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Shopper marketing gaining momentum

 

Survey form, wage, pay, formSeventy five per cent of organisations agree that shopper marketing is gaining momentum, but a lack industry alignment and commitment is resulting in unrealised potential, according to the 2014 POPAI/GfK Shopper & Category Industry Benchmark Survey.

The study, a joint initiative of Popai and GfK, has tracked advances in shopper marketing and category management since the last Australian industry study in 2011, with the results to be discussed by retailers, brand manufacturers, and agencies at an industry breakfast seminar on September 18.

“Compared to the last study in 2011, the number of shopper marketing programs run has increased, the number of people in the discipline is increasing, and there is more active support from executive management,” said Norrelle Goldring, GfK’s head of Shopper Insight and Retail Strategy, and coordinator of the survey.

“In some areas the Australian numbers compare favourably with the shopper marketing discipline in the USA. But there needs to be more walking of the talk. We haven’t seen significant changes in dedicated budgets, and use of digital and pre-store touch points for shopper programs are still in their relative infancy, given that one in seven respondents are activating no digital against shopper at all. The industry needs to keep up with shoppers’ changing digital behaviour,’ she said.

Darren Pinks, MD of POPAI and sponsor of the survey, pointed to a lack of alignment in a number of areas.

“Conflicting objectives was cited as the number two growth impediment to the shopper marketing discipline for agencies and manufacturers, and the number three impediment for retailers, so everyone agrees on the need to agree,’ he said.

“But it’s not happening yet. Brand Manufacturers are increasingly building shopper into their planning processes, but for many retailers it remains a tactical function. And agencies are feeling the pressure, as brands abdicate some of their path to purchase strategy responsibility, and retailers look to outsource post program evaluation.The industry is at a crossroads,” Pinks said.

“We’re going to be using next week’s breakfast seminar and think-tank lunch to examine the implications and the solutions for where the industry needs to go from here.”

To register for the Industry Benchmark Findings Breakfast Seminar and other POPAI masterclasses on September 18, visit www.popai.com.au .

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