Official Program

7th ECR Baltic Forum 13-14 November 2013, Sokos Hotel Viru, Tallinn, Estonia

The forum main sponsor Official Program

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EIROPAS SAVIENĪBA Agenda (working language: English) Detailed agenda and speakers information also available on ecr-baltic.org and mobile: ecrf.mobi 13 November 2013 ECR Baltic Forum pre-events

10:00 Retail - Manufacturer tour thanks to Kalev and Prisma Start from Sokos Hotel Viru Tallinn, Viru väljak 4, Tallinn 10:20 Retail visit: Mustamäe Prisma A.H. Tammsaare tee 116, Tallinn 12:00 Lunch break near Kalev 13:30 Manufacturer visit: Kalev AS, Põrguvälja tee 6, Lehmja küla, Rae vald, Harjumaa 15:30 Return to Sokos Hotel Viru

19:30 The "Ice breaking" event with ECR Baltic Board, Speakers and Sponsors at restaurant Merineitsi at Sokos Hotel Viru, Tallinn. Estonian Christmas menu | Dress code: smart business 14 November 2013 ECR Baltic Forum

9:00 Registration 10:30 Welcome message from moderator and introduction to Estonia by Anti Orav 10:40 Opening by ECR Baltic Board: Jorma Rautanen, Prisma 10:50 The Baltic economies: Happy times are here again? by Morten Hansen Stockholm School of Economics, Riga 11:10 Need to collaborate on non-competitive topics and measurement of the performance through 10 for 20 by Vincent Carton, ECR Europe 11:10 The European Supply Chain Initiative - a framework to promote fair business practices by Anders Ladefoged, AIM – the European Brands Association http://www.supplychaininitiative.eu

12:00 Lunch break and networking Break out sessions: Break out sessions: Stream A: Stream B: Supply Chain and Technology Shopper, Demand Planning and Sustainability 13:30 RTI (Reusable Transit Items) standardization 13:30 Biometrics & Neuro-Marketing session and pooling Baltic business case by Aldo Parik, Oskar with Ken Hughes, Glacier Consulting 13:50 Pallet Pooling - efficient solution in the supply chain by Steven McGhee, CHEP 14:10 Affordable Supply Chain benchmarking by Mateusz Boruta, ECR Poland 14:30 Learning from experience: Mistakes to avoid in implementing EDI (Electronic Data Interchange) in supply chain by Hele Hammer, Telema

14:55 Coffee break Stream A: Stream B: 15:20 Introduction to Global Data Synchronization 15:20 On Shelf Availability (OSA) projects. Baltic pilot with Prisma, Rimi and Suppliers Benefits for retailers and suppliers by David Lyon, 1WorldSync by Jaroslaw Bogusz, Retailer Direct Data Solutions, Nielsen Italia. 15:30 RIMI Data Pool pilot project - lessons learned by Zane Silina, RIMI Baltic Group

15:40 Eve Jürisoo, Key Account Manager, 15:40 Customer Centric Retailing by Paul Taylor, Põltsamaa Felix AS Symphony EYC and Andrius Kalasinskas, New Vision

15:50 Master data management and data synchronization by Roman Startsev, Edisoft Baltic 16:10 Dematerialization of Dispatch advice: 16:00 Unilever Sustainable Living Plan The new step for Supply Chain optimization by Rafal Trydenski, Unilever Baltic by Nuno Alexandre Fernandes, Saphety 16:30 European Collaborative Supply Chain 16:20 Developing Destination Categories Management Guide project with ECR Switzerland and Presenters: Mika Ylinen, Prisma, Merje Kips, Saarioinen Tallinn University of Technology (TUT) Facilitator: Jukka Jokiranta, FocusIt Consulting by Edgars Pentjuss, ECR Baltic and Gristel Tali, TUT 16:45 Coffee break Closing plenary

17:10 Digital Emergence + free copy of future value chain 2022 by Ruediger Hagedorn, The Consumer Goods Forum 17:30 Cross-Selling Pilot - Responding to Consumer Needs by Jorma Rautanen, Prisma, Aurimas Draugelis, Coca-Cola. Facilitator: Jukka Jokiranta, FocusIt Consulting 17:55 Shopper Marketing: The Shopper at the Centre by Ken Hughes, Glacier Consulting 18:20 Closure and summary of the forum

18:30 Reception at marketplace with a glass of wine 19:00 Optional visit KGB museum from 19:00 - 20:00 (for maximum 30 visitors, please register/more information at registration desk).

15 November 2013 extend your stay with Shopper Marketing Master-Class with Ken Hughes Onsite registration for forum participants available at EUR 400 + VAT, ask ECR Baltic staff at registration for more information or register online: http://www.ecr-baltic.org/en/register-here/ Call/SMS +37126546645 | mailto:[email protected] 8:45 Registration 9:00 What is Shopper Marketing? History of grocery, retail evolution, differences from CM practice, Shopper v Consumer Marketing 9:30 The forces shaping global retail today – a changing retail landscape 10:00 The habitual shopper. An introduction to auto-routine and operational retailing and the opportunities that exist in shifting to an Emotive focus 10:30 Break for Refreshments and Casual Discussion 10:45 The 5 senses of retailing: Illustrating how using each of the 5 senses the shopper can be engaged and encouraged to impulse buy. A blend of case study work is used from across the globe to illustrate in-store success. 12:00 Lunch 13:00 An introduction to Behavioural Economics and how understanding the science of decision making can be used in retail to influence sales. Ultimately Shopper Marketing is a behavioural science and so this consumer psychology element is essential to understand 14:00 Shopper Insight Research Approaches: How the fields of experimentation, ethnography (observation) and biometrics (neuro- marketing) are becoming the key growth areas for shopper insight. Case studies and approaches 14:30 The impact of Big Data & Predictive Analysis on shopper marketing 14:45 The way forward? Key structures and barriers to effective Shopper Marketing 15:00 Audience Q&A

POLSKA Speakers from:

Ken Hughes, Morten Hansen, Consumer and Stockholm School Vincent Carton, Jorma Rautanen, Anti Orav, Shopper of Economics Mika Ylinen, ECR Europe Prisma moderator Behaviouralist in Riga Prisma

Anders Ladefoged, Ruediger Hagedorn, Mateusz Boruta, AIM-the European Jukka Jokiranta, Hele Hammer, The Consumer Edgars Pentjuss, Managing Director Brands Association Focusit Finland Telema Goods Forum ECR Baltic ECR Poland

Eve Jürisoo, Zane Silina, Nuno Alexandre Paul Taylor, Key Account Manager, Project Manager Rafal Trydenski, Andrius Kalasinskas, Fernandes, Symphony EYC Põltsamaa Felix AS RIMI Baltic CEO Unilever Baltic New Vision Saphety

Aurimas Draugelis, David Lyon, Steven McGhee, Coca-Cola HBC Baltics Gristel Tali, Business Development Director, Customer Solutions Jaroslaw Bogusz, Commercial Insights Tallinn University of Manager-Europe for EMEA & Asia Pacific Nielsen Italia Manager Baltics Technology 1WorldSync for CHEP ECR Baltic is an Efficient Consumer Response Initiative in Estonia, Latvia and Lithuania. ECR Baltic is a collaborative retailer-manufacturer platform with a mission “to fulfill consumer wishes better, faster and at less cost in a more sustainable way”. It is a non-profit organization which aims to help retailers and manufacturers in the FMCG sector to drive supply chain efficiencies and deliver business growth and consumer value. ECR Baltic is a member of ECR Europe. Since November 2010, ECR Europe is the regional platform for collaboration of the Global Consumer Goods Forum. Consider few of your benefits by joining ECR Baltic: Shape our Industry future together and promote your topics on ECR Baltic agenda (the collaboration and self-regulatory platform for developing and sharing industry best practices and standards on non- competitive matters) Better relationships with trading partners retailers, suppliers, solution providers on Baltic and National level Access to user groups and change management for standardized and cost effective innovations (EDI, Master Data Management, Affordable Benchmarking, Logistic initiatives, Shrinkage, Fair trading, Category management and Shopper marketing); The first hand access to Global developments and support for “bottom up” incentives at ECR Europe, Global Consumer Goods Forum and European B2B Fair Trade Multi-Stakeholder platform; Cutting unnecessary costs from your supply chain, sharing costs and benefits across all value chain; People development and networking (the only place where you can meet with your partners and peers on non-competitive matters on all levels from C-Level to Middle and Junior Management); Immediate benefits: discounts on trainings and workshops! ECR Baltic membership is open to all FMCG (Food/Non Food) companies from seed to plate and solution providers. Check, who have already joined?

BALTIC