Day 1 — Shopper Brain Conference

LAST YEAR'S AGENDA: Day 1
Amsterdam - Thursday, October 31, 2019

9:00	Welcome coffee & registration
9:30	Opening by master of ceremonies, Phil McGee, President, Decision Breakers
GET READY FOR THE FUTURE: THE CHANGING ROLE OF THE PHYSICAL STORE
9:45	Vital Role of the Shopper’s Subconscious Throughout the Shopping Journey • The changing role of the physical store • Critical importance of retailers and marketers becoming “active retailers” • Anticipating shopper demand through neural connectivity to the shopper Mark Heckman, Managing Partner, Accelerated Merchandising
10:15	How to Effectively Use Innovative Retail Technologies • What are some of the most innovative in-store retail solutions today? • Are these technologies genuinely beneficial to retailers? • How can you most effectively deploy them? Tibert Verhagen, Associate Professor, Amsterdam University of Applied Sciences Jesse Weltevreden, Professor, Amsterdam University of Applied Sciences
10:45	Coffee Break
TWEAKING THE SHOPPER JOURNEY
11:15	Brain-Pleasing Retail Marketing Methods • What does the customer journey towards a purchasing decision look like from a neuroscience perspective? • What is the difference between ‘brain-pleasing’ and ‘emotional’ marketing? • How to use neuroscience rooted methods to shape customer experiences ex-ante? Lluis Martinez-Ribes, Associate Professor at ESADE Business School, m+f=!
11:45	Turning the Shopping Experience on its Head • A comprehensive audit that captures the shopper’s journey from beginning to end • All the variables that can be manipulated throughout a shopper’s journey • Key elements and principles of experience design Lyn M. Falk, President, Retailworks
12:30	Lunch break
NEXT LEVEL RESEARCH
13:45	Eye-tracking for Attention Research – a Mercedes Benz Case Study • Are new, expensive websites necessarily better than older, cheaper ones? • What is the best way to use eye-tracking to measure online user experience? • Case study on the online appointment booking platform of Mercedes Benz Veit Etzold, Professor Marketing and Sales, Fachhochschule Aalen
14:15	Big Behavioral Data • Category benchmarking: diagnosing performance, identifying growth opportunities • POS and off-location displays: the role of shopper touchpoints • The importance of taking a total store approach Peter Brawn, Founder, Gateway Research
15:00	Coffee Break
EXPERIENCES WITH NEUROMARKETING IN BUSINESS
15:45	What Neuroscience Can Tell About Product Failures What shopper marketers need to know about the brain's ability to categorize objects • The neuroscientific bases for the categorization mechanism of the brain • Understanding the staggering failure rates of new products • Theory in practice: what neuroscience tells about failed product introductions Enrique Strelow, Head of Shopper Communication, Ferrero
16:15	Business Panel Discussion Using Neuromarketing for Shopper Research. • How to get your company to experiment with neuromarketing • Best and worst experiences using neuromarketing • Top three wishes for neuro suppliers A live debate about neuromarketing business lessons, led by Master of Ceremonies Phil McGee
SHOPPER BRAIN NETWORKING
16:45	Wrap-up & Networking Drinks
19:00	Conference Dinner at the Tropen Museum Transfer to the restaurant 19:00 (back at Hotel Casa 22:15) Mingle with other shopper marketers, consumer insight professionals, and everyone else with a passion for retail and an innovative mind, while enjoying the Dutch cuisine in the lovely atmosphere of the "Tropen Museum's" restaurant. Registration (60 euro + vat, including 3 courses and drinks) is necessary. Add this to my registration »
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