Thursday, May 30, 2024

POPAI and GfK to run Shopper & Retail Marketing Industry Survey

POPAI and GfK are calling on shopper- and retail-marketing professionals from all retail-related disciplines to participate in the first Australia/New Zealand Shopper & Retail Marketing Industry Survey in three years.

The study, a joint initiative of POPAI in partnership with shopper- and retail-research specialist GfK, will track advances in shopper and retail marketing since the most recent Australian industry study in 2014.

Survey participants will receive a free copy of the resulting research report, valued at $395, and are invited to attend the POPAI Marketing at Retail Summit in Sydney on October 13, where the research findings will be discussed among retailers, brand manufacturers and agencies. POPAI and GfK will publish the findings in a series of articles from November.

POPAI General Manager Carla Bridge says the survey is one of the biggest of its kind in the world, with several hundred participants.

“We invite retailers, brand manufacturers and retail-related agencies of all types to provide their views by September 20, so we can collectively understand how much progress the industry has made in the past three years,” she said.

Creator of the survey and GfK Shopper Lead APAC Norrelle Goldring says previous surveys have led to a raft of measures for industry improvement and the refocusing of POPAI to develop shopper-marketing tools and education for the industry in Australia and NZ.

“The 2017 survey includes a specific deep dive into the use of digital technologies in shopper-and-retail-marketing practice,” she said.

Broad focus areas for the  Shopper & Retail Marketing Industry Survey 2017 include:

  • Experience, support and resource levels in individuals and organisations.
  • Shopper-marketing activations types, touch points, and measurement.
  • Digital, mobile and social shopper- and retail-marketing practice.
  • Trends, challenges and the future.

Industry members can participate by visiting the survey directly at The survey will remain open until September 20.

Participants can also forward the survey link to any relevant industry contacts for completion.

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