2010 POPAI Retail Industry Benchmarking Study
The first POPAI/ShopAbility Shopper Marketing Industry Benchmark Survey, supported by TorchMedia, was undertaken in response to the need to provide the Australian FMCG and Retail industries with an initial overview of itself with regard to Shopper Marketing – attitudes, status, activities, successes and roadblocks. “Shopper Marketing – The Journey Begins” is the first study to address this need in Australia. It is envisaged that, like similar Shopper Marketing studies in international markets, it will become an annual tracker, providing the industry with a snapshot of its progress and activities in the Shopper Marketing arena. Both qualitative exploratory depth interviews and a quantitative online survey were undertaken for this study, with a representative sample of manufacturer, retailer and agency company sizes and roles across the industry. This sample exceeds similar international studies on the topic.
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