March 5-6, 2019
Red Bull undertook an extensive shopper segmentation project in 2017/2018 that sought to understand shopper behaviors, attitudes, motivations and preferences related to their purchasing of beverages for energy needs in order to identify actionable shopper segments across the retail landscape. Shoppers were profiled on need-states and usage occasions for beverages providing energy and then surveyed in-depth to understand key path-to-purchase behaviors related to store choice, channel preferences and in-store purchase patterns. Segments were identified based on economic potential and capturability. Resulting insights have informed ongoing channel role and strategy initiatives and are being leveraged with retail partners to drive differentiated in-store executions.
How you think about, interact and communicate with customers is based on the premise that you know who they are and how they make choices. However, traditional ways of looking [...]
Tuesday | 10:45-11:15 | Room 1
In this session we will present a case study illustrating how a behavioral economics approach can be leveraged to re-create consumers’ lived experiences. When examining people’s experiences with brands it’s [...]
Tuesday | 5:00-5:30 | Room 5
Experience the highly innovative ways top CPGS like Dannon or Sodastream are tapping into the consumer subconscious with automated implicit methods. Learn best practices to harness consumer emotions through behavioral [...]
Tuesday | 10:00-10:30 | Room 1