Wednesday, June 16, 2021
12:00 PM - 12:10 PM (EDT)
12:10 PM - 12:40 PM (EDT)

Consumer behavior has forever changed over the course of the last year, and today more people are shopping for their groceries online than ever before. Instacart’s same-day delivery and pickup services bring fresh groceries and everyday essentials to consumers across North America, and the company has become a critical partner for both retailers and brands. Instacart today partners with nearly 600 national, regional and local retailers, and offers self-service and managed ad services for more than 1,000 CPG companies. In a candid conversation with Institute editor-in-chief Peter Breen, Ryan Mayward, Instacart's VP of Sales, will provide a deeper understanding of shopper behavior in the digital aisles and discuss how brands can rethink their strategies to win in this dynamic new arena. In addition to his work at Instacart, Mayward's insights are informed from nearly a decade spent at Amazon on the core team responsible for building and leading the retail giant's advertising business.

12:40 PM - 1:10 PM (EDT)

FMCG brands are working hard to build winning positions on retailer’s digital shelves. Many are failing to leverage one of their biggest assets, their category expertise, to collaborate with retailers to build and execute category growth strategies through their online stores. Much of the early focus on the digital shelf has been around content and search and this work needs to continue but it is no longer sufficient. During this session e.fundamentals CEO John Maltman will set out the case for taking a category perspective and demonstrate how this can be done practically and deliver great returns to both the brands and their retail partners

1:10 PM - 2:10 PM (EDT)

Have you shopped on yet? The massive swing toward e-commerce experienced in 2020 has consumer packaged goods manufacturers reconsidering direct to consumer sales. Whether used to foster direct engagement with loyal brand buyers while collecting behavioral insights, to efficiently test new product ideas without the cost of in-market testing, to maintain the "long tail" portfolio in response to SKU rationalization — or as a legitimate sales channel,  DTC is becoming part of the strategic equation for more CPGs. But how does a brand determine which strategy to take and how far to take it? Digital Marketing expert Chris Perry will lead a panel of DTC experts through a candid discussion about the pros and cons of DTC engagement and the key issues brands should consider, including:

  • How DTC now fits into the evolving shopper engagement ecosystem.
  • The benefits (as well as challenges) it can bring to the manufacturer-retailer relationship.
  • The role DTC can play in effective shopper engagement.
2:10 PM - 2:25 PM (EDT)
2:25 PM - 3:00 PM (EDT)

2020 was the tipping point. Over half of all media shifted to online. And by 2025, 1/3 of all retail sales will be online. A touchpoint revolution is in progress that brands and retailers will need to adjust to in-order to break through the clutter and avoid causing shopper fatigue. Rapid proliferation of new tools, platforms and ad unit innovation requires marketers to be savvy and make smart, deliberate choices about which touchpoints to activate at specific times to stimulate desired behavior change. We will look at the role of social platforms in shopping to understand where shoppers are looking for inspiration, engagement, rewards and entertainment. Then we will dive into the world of influencers within these platforms and the power they have in this new ecosystem. We will wrap up the discussion on  touchpoint revolution with best-practices and a roadmap to consider to deliver brand results across retailers.

3:00 PM - 3:45 PM (EDT)

With focus and budgets directed towards digital more than ever before, brands are evaluating and investing in a wide array of digital engagement strategies that are driving success with today's omnichannel shoppers. In this lively panel discussion, a trio of industry practitioners led by shopper marketing expert April Carlisle will discuss the ways in which leading brand marketing organizations are evaluating and leveraging digital shopper commerce tools such as third-party shoppable media, retail media, social media, digital sampling and more as both advertising vehicles and sales drivers.

The panel will discuss:

  • Capitalizing on core KPIs that are driving e-commerce. 
  • Best-practice strategies for integrating and aligning teams, budgets, agency partners and retailer management around digital strategy
  • Tips for understanding and optimizing performance and ROAS