 : STREAM TWO
Harnessing the power of digital behaviour data
Thinking about digital behaviour is thinking about people and how they engage in a modern technology driven world. People are not passive consumers, they are empowered by technology. By moving beyond what people can remember, behavioural data makes it possible to support more accurate and precise media planning and touchpoint activation strategies.
Ansie Lombard, Snr Global Innovation Director, Kantar
10h45 – 11h20 : STREAM ONE
Building a digital place based network in malls; in the informal market Landscape of malls in SA
- Current state of the mall business in SA
- The challenge
- Discuss our strategy sweet spot
- EMM methodology screen placement science
- Network capabilities – smart network
- Audience & insights
- Benefits of advertising in a mall
John Faia, Director, Provantage Mall Ads
10h45 – 11h20 : STREAM TWO
Tools & Tactics for Mobile Marketing in SA, Today
A showcase of the tools and tactics you, as a marketer, can use in South Africa today to engage with your customer on their mobile phone.
We address the data cost issue, how to use WhatsApp effectively, how to personalise your videos, or make them interactive, and create a new fun way to build a database of consumers and get them buying your product.
Candy Goodman, MD, Mobitainment
11h30 – 12h05 : STREAM ONE
Racing on empty: disrupting your retail model at the edge of chaos.
Strategies for thriving in stagfluxion, when economic stagnation coincides with explosive change
Godfrey Parkin, CEO, Britefire
11h30 – 12h05 : STREAM TWO
Shopper Marketing – Asset or Expense?
How to optimise the ROI of this P&L line item to beat the competition and deliver great YIELD
Melanie Campbell, Founder, Yield Agency
12h15 – 12h50 : STREAM ONE
Limited Space. Unlimited Creativity…
SA’s retail environment is stereotypically driven by massive fonts, 2-for-1’s and generic cardboard FSDU’s. While the channel might come with certain parameters, it’s inexcusable that creativity should be restricted (and generic campaigns accepted!). This session will unpack how brands are winning both wallets and minds in the retail space, utilising conceptual work on par with what is seen on the big and smalls screens out of store.
Mike Silver, Founder & CEO, Elevator
12h15 – 12h50 : STREAM TWO
Consumers want and expect instant gratification from brands, hear and see how to do it
- The rise of the (Techno) Geek
- Personalization and Me-Centricity
- The Rise of “Hometainment”
- Instant Solutions
- Knowledge is Power
Thembi Baloyi, CS Retail Manager, GfK South Africa (Pty) Ltd
13h40 – 14h15 : STREAM ONE
Real Time Marketing in relation to South African Shopper Marketing trends
Exploring how the best real-time marketing campaigns elevate the conversation while attracting new audiences and demonstrating expertise in a relevant topic.
Charne Munien, Senior Digital Strategist, Digitas Liquorice
13h40 – 14h15 : STREAM TWO
Shopping experience differentiations which attract and retain shoppers
It starts with convenience and value, it’s differentiation that really matters, it’s all about engaging innovative ideas, and you are going to learn about the ones that really make a difference
Kim Reddy, Director Consumer Insights, Nielsen
14h25 – 15h00: STREAM ONE
Bulk grocery buying stokvels. What brands do they prefer and buy? Findings of research conducted on the stokvel market.
Ninky Shuenyane (MA), Projects Director: CNZ Marketing Solutions
14h25 – 15h00: STREAM TWO
Staying relevant to the sceptical youth market during very tough times
The Youth Report we published in association with UCT, is one of the biggest youth reports ever done, and paints a momentarily bleak yet hopeful picture of the youth landscape. It’s a much needed reality check for business and shopper marketing as it poses the question: what are we to do in tough economic times to stay relevant to a youth market that is learning to smart cut traditional marketing campaigns and thinking. We explore the economics briefly, look at what’s changed for youth living in SA today and then give some advice as what we can do to inspire a generation that will need a lot more participation and collaboration from the private sector if they are to become sustainable consumers.
Dali Tembo, MD, Instant Grass
15h10 – 15h45 : STREAM ONE
The marriage between big data and shopper psychology unveils what is at the heart of shopper-centricity
Jacqui Le Sar, MD, Inperspective
15h10 – 15h45 : STREAM TWO
16h00 conference closes