The Grocer Conference 2018: How to Win in Online Grocery – sessions include:
Scene setting: consumers
Fraser McKevitt, Head of Retail and Consumer Insight,
How do shoppers shop online? What do they buy? How often do they buy? Are they buying more? Which sites do they use? How does their behaviour differ? How will their behaviour change? How fast will the channel grow? This scene setter will apprise you of all the latest online consumer and shopping insights.
How to work with Amazon
Patrick Pondaven, Director of Consumables, Amazon
Amazon is moving into grocery in a big way. In this presentation, Patrick will show you how to win a listing and get the most out of Amazon as a seller/supplier, with tips and hints on how to run Amazon pages like the biggest FMCG (on a quarter of the budget), explaining how different options like Amazon Pages work, as well as showcasing its progress to date and future plans.
The big debate: Amazon and Whole Foods: what is the significance to the UK grocery market?
Bruno Monteyne, Senior Analyst, Bernstein
Ray Gaul, Vice President Research and Analytics, Kantar Retail
Plus additional speaker TBC
Amazon’s acquisition of Whole Foods Market has mostly been viewed as a US-centric move. But in the first of our ‘Big Debate’ sessions, our experts will assess what’s going on behind the scenes in the UK and how it relates to the bigger picture.
Measurement: the one number that reveals the simple tactics you need to follow to beat your category competitors
Viv Craske, mySupermarket
NPD? Promotions? Share of search? Or share of Favourites? Brands struggle to measure what drives e-commerce sales because the metrics are totally different from bricks and mortar retail. Time and money spent on e-commerce in the past has therefore been wildly inefficient compared to traditional retail. In partnership with Kantar Consulting, mySupermarket Business Solutions has developed E-commerce Power Ranking, a single category ranking that helps you understand what really drives e-commerce sales. In this session mySupermarket Business Solutions will demonstrate how the new ranking works for the first time, and reveals the Top 20 brands driving e-commerce sales, how they are achieving it and what specific drivers and tactics you can steal from them to drive rapid growth in your category. It will also look at how to provide accurate and continuous category benchmarking for your e-commerce activities and how to reveal the true value of your NPD launches, promotional impact, share of search and Favourites impact.
How to work with a really big supermarket online
Clodagh Moriarty, Online Director, Sainsbury’s
Hear from Clodagh about Sainsbury’s online strategy and progress, and how as a supplier you can win a listing, make the most of the opportunity, and grow sales and your category in the online channel.
Marketing with a twist: the role of social in grocery ecommerce
Maureen McDonagh, Head of Grocery, Facebook
It’s impossible to ignore social media. It’s where your consumers hang out. So what is the world’s biggest social media company bringing to the party in terms of grocery e-commerce? Maureen McDonagh’s presentation will include key insights from new beverages and confectionery research conducted by Facebook.
The big debate: content
How does a brand attract interest in cyberspace? Which social media channels should you use? What sort of content should you be creating to boost your online (and offline) sales? Who’s doing it well? How are they doing it? What are newer businesses doing that older businesses can be inspired by? How can established players share their success with the digital natives? How do you work with influencers? What about content on retailer sites? What kind of impact can it have? Is it worth the bother and when? How much does it cost? Find out how our panellists are using digital to disrupt, innovate and challenge the status quo. Drawing on the power of community, this discussion will examine how digitally-led disruption can have a positive impact for a myriad of FMCG businesses.
Case study: optimisation: win competitive advantage by bringing your category strategy alive in online retailers
John Maltman, Chief Executive Officer, E Fundamentals
Gordon Morrin, eCommerce Director, Kerry Foods
Selling online is totally different. There are no gondola ends. Discoverability is way harder, as are impulse purchases. And search and the site’s architecture are key. So how do you make your products stand out on a website? Covering everything from promotions to web-ready images and SEO, this is your starter kit for what you need to have in place to start making waves in ecommerce, drawing on the expertise of E Fundamentals, which has worked with some of the UK’s biggest suppliers, including Unilever and P&G. In this joint presentation with Kerry Foods, E Fundamentals will share examples of how ambitious eCommerce teams are driving their performance and what you can be doing to deliver an effective strategy to grow category sales and profit, making your category strategy fit for online retail; building relevant activations; and tracking category strategy effectiveness through online retailers.
Consumer insight session: how do people shop?
Guy Redwood, Simple Useability
How do consumers shop online? Using eye-tracking technology, Simple Useability’s video presentation shows how people do and don’t shop, whether online, on mobile, using apps and using voice. Guy will also gives some insight into how online shopping is likely to evolve from a technology perspective.
Search: what role does it play?
Harry Walker, Industry Head – Grocery Retail, Google
Search gives wonderful insights into shopper behavior. What role does it play in different shopper missions? How are shoppers using search for discovery, for online shopping and before going in store. What might this look like as search evolves and how can retailers and suppliers best take advantage of the opportunity search provides.
How to build a brand with direct to consumer sites
Amelia Harvey, Co-Founder, The Collective
Plus additional speaker TBC
Hear from a leading direct to consumer brand on their latest developments, tools and technology to drive growth for their suppliers. How should you get involved? What can you do to maximise the opportunities? In this joint presentation, find out how to build a business with direct to consumer.
Case study: Bayer and Adimo
Richie Kelly, Chief Executive Officer, Adimo
Ajay Sharma, UK Sales Strategy and eCommerce Lead, Bayer
Bayer ripped up the rulebook for over the counter drugs when it implemented its new ecommerce strategy. In this joint presentation with Adimo, hear how it focused on improving the shopper journey stage, using data insights and analysis of customer behaviour as well as shoppable tech; integrating ecommerce and digital marketing into its overall marketing strategy; and allowing its existing product sites and pages to become ecommerce platforms so visitors could purchase products directly through the site/content itself.
How to maximise your ad budget efficiency on the retailer sites
Georgina Evenden, Capture
Digital is supposed to be the most accountable, data-rich, channel. However grocery e-commerce still remains a mystery to most FMCG brands. Find out how to plan for digital success: from how much to spend, to getting the most value out of your budget. Hear how you can measure what really works and what not to waste your money on, with a focus on aligning brand and shopper campaigns to maximise the impact across your entire digital marketing investment.
The big debate: hot new tech
How big a deal is voice tech in the evolution of ecommerce? Are there other disruptive technologies on their way? And what are the implications of all the new technology driving website development – from mobile and apps and big data – in terms of your business? Should you just sit back and enjoy the ride? Or do you need to get involved?
How to work with Iceland
David Devany, Managing Director – Online, Iceland
Iceland is The Grocer’s Online Supermarket of the Year. While other discounters have shunned online shopping hear how it’s grown sales at a rapid rate through skilful execution and great social media-based marketing.
Case study: disintermediation
In this case study, we look at one of the best-known exponents of the direct to consumer/disintermediation trend. Hear how they have gone about building sales without a route to market. Has it been as simple as using the Royal Mail? What other backend and frontend measures need to be put in place to make the model work?
16:35 The big debate: should you set up your own direct to shopper site and if so how do you do it?
Lars Johansen, Shobr
Plus 2 additional speakers TBC
Grocery distribution is changing. As well as new online players, the structural changes made possible through the internet have resulted in new direct to consumer models, while a new generation of third party distributors is looking to supply your goods in record time. How feasible is it to disintermediate? What considerations do you need to bear in mind, in terms of cost, company size, category/product? What about reverse disintermediation?
PRESENTATIONS AND SPEAKERS MAY CHANGE DUE TO UNFORESEEN CIRCUMSTANCES.
The Grocer Conference 2018 will take place on Tuesday 13th March at 1 America Square, London.
Book your place today at our discounted ‘early bird’ delegate rate that ends 31st January 2018.