10:00 - 14:30 CET: Focus on Digital
Section 1: Take Control of your Digital Future
S1.1 Setting the scene: The world just pivoted + Winning the digital reset
The world just pivoted permanently to consumers buying and selling more online and every brand is scrambling to respond. The key is a leadership mindset that is less focused on recovery and more on winning the reset. This requires a wide-angle view of new digital ecosystems and sophisticated route-to-consumer capabilities. Over the next two days we'll explore these developments, help you to right-size your plans, and take control of your digital future.
S1.2 Growthfinder: Mapping the trajectory of your brand’s unique growth opportunity
Demand landscapes and needs-based segmentations have been around for ages but translating them into channel plans and targeted activations has proven problematic. Learn how brands are increasingly able to leverage the ecosystems of their eRetail partners and digital platforms to unlock previously difficult to reach demand hotspots and deliver genuinely incremental growth in a fragmenting landscape. Rounding out the session will be a case study on Reckitt Benckiser’s approach to finding growth in the current reality.
S1.3 Where to start: The new digital transformation checklist
Winning the post-lockdown reset – with its new digitally-enabled routes to consumer – will require new expertise, tools and capabilities. But where do you start, and which digital enablers are most relevant? Here, we will share with you a critical checklist of factors. Discover how to: Harness artificial intelligence • Utilize blockchain • Rethink marketplaces • Go direct • Get social • Re-imagine mobile.
S1.4 The Courage to Grow: Leaning into the Marketplace
Growth is rarely hostage to the marketplace. Far more often than not, the impediments to growth sit within a company not in the marketplace. Even the biggest growth opportunities are out of reach if a company lacks the structure, skills and competencies that it takes to grow. In this presentation drawing upon Kantar's wealth of experience and research, J. Walker Smith, Consulting Knowledge Lead, will share 10 proven steps across 5 critical imperatives that will build and sustain growth for every company in every kind of market.
Section 2: Influencing the Connected Shopper + the 3 Levels of End-to-End Marketing
S2.1 Setting the Scene: Take control of your end-to-end marketing strategy
End to end marketing is about to move from aspirational to the new minimum standard for influencing and converting along the consumer journey. In this session, we share and expand on a 3-level framework for how you can view and enhance your own end-to-end marketing strategy.
S2.2 End-to-end marketing and a single view of the data (level 1)
Top brands are beginning to supercharge their data-driven marketing capabilities and reap the rewards. In this session, our Kantar Analytics team looks at the most up-to-date definition of end-to-end marketing and what it entails - demystifying what it means to have a single view of data and the capabilities needed to get there.
S2.3 Data-driven media strategies for winning in a post-cookie world (level 2)
The all-powerful cookie has started to crumble, and as a result digital advertising will look very different in 2022. In this look at level 2, we will unpack what this and other developments in on-site media mean for your digital media strategy and examine the bigger role that data can play in defining opportunities for brand growth.
Topic tables - Meet the speakers and 1-2-1s
S2.4 Implementing a winning data-driven creative strategy (level 3)
How can you leverage data to create a category platform with the optimal messaging, brand imagery and creative assets to drive new consumer engagement? In level 3, discover how our Mavens team worked with Philips to create a one-stop resource for men’s grooming and worked with Unilever to create Cleanipedia as a destination site for category development.
Day one wrap-up and next steps
Review and consolidate your Digital learnings to outline an overarching framework and action plan.
10:00 - 15:00 CET: Focus on Commerce
Section 3: Create a winning Omnichannel Strategy
S3.1 Setting the scene: Have you internalised the lessons from 2020 and are you clear on what are the durable implications for your 2021-25 channel and customer planning?
In this session, we are bringing the best perspectives across Kantar to help you check your answers to the above questions. How much will the changes that took place in 2020 influence the outlook for you and your categories in 2021? Where should you be placing your bets to drive growth? Learn what the winners are doing and get the confidence in the insights you need to drive your own plans.
S3.2 What shoppers want: What a difference a year makes
Using our extensive experience working with top brands and tapping into the latest Kantar Worldpanel Plus data, Kantar experts will chart the seismic shift in the retail landscape across both physical and digital channels over the past 12 months – blowing apart lazy assumptions about the surge to digital and sharing the patterns of shopping that are likely to endure.
S3.3 The store is dead, long live the (Omni) store
After 2020, we are all Omni-shoppers now. It is not online vs offline, it is online AND offline. This means that the role the physical store will play in the future is still a meaningful one but will be different. Many are reinventing themselves as digital-physical hubs, or as beacons of digital-enabled commerce. Our Kantar experts take a deep dive into omnichannel and "bricks & clicks" retailing through a thorough exploration of how key European retailers including Tesco, Carrefour, Asda, etc are leading this reinvention of the role of the physical store.
S3.4 Winning in omnichannel is like a spaghetti western
2020 saw those who had their digital capabilities in good working order come out ahead. Barilla is one of those companies that was a net winner in the shift to digital channels exactly because of the fundamentals it had put in place beforehand. Hear from Guy Keeling, global eCommerce director for Barilla, as he goes through the good, the bad and the ugly of how you build and grow your eCommerce business for long-term success.
S3.5 The future of omnichannel - Lessons from China
Brands and retailers often look to China to get a sense of what is next for omnichannel. In this session we will deep dive into the very latest O2O (online to offline) trends and innovation happening in in China to not only help you win in this market but to inspire your omnichannel strategy in Europe as well. We will draw on our comprehensive in-depth study looking at O2O winning strategies across channel development, portfolio strategy, marketing strategy to organization and KPIs.
S3.6 GMI's Goldilocks journey to new channels
General Mills is known for its portfolio of favourite brands including Old El Paso and Häagen-Dazs. In 2020 the unprecedented demand for comfort food combined with the rise of omnichannel led to multiple experiments that required new ways of working for their digital team. Hear from Omnichannel Insights Manager Kelly Kees what GMI has learned from those too small, or too big experiments in the last year and how to land on ‘just-right’ activations that balance value and the inevitable complexity of omnichannel within a traditional global manufacturer.
S3.7 Panel: The challenge of meeting the new omnichannel expectations of shoppers
Omnichannel is about getting what you want, when you want it, where you want it. Fulfilment (and last-mile delivery solutions) have evolved rapidly during the pandemic to meet this demand. This is your chance to ask your questions of a select panel of experts as to how this space will continue to innovate and develop over the next 1-5 years, and what you need to do to organize, partner and plan for success.
Section 4: The Future is Here: Amazon Points the Way
S4.1 Setting the scene: Amazon points the way
As one of the main beneficiaries of the surge to digital channels in 2020, Amazon continues to point the way in terms of a winning formula for driving online sales – but how do you engage with them to ensure your own brand agenda doesn’t get lost in the process? In this timely session, we will look at the critical factors and strategies for brands to win with Amazon, as well as how to apply those learnings as you diversify content and strategies to other platforms and sub-channels.
S4.2 Amazon: Fireside Chat
S4.3 The strategies and capabilities you need to win on Amazon (and everywhere else)
Winning with Amazon requires 2 things: a multi-disciplinary skill-set, and the ability to keep pace with the platform(s). In this practical session learn how Amazon is pointing the way in terms of best practice for pureplay, marketplace, data-driven marketing and fulfilment models.
S4.4 Leverage your eCommerce data and analytics to be more competitive
What does it take to compete effectively on Amazon? Whether it’s maximizing your ad spend, acquiring new customers or expanding existing customers into new categories, Stackline's CEO Michael Lagoni will look at how brands can translate data into ROI.
Topic tables - Meet the speakers and 1-2-1s
S4.5 Panel: Winning with Amazon
This round-up of our afternoon Amazon session will highlight common themes for brands and identify those areas you need to focus on to win with Amazon. This is your chance to ask questions of a select panel of experts as to how Amazon will continue to innovate and develop over the next 1-3 years, and what you need to do to organize, partner and plan for success.
Day two wrap-up and next steps
Review and consolidate your Commerce learnings to outline an overarching framework and action plan.