RESEARCH LIBRARY

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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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Research: Retail as Runaway « Research « Industry Resources « Downloads

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Version2009
Date postedNovember 30, -0001
Downloaded40 times
CategoriesResearch

Description

If you stand at the end of many center-store aisles in grocery, mass, and drug (even without squinting) you might notice that they look a lot like the design work of a late 19th century librarian. Painstakingly arranged cans, boxes and jars look like they are all tidily arranged by”subject and author,à executed and ordered according to the highly-structured system of Melvil Dewey in 1876. Itås not enough to rely on mass communications and brand development through traditional channels like television (and even through new channels!).There must be something about the aisle in center store that creates a pull into the aisle and then provides an environment that drives trial and interaction. The current paradigm just doesnåt do it well enough.

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