top of page



The 4th bi-annual Accuris conference on Revenue Growth Management took place on December 8th 2022..

The cost of living crisis is the main theme, with exclusive research on changing shopper behaviour, benchmarking of promotion practices and industry presentations and panel discussions by Upfield, Heineken and Nestlé.  

This event has already taken place. Speaker notes and copies of presentations are available on request. See below for this edition's content. 

This conference is a hybrid, online and in-person event at:

St. Pancras Renaissance Hotel London
Euston Rd, London NW1 2AR


Franna Ford

Senior Revenue Management expert with international experience working at Kraft Heinz, Heineken and Upfield.  


Chris Marshall

Revenue Management at The Heineken Company
Talks about #fmcg, #category, #promotions, and #promotionalproducts.

Martin Vom Stein 2017_edited.jpg

Martin vom Stein

Revenue Management and Shopper Marketing professional with 20+ years of experience at Henkel, Nestle, The Shopsumer Institute and Accuris. 


Kevin Sawicz

Price and Promotions Manager - Cider at Heineken UK

Antoon Deleeck 2018_edited.jpg

Antoon Deleeck

Antoon is a revenue management executive and pioneer in impact measurement of marketing, trade and promotional investments. Antoon is a Managing Consultant at Accuris. 



With top speakers from Upfield, Heineken and Accuris, it will be an afternoon packed with know-how and best practices! Topics on the agenda are:

  • How shoppers cope with the cost of living crisis

  • What role promotions play to help shoppers in their fight

  • Volume transfer matrix: how shoppers switch between stores and brands

  • How to successfully implement promotion de-escalation

  • Best practices for promoting market leading brands vs challengers vs niche products

  • Promotional profile of Tesco, Sainsbury, Asda and Morrisons - and how to adapt your programmes

Attendees will be able to network with peers and enjoy the lunch buffet and drinks before and after the presentations. 

What to expect?


All times are London time

12:30 PM  Lunch Buffet / Arrival of Guests

1:30 PM    Introduction 

2:00 PM    De-escalation of Promotions in a Mature Category 
                 Franna Ford, Revenue Growth Manager, Upfield (formerly part of Unilever)

2:30 PM    Cost of Living Crisis and Changing Shopping Behaviour (Q4 2022 shopper research)

                 Martin vom Stein, Customer Business Development, Accuris 

3:00 PM    Coffee Break

3:15 PM    Restoring Value in the Beer and Cider Category 

                 Chris Marshall, Revenue Management, The Heineken Company

3:45 PM    Pricing and Promotions: a Benchmarking Study

                 Antoon Deleeck, Managing Consultant, Accuris 

4:15 PM    Panel Discussion: How to Thrive in a Recessionary Environment? 

                 Panelists from Nestlé, Heineken, Upfield and Accuris

4:45 PM    Summary 

5:00 PM    Drinks and Networking

Past editions

Previous editions

Attendees and speakers at past Accuris conferences included professionals from:


Arla Foods, Benecol Ltd, Britvic Plc, Carlsberg Group, Carrefour, Coca-Cola EuroPacific Partners, Conair Corporation, Coty, Danone, Diageo, FrieslandCampina, General Mills, Hanesbrands Inc., Heineken, Henkel, Jacobs Douwe Egberts, Johnson & Johnson, Kimberly-Clark, Kp Snacks Ltd, Lego Group, L’Oréal, Mars, McCormick, Monster Energy, Nestlé, Nomad Foods Europe, PepsiCo, Perfetti Van Melle, Premier Foods, Procter & Gamble, Reckitt Benckiser, Sainsbury, Saputo Inc., Sigma, Tata Consumer Products, Tesco, The Coca-Cola Company, The Heineken Company, The Kraft Heinz Company, Unilever, Unilever Food Solutions Nederland, Upfield, Waitrose, Warburtons, Weetabix. 

About the venue

The St. Pancras Renaissance London Hotel forms the front piece of London's St Pancras railway station, one of the main terminals in London and the final stop for international trains departing to Paris, Brussels, Amsterdam and other destinations in mainland Europe. 

The building as a whole including the apartments is known as St Pancras Chambers and between 1935 and the 1980s was used as railway offices. Its clock tower stands at 76 m (249 ft) tall.

The hotel is located in the vicinity of Euston, King's Cross and St Pancras railway stations. 


About Accuris

Track how shoppers switch between offers on a daily basis and measure the revenue streams they generate 

What we do

Accuris provides revenue optimisation services and consulting. We have been using machine learning - mainly Bayesian statistics - since the early 2000s. We use all your available data to detect how shoppers switch between brands, stores and segments. Our Source of Business® model explains revenue streams generated for each promo and media campaign and for new product introductions and assortment changes.

Why it matters

Revenue indicators based on gross rather than net impact will lead to sub-optimal or even wrong decisions. Net effects strip out back-and-forth switching and other false positives. Promotions, price increases and new listings can lead to strong revenue increases in gross terms, but net results may be much lower or negative, thereby misleading decision making. 

What other agencies do

Data providers and consulting agencies do not integrate all required data sources to get the full picture of how shoppers behave. They tend to use static methods or once-a-year regression approaches to explain market dynamics. This was perhaps sufficient a decade ago but is not enough for modern markets and categories where shoppers switch between offers on a daily basis.

bottom of page