Today’s marketplace has more points of sale than ever, from emerging formats to online retail. Getting into those channels is challenging. For many brands, the real struggle is instilling new shopper habits – getting people to buy in places that aren’t always intuitive.

In this session, you’ll learn principles for creating success in unexpected channels; everything from how to merchandise to how to effectively target, message and convert shoppers. Lessons come to life through powerful case studies, including how Dean Foods (one of America’s largest dairy providers) transformed an unexpected retailer Dollar General into its second-largest customer by influencing Millennials with a new occasion.

Attendees will:

• Learn how to get people to buy in places that aren’t as intuitive.

• Gain the principles for creating success in unexpected channels.

• Explore powerful case studies across categories and retail channels.