POPAI Australia & New Zealand has commissioned shopper research firm, GfK, to run the first Australian industry survey into the shopper marketing and category management disciplines since 2011.
Results will be available at a breakfast seminar on September 18, and the findings published in Inside Shopper.
The ‘POPAI GfK Shopper and Category industry survey 2014: Where now and what’s next?’, study aims to benchmark progress and changes to the shopper marketing and category functions disciplines, identify common issues and opportunities, and outline steps for industry participants to make the most of their capabilities.
Results will be benchmarked against previous Australian survey results and against GfK’s US Futurescope shopper industry survey to provide specific insight into what the industry needs to do.
The study will cover disciplines including shopper marketing, category management and development, activations, point of purchase production, and related functions such as shopper insights and digital/mobile marketing.
It will apply to retailers, brand manufacturers, and agencies. Survey participants will be drawn from all relevant retail channels.
The study has come about following demand from POPAI members, changes to the retail market and shopping behaviour, and extension of what traditionally was viewed as an FMCG discipline into other sectors.
It will be conducted throughout June and July and will combine in depth face t -face and telephone interviews with an online opinion survey.
“We are excited to be revisiting this study after three years as so much has changed in the industry,” said Darren Pinks, GM, POPAI Australia & New Zealand.
“Our members are asking us for this information as retailing and shopper behaviour have changed significantly in the past few years, particularly with regard to digital and mobile marketing to shoppers. We’re looking to understand how those in the industry are coping with this change, and what tools they need to smooth their transition”.
Norrelle Goldring, head of shopper insights and retailer strategy at GfK and originator of the 2010 and 2011 surveys, said that the study will provide those involved in retail marketing with a “comprehensive overview of where shopper marketing is currently at and where it both is likely to and needs to go, in order to optimise shopper marketing and category management opportunities”.
“The idea is to map out an activity and resources path for the industry based not only what we know is happening in the Australian market but also looking at the likely industry trajectory based on overseas experience,” said Goldring.
“The 2011 study indicated that while the shopper and category functions were growing in theoretical importance, headcount, and budgets, the dots were yet to be joined for planning, insights, and process management. We aim to see whether organisations are starting to join their dots, and share learnings from those,” she said.
The survey will be available in online form for participants to complete in mid-June, and all survey participants will receive a copy of the findings report.
Call for expressions of interest – interviews
Expressions of interest in participating in face to face or telephone interviews as part of the study are sought from individuals involved in, related to, or have frequent dealings with the shopper/customer/trade marketing and category management functions.
Interviews are welcomed with those in agency, manufacture, or retailing and expected to take around half an hour.
Interview participants will receive a free summary of the results of the shopper marketing and category management findings of the survey.
Expressions of Interest should be emailed to mollyk@popai.com.au citing your name, area of responsibility, company, and contact number.
