Path to Purchase Expo

Save the Date!

October 2-4, 2018 | Minneapolis Convention Center | Minneapolis, MN

The “Why” Behind What We Buy

Date and Time: 
Thursday, September 28, 2017 - 8:00am to 8:45am
Understanding the Shopper

The U.S. is statistically over-stored and Americans, as a result, are over-served with product options. This has, in turn, led shoppers make purchases based on their potential to transform them – to make them better. We call this “The Transformation Expectation,” and it’s an increasingly important component of retail marketing. This session is about understanding the “deeper motivations” that now guide product choice and why manufacturers, retailers and agencies need to think beyond traditional concepts like intrinsic benefits and product performance. Today’s shoppers buy many products with an expectation that their purchases offer a level of personal transformation, making them smarter, better and/or more of something they truly desire. Attendees will:  

  • Hear the latest research that proves that shoppers not only buy a product’s function, but also buy the potential of a product to transform the purchaser.
  • Understand “The Transformation Expectation” that guides most shopper decisions today as a way of thinking about the real value of a purchase to the buyer.
  • Explore three rules to keep in mind when creating whole-person shopper insights that are required for understanding consumer and shopper expectations for transformation.


Curt Munk
Michael Rudolph

Speaking at this Session

Curt Munk

SVP, Group Planning Director

Curt Munk is the lead strategist and member of the leadership team at FCB/RED. His role consists of leading strategy development, thought leadership, and retail and trend identification for international offices and clients. Munk’s responsibilities involve retail strategy leadership on Anheuser-Busch, Coke, Comcast and other clients. He is also an adjunct faculty member at DePaul University.

Michael Rudolph

Sr. Brand Manager, Stella Artois
Anheuser Busch

Michael Rudolph is the Senior Brand Manager for Stella Artois leading commercial and trade strategy for the US. After graduating highest honors from Georgia Tech with a degree in Chemical Engineering, he was selected to join Anheuser-Busch InBev through the Global Management Trainee Program, an intensive rotational training program designed to identify and develop future senior leaders of ABI. In addition to his role on the Stella Artois team, he has held a variety of positions including leadership of packaging operations at the Anheuser-Busch Houston Brewery and management of revenue and share performance for all ABI brands on the West Coast.