John Karolefski, Editor-in-Chief, CPGmatters
11:00 a.m. ET
Why Small Brands Are Big Online ... And What to Do About It
Keith Anderson, SVP Strategy & Insights, Profitero
What is the winning playbook and capabilities of smaller, emerging digital disruptors? And how are the best organizations thinking differently about organizing and structure?
In this opening session of LEAD, Keith Anderson of Profitero describes how small brands are winning the Amazon sales battle...and how large brands are fighting back.
11:50 a.m. ET
Test Launch Is the New Black -
How Learning in Market Can Optimize Launch Success!
Erin Russeck, Executive VP - Corporate Strategy & Innovation,
Listen to hear more about the powerful trend toward launching new products in test markets. Organizations are using this approach as a way to skip the stage-gate process and get to market faster in a competitive landscape. It is a method that can also help mitigate risk.
We take a deep dive into a real-world case study where a major beverage manufacturer (Drinkworks, a joint venture between Keurig and In-bev) adopted a launch-and-learn strategy to bring their new-to-world product to market. Realizing that there is only value in a test market strategy if you allow real consumer insights to fuel the fire at every stage, the company partnered with AMC Global to create a best-in-class research plan for their launch.
12:40 p.m. ET
Creating Merchandising Magic with Augmented Reality
Jenkin Lee, Vice President, Product, InContext Solutions
Seeing is believing, especially when it comes to selling-in new retail ideas. That’s why virtual (VR) and augmented (AR) technologies are rapidly being adopted by the biggest names in retail, leading to greater collaboration and dollar sales.
We reveal how AR is enabling sales teams to better visualize merchandising concepts with their retail partners—removing the guesswork and creating lifelike in-the-moment demonstrations of how new displays, signs, and fixturing would look in-store.
1:30 p.m. ET
How Brands and Retailers Can Prevent Coupon Fraud
Beth Buresh, President, and Jon Robertson, EVP Marketing, ICN with
Curtis Jackson, Procter & Gamble, Alex Kota, Kmart,
Kit Leonard, President, Brand Technologies, and
John Morgan, Executive Director, ACP
A panel of experts, including Curtis Jackson of Procter & Gamble, Alex Kota of Kmart, John Morgan of the ACP, and Kit Leonard of Brand Technologies, joins Beth Buresh and Jon Robertson of ICN (Intelligent Clearing Network) to discuss how to identify counterfeit coupons weeks earlier than the negative file process commonly used today. Learn how brands and retailers are using the new nationwide real-time counterfeit coupon alert system.