In-Store Shopper Value Stage
Day 1, 14 April
Stage Host
Katarzyna Wojnar Strategy Advisor, Board Member CONNECTO HUB
09:00 -10:40
Block-1 Price, Promo & Value Activation
09:00 - 09:40
PANEL
Value Expectations Outrunning Retail Economics: Rebuilding Price Trust in a Volatile Market
Shoppers expect transparent value, predictable price signals and simple promotional logic - even as retailers confront intensifying competition that continually reshapes what “fairness” and “good value” mean at the shelf.
Frequent price shifts, loyalty-exclusive discounts, deposit-driven perception noise and supplier-funded mechanics complicate the value equation, often making it harder for shoppers to understand whether a deal is meaningful or simply loud.
The discussion examines how streamlined price architectures, disciplined promotional governance and financially grounded loyalty design can restore clarity and trust - ensuring that value communicated externally aligns with value delivered in reality.
Moderator:
Wojciech Dendys Customer Business Development Manager MASPEX
Panelist:
Dariusz Ciesielski Sales Director MIESZKO SA
Łukasz Cholewicki Senior Sales & Operations Manager (HEBE) JERONIMO-MARTINS DROGERIE I FARMACJA
Łukasz Pokrywka Revenue Manager ORBICO
Sebastian Bilnik Retail Market Manager in Poland NORTH COAST S.A.
Tadeusz Kasprzyk Trade Investment Director MARS
09:40–10:00
Terminal 2.0: Beyond Payments. How to design offline experiences – from cafés to football stadiums?
Redefining hardware: The terminal is no longer just a card reader. It’s now an interactive ad space and a powerful tool for driving real-time customer engagement.
From transaction to relation: Learn how to turn a simple "beep" into a smart data-capture and personalization engine that builds loyalty faster than traditional apps.
Scalable innovation in practice: We’ll share real-world business cases from global brands - from handling thousands of fans at stadiums to creating personalized vibes in local cafés.
Elizabeth Soni, Business Development CEE ADYEN
10:00 - 10:30
Building a Coherent Value Architecture: Turning Fragmented Signals Into a Trustworthy Price System.
Value perception becomes stable only when thresholds, promotional logic and behavioural cues work as a single system - shaping how shoppers anticipate fairness, savings and consistency long before price tags come into view.
Yet most value engines still operate as disconnected parts: behavioural data without activation logic, promotions without financial discipline, and loyalty benefits without guardrails - creating noise instead of clarity and pushing expectations faster than economics can sustain.
This session outlines a unified value-architecture model that aligns price ladders, promo depth, behavioural insight and loyalty mechanics into one coherent framework - enabling retailers to deliver predictable, trustworthy value while strengthening, rather than straining, commercial performance.
Konrad Wacławik Retailer Vertical Leader NIELSENIQ
10:30 - 11:00
11:00–13:00
11:00 - 11:40
PANEL
Rebalancing the Value Engine: Aligning Price, Promotions and Loyalty for Sustainable Growth
Value becomes credible when price architecture, promotional cadence and loyalty design reinforce one another, creating a coherent system that shapes everyday food shopping decisions with clarity and confidence.
Yet misaligned incentives, fragmented behavioural insight and inconsistent reward depth often pull these engines apart - driving excess promotional pressure, unpredictable demand in sensitive categories and rising strain on already-thin food-retail margins.
This discussion brings together practical approaches for unifying price signals, tightening promotional governance and calibrating loyalty economics so the full value system operates as a single, sustainable engine - strengthening trust while protecting commercial performance.
Moderator:
Wojciech Dendys Customer Business Development Manager MASPEX
Panelist:
Anna Pańczyk CEO IN-PULSE (ŻABKA POLSKA & STAGWELL GLOBAL)
Dorota Łyko Category Director MAXI ZOO POLSKA
Daniel Pidzik Commercial Excellence & PRGM Director EMEA PPG
Ewelina Przesmycka Head of Make-up Category L’Oréal Poland and Baltic HUB L'ORÉAL
Piotr Lubiewa-Wieleżyński Sales Development Director CARREFOUR POLSKA
11:40 - 12:20
PANEL
From Rewards to Behaviour Change: Redesigning Loyalty for Sustainable, Mission-Driven Growth
Loyalty becomes a powerful activation engine when it shapes everyday shopping missions - guiding choices, reinforcing habits and creating momentum across high-frequency food journeys where relevance and timing matter more than pure discounts.
But rising expectations, fragmented behavioural insight and escalating reward depth often make loyalty systems financially unstable, leading to inconsistent signals, misaligned incentives and value leakage across categories with already tight economics.
This discussion explores how to rebuild loyalty around mission design, behavioural triggers and clear economic guardrails - enabling activation that deepens engagement, strengthens basket value and remains commercially sustainable across the full rhythm of food shopping.
Moderator:
Marta Wojciechowska Luxury & Premium Beauty Market Strategist MARTA WOJCIECHOWSKA CONSULTING
Panelist:
Agata Plesinska An Expert in Customer Dialogue and Engagement ex ALDI
Artur Puszkiewicz Head of Research & Analytics IN-PULSE
Patrycja Bindas Senior Business Partner SHELL POLSKA
12:20 -13:00
PANEL
Unifying Trust, Storytelling and Execution: Elevating the Shelf Into a True Conversion System
The shelf becomes a powerful conversion system when trust cues, category narratives and execution discipline operate as one - helping shoppers navigate missions with clarity, recognise value instantly and feel confident in the choices the aisle presents.
Yet structural complexity, competing priorities and fragmented collaboration often weaken this potential, creating visual noise, inconsistent signals and space–margin tensions that make it harder for shoppers to read categories or connect missions with what they see.
This panel examines how unified planning, shared storytelling principles and coordinated execution routines can transform the shelf into a coherent decision environment - strengthening alignment between retailers and brand partners while delivering simpler, more trustworthy paths to conversion.
Moderator:
Jaroslaw Woroszyl Sales Director HANSHOW
Panelista:
Anna Anasik Category Development Manager - Beverages ARLA FOODS
Natalia Iwaniuk Director of the Dermocosmetics Department in Poland EQUALAN PHARMA POLSKA SP. Z O.O.
Robert Wierzbicki Foods Insight Manager PEPSICO GENERAL BOTTLERS POLAND
13:00 - 14:00
14:00 - 17:00
14:00 - 14:30
PANEL
Designing Clarity at the Shelf: Converting Missions Into Confident Shopping Decisions
The shelf becomes a decision system when layout, adjacencies and visual cues guide shoppers through fast, mission-driven choices - translating value expectations and behavioural intent into clear, confident moments of selection.
Yet rising assortment complexity, competing messages and operational inconsistencies often fragment the decision flow, making it harder for shoppers to recognise quality, understand value or trust the signals presented under time pressure.
This discussion highlights practical ways to engineer simplicity, strengthen trust signals and align brand and retailer objectives - enabling the shelf to convert missions into decisions across varied categories, formats and shopping rhythms.
Moderator:
Artur Wyderka Associate Sales Director - Modern Trade Poland DURACELL
Panelist:
Anna Łojko Trade Marketing & Category Strategy Director GRUPA ŻYWIEC
Joanna Nowak-Wojciechowska Perfect Store Head for Central Europe MARS SNACKING
Łukasz Knapowski Sales Director AKSAM
14:30 - 14:50
Designing Growth in the Era of Unified Commerce
Redefining categories in a world without borders
Understanding the modern category shopper
Growth drivers in an omnichannel environment
Dorota Cudna-Sławińska Partner - Strategy Portfolio Leader DELOITTE
14:50 - 15:10
From Retail Media to Retail Execution: How to Build a System That Actually Sells
Why retail media without execution control fails to deliver expected results.
How technology enables standardized and scalable in-store execution.
Case study from real stores: the impact of execution on sales and ROI
Pedro Martinho Entrepreneur & Strategic Innovation Partner DIGITAL PARTNERSHIPS PEDRO MADEIRA MARTINHO
15:10-15:30
Designing Categories That Simplify Choice: From Communication Noise to Clarity
Categories become intuitive for customers when they communicate a clear and coherent story. Through shelf layout, labeling, and the logic of visual display, they communicate the purpose, quality, and role of the category even before the customer begins comparing individual products.
The layering of pricing and promotional messages, the lack of a clear product layout on the shelf, and conflicts between selection logic and margin optimization often disrupt the coherence of this story. This leads to conflicting messages, increases shoppers' cognitive effort, and weakens the category's ability to effectively support the purchasing mission.
This presentation demonstrates how to build coherent category stories by consciously selecting key messages, aligning structural elements with the category's roles, and simplifying communication. A well-designed aisle clearly communicates the meaning of the offer, builds trust, and accelerates confident purchasing decisions.
Anka Łękarska Team Manager SA&I NIELSEN IQ
Bożena Rudaś Senior Consultant NIELSEN IQ
15:30 - 16:10
PANEL
Aligning Category Ambitions With Shopper Priorities: Creating Coherent Stories That Strengthen Conversion
Effective categories emerge when retail strategy and brand perspective combine into a clear, unified story - reflecting shopper missions, communicating quality and value, and helping the aisle express a role shoppers can immediately understand.
Yet differing commercial agendas, inconsistent messaging and space–margin constraints often pull Narratives apart, creating clutter, weakening differentiation and making it harder for shoppers to interpret the category with confidence during fast-paced visits.
This discussion examines how joint category planning, shared signal hierarchies and mission-aligned storytelling can create space-aware narratives that guide shoppers more effectively and enhance conversion across the aisle.
Moderator:
Joanna Kwiczor Commercial Director NIELSENIQ
Panelist:
Ewelina Przesmycka Head of Make-up Category L’Oréal Poland and Baltic HUB L'ORÉAL
Joanna Serwaczyńska-Kiszkurno Beverages Category Growth Lead PEPSICO
Maksymiliana Piekarz Category Director JERONIMO MARTINS POLSKA S.A.
Victor Kozicz Sales Director (MT) LIPTON
