Digital Shopper Workshop

Shopper Engagement

A look at the macro picture. What are the touchpoints and triggers for the modern shopper and the consideration of a digital vs ‘traditional’ solution.

Boots: Charlotte Willson, Creative Manager

• Striking a balance between the digital and physical worlds
• Ensuring they complement rather than substitute each other
• Weighing up digital vs traditional approaches to customer engagement

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Strategy

Setting objectives and selecting the right digital tool. A look at how to engage relevant stakeholders and building a digital team. How are KPI’s defined and the importance of putting design at the heart of the equation.

Shell: Helen Thomson, Global Mobile Payments Manager

• Creating Shell’s Fill Up and Go initiative based on customer feedback
• Rolling the initiative out from the proof of concept store, through 600 sites across the UK and now globally
• Managing a multi-functional team across global and local businesses

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Unilever: Kathryn Griffin, Global Digital Shopper Marketing Specialist

• The process for identifying the most relevant technologies for retail
• Building the right team for projects
• Test and learn approach – defining KPIs

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Planning & Execution

Practical elements of the digital lifecycle from timescales to critical paths and the importance of inter-organisational collaboration. A look at installation, sign-off and approval, QA and testing.

Boots: Charlotte Willson, Creative Manager

• Mapping the customer journey across multiple channels 
• The digital lifecycle
• Working with and managing multiple stakeholders

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Sky: Fran Scorer, Retail Marketing Controller

• What goes into creating an award winning digital retail experiential campaign
• How to challenge the status quo and find the best in digital innovation
• Managing multiple stakeholders and agencies and how to get the best out of them

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Measurement

The effectiveness of digital engagement, how to measure, metrics used and gauging the success of digital executions.

Sky: Fran Scorer, Retail Marketing Controller

• Commissioning research to find out what is driving footfall into retail
• Understanding digital signage – how to find out how shoppers interact with digital posters and how best to use this medium
• Staying focussed – keeping your research project on track

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Vodafone: Chris Gilroy, Retail Marketing Specialist (formerly at Vodafone)

• Understanding the need for measurement
• Establishing a metrics system that works for different internal functions
• Rolling out a rapid test-and-learn system and keeping it simple

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Digital Shopper Toolkit

As well as having the opportunity to network, interact and share best practice with our panel, contributors and fellow delegates, attendees will also receive a digital shopper toolkit. Including all case studies from the day, as well as checklists and top tips this will provide the perfect framework around which to build successful, and appropriate, digital shopper activations. 

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