What are your peers doing to help their brands and businesses be more successful? What small changes could you implement for big returns? Find out during the best practice sessions, which feature live case studies of strategies that work. Hear how to best drive long-term brand growth, build closer collaboration between retailers and manufacturers, optimise media investments, improve targeted marketing, and more. You’ll walk away with the insights and motivation you need to power the path forward for your business now and for the future.

Best Practice Sessions Hours:
July 9 3:00 PM-5:45 PM
July 10 11:30 AM-1:15 PM

Analytics & In-Market Execution

Tuesday 9th July 5:00 PM-5:45 PM
Room: Westbourne Suite 1 and 2
Building an Insight-Driven Organisation
Premier Foods & IRI

Paul Chapman, Group Director, Insight and Analytics, Premier Foods
Kieran South, Senior Vice President, IRI

It’s a fact: Brand manufacturers must find ways of becoming more agile if they are to win in this challenging FMCG environment. The industry has never had more information on its existing customers and potential customers, yet translating this data to actionable insights has never been more difficult – many insights teams are operating in a “grey” area that is slowing decision making and the subsequent actions that are required to maximise performance. Enabling faster and better decisions across an entire organisation requires a clear strategy and strong leadership to achieve it, and is a key enabler to creating a culture of outperformance. Hear how Premier Foods have been able to increase their commercially savvy decision making across multiple departments to benefit them, their shoppers and their retailer partners – a triple win.

Wednesday 10th July 12:30 PM-1:15 PM
Room: Oak 3
Winning the Consumer in the Last Mile
Europanel & IRI

Helen Passingham-Hughes, Managing Director, Europanel
Anthony Graham, Executive Vice President, Solutions and Innovation, IRI

Over the past few years, many manufacturers have set penetration as a key KPI. But driving penetration is more nuanced than just a quest for new buyers, and Europanel’s work has looked through the lens of purchase occasions, rather than buyers, establishing that brands need to treat every occasion like it is the first. This session will re-cap the five golden rules of buyer behaviour and outline that, for every brand, there are thousands of opportunities for growth - across different countries and categories, with under-performing retailers and through promotional mechanics. The session will answer: How can brands increase their odds in the last mile? Are buyers sticking or switching? What are the right benchmarks? How does this vary by brand size?

Consumer & Shopper

Tuesday 9th July 4:00 PM-4:45 PM
Room: Westbourne Suite 1 and 2
Customer Value Creation Through
Segmentation, Targeting and Activation
Conad & IRI

Silvia Bassignani, Marketing Director Channels and CRM, Conad (Remote)
Marco Colombo, Director, Solutions and Innovation, IRI

As the top retailer in Italy, Conad has mainly focused on its strong positive brand identify and network expansion to grow its business. In building its longer-term strategy for growth, focus on the consumer has become key and gaining more insights from its data the way to achieve it. Since customers have varying needs, selecting the right targets and delivering the right message to them is a key component for the company’s next stage of growth. Find out how Conad is addressing multiple consumer needs, from traditional grocery and fresh to concept stores, driving loyalty and balancing mass promotion and customized communication based on selected target groups and customer segments.

Wednesday 10th July 12:30 PM-1:15 PM
Room: Beech Suite
Get Ready for the Store of the Future
Edge by Ascential & IRI

Robert Gregory, Director of Advisory, Edge by Ascential
The growth of e-commerce and changing consumer expectations, combined with a global decline in new brick and mortar store openings, has fuelled sensationalistic headlines predicting the death of the high street. However, even as the squeeze on traditional retailers continues, major investment in physical retail from big e-commerce players Amazon and Alibaba shows the format can reinvent itself to still be relevant to consumers. Find out what to expect from the store of the future and the key capabilities you will need to execute well against this evolving landscape.


Tuesday 9th July 3:00 PM-3:45 PM
Room: Beech Suite
Agile Media Measurement for Improved Digital Decisions
LoopMe & IRI

Pete O' Mara Kane, General Manager, LoopMe
Carl Carter, Head of Marketing Strategy & Effectiveness, IRI

The media that brands are currently investing in is changing rapidly, creating uncertainty in the advertising space and making it harder to prove the impact of media on brand sales. Applying established marketing practices and principles has not answered many of the questions brands have as they battle to earn or maintain their place in an evolving retail landscape. Brands are increasingly requiring more efficiency in their media spend and proven impact on every investment. During this session, hear how two brands were able to grow sales significantly directly through their media campaigns – one through the Amazon marketing platform and the other by using artificial intelligence to target more likely purchasers.


Tuesday 9th July 5:00 PM-5:45 PM
Room: Beech Suite
Category Management 4.0: A 360-Degree View of Customers and Categories
Globus & IRI

Petra Schäfer, Managing Director, Globus SBW Holding GmbH & Co. KG. (Remote)
Christoph Knoke, Managing Director Germany, IRI
Philippe Humbert, Senior Director, Retail & Manufacturer, IRI

More often than not, retailers and FMCG manufacturers are not speaking the same language. During negotiations, they often have a different understanding of the category and different perspectives on KPIs. As a result, decisions around listing and delisting products, as well as selecting the most effective promotional activities, are often made by considering the wrong information. During this session, hear how leading independent retailer Globus is using big data for joint business planning, creating one version of the truth and a common language with 200+ suppliers, to deliver mutual revenue growth – up to 10%.

Wednesday 10th July 11:30 AM-12:15 AM
Room: Westbourne Suite 1 and 2
The Future of Customer Insight
Walgreens Boots Alliance, Starcount, Europanel
Moderated by IRI

Ruth Spencer, Vice President and Director, Global Insights, Walgreens Boots Alliance
Edwina Dunn, CEO, Starcount
Helen Passingham-Hughes, Managing Director, Europanel
Anthony Graham, Executive Vice President, Solutions and Innovation, IRI

Customer insight has been one of the most rapidly advancing sectors in the industry over the past two decades. As companies wish to get closer to the end customer, understanding their needs and motivations has never been greater, as is the case with the plethora of available data to do this. This panel discussion brings together some of the most seasoned professionals in our industry, each with 20+ years’ experience of building superior customer insight teams across Tesco, Boots, Nectar, Sainsbury’s, Barclays and dunnhumby. They will discuss the sector as it is today and provide their perspectives on where we are going, along with the skills and capabilities organisations will need to develop to win in this new world.


Tuesday 9th July 3:00 PM-3:45 PM
Room: Westbourne Suite 1 and 2
The Future is Retail Collaboration: Creating Winning Partnership Strategies
Sligro & IRI

Kim van Nispen, Insights Manager, Sligro Food Group
Patrick Van Der Zee, Senior Vice President International Retail, IRI

To win in today’s tough retail climate, retailers must leverage insights to focus on what really matters to the customer - enhancing the shopper experience with a highly personalised approach to the right product/price/location. New tech is transforming how retailers and their manufacturers are working together, and this session will outline successful collaboration strategies to streamline data and analytical capabilities – and give real-world insights on how this is transforming the way retailers think, act and communicate with manufacturers and customers.