Education & EPPS Programs
Tuesday, April 12, 2016
Store Tours
120 minutes

Join your industry peers during the ECRM Store Tours. ECRM buses will shuttle participants to various retail locations for a self-guided tour. During this time participants will have the opportunity to review new trends and techniques that they can take back to the office.

 

Retail Locations Include:

 

Kroger

Publix

ALDI

ECRM Welcome Reception / Panel Discussion
45 minutes

Join fellow industry peers for a demonstration of ECRM Connect and the ECRM event follow-up site.  These demos will be followed by a panel discussion with past buyer and seller event participants.  This panel discussion will help attendees gain insight into how to best prepare for meetings and how to maximize your time at the event and when following up with clients.

 

Panelists Include:

   -  Matt Camerson of Walgreens

   -  Adam Salzwedel of Meijer

   -  Kathleen Schartner of Farmer Brothers

   -  Andrea Leiser of RSVP Solutions Group

Sarah Davidson, SVP Grocery
ECRM
ECRM and Store Brands 3rd Annual Blind Taste Test Awards
120 minutes

 

Suppliers have the chance to provide sampling of their product while multiple buyers will act as judges to test the difference between the supplier’s store brand offering and the competitive branded item. The winner will be announced at dinner. For suppliers that are interested in participating please contact your account manager.

 

Below is the Award Program Agenda:

 

  • 6:00-6:30pm Arrivals & Set Up (Salon A)
  • 6:30-7:30pm Judges Tasting (Salon A)
  • 7:30- 8:00pm Open tasting (Salon A)
  • 8:00pm Award Announcement - At Dinner
Wednesday, April 13, 2016
Private Brands & The Customer Journey
40 minutes
If you ask most customers why they buy store brands, more often than not, a lower price is their default answer. And while delivering more value for less money is a time-tested success strategy, today’s shopper expects more from the brands they purchase.

By their very nature, private label brands are an extension of your retail brand. Assuming you’ve already identified your best customers via your loyalty data, have you taken the next step to truly listen to what your best customers are saying about you and your brand? This is not about issuing surveys, but rather actively listening to what they are saying on social media. If you’re not actively listening to your ideal customers, you don’t know what they need from you and by extension, your private label brands. 

Mapping your customer’s journey is the best way to understand their needs at each of the four phases of the Customer Journey: Discovery, Engagement, Transaction, and Advocacy. 

While most retailers have spent time and resources in the Discovery phase, most have struggled to sustain high levels of Engagement. This is often a result of not understanding the needs of your customers and instead focusing on your own sales growth.

Additionally, while much of the marketing emphasis is directed to the transaction phase of the customer journey, far less is directed to the place where sales growth truly takes off and that’s the Advocacy phase of the customer journey. Is it possible to create private label advocates? In his session, Bill Carmody will explore what it takes to create advocacy for store brands and what immediate actions you can take to create better connections with your best customers in order to ensure both short and long-term growth.

Value of the Customer Journey for Health & Beauty Care Brands

We see a similar challenge with the Customer Journey for private brand HBC. With the sheer volume of health and beauty-related content available online, are your brands well positioned to ride the current growth curve in the HBC category?

Customer journey mapping ensures that your brands are well positioned to reach your ideal customer at each phase of the journey. In Discovery, for example, how have you positioned your brands in the minds of your customers when they are looking to solve specific health and beauty problems?

Even once they have found you, is your product the kind of product your customers want to talk about publicly? If not, you need some creative strategies to encourage better levels of Engagement so that they will look to Transact with you. When your product delivers on its promise, you have a golden opportunity to develop and cultivate Advocacy – but only if you are listening and paying attention to what your customers are saying about you and your products.

During ECRM's Private Brand Food and Private Brand HBC EPPS events, Trepoint CEO Bill Carmody will discuss the Customer Journey, and how to successfully address each of the four phases to drive sales of your private brand products.
Bill Carmody, CEO
Trepoint
Panel Discussion: The Push for Transparency in Store Brands Products
35 minutes
Much is being said today about consumers' desire for transparency when it comes to the products they purchase. They want to know more than the name of a product — they want specific information about the ingredients (e.g., sourcing practices, origin), manufacturing practices and more. A recent study performed by BBMG, GlobeScan and SustainAbility, in fact, revealed that 86 percent of consumers globally say “ingredient transparency is extremely important or very important” for companies to address as part of their products, services or operations. 

In this panel discussion, moderated by Store Brands Editorial Director Kathie Canning, retail executives will discuss what consumers' push for transparency means for their companies on the private brand side. 

Discussion topics will include:
   -  Shopper communications regarding transparency
   -  Key challenges retailers and brands face with transparency, and how they address these challenges
   -  Impact of this need for transparency on sourcing practices

 
Panelists:
   -  Bob Hickey of Target Stores
   -  Jay Warner of AmerisourceBergen Corporation
   -  Adam Salzwedel of Meijer
 

Moderator:
Kathie Canning, Editorial Director, Store Brands Magazine
Kathie Canning, Editorial Director
Store Brands Magazine