Shopper-marketing and retail-experience association POPAI and shopper-research firm GfK will conduct what they claim is the first study in three years into the Australian shopper- and retail-marketing and category-management disciplines.
They say the 2017 survey is a response to demand from POPAI members and changes in the retail market and shopping behaviour, and an extension into other retail sectors of what was traditionally viewed as an FMCG discipline.
It will be conducted from June to August and combine in-depth face-to-face and telephone interviews with an online opinion survey.
The study is aimed at benchmarking progress in, and changes to, the shopper- and retail-marketing and category-management disciplines in an increasingly digital and blurred channel environment. It will update common issues and opportunities and outline key steps for industry participants to make the most of their capabilities.
Disciplines covered by the survey include shopper marketing, retail marketing, category management and development, activations, point-of-purchase production, and related functions such as shopper insights and digital/mobile marketing.
Interview participants will receive a free summary of the results of the shopper-marketing and category-management findings of the survey.
“Our members are asking us for this information as retailing and shopper behaviour have changed significantly in the past few years, particularly about digital and mobile marketing to shoppers and the continuing drive for seamless, omni-channel shopping,” POPAI Australia & New Zealand General Manager Carla Bridge said.
“We’re looking to understand how those in the industry are coping with this change, and what tools they need to smooth their transition.”
GfK APAC Shopper Lead Norrelle Goldring, founder of the 2010, 2011 and 2014 surveys, says the study will provide those involved in retail marketing with a “comprehensive overview of where it is currently and where it is likely and needs to go, to optimise retail and shopper marketing opportunities”.
Results will be available at the POPAI Summit breakfast seminar on October 12.
To participate in the survey, contact norrelle.goldring@gfk.com citing your name, area of responsibility, company, and contact number.
