As retailing and shopper behavior has changed, POPAI ANZ and GfK are planning to conduct a study. It will aim to benchmark progress and changes to retail and shopper marketing. The results will be compared to previous Australian studies. People who participate in the interviews will receive a free summary of the results. The company is seeking to understand how those in the industry are dealing with the changes and what can be done to make the transition smoother.
- The first Australian shopper and retail marketing and category management industry study, occurring since at least three years, is due to to start.
- The paramount organizations, running the study, are planning to conduct interviews with those having frequent dealings with relevant retail and trade agencies.
- Interviews will be conducted face-to-face, or over the phone and final summations of the results will be available for viewing online.
“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.”