Facebook, CVS And P&G Present Keynotes During Shopper Marketing Expo 2011

Carolyn Everson, VP of Global Marketing Solutions for Facebook joins Michael Schmidt, Director of Walmart Beauty & Health for Proctor & Gamble and Dina Howell, Worldwide CEO for Saatchi & Saatchi X for a keynote address at the Shopper Marketing Expo 2011, October 18-20, at the Navy Pier in Chicago.

Everson’s keynote address titled “For The Love Of Shopping — Inspiring Buying Momentum Though Facebook” will explore how to leverage this social networking site as a dynamic touch point on the path to purchase. Everson also will examine how F-Commerce is changing the shopping experience and how brands can engage in this dialogue.

In a second keynote address titled, “How To Build Shopper Loyalty For The Long Haul: What To Do, What Not To Do And What To Do Next,” CVS Caremark EVP & Chief Health Care Strategy and Marketing Officer Helena Foulkes, and WSL Strategic Retail Founder, CEO & Chief Shopper Wendy Liebmann, will use real-world examples that demonstrate how to build shopper loyalty. Attendees will gain an in-depth understanding of how to keep shoppers in stores, the critical components of building retail loyalty and shopper strategies that help retailers stay ahead of a changing marketplace.


Shopper Marketing Expo 2011 connects presidents, vice presidents, directors and managers of consumer insights, digital marketing and retail merchandising, among others, to examine the range of solutions, tools and expertise necessary to influence decision-making throughout the path to purchase. The three-day event also includes advanced learning symposiums; exhibits by selected retail products, services and specialization companies that drive sales at retail; and a 9-track educational seminar.

The 9-track educational seminars further assist attendees in learning as much as possible from industry experts. The seminars will focus on:

  1. Digital Path To Purchase;
  2. Fueling Creativity;
  3. Best Practices/Big Picture;
  4. Who Is Your Shopper;
  5. Shopper Insights 101;
  6. Understanding The Shopper;
  7. Brand Activation At Retail;
  8. Deeper Understanding Of Center Store; and
  9. The Google Theater.

Following are overviews of the 3 advanced-learning symposiums:

Shopper Marketing Theory And Practice

Kristine Abrahamson, Senior Marketing Director of Customer Innovation for PepsiCo, and Christopher Brace, Owner of The Shopper Intelligence Agency, will discuss the fundamentals of shopper marketing. They will discuss the definition of a shopper insight, the role it plays in shopper marketing and the different types of insights used in shopper marketing.

Transforming Shopper Insights To Shopper Marketing Actions

Because many companies lack the capability to unify shopper insights and retail activation, GfK Customer Research North America executives will provide findings from the “2011 GfK Futurescope” benchmarking study. Joining GfK, Tom Hauge of Philips Consumer Lifestyle and J.D. Spangler of Hanesbrands, Inc., will share case studies of how their companies improved their ability to transform insights into proven shopper marketing results.

The Social Shopper

With a majority (83%) of adult Americans using social media, it has become critical for marketers to integrate this medium into their marketing initiatives. Tapping five takeaways on how to build a stronger path to purchase through social media marketing, this symposium will explore social media as a prevailing communication channel and marketing forum to connect retailers with shoppers.

To register for Shopper Marketing Expo 2011, go to

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Join the retail community as we come together for three days of strategic sessions, meaningful off-site networking events and interactive learning experiences.



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