Originally published on The Shout, written by Andy Young.
POPAI ANZ, the global association for marketing at retail, and shopper research firm, GfK, are planning to conduct the first Australian shopper and retail marketing and category management industry study for three years.
The study, which will be conducted from June to August, aims to benchmark progress and changes to the shopper and 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.
The results will be benchmarked against previous Australian survey results from 2014, 2011 and 2010 as well as relevant overseas industry studies.
The two organisations running the survey have also put a call out for expressions of interest to participate in the study. They are looking to conduct face-to-face or telephone interviews with 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 participants will receive a free summary of the results of the shopper marketing and category management findings of the survey.
“We are excited to be revisiting this study after three years as so much has changed in the industry,” POPAI Australia & New Zealand general manager Carla Bridge said.
“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 and the continuing drive for seamless omnichannel shopping,” Ms Bridge said.
“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, 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.
Interview Expressions of Interest should be emailed to norrelle.goldring@gfk.com citing your name, area of responsibility, company, and contact number.