POPAI, GfK respond to demand for industry shopper survey

Calling for expressions of interest.

POPAI ANZ, with shopper research firm, GfK, will run the first Australian industry survey into the Shopper & Retail Marketing and Category Management disciplines since 2014.

The POPAI/GfK Shopper & Retail Marketing industry survey 2017 has come about after demand from POPAI members, changes to the retail market and shopping behaviour, and extension of what was traditionally viewed as an FMCG discipline into other retail sectors.

It will be conducted from June to August and will combine in-depth face to face and telephone interviews with an online opinion survey. The study aims to benchmark progress and changes to the shopper & 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.

Expressions of interest

Expressions of interest to participate 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 retail, shopper, customer and trade marketing and category management functions, along with related production and insights disciplines.

Interview Expressions of Interest should be emailed to norrelle.goldring@gfk.com citing your name, area of responsibility, company, and contact number.

POPAI Australia and New Zealand general manager, Carla Bridge said, “We are excited to be revisiting this study after three years as so much has changed in the industry. Our members are asking us for this information as retailing and shopper behaviour has changed significantly in the past few years, particularly with regard to digital and mobile marketing to shoppers and the continuing drive for seamless omni-channel shopping.”

“We are looking to understand how those in the industry are coping with this change, and what tools they need to smooth their transition,” she added.

Norrelle Goldring, APAC Shopper Lead at GfK and originator of the 2010, 2011 and 2014 surveys, said the study will provide those involved in retail marketing with a “comprehensive overview of where it is currently and where it both is likely and needs to go, in order to optimise retail and shopper marketing opportunities”.

The online survey will be available in online form for participants to complete in July after initial interviews are completed. All survey participants will receive a free copy of the findings report. Results will be available at the POPAI Summit breakfast seminar on 12 October, 2017.

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