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. 


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White Paper: Shoppers vs. Consumers: Communicating to Shifting Mindsets « White Paper « Industry Resources « Downloads

Date postedNovember 30, -0001
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Shopper Marketing is not only the business weåre in, itås also a term that has rapidly gained buzz and relevance in todayås marketing landscape. But what exactly is Shopper Marketing, and how is it different? Shopper Marketing includes all marketing stimuli; developed with a deep understanding of shopping behavior, designed to build brand equity, engage the shopper, and lead him/her to make a purchase. Further,critical to Shopper Marketing is strategic integration with retailers and their marketing agendas to create relevant programs for their shoppers. However, before retail integration becomes a focus, brands must better understand their consumer/shopper relationship. By more clearly defining the difference between consumers and shoppers, the imperative role of Shopper Marketing in brand communication begins to take shape. At what point does a consumer become a shopper? Is it when they step in the store, or is it when they realize a product need/desire and begin thinking, researching, and planning that purchase? Once that purchase is made, what is the experience of usage and post-purchase engagement?



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