The Popai network!
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Popai Benelux
POPAI Benelux* is the only shopper marketing platform
with knowledge and skills, independence and with objectivity,
that actively moves in the entire game of the 'Shopper Journey.
Bron; Popai Benelux
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*Part of Popai Global Network
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Vision
Shopper centric
in everything we do
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Mission
We want to inspire our members ….
to improve shopper activation in all Retail environments.
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Sign in Retail
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What’s going on in (sign) Retail?
Hi tech changes Retail
Online & offline
Omni channel
Shopper Marketing
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The Essence of Shopper Marketing*
From the perspective of a Retailer, Brand and Supplier
“Shopper marketing is about understanding how one’s core target consumers think and
behave as shoppers in different channels & formats, 24-7-365
and leveraging this intelligence to develop shopper-based strategies and initiatives that
will grow the business, in ways that benefit all stakeholders,
such as brands, retailers, suppliers consumers and shoppers”!
* Source; Popai Benelux inspired by Wikipedia and Engage consultants.
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1.The Shopper Journey
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Shopper Journey & needs
Needs, moment, context, mindset, behavior!
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Shopper Journey & needs
Pre
To
Post
In
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It’s all about knowing and understanding the shopper !
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Eye tracking & mobile
EEG
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2.Shopper journey & Retail proposition
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Shopper journey & Retail proposition
Touch points, Message, Media & Final design
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Touch-points
“A Touch point refers to a point or moment of
communication between an Retailer or brand and a
individual consumer or shopper”
Source: Jenkinson (2007)
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7.
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Message, media & final design
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Message, media & final design.
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Message, media & final design.
Activation
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7-10-2014
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7-10-2014
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7-10-2014
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7-10-2014
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The role of sign in Food Retail
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!
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4. To-store en instore media mix
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The role of sign in Fashion Retail
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2D
Boodschap = actie
voordeel
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2D
Boodschap = product
usp
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2D & 3D
Boodschap = actie en
product usp
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2D & 3D
Sign,VM boodschap dominant
product usp,klein actie
voordeel
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The future of ( Sign ) Retail
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Online expectations, Offline experience
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Online expectations!
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Offline experience !
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But > Sign can make
me sad! 43
And sign can make me happy!!
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So finally, the best way to predict the ( sign ) future is to
CO-CREATE …. it !
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Need to know more ? leo@popaibenelux.eu
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