The research library of POPAI serves to identify, preserve and make available research and insights of enduring value. POPAI’s aim is to make conditions suitable for access and to support research that will add to the literature of marketing at retail and shopper marketing and to elevate the medium on par with other marketing mediums.Access the research library.
Search for content using the below filters to find tips and advice specific to your needs. If you still have questions or would like to recommend a resource, please contact us.
White Paper: Shopper Apperture « White Paper « Industry Resources « Downloads
|Date posted||November 30, -0001|
In marketing, we tend to rely on symbols and diagrams to help us define our business. In theory, our diagrams help explain what “it isàand “how we think about it,à but diagrams should really help us define actions we should take, as well.Given the complexity of ¥ and rapid innovation in¥ shopper marketing, we need more actionable diagrams.Hereås a way to simplify a few of the newer practices in shopper marketing via pictures with a bias for action.Picture an actionable definition. Close your eyes.Picture the ubiquitous three intersecting circles. Youåve seen this visual in countless shopper marketingdecks: Brand, Retailer, Consumer. New versions might have “Shopperà in place of “Consumer.à While an iconic symbol of shopper marketing, itås outdated.We propose a new diagram as a better way to depict the current landscape of shopper marketingrelative to reality only a few short years ago (see chart one). We can use the right column as a checklist of things that require action in todayås version of shopper marketing; full engagement in the discipline means actually delivering something against each item.