The Retail Power Shift

“Seriously… how did they get that away?”

Why does one brand secure the big retail moment, while another is left fighting for a feature?

That gap isn’t luck. It’s strategy. And increasingly, it’s creativity.

Retail has rewritten the rules. Retailers want exclusives. Differentiation. Tailored activity built around their shoppers and their priorities. A national plan alone won’t unlock the biggest retail opportunities.

This session introduces Customerisation: the shift winning FMCG brands are making from mass planning to precision retailer partnerships.

We’ll unpack what it is, why it matters now and share the playbook for unlocking energy, creativity and effectiveness at the shelf.

We’ll also reveal exclusive findings from the Energy Index, our proprietary tool measuring what truly drives retail media performance. After testing 500 retail activations across categories, we’ll show which creative drives disproportionate ROI and which simply blends into the shelf.

You’ll learn how to:

• Align to retailer priorities
• Secure standout omnichannel activations
• Tailor creative without brand compromise
• Build long-term customer value
• Prove effectiveness at shelf

Featuring examples from Nestle, Arla, Kellanova, Essity, Froneri and more, we’ll show how bold, strategically aligned creativity is unlocking retail differentiation and commercial growth.

So next time you see that activation and think, seriously… how did they get that away?
You’ll know.

Speakers (further panellists TBC):

Lorna Hawtin – Chief Strategy Officer, ZEAL

Sam James – Head of Retail & Connected Commerce, ZEAL

9:00am – Arrival & Breakfast

9:30am – The Retail Power Shift
How retailer expectations have changed and why mass planning is no longer enough to unlock growth

9:55am – The Customerisation Playbook
Practical strategies to align with retailers, unlock exclusives and drive effectiveness
Including exclusive Energy Index findings, pinpointing the drivers of creative effectiveness and ROI at shelf

10:20am – Break

10:40am – The Retailer Perspective
Hear from a retail expert, and learn how you can elevate your relationships with retailers first-hand

11:00am – Panel: FMCG Marketing Leaders
How retailer demands are reshaping strategy, creativity and commercial success

11:30am – Coffee & Chats