POPAI’s Shopper Marketing Industry Council (SMIC) has pushed a raft of initiatives to fast track industry development in Australia.
The council, which was founded by POPAI at the end of 2010 in response to industry need, is made up of members from FMCG brand manufacturers, POP and shopper marketing agencies and large retailers.
Chair of SMIC Norrelle Goldring said the group will act like the industry’s travel guide.
“SMIC’s role is to be like a 'Lonely Planet guidebook' of sorts - helping with where to go (and where not to), what to see (and what’s not worth it) for those travellers on the Shopper Marketing journey. SMIC acts as a type of shopper marketing sat nav, providing tools and templates (the maps),” she said.
“We are here to be the voice of the industry, and to tackle roadblocks in order to free the way so that shopper marketing’s potential is realised, leading to sales growth.”
So far, SMIC has developed a set of tips and techniques for best practice shopper insights briefs and have created a shopper marketing integration roadmap. It is also looking to develop shopper marketing measurement processes and a retailer/manufacturer collaboration model
POPAI general manager Karen Spear said the outputs of the group will help provide clarity and direction for people working in category management, shopper and consumer marketing, trade marketing and sales.
“A key goal is to offer education what Shopper Marketing is and where it fits - links to consumer marketing; and identifying ways to optimise linkages between the sales, marketing and shopper marketing functions.,” she said.
SMIC’s initiatives will be measured through ongoing industry tracker research to monitor uptake of the council’s best practice guidelines, as well as increases in activities and resources, leading to sales increases attributable specifically to Shopper Marketing initiatives.
Information and SMIC resources will be available from the POPAI Stand at Shopper Marketing Live! at Darling Harbour in May.
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