Introducing Velocity Talks: E-Commerce From A Shopper’s Perspective: Overcoming The Hurdles

    My Private Brand is thrilled to announce the addition of an exciting new set of the presentations to Velocity: The My Private Brand Conference which we are calling Velocity Talks. The concept is simple, give four thought leaders the opportunity to present great ideas in intentionally short and impactful 15 minutes. These are not commercials they are opportunities for sponsors to present themselves as challengers and champions of private brand.

    As Executive Vice President at PRS IN VIVO, shopper and packaging research firm, Jonathan Asher manages several client relationships, supervises the Account Executive group and oversees the firm’s marketing efforts.

    Asher has over thirty years’ experience in both marketing research and brand design for consumer packaged goods.

    His strength is in understanding the big picture within which marketing communications must thrive and connect with shoppers. He is highly sensitive to designers’ information needs, while also having a researcher’s ability to ask the right questions in an effective and appropriate manner. He is particularly adept at illuminating the risk of making wrong decisions as well as the opportunity cost of missing out on the right ones.

    A frequent speaker and lecturer on topics pertaining to marketing and design, Jonathan has been quoted in major publications, including Fortune, The New York Times, The Wall Street Journal, Brandweek, Advertising Age and Brand Packaging.  Jonathan has appeared on “ABC World News Tonight,” the “CBS Evening News,” “CNN Headline News,” “Fox Network News,” NBC’s “Today” show, ABC Radio and CNBC’s “On The Money.” He is also a faculty member of the Path to Purchase Institute.

    Jonathan will present:

    E-COMMERCE FROM A SHOPPER’S PERSPECTIVE: OVERCOMING THE HURDLES

    While e-commerce is experiencing explosive growth generally, this channel is still in its infancy for CPG products. Paradigm-shifting acquisitions – including Jet.com by Wal-Mart and Whole Foods by Amazon – support the notion that success in this space is no easy feat; and also, that the stakes are such that major players will invest heavily to do so. In this presentation, we will share new research (including eye-tracking of shopper navigation on both desktop and mobile devices), and explain why the shopping experience itself is a barrier to adoption – and provide examples of how this barrier can be overcome, through improved packaging and e-commerce interfaces.

    In this presentation, Jonathan Asher will share new research findings (including eye-tracking of shopper navigation on both desktop and mobile devices) and explain why the shopping experience itself is a barrier to adoption – and provide examples of how this barrier can be overcome, through improved packaging and e-commerce interfaces.

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    Christopher Durham
    Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.