Specialty retailers took out several of the Gold and Pinnacle awards, demonstrating that innovation in retail marketing and experience is being led outside mainstream grocery.
MYER won several award categories, including Gold for its ‘Personalise your own Nutella’ Christmas promotion and Silver for the ‘Myer Giftorium’ destination Christmas shopping zones. The POPAI Packing Room Award went to Myer and eBay for global first eBay / Myer Virtual Department Store.
The new Rebel ‘Accelerate’ concept stores by Ideaworks Sydney took out Gold for Best Store Design and a swag of Silver and Bronze for various ‘Accelerate’ concepts.
Rebel Sport’s business manager – VRM, Lisa Doban, was also one of the finalists nominated for the Retail Marketer of the Year campaign.
Winner of Retail Marketer of the Year went to Daniel Gillard, consumer insights manager of The Good Guys, in a hotly contested competition.
POPAI general manager, Lee McClymont, said the record 157 award entries in 2016 epitomised the diversification of retail and shopper marketing.
“The retail environment is changing at breakneck speed, with the integration of new technologies, and the industry is rising to the shopper sophistication challenge,” McClymont said.
“The breadth and scope of the entries this year demonstrate that shopper marketing and experience is being wholeheartedly embraced as retailers seek to meet the challenges of digital and physical integration, and staying relevant to shoppers in an always-on environment.
“This year there was a marked difference in shopper experience innovation between specialty retailers and mainstream retail channels. The grocery sector is really lagging in overall shopper experience with its singular focus on price, where speciality retailers are embracing all the opportunities afforded them by advances in technology and customer experience thinking. Grocery has a lot of catch up to do.”
The 2016 Marketing at Retail Awards were presented in conjunction with the 2016 Marketing at Retail Expo, held at Sydney Showground. Judging panels were comprised of more than 70 industry-leading retailers, brand marketers, agencies and POP suppliers.