Myer and The Good Guys pick up gongs

At POPAI 2016 Marketing at Retail Awards.

The industry’s ‘best of the best’ were honoured at the 2016 POPAI Marketing at Retail Awards, announced at Doltone House Hyde Park, Sydney last week

POPAI general manager, Lee McClymont says 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. The breadth and scope of the record number of entries this year demonstrate that shopper marketing is being wholeheartedly embraced by sectors well beyond traditional retail and FMCG.”

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The Myer Giftorium was acknowledged with a Silver Award in the Large or Department Store – Temporary Display category and a Bronze Award in the Integrated Path to Purchase Campaign category. Meanwhile, the personalise your Nutella jar today was awarded a Gold Award in the Occasion-based Shopper Campaign category.

A Myer spokesperson told Appliance Retailer, “Myer is thrilled to be recognised for our ongoing innovation efforts in our commitment to bringing the love of shopping to life.”

The eBay/Myer virtual department store POPAI Packing Room Award was chosen by POPAI staff and crew from the floor of the Awards exhibition. It was also recognised with a Silver Award in the Mobile, Social and Online category.

To reposition eBay as leaders of retail innovation, it partnered with Myer to transform VR technology into a true utility. It identified the factors customers expect in future retail experiences, including speed, personalisation, intelligence, range and immersion. Developed Sight Search, a new VR navigation system allowing users to sort, browse and purchase products using their eyes. Pricing, inventory levels and product data are updated in real time by integrating with eBay’s APIs, whilst artificial intelligence learned about users, serving relevant items and remembering preferences.

The Retail Marketer of the Year went to The Good Guys consumer insights manager, Daniel Gillard, for his insights that led to the transformation of The Good Guys in-store and digital content and media strategy across shopper journeys.

“I am extremely proud to have been recognised as the Retail Marketer of the Year at this year’s POPAI Awards. To be recognised in a retail industry that is so fiercely competitive is a true credit to the hard work that the team and I have put in over the years. I am excited to see what’s next in the ever-evolving customer landscape,” Gillard told Appliance Retailer.

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