The 12th Annual Shopper Insights In Action Conference kicked off this morning with a preconference Symposia, unfortunately I was in the air most of the morning so I missed the opening keynote by Darren Marshall, Vice President, Global Shopper Development from Coca-Cola – “The Ripple Effect: Creating a Global Movement to Convert Shoppers into Buyers” as well as the second keynote from Andrew Duguay, Senior Economist, ITR – “Make Your Move: Global Economic Update.” However I made it just in time for the beginning of the five breakout tracks after lunch.
- Global Capabilities And Emerging Markets
- Retail Brands
- Category Solutions
- Segmentation
- Mobile And Social Commerce
As you would expect I headed straight for the Retail Brands track. The track included two presentations from retailers; the first “Creating Private Brands in conjunction with Branded Products” an intriguing look at the expansion of Private Brands through the lens of a category manager that also had to sell national brands from Ben Wynkoop, Director, Merchandising Support Services, 7-Eleven.
The second titled “Driving Private Brand Through Product Innovation” was delivered by Connie Walsh the Director of Marketing and Packaging, Staples. She walked an engaged audience through the Staples product innovation process including the development of the MailMate shredder and Better Binder. However the highlight of her presentation came at the end when she screened a series of Private Brand focused videos created to bring the Staples brands to life on staples.com. They are engaging and funny and great example of a retailer leveraging its resources to truly bring their brand portfolio to life.
Check one out:
Enjoy all eleven videos on the Staples site
Christopher Durham
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