ck 1215 ck conference 2016 section ems template 2012 · within the uk. in his presentation,...

CK 1215 CK Conference 2016 Section_EMS Template 2012 14/12/2015 18:12

It’s almost that time ofyear again! The 2016Checkout Conferencetakes place in TheRound Room of

Dublin’s Mansion House onTuesday 2nd February 2016.

The Checkout Conference isthe longest-running dedicatedconference for the grocery retailand FMCG industries in Ireland,and the 2016 Conference willfocus on the challenges facinggrocery brands in an increasinglycompetitive marketplace.

About The Theme

The theme of the 2016Checkout Conference is ‘Think.Learn. Evolve…’ The focus forthe event will centre on howbrands and retailers alike needto ‘evolve’ to a new way ofthinking, in keeping withchanged socio-economiccircumstances.

We may be out of thedownturn, but some of the keyfactors that influenced shopper

behaviour remain (obsessionwith value, the rise of thediscounters, and the growth ofprivate label). Where is theadded value going to come from,and how can brand ownersposition themselves for theconsumer need states of thefuture? The 2016 CheckoutConference will examine theopportunities open to businessesas we look ahead to thechallenges of a new financialyear.

The speaker lineup for theCheckout Conference can befound on the next few pages,however it is also worthexamining some of the keythemes that each speaker willaddress during his or herpresentation.

Retail Issues

The Checkout Conference hasa reputation for delivering first-class speakers, and we are

delighted to welcome AndrewYaxley, chief executuve of TescoIreland to give an exclusivepresentation at the event. Overthe past 18 months, the spotlighthas been shone on Tesco likenever before, with questionsover its market shareperformance and the falloutfrom the UK accounting scandalshadowing its operations. ButTesco is looking forward to thenew year with optimism, andYaxley will outline how theretailer is looking to move onand build a brighter future.

Staying with retail, few groupshave made such an immediateimpact in the Irish market asPoundland, which trades as theDealz franchise here. The grouprecently opened its 50th outlet,in Dublin, and has put in placeplans to open as many as 100outlets in the coming years.Overseeing much of its growth isPoundland trading directorSimon Twigger, who will beoutlining the group’s strategy atthe Checkout Conference.

Think. Learn. Evolve...Ahead of the 2016 Checkout Conference, we examine some ofthe themes that will be discussed at this must-attend event.


representatives from three majorresearch firms offering insight.

The rise of the ‘digital native’consumer and the implementationof technology into the retail spaceare among the key themes to beaddressed by Philip Benton ofLondon-based EuromonitorInternational in what is certain tobe a standout presentation. Inaddition, John Callan, countrymanager of dunnhumby Irelandwill examine the opportunitiesopen to brands to developpersonalised insights that tap intoshopper needs, as data becomesmore ingrained into the shoppingexperience.

Finally, Julian Baldwin, saleseffectiveness director at Nielsenwill look at the importance ofcustomer engagement, and whyretailers should challenge theeveryday ‘norms’ in theirbusinesses, and develop added-value solutions that don’t merelyborrow from what has gonebefore.

Secure Your Place

Tickets for the 2016 CheckoutConference are priced at !325 +VAT per ticket, inclusive of athree-course lunch in FireRestaurant. Discounts availablefor multiple bookings.

Tickets can be purchased bycontacting Colette O’Brien at 012365 823 or [email protected] oralternatively via the Checkoutwebsite through our trusted ticketsales partner, Eventbrite. Visitwww.checkout.ie for moredetails.

Fender of him! International,one of the foremost authoritieson the c-store and forecourtindustries, analyses just what itis about the sector that makes ittick, and why Irish c-storesdeserve to be held up as beingamong the best in the world.

A Different Approach

It’s often said in marketingcircles that sometimes when theworld ‘zigs’, you need to ‘zag’,and the Checkout Conference willfeature two presentations fromleading brands that have donejust that. Heineken Ireland hascemented its position as themarket leading brand in the off-trade sector not merely by‘following the herd’ andincreasing its price promotioncapabilities, but by working withretailers to drive real ‘added-value’ initiatives in-store. MaggieTimoney, Heineken Ireland’smanaging director, will revealhow this has been achieved.

Also presenting at the event,Tom Keogh of Keogh’s, therecently-named Marketer of theYear will explore how hiscompany took an everyday staplefood - the humble spud - andcreated a brand that resonateswith shoppers, not to mention apremium crisp range that is nowexported to 14 different markets.Faced with falling consumptionof potatoes, and the increased useof the crop as a loss-leader insupermarkets, Keogh and histeam sprung into action, and hisis a story worth listening to at theCheckout Conference.

Research Matters

The Checkout Conference istraditionally held up as an eventthat presents the latest data andinsight from around the world -first - and the forthcoming eventis no exception, with

Lastly, the Irish convenienceretail sector is widely held upas a benchmark for the formatin both Europe and furtherafield, and indeed Ireland’srecord at the annual NACSAwards in the US is anindication of how wecontinually punch above ourweight when it comes to thisimportant sector.

In what is certain to be oneof the highlights of theCheckout Conference, Tom

What YourBusiness Will GetFrom Attending

The CheckoutConference:

! Insights from leadingexperts on the retail industries

in Ireland and Europe

! Insight from leading FMCGsuppliers on effective

branding, NPD, categorymanagement, and

promotional and marketingstrategy

! A greater understanding ofthe typical shopper’s needs

and demands in a highlycompetitive marketplace

! Presentations of exclusiveresearch from Irish and

European industry specialists

! Access to the top FMCGnetworking event of the year

For more information, visitwww.checkout.ie


Conference TimetableTuesday, 2nd February 2015

The Round Room, The Mansion House, Dublin 2

MORNING SESSION8am - Registration

8.55am - Introduction by Stephen Wynne-Jones, Editor, Checkout

9.05am - Julian Baldwin, Sales Effectiveness Director, Nielsen UK & Ireland

Julian Baldwin has worked with Nielsen since 2010, previously leading Client Service and Business Development, launchingnew products for category and sales teams at Nielsen clients and building innovative partnerships with third parties to helpclients grow. As Sales Effectiveness Director for Nielsen UK & Ireland, Julian leads teams of experts to help manufacturersand retailers convert shoppers into spenders. In his presentation at the Checkout Conference, Julian will examine whycustomer engagement should be at the forefront of retailer’s mindsets as we head into 2016.

9.35am - Maggie Timoney, Managing Director, Heineken Ireland

Maggie Timoney has held the role of Managing Director Heineken Ireland since 2013. A seventeen-year veteran at Heineken,Maggie previously served as Chief People Officer at Heineken USA (since 2010), during a period that saw a significant turnaroundin its business. Maggie previously fulfilled a range of leadership roles for Heineken in the Netherlands (2001-2006) and in theUS, where she commenced her career in 1998 as National Sales Planning Manager. At the Checkout Conference, Maggie willexplore why brands need to communicate added-value credentials, even in a promotion-heavy market.

10.05am - Andrew Yaxley, Chief Executive, Tesco Ireland

Andrew Yaxley was appointed chief executive of Tesco Ireland in March 2015. He joined Tesco in 2001 and prior to his arrival tothese shores, he held the position of managing director of Tesco’s London business. Prior to that, he held a number ofpositions in the commercial function at Tesco, as a member of the UK leadership team leading the Fresh and Packaged fooddivisions, as well as commercial operations in Slovakia and Czech Republic before that. He previously worked for Mars, in avariety of sales roles. With Tesco now in a period of transition, Yaxley will outline how the business is developing winningconcepts that will help it build a more profitable future.

10.35am - Philip Benton, Research Analyst, Euromonitor International

Philip Benton is a Research Analyst covering the UK and Ireland FMCG markets at Euromonitor International. Philip joinedEuromonitor in June 2013 and is responsible for monitoring key industry trends and issues within the UK. He also writescomment pieces, reports and analysis, which provide detailed insight into key drivers, trends and the state of FMCG industrieswithin the UK. In his presentation, ‘Coming of Age: Grocery Retailing in 2016 and Beyond’, Philip will explore how the new,digitally-enhanced environment is changing the way we shop.

11.00am - Coffee Break Sponsored by

Further information available at www.checkout.ie


DAYTIME SESSION11.30am - John Callan, Country Manager,dunnhumby

John Callan joined dunnhumby in 2008, heading up the group’s Client Management business in Ireland. Since then, he hassuccessfully set up the Tesco media @ dunnhumby platform, as well as launching numerous new insight solutions andcapabilities in the market. John has been Country Manager for the Irish business since 2013. Throughout this time, he hassuccessfully implemented a customer-first approach with Tesco and manufacturers, grown the team, established a new officeand developed the dunnhumby business year-on-year. In his presentation at the Checkout Conference, ‘The Forces and

Trends Shaping Consumer Behaviour’, Callan will examine why consumers are increasingly demanding simple, ‘frictionless’ solutions fromretailers and brands, and what this means for brand development.

12.00pm - Simon Twigger, Trading Director, Poundland

Simon Twigger joined Poundland as Trading Director in September 2015. He joined from J Sainsbury plc, where his previousrole was Managing Director of Sainsburys Local Stores. Prior to this, he held senior roles in trading at Sainsburys andSafeway plc. Including sales roles at FMCG suppliers, he has over 25 years’ experience in Grocery retailing. He is also atrustee of the IGD and Grocery Aid. Poundland is the UK-based parent of the Dealz retail chain, which recently opened its50th outlet in Ireland, on Thomas Street in Dublin.

12.30pm - Tom Keogh, Managing Director, Keogh’s

In November, Tom Keogh was named Marketer of the Year by Marketing.ie, concluding a phenomenal year for both he and hisbrand. Keogh has been the driving force behind the creation of the Keogh’s ‘Grown with Love’ potato brand - giving newimpetus to what could be considered an Irish staple - and its extension into the gourmet crisps market. He has transformedthe humble spud into a successful brand both in Ireland and in 14 countries around the world, and at the CheckoutConference, he will share his insight and plans for future brand growth. A must-see for small business owners.

1.00pm – Lunch in Fire Restaurant

AFTERNOON SESSION2.30pm - Tom Fender, Director, him! international

Tom Fender, managing director of him! International, the ‘authority on convenience shopping’, will be hosting a very specialpresentation at the 2016 Checkout Conference, examining why the Irish convenience sector deserves to be considered the‘best in the world’, featuring input from key players in the Irish c-store and forecourt industries. This not-to-be-missedsegment will offer a detailed analysis of consumer attitudes to convenience retailing in Ireland and overseas, the secrets ofsuccessful convenience retailing, and what needs to be put in place maintain growth into the future.

3.15pm - Speaker To Be Confirmed

4.00pm - Conference Ends

About The VenueThe 2016 Checkout Conference will take place in theRound Room, at The Mansion House, Dublin 2, one ofthe capital's most recognisable buildings. It is a room that boasts plenty of history: on 21stJanuary 1919, the First Dáil Eireann was convened inthe Round Room and the Declaration of Independencewas passed. Almost a century on, the Mansion Houseremains a popular and inspirational meetings andevents space, and Checkout is delighted to host the2016 Checkout Conference at this iconic and world-renowned venue.


While consumerconfidencehasn’t been thishigh for sevenyears, the fact

that consumer price increasesremain subdued indicates thatthe consumer of today is amarkedly different one to thatwhich faced into the downturn.According to Julian Baldwin,Sales Effectiveness Director,Nielsen, brands that pin theirhopes on positive sales emergingfrom increased consumerconfidence are reading from ascript that is no longer relevant -a whole new set of rules nowapply.

Baldwin, who will bepresenting during the MorningSession at next February’sCheckout Conference, believesthat many of the changes wehave seen in the retail sector overthe past 15 years are nothingcompared to what is in store overthe next three to five years, andbusiness owners need to get up tospeed with the key trends thatwill drive this new wave.

Personalisation

Chief among these ispersonalisation, which has beena longstanding facet of the

grocery industry - the local storeserving its community - but isone that is increasingly beingdiluted by the spread of largeretail groups and a wide varietyof marketing channels. Baldwinbelieves that there is a need toembrace personalization oncemore, and points to the likes ofAmazon as an example of hownewer, more adaptable retailersare reshaping the landscapewhen it comes to customerengagement. He argues thatpersonalisation is made morepossible through the use of data,which can also help a storedetermine when and where acustomer is likely to make apurchase. However, retailersshould also exercise cautionwhen developing a personalizedoffer - if you give off theimpression that you know‘everything’ about a particularcustomer, you may end upscaring them away.

Baldwin believes that we nowhave the infrastructure availableto rewrite what ‘loyalty’ standsfor in a retail context. To manyshoppers, the concept of loyaltyis encapsulated in a plastic card,or a monthly mailout ofvouchers - it’s something thathasn’t changed in 20 years. Withretailers increasingly competingon price, what loyalty stands forhas been diluted, and there is aneed to re-evaluate how loyaltycan be used to drive sales.

‘Big data’ can enable retailersand brand owners to makesmarter decisions in terms ofpersonalisation and loyalty,provided they take the time tounderstand it better. Thetraditional model is broken,Baldwin suggests - historically, aretailer might have decided thatthe business needs to invest morein ‘X’, and a huge amount ofcapex is applied in order to drivethe business in that direction.

Today, such is the fast movingnature of the sector, that by thetime a retailer has achieved ‘X’,the world has moved on tosomething else. Rather thanplough huge investment into the“next big thing”, retailers andsuppliers need to learn from theemerging crop of lean, efficientbusinesses and be able to movein time with the shopper, ratherthan follow in their footsteps.It’s not just a case of adoptingthe “old normal” and puttingnew fascia on it. Buildingprototypes will be key, as thosewho decisively act with speedand continually learn and evolvewill succeed as CPG continuesto transform.

The New Battle

A lot of the discussion aboutretail growth in the past focusedon traditional models - the“space race’, for example - butthis isn’t where the future battlesof retail will be won.Understanding your shopper’spath to purchase and how theyconvert from a shopper to aspender is key. Next time you aresweating over your range andassortment, trying to get theplanograms right, remember thata retailer like Amazon boastssome 100 million products - justthink of the planogram for that!?Range and assortment decisionsare changing. Remember thatonline shoppers visit physicalstores once in a while andunderstanding the role of bothtrips and how they cancomplement your range will becritical.

Baldwin encourages retailersto ‘challenge the norms’ andthink of solutions that don’t justrevert to type, but actually addreal value to a business bytranslating the boardroom toreal shoppers.

Julian Baldwin will bepresenting at 9.05am at theCheckout Conference. For ticketdetails or for furtherinformation, visitwww.checkout.ie

Plotting ANew Course

Julian Baldwin,Sales EffectivenessDirector at researchfirm Nielsen,believes thatretailers and brandsalike need to rethinktheir strategy whenit comes to customerengagement, as theold rules, in manycases, no longerapply.

“Next time you are sweating over your range

and assortment, trying to get the planograms

right, remember that a retailer like Amazon

boasts some 100 million products - just think

of the planogram for that!?”


dunnhumby has longestablished itself ashaving its finger onthe pulse when itcomes to shopper

habits; part of Tesco, thebusiness is increasingly devotingattention to bringing insights tolife and personalizing thecustomer experience.

At the Checkout Conference,John Callan, Country Manager,dunnhumby Ireland will explorea number of key themes that areaffecting the retail space andhow consumers interact with it -the foremost of which is theemergence of ‘frictionless’experiences. Frictionless in thiscontext means the ability to

deliver an easy, quick and simplesolution to a consumer’s needs,when and where they demand it- a prerequisite for the emerging‘digital native’ consumer.

“As consumers actively seekways to simplify their lives andsave them time, the demand forfrictionless solutions is set togrow,” Callan explains.“However the essence of whatfrictionless means for customers

will constantly evolve.Competitive advantage will beachieved by those retailers orbrands that anticipate and adaptto the changing needs ofcustomers and establish newfrictionless ‘norms’.

“Although technology is a keydriver of this trend, enablingsuperior and seamless multi-channel customer experiences,consumers expect their personal

preferences for frictionlesssolutions to be understood andmet.”

Younique

Social media and thechampioning of the ‘self’ isencapsulated by what Callandescribes as the ‘Younique’ trend,which taps into the consumerdesire to be seen, heard andacknowledged as an individual.Again, recent advances intechnology have enabled brandsand retailers to respond inmeaningful ways to this trend,however this is not a necessity.“Whilst advances of technologyhave driven this trend, there arealso plenty of examples of brandstapping into this trend intraditional retail environments,”says Callan. “A local one that istop of mind is Nutella’spartnership with Brown Thomas,whereby you can get ownpersonalised jar of Nutella.”

Need It Now

In addition, digitalempowerment has led to theemergence of the ‘need it now’consumer, Callan explains; ageneration that will not acceptdelays or inconsistencies inquality or service. This has placedadded pressure on retailers todeliver highly relevant, timely andtailored experiences, whichultimately rely heavily oncustomer data.

“Immediacy is no longerconsidered cutting-edgecustomer service, but rather abasic need; a ‘hygiene’ factor,”he says. “Retailers and CPGstruly differentiate when they usereal time insight to offerpersonalised experiences thatsurprise and delight consumersand evoke an emotionalconnection with the organisationor brand.”

John Callan will be presenting at11.30am at the CheckoutConference. For ticket details orfor further information, visitwww.checkout.ie

Knowledge Is PowerAs John Callan, Country Manager, dunnhumby explains, in amarket where consumers increasingly ‘need it now’, the pressureis on retailers to deliver solutions that can compete withalternative purchasing channels.

“Competitive advantage will be achieved by

those retailers or brands that anticipate and

adapt to the changing needs of customers and

establish new frictionless ‘norms’.”


Checkout: 2015 hasbeen a somewhat‘mixed’ year - onthe one hand,consumer

confidence is up, but on theother, the demand for value isas strong as ever. Where do youthink the consumer mindset isat as we head into the newyear?

PB: The UK and Ireland are verymuch following Germany’s leadin terms of grocery retailing,with German consumers havingalways held high expectations interms of value for money whenbuying their grocery shopping.The current climate is ahangover from the recession,food prices have consistentlydeclined for the past two orthree years and fire sales such as‘Black Friday’ have meant thatconsumers expect low prices forproducts all year round.Consumers are much more adeptat recognising the value ofproducts. I expect consumerswill be prepared to spend morein 2016 whilst still retaining the‘value for money’ mindset.

Checkout: There has been a lotof discussion about the

emergence of the ‘digitalnative’ customer - the nextgeneration of shoppers that willarguably have higherexpectations than ever before.How prepared are brands -particularly long-standing ones- for this shift, do you think?

PB: Embracing social media isthe key to brands meeting thehigher expectations of the‘digital native’ customer. Twitteris a key customer service tool:consumers expect a responsewithin an hour of tweetingabout a brand – whether it’spositive or negative – and thosebrands with an establishedplatform are best prepared forthis shift. Facebook is becomingan increasingly important tool,and not just in terms of brandmarketing. It will also be a key

eCommerce driver once FacebookShopping is fully operational. A lot of brands have appointed adigital strategy team to identifythe future opportunities that the’digital native’ customer willbring. I think this is crucial topreparing for the shift and Iwould worry for long-standingbrands that don’t currently havethis in place.

Checkout: Your conferencepresentation will focus on‘Coming of Age: GroceryRetailing in 2016 and Beyond’ -do you think the grocery sectoris more sluggish than otherretail sectors in ‘coming of age’?

PB: Euromonitor estimates thatthe grocery sector (packagedfood) is the fourth biggest onlinesector in the UK; behind apparel,

consumer electronics and mediaproducts. The fast fashionmovement has been a majorcontributor of the apparelsector’s success, fronted by pureonline players such as ASOS.One of the main drivers of thissuccess of has been the ease andconvenience of delivery/returns.Consumers’ expectations ofdeliveries in the online grocerysector will be high as a result ofthe launch of Amazon Fresh,and it is critical that the widerindustry is able to respond ifthey want to stop Amazonmonopolising the online grocerymarket.

Checkout: We are often toldwhat the ‘next big thing’ isgoing to be in retail -convenience, lower SKU count,click and collect - but as youlook forward to the end of thedecade, what do you see as thegame changer?

PB: I think the ‘Internet ofThings’ is going to be the themeof next decade withsmartphones continuing to bethe portal to online growth.Amazon has already launchedAmazon Dash in the US, whichallows consumers to replenishproducts when they are low onstock at the push of a button. Itis likely that consumers willsoon be able to order food viatheir fridge, laundry detergentvia the washing machine andeven toothpaste via theirtoothbrush. This willcompletely change the dynamicsof the relationship betweenconsumers and brands.Wearable technology is alsogamechanging: virtual realityheadsets such as Oculus Riftwould allow consumers tovirtually shop within thecomfort of their own home andpotentially never have to stepfoot in a supermarket again.

Philip Benton will be presentingat 10.30am at the CheckoutConference. For ticket details orfor further information, visitwww.checkout.ie

Change For The BetterAt the 2016 CheckoutConference, PhilipBenton, SeniorResearch Analyst,Services & Payments atEuromonitorInternational will beexamining how theindustry needs to ‘comeof age’ to meet thedemands of themodern shopper.

“It is likely that consumers will soon be able to

order food via their fridge, laundry detergent

via the washing machine and even toothpaste

via their toothbrush. This will completely

change the dynamics of the relationship

between consumers and brands.”


ck 1215 ck conference 2016 section ems template 2012 · within the uk. in his presentation,...

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