Nick will set the scene for the day by addresseing the key challenges facing brands in retail today, outlining the new breed of shopper and how they are adapting to a changing world. He will also be looking at the implications for insight teams and importance of continued innovation.

What are the trends and challenges facing retail? Changing consumer / shopper needs means that retail needs to understand them in great detail.

With Amazon buying Whole Foods, there is no way back for the retail industry. Disruption is now.

From the ambition of translating online sensation into the store, Carrefour Belgium implemented a complete omnichannel approach whereby every customer should receive a suitable offer at any time, regardless of his point of contact with Carrefour. This requires a lot of change management for a company that, until recently, was mainly focused on mass communication through the folder.

Understand the challenges retail and brand insight teams face when looking for shopping insights to support their internal clients in category, trade or marketing teams.

Insights and strategies for different channels and touchpoints are usually considered in isolation... But how do these different channels and touchpoints influence and convert an individual shopper in the same Path to Purchase?

Reinventing an omnichannel shopping experience requires two equally important ingredients:

1. Designing a proposition that is relevant for each shopper individually thanks to AI and CRM automation
2. Adding a layer of gamification to enhance the perception and the emotional bond with the Shoppers

There are a plethora of techniques available to researchers to understand shopper behavior but what are they and how do they work?

Touch and feel a number of tools in a non-commercial environment. Understand what type of applications are on offer. Each demonstration will tell you what the tool is and how it works, demonstrate it, tell you how it can be used and finally give an example of how it has been used.

Confirmed demos:

Sentient Prime® - Sentient Decision Science
Presenter: Joe Sauer, SVP, Research Operations

Sentient Prime® is true, implicit association research technology. Built on more than a decade of applied scientific research and development, this leading-edge technology empowers market researchers to understand the consumer non-conscious with greater insight than has ever been possible. It provides instant insights to help you better predict consumer behavior. Using this technology, you can set up your own implicit research studies in minutes to reveal consumer emotional and cognitive associations for: package testing, product testing, ad testing, concept testing, brand positioning and more.

« Store Journey map » : AI Customer journey in POS - BVA Group
Presenter: Emilie Dumas, Managing director Côté Clients, BVA Group

BVA Group has reinforced its retail expertise by linking up with a fast-growing tech startup, IVS (Intelligent Video Sobware). With its unique technology, BVA has created an innovative methodology: the « Store Journey map » to decipher customer in-store behaviour, and reveal insights to optimize point-of-sale performance. IVStore works by installing autonomous 360 ° Video sensor boxes in stores. Anonymised data (RGPD compliant) of customer flow and behaviour is analysed in real-time by an AI platform. A bespoke dashboard provides in-the-moment information for store managers, with action and optimisation plans to follow.

Virtual store - Eyesee Research
Presenter: Joris De Bruyne, Partner

Eyesee Research virtual store platform proves the impact of shopper marketing (new package, new product introduction, SRP, display, POS, ... ) through virtual shopping missions.

Key diagnostics include:

• Webcam Eye-Tracking: shelf standout & pack areas of interest
• Virtual shopping: purchase intent
• Survey: perception, likeability, ...
• Response time measurement: brand attributes

Global clients making use of the protocol include Johnson & Johnson, Nestlé, Coty, ABInbev, Auchan, ...

Global video observation studies - Watch Me Think
Presenter: Ian Hare, Qualitative Researcher

Watch Me Think is a global behavioural research agency, championing the truths revealed through consumer-made videos.

There is a need to avoid peer-pressured and post-rationalised feedback. To access System 1 thinking. The automatic. The emotional. The subconscious.

How? Through the methodology of consumer-made, in-the-moment videos. Real people in the real place of use. Delivered in a package that helps you communicate it creatively, engagingly, widely; through the film itself, the qual analysis that backs it up, and the video insights platform it sits on.

A break out group discussion to understand what is available to retailers, clients and researchers toolbox to understand shoppers and what can be used for where when!

How do researchers help retailers, clients and shoppers? How do clients and retailers help themselves? How do we all meet shopper needs better?