GREY Germany

The gap between social engagement and in-store conversion is shrinking fast. The consumer journey is no longer about steps, but about triggers – from TikTok inspiration to retail conversion in minutes. This talk explores how brands can connect social buzz with measurable sell-out impact. Drawing on examples from FMCG and retail – from creator-first campaigns to hybrid experiences – we’ll uncover what it takes to turn attention into action. Key learnings: how to design social-to-shelf journeys, what KPIs really matter, and how the next generation of shopper marketing blends creativity, data and commerce.