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: Shopper Insights and Shopper Marketing « White Paper « Industry Resources « Downloads
|Date posted||November 30, -0001|
There is no question that shopper insights will become the primary driver of the collaborative process between consumer products companies and their retail customers while shopper marketing will become an increasingly important component of a brands marketing mix. But,letås put this in perspective. Shopper marketing is not an end-all by itself as so stated by some industry experts and by those who are trying to “productizeà it for self benefit. It is simply one component of a fully integrated business management process designed to build brand equity and enhance the effectiveness of the shopping experience. It can be an important go-to-market strategy for some companies and less important to others. Where and how it fits in a company depends on the importance of a companyås brands to the marketplace, the category and the retailer; brand consumer positioning; how to best influence consumer purchase behavior; available resources and a number of other factors.