EUROPEAN DISCOUNTERS WORKSHOP 1 OCTOBER FRANKFURT - HubSpot
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EUROPEAN DISCOUNTERS WORKSHOP 1 OCTOBER • FRANKFURT
EUROPEAN
DISCOUNTERS
WORKSHOP
1 OCTOBER • FRANKFURT
Discounters continue to disrupt retail across Europe and globally. Kantar’s one day
workshop provides suppliers with the opportunity to hone their discounter strategy in a
collaborative setting. Explore best practice strategy with Aldi and Lidl, and learn how to
innovate and execute a clear multi-year brand plan in today’s discounter environment.
With special guest speaker Ronny Gottschlich,
WHO SHOULD ATTEND?
former MD of Lidl UK
• Discounter Channel Account Managers
Gain strategic, actionable insights into:
• Country and Brand Finance Managers
• Discounters in 2025: How to prepare now for • Supply Chain Specialists
future market, store design and category
• Regional Commercial Leaders
strategies
• Making difficult choices: New ways to align with
discounters beyond in & outs and end-of-runs
“I highly recommend the session
• Voice of the customer: KPI’s and negotiation do’s for anyone trying to understand
and don’t’s how to build, grow and win with
customers.”
• Best-in-class success stories from leading brands Global Customer Director
across Europe COCA-COLA
Speakers:
RONNY GOTTSCHLICH RAY GAUL SIMON JOHNSTONE OLIVER KOLL
CEO Vice President Associate Director Partner
Heunadel Retail Advisory Research & Analytics Kantar IMARK
Ronny Gottschlich & Associates Kantar
Why attend?
• Gain the knowledge and tools that will assist you in achieving your business objectives
• Exchange ideas and fresh thinking with your peers
• Obtain best practice case studies you will need to win management buy-in for your Discounter
business plans
Go online to register
or email events@kantarconsulting.comAGENDA SNAPSHOT
Morning: Discounters in the year 2025
• Markets and Globalization of Activities
• Leadership, The Buyer, and Store Management
• Store Design, Hero Category Roles, and Evolution of Category Management
• Supplier Benchmarking Study: Voice of Your Peers
Afternoon: Developing Best Practices and an action plan for 2020
• Analyzing Category and Shopper Data
• Preparing for Face-to-Face Meetings
• Aligning Supply-Chain and Packaging to the Discounter Environment
• Managing In & Out Promotions and Buyer KPIs
Wrap-Up: Case Studies, Panel Session, Q&A
1 OCTOBER 2019 EUROPEAN DISCONTER
FRANKFURT WORKSHOP AGENDA
When Session
AGENDA OVERVIEW
The agenda for the day will enable participants to imagine a series of possible 2025 scenarios
and then build plans for 2020, with the goal of developing best practices for the near-term
and better alignment for the future.
8:30-9:00 REGISTRATION & COFFEE
9:00-12:30 MORNING SESSION - DISCOUNTERS IN THE YEAR 2025
Explore how Aldi and Lidl will be different in the year 2025. Participants will be challenged to
think about how likely changes will affect Pack-Price architecture, terms & turns, supply-chain
hurdles, and overall cost-to-serve at a customer and channel level.
MARKETS AND GLOBALIZATION OF ACTIVITIES
In this kickoff session, we will look at a map of the discounter world in the year 2025, where
both Aldi and Lidl have expanded globally. We will take a look at similarities and differences in
the ways they manage global versus local, and discuss the impact these players will have on
managing the rest of the trade.
• Leading competitors and likely reactions
• Checklist for key markets across areas where suppliers will need to raise their game
• Strategic areas where suppliers will need to invest in new capabilities to drive success1 OCTOBER 2019 EUROPEAN DISCONTER
FRANKFURT WORKSHOP AGENDA
When Session
LEADERSHIP, THE BUYER, AND STORE MANAGEMENT
Ronny Gottschlich, former MD for Lidl UK & Ireland, will share his view on what successful
individuals will be doing in the year 2025 to gain share of shelf, top of mind, and best-in-class
A-brand status in the eyes of the discounter.
• What skills will country-level CEOs need to be successful? How will buyers be different in
the future? What will store managers be doing on a week-to-week basis?
• Supplier checklist: How can suppliers adapt their approaches to top-to-tops, negotiations
with buyers, and store-level solutions to take advantage of these changes?
NETWORKING BREAK
STORE DESIGN, HERO CATEGORY ROLES, AND EVOLUTION OF CATEGORY
MANAGEMENT
In this final 2025 session we will look at the categories that are likely to fall in priority for
discounters as well as those that will grow in importance as discounters design and manage
new stores and services.
• Implications for getting permanent listings
• Managing in & outs
• How to stand out in crowded spaces
VOICE OF YOUR PEER GROUP
Kantar will present the results of its annual survey and interviews with leading suppliers.
• What’s working and not working as it relates to doing business with Aldi and Lidl
• Discuss areas where the current situation may present longer-term challenges if not remedied in 2020
12:30-13:00 NETWORKING LUNCH
13:30-17:00 AFTERNOON SESSION - DEVELOPING BEST PRACTICES AND AN ACTION PLAN FOR 2020
Presenters will give their views on routines and best practices that suppliers can use to align with
discounters in 2020. These best practice “booster sessions” will give practical and direct advice
to suppliers that they can use to build their internal business plans and share with their own
organizations.
ANALYZING CATEGORY AND SHOPPER DATA
Leading discounters are boosting their shopper insights teams in key markets. The result is that
suppliers need to have a richer understanding of different shopper types, category and basket data,
as well as have a ‘scientific’ opinion on what can be done to improve performance year-on-year.
• Update on shopper data from 2018/19
• Discuss ways shopper insights can be leveraged in selling stories
• Examples of creative category wins seen in 2018 and 20191 OCTOBER 2019 EUROPEAN DISCONTER
FRANKFURT WORKSHOP AGENDA
When Session
PREPARING FOR FACE-TO-FACE MEETINGS
Suppliers often complain about how meeting their counterpart at a discounter, whether a buyer or a
senior manager, is very different from similar experiences with other customers. Ronny Gottschlich,
former MD of Lidl UK, will give some practical advice to help suppliers understand why some things are
different when meeting with discounters.
• Useful coping strategies to make sure conflict is minimized and success is maximized
NETWORKING BREAK
ALIGNING SUPPLY-CHAIN AND PACKAGING TO THE DISCOUNTER ENVIRONMENT
One of the biggest challenges A-brands face when working with discounters is related to unique
packaging and supply-chain requirements.
• Review the most recent changes in how discounters create ‘efficient’ packaging
• What this means for suppliers looking to stay in front of the latest changes
MANAGING IN & OUT PROMOTIONS AND BUYER KPIs
A very large challenge that both Aldi and Lidl create for A-Brands relates to the promotional role that
brands play when listed at discounters.
• Best practices in how suppliers navigate the changing promotional landscape
• What these changes mean in terms of a customer P&L and KPI framework
CASE STUDIES, Q&A PANEL, AND END-OF-DAY WRAP-UP
In the final segment of the day, each of our presenters will provide a case-study example of ‘getting
in right’ with discounters as inspiration for participants. Participants will be encouraged to take the
future scenarios, best-practice examples, and case-studies as inspiration for 2020 planning. The team
will then host a final, end-of-day, Q&A session and remain afterward for one-on-one discussions with
participants.
17:00 WORKSHOP ENDSYou can also read
