10 presentations from grocery category pros you won’t want to miss
by Dave Hanson
The Category Management and Shopper Insights Management Associations’ joint Annual Conference (CMA/SIMA) is just a couple short weeks away (February 25-27 in Las Vegas, NV). For people in the grocery business who are planning their trip, there is a lot to look forward to, from trend watching to the latest approaches to analytics to solution provider demos. But one thing that’s always sure to grab interest is the different presentations from peers in the grocery category.
The CMA/SIMA Conference will feature a number of speakers from the store side and the CPG side of the grocery category. Here are 10 sessions from those category managers and shopper insights pros you’ll definitely want to check out:
The more data we have, the more resources we require to mine for insights. Pinnacle’s Dan Brody will share how they’ve developed tools to manage that data and make it work for them in his presentation “Making Store-Level Data Work for You”.
Laura-Linn Freck from Red Bull talks about the company’s success with a behavioral-based approach to shopper segmentation in her breakout session “Leveraging Behavioral Shopper Segments to Unlock Growth”.
Sara Reeves has been a thought leader in the CPG industry for the last 23 years. Now the current leader of the Snacks Category Management team at General Mills, Sara’s keynote presentation will give us a unique look at “The Evolution of Category Management”.
Building out category management as a new capability within an organization is similar to launching a start-up. It requires an entrepreneurial spirit and a tenacious pursuit of resources. Chrissy Peplinski of T. Marzetti Company will talk about how to create a roadmap for success in her presentation “Category Management: A Start-up Approach”.
In John Israelite and Peter Naumann’s presentation “Chocolate Meets Peanut Butter: The Category Management and Revenue Management Partnership”, they will talk about how revenue management teams can collaborate with category managers to bring ideas further through the value chain, and how can category managers can tap into revenue management teams that are working more consistently with deep analytics.
Campbell Soup Co. & Numerator
Tanya Vaughn of Campbells teams up with Jake Grocholski from Numerator to give us a great case study in leveraging data to move the needle in their presentation, “How Campbells Uses Numerator Data to Drive Growth with Retail Partners”.
Weis Markets, Kantar & Mondelez
Ed Sheedy from Pennsylvania-based Weis Markets teams with Diana Sheehan from Kantar and Linda Coleman from Mondelez for a presentation on “The Importance of Shopper Insights and Why it is Critical in Today’s Organizations”. If you’re not already leveraging shopper insights, be sure not to miss this one!
Albersons and Advantage Solutions
Mark Hawthorne from Albertsons will be joined by Lori Stillman and Nick Sabala from Advantage Solutions to bring you another must-see case study on shopper insights with their presentation “How Shopper Insights are Accelerating the Growth Engine for Albertsons”.
Whole Foods and Nielsen
As the competition for health-focused items rises, which product characteristics are important to shoppers and which ones are they willing to pay for? Join Nielsen’s Bob Owens and Whole Foods Market’s Scott Chencinski as they share how they built a consumer-centric pricing structure based on product characteristics in their presentation “Building a Characteristic-Driven Pricing Structure: What are Your Customers Really Willing to Pay For?”.
PepsiCo & 84.51°
JP Bittencourt, Michael Gervasio and Jeremy Schmid from PepsiCo will be teaming up with Michael Schuh and Bari Watkins from cutting-edge data analytics firm 84.51° in the final keynote of the show “Delivering on the Promise of Personalization”.