In-Store Shopper Experience Stage
Day 2, 15 April
Stage Host
Marta Dziubińska-Witkiewicz Client Advisor IN-PULSE
Marzena Pilarska Business Advisor IN-PULSE
09:00–10:40
BLOCK 4 - SHOPPER MINDSET ACTIVATION: MISSIONS, TRIGGERS & CHOICE
09:00 - 09:40
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.
Moderator:
Wojciech Dendys Customer Business Development Manager MASPEX
Panelist:
Michał Ciesielski Vice President Franchise METRO GROUP
Barbara Krzyzanowska Sales Director in the Limited Assortment Retail channel MARS PET NUTRITION POLAND
Agnieszka Bernaś-Oleszczuk Senior Digital Communication Manager EVELINE COSMETICS
Małgorzata Witon Business Development Manager LOTTE WEDEL
09:40 - 10:00
Design vs Shoppers reality. How shoppers react and perceive the InStore sales activation tools:
Promotions. What is recognized as the promo?
InStore activations. Luring or annoying?
Store Application. What purpose do they serve?
Self service checkouts. “Yey” or “Nay”?
Szymon Mordasiewicz Managing Director Poland YOUGOV
10:00- 10:40
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.
Moderator
Maciej Wojciechowicz Country Manager GORDON BROTHERS
Panelist:
Andrzej Ruszkowski Deputy Operations Director for Non-Fuel Offering ANWIM S.A.
Anna Hebda Senior Marketing Research Manager COCA-COLA HBC
Antoine Kolendowski Country Manager FOOTPRINTS AI
Marcin Jaczyński Non-fuel Director SHELL POLSKA
10:40 - 11:00
11:00–13:00
BLOCK 5 - In-Store Experience Activation: Category Worlds & Storytelling
11:00 - 11:40
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.
Moderator:
Michał Górski CEO SCHWITZKE GÓRSKI
Panelist:
Anna Maj-Robaczewska Director of Investment and Development, Director of Investment and Purchasing Department X-KOM
Kamila Gątarz Gift Shop and Workshop Manager LOTTE WEDEL
Krzysztof Góra Investment Manager NATURA
11:40 - 12:10
Retail Premium: a space that sells and builds a unique customer experience
The first 5 seconds of the customer experience.
Storytelling – when a space begins to tell the brand’s story.
Customer Journey that genuinely increases sales.
Dominika Hofman CEO MOMCLE
12:10 - 12:30
Creating value at your checkouts
The checkout isn’t just the last step - it’s the moment that can make or break the entire shopping experience.
The future of checkout demands a bold rethink of how impulse buying really works.
Winning checkout solutions don’t just convert - they unlock value for shoppers, retailers, and impulse categories alike.
Nataliia Mostova Category Leadership Central Europe & Regional Acceleration Director MARS
Sebastian Vossough Future Transaction Zone Manager Europe & Central Eurasia MARS
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.
Moderator:
Cezary Giza CEO DIGIMART
Panelist:
Maria Jaworska Head of CX and Customer Relations DECATHLON SP. Z O.O.
Patrycja Chojnacka Head of Modern Trade Channel BRITISH AMERICAN TABACCO
Roman Jawczak Senior Commercial Manager ARLA FOODS
13:00 - 14:00
14:00 - 16:00
BLOCK 6 - Retailer–Brand Activation Playbooks
14:00 - 14:40
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.
Moderator:
Agnieszka Górnicka President of the Management Board INQUIRY
Panelist:
Marcin Bator Key Account Manager LINDT & SPRUNGLI
Agata Korczynska Head of CommercialCentral Eastern Europe PRINCES FOODS BV SP.ZO.O
Elżbieta Klein Ex Kenvue, Commerial Director
14:40 - 15:20
PANEL
What Good Activation Really Means When Retail and Brand Realities Pull in Different Directions
Exploring why activation only feels simple when brands, retail partners and store teams share the same understanding of what “good” should look like.
Surfacing where different success measures, format realities and competing priorities break consistency across categories and locations.
Connecting shopper clarity, brand intent and store practicality in one activation logic that can be delivered more consistently.
Moderator:
Agnieszka Górnicka President of the Management Board INQUIRY
Panelist:
Łukasz Bobiński Chief Growth Officer L'Oreal Luxe L'OREAL
Przemysław Pruszyński Sales Manager ORLEN S.A.
Radosław Jakobowski Head of Export PORTA KMI
