In-Store Shopper Experience Stage

Day 2



09:00 - 10:40

BLOCK 4  -  SHOPPER MINDSET ACTIVATION: MISSIONS, TRIGGERS & CHOICE


09:00 - 09:30

PANEL

How Shoppers Think Before They Shop: Missions, Mindsets and Expectation Gaps Today

  • Shoppers arrive with a picture already formed  -  shaped by what they saw online, how the day has gone, and what they need to solve quickly  -  expecting the store to match that picture without slowing them down.
  • Store environments often miss these expectations when layouts, messaging and pace feel out of sync with the shopper’s intention.
  • This panel compares where mindsets get disrupted and what signals help people start the trip with confidence rather than hesitation.

09:30 - 09:50


 Understanding How Missions Form: The Mental Models Behind Shopper Decision-Making

  • Shoppers shape their mission based on whatever the day throws at them  -  time pressure, mood, errands, weather, family needs  -  setting a clear intention for how fast and focused the trip should be.
  • Missions become harder to follow when category-first layouts, mixed signals and distractions slow people down or pull them off track.
  • This session breaks down how missions really form and shows a clearer way to connect emotional context, pre-store cues and in-store triggers  -  helping retailers and brand partners make the first steps of the trip feel easier, more intuitive, and closer to what the shopper had in mind.

09:50 - 10:10


How Triggers Shift Mindsets: The Emotional and Contextual Drivers of Choice

  • Triggers land when they match the moment shoppers are in  -  whether they’re rushing, browsing, uncertain or looking for reassurance  -  giving them a clear next step without forcing them to rethink their plan.
  • Many triggers fail because the store floods shoppers with competing signals, static cues or category-first logic that doesn’t match their mission.
  • This session shows how to design clearer, lighter triggers that meet shoppers where they are  -  connecting emotion, context and mission intent into simple cues that make the next step obvious rather than overwhelming.

10:10 - 10:40

PANEL


Aligning Shopper Mindsets Across Partners: Creating Consistency in a Fragmented Retail Journey

  • Shopper expectations are shaped by many touchpoints  -  digital discovery, malls, brand cues, parcel points  -  long before they enter a store.
  • Those signals often contradict each other, breaking mission flow and creating confusion the moment shoppers arrive.
  • This panel compares how retailers, brands, centres and service partners can align the cues they send, simplify mission framing and reduce contradictions  -  creating a more consistent mindset journey that supports decisions rather than scattering them.

10.40 - 11:00

Coffee Break


11:00 - 13:00

BLOCK 5  -  In-Store Experience Activation: Category Worlds & Storytelling

11:00 - 11:30

PANEL

When the Store Has to Speak: Making Category Worlds Feel Real for Shoppers

  • Shoppers walk in expecting the store to “say something” right away  -  where their mission starts, what mood they should be in, and which part of the space will help them move with confidence.
  • Worlds break when categories pull in different directions, promos overpower tone or store teams can’t maintain the setups.
  • This panel explores how retailers, brand teams and experience creators build clearer, more helpful worlds shoppers can read at a glance.


11:30 - 11:50

Turning Categories Into Worlds: Making Store Spaces Speak With Purpose

  • A category becomes a world when shoppers instantly understand its role  -  whether it should feel calm, fresh, playful or quick.
  • That clarity disappears fast when tight space, POSM overload or overnight resets make worlds feel cluttered or disconnected.
  • This session shares what teams have learned about keeping worlds simple, recognisable and workable across different formats.

11:50 - 12:10

Making Store Experience Work: Keeping Inspiration Strong Without Slowing Shoppers Down

  • Experience works when it boosts momentum  -  helping shoppers spot ideas or moods quickly without overthinking.
  • Flow breaks when promos, supplier POSM or seasonal changes crowd the space and fight for attention.
  • This talk shares what teams have learned about keeping inspiration light, focused and staff-manageable in busy stores.

12:10- 12:30

Connecting Worlds in the Store: Keeping the Experience Coherent and Easy to Navigate

  • Shoppers feel when worlds don’t match  -  beauty feels premium, but hygiene next door feels rushed; home feels warm, but cleaning breaks the mood.
  • Clashing tones, seasonal shifts and messy transitions make the store feel chaotic rather than helpful.
  • This session explores simple ways to connect worlds with steadier tone, clearer cues and transitions shoppers can follow effortlessly.

12:30 - 13:00

PANEL

Experience Meets Reality: Aligning Creative Ideas With What Stores Can Actually Deliver

  • Creative ideas, category needs and store reality rarely pull in the same direction.
  • Space limits, seasonal waves and staff capacity often reshape the floor faster than design teams plan for.
  • This panel compares how leaders decide what’s worth doing, what must be simplified and what only works on slides.

 13:10  - 14:00

Lunch Break


 14:00 - 16:00

BLOCK 6  -  Retailer–Brand Activation Playbooks

14:00 - 14:30

PANEL

Why Activation Breaks: Retailers, Brands and Partners Confront Real-World Tensions

  • Activation feels easy in planning but messy in stores, where priorities collide and conditions change fast.
  • Seasonal swings, late assets, tight formats and competing messages routinely derail good intentions.
  • This panel lays out the core tensions that must be solved before activation can become consistent.

14:30 - 15:00

PANEL

What Good Activation Really Means: Finding Clarity Across Retail and Brand Realities

  • Everyone wants activation to feel simple, clear and purposeful  -  but each team defines “good” differently.
  • Conflicting ambitions and store realities break consistency across formats and categories.
  • This session compares what truly works for shoppers and what stores can realistically deliver.

    15:00 - 15:30

    PANEL

    Who Really Owns Activation? Navigating Roles Across Retail, Brands and Partners

    • Many teams influence activation, but ownership is rarely clear  -  leading to inconsistent tone and last-minute compromises.
    • Execution breaks when formats or store teams can’t support what’s been planned.
    • This panel discusses the role clarity needed before shared activation systems can work.

     15:30-16:00

    PANEL


    Building Activation Playbooks That Work: Shared Principles for Real-World Consistency

    • Playbooks succeed when partners agree on a few shared principles that guide tone and execution.
    • They fail when ambition outpaces what stores can handle day to day.
    • This panel highlights the essentials needed to make activation scalable across categories, formats and seasonal peaks.















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