Research

The first goal in POPAI's strategic plan is to establish marketing at-retail as a measured medium on par with print, broadcast and other advertising mediums. In pursuit of that goal, POPAI has led the industry by investing millions of dollars in research exploring shopper engagement, consumer buying habits and shoppers' behavior in the major channels of trade. The most recent program is POPAI's MARI initiative. MARI is a global research program measuring shopper engagement. For information about getting involved with or sponsoring this study contact info@popai.com.

POPAI has the insightful research and information resources you need to expand your business and gain - or maintain - a competitive edge. Go into your next meeting armed with the hard facts and information you need to promote your products more effectively. Information that impresses your clients and the competition with what you know about marketing at retail. Information that you can get only from POPAI's global library. Search the on-line Library and find just what you need.

SAATCHI & SAATCHI X and POPAI Private Label Research

What does the future hold for Private Label? Who’s going to win and who’s going to lose out?

Private label has been growing at twice the rate of famous household brands over the last 10 years. In fact sales of Wal-Mart’s private label brands is worth more than Unilever’s, PepsiCo’s and Coca-Cola’s put together and in more consolidated and sophisticated markets such as the UK, private label already accounts for about 50% of the shopping basket.

So it’s hardly surprising that brand owners tend to view it as threat to their business, while retailers view it as an ever more important part of theirs. So who’s right? What does the future hold? Who’s going to win and who’s going to lose out with private label?

In December 2006 and January 2007, Saatchi & Saatchi X in partnership with POPAI, undertook a global study as the basis for a forthcoming book on private label due to be published in November by Keith Lincoln and Lars Thomassen (Kogan Page)

This study is unique in that it provides an all party perspective exploring the attitudes and motivations of all three private label participants; the retailers that develop and sell them, the brands that compete and often manufacture them and of course the shopper who ultimately buys them and determines their ongoing future

Thanks to the Saatchi & Saatchi network and the global membership base of POPAI, over 50 brand owners and retailers in North America, Western Europe & East Asia were surveyed from CPG companies through to fashion, DIY, Health & Beauty and Electronics and thousands of shoppers also took part.

Download the free Executive summary.

Marketing-at-Retail Becomes a Measured Medium

Chain Drug Store Report

POPAI’s original research on Retail Marketing in Chain Drug Stores reveals the effectiveness of At-Retail Advertising.   With an average CPM of $9, At-Retail Advertising compares favorably to print and radio advertising. And because this media is at the point of purchase decisions, its direct impact on sales and brand is immediate.

Conducted by Prime Consulting Group, the study goes further in measuring reach and frequency in the drug store environment. Findings show Retail Marketing delivers 6.5% in incremental sales while reaching an average 5,850 people per week. Other findings:
• 3 to 4 times greater sales lift when advertising is part of the promotion program.
• 31% of the brands study experienced over 20% sales lift
• At-retail advertising drove additional sales 70% of the time

Industry giants Walgreens, CVS, Rite Aid, and Brooks Drugs provided 128 drug stores across the US for the study. Sponsors include Frito-Lay, Pharamavite (Nature Made Vitamins), Adams (gum & candy), Unilever, and Dr. Pepper/7up.

The initial findings are now available on the POPAI website.(Report Only) 

Supermarket Channel Final Report

Based on sales lift data in the final results of the supermarket study, 49% of individual P-O-P advertising at the main shelf and 41% of such materials at secondary locations were found to be effective at increasing sales.  Additional findings from the first channel study in POPAI’s “In-store Advertising Becomes a Measured Medium” study, conducted in conjunction with the Advertising Research Foundation, are available to members through the Final Report online.  Printed copies can also be purchased by both members and nonmembers. The nationwide study -- sponsored by Anheuser-Busch, Pepsi, Pfizer, Frito-Lay, Ralston-Purina and Procter & Gamble -- has yielded groundbreaking learnings and analysis that will lead, ultimately, to the establishment of in-store advertising as a measured ad medium, on par with print and broadcast. Download it today.

C-Store Channel Report

Results from the audit portion of POPAI’s “Measured Medium” study convenience store phase demonstrate that marketing at retail in convenience stores (c-stores) boosts sales from 5 to 13 percent.  For more results, POPAI members can access the PowerPoint presentation on-line or download it to their desktops for easy reference and integration into presentations.  This second phase of POPAI’s study “In-store Advertising Becomes a Measured Medium” was sponsored by Pfizer, Anheuser-Busch, Dr Pepper/7 Up, Frito-Lay, Pepsi, and Quaker Oats.  Store audits and consumer intercepts were conducted in seven chains nationwide:  7 Eleven, Auto Stop/SSG, Nice ‘N Easy, Shell, Sheetz, Texaco, and stores that are part of the Royal Buying Group. Download it today.