Between the Shopper and the Shelf: Using Point-of-Purchase Insights To Elevate The Shopper Experience And Win The Purchase Decision
Keynote Presentation
Wednesday, July 14th, 9:30 am -10:30 am
Speakers:
• Vince Salyards, Senior Manager of Customer Insights, PepsiCo
• Jennifer Avery, SVP Shopper Insights

Recent breakfast aisle research by Quaker revealed that while it has greater traffic and higher levels of engagement than most COS aisles, less than half of shoppers in the aisle are converting. Working with SmartRevenue, Quaker conducted point of purchase research to understand the "why" behind the "what" of hot cereal purchase decisions and barriers to purchase. In this presentation, you will learn how Quaker is connecting in-store insights to optimized shelf sets and layouts to drive category conversion; specifically, how to
• capture the "whys" by starting at the point of purchase and working back to understand in-store and pre-store decision-making
• link at-shelf behaviors with survey responses and purchase conversion to identify and segment shopper tipping points
• develop shopper-centric shelf sets and layouts that improve findability, create inspiration, generate excitement and, ultimately, increase conversion among high-value shopper segments