Eddie Yoon — Principal, The Cambridge Group

Eddie Yoon
Show and Sell Workshop

Date: Sunday, June 4, 2017
Time: 1:30 PM - 2:00 PM

Practical Ways to Find and Grow with Superconsumers

Eddie Yoon offers insight into how companies can get the most out of their superconsumers through IDDBA’s groundbreaking research.

Yoon is a Principal with the Cambridge Group and an expert on superconsumers, those who spend the most and who are high-passion fans of a product. Author of the book: Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth, Yoon presents the trailblazing research in the fresh categories: cheese, prepared foods, dairy, deli, and bakery that can change your business.

Take away ideas and strategies for driving growth and innovation and how to utilize your superconsumers.


General Session

Date: Tuesday, June 6, 2017
Time: 8:00 AM - 8:25 AM

The Superconsumer Opportunity in Dairy, Deli, and Bakery

Learn about the groundbreaking research IDDBA has undertaken as Eddie Yoon, Principal, The Cambridge Group, talks about superconsumers in the fresh categories of cheese, prepared foods, dairy, deli, and bakery. Yoon will answer questions such as the following:

  1. What are superconsumers worth to your business?
  2. What are superconsumers’ unmet needs and how can IDDBA members and retailers win with them?
  3. How can innovating on superconsumer needs drive category growth?

Yoon, growth strategist, has helped many clients build annual profitable growth that totals over $1 billion in sales over the last 20 years. His successful business tactics and growth strategies have helped clients in the consumer packaged goods and durable goods markets. Yoon’s expertise and research has helped market leaders create innovative categories and increase category growth.

As a regular writer and expert for Harvard Business Review, Yoon shares his breadth of knowledge and thoughts on superconsumers and creating new categories.

Earlier this year, Yoon authored Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth. He describes who constitutes a superconsumer, how to find the superconsumers in your category, and how to drive growth with this knowledge. Yoon shares a framework companies can use to leverage their best consumers to even better consumers.


IDDBA Bookstore

Eddie Yoon’s Superconsumers book will be for sale in IDDBA’s Bookstore, which will be located near Expert Neighborhood.

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IDDBA 17 | June 4-6, 2017 | Anaheim Convention Center | Anaheim, CA