2011 Retail Marketing Industry Benchmarking Study

Welcome to the 2011 POPAI AUSTRALIA & NZ/ShopAbility Shopper Marketing Industry Survey, Australia's original study into the state of Shopper Marketing. This study is important as it helps the industry not only understand where it's at with regard to Shopper Marketing, but where it could go.

The first 2010 study resulted in a series of workshops that was really the first forum the industry had to come together to discuss Shopper Marketing and share „war stories‟. As a direct result of the study, the scope of POPAI AUSTRALIA & NZ‟s remit was broadened to include Shopper Marketing. POPAI AUSTRALIA & NZ has since embarked on providing a program of Shopper Marketing related learning events; expanded its online library of resources such as case studies; and created the Shopper Marketing Industry Council (SMIC) subcommittee comprised of agencies, brand manufacturers and retailers whose remit is to provide tools, techniques and models for the market to use. These tools are free to industry and include definitions, roadmaps and ready reckoners. They can be accessed on the Shopper Marketing page of www.popai.com.au
The 2010 study was intended to get a gauge on where the industry was at – level of sophistication, activities, challenges.

The 2011 study is about measuring progress, evolution and changes to both activities and attitudes. The common purpose to both studies is to provide the industry with an overview of its status so that individual companies can benchmark where they stand at a broad level vs others in their sector and against the market.