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‘P-O-P Every Bit As Important As Brand Building’
Friday 2 May 2008
This year’s Spring POPAI meeting in April introduced both Kellogg and Shoppercentric to a near-capacity audience of attendees. Addressing both POPAI members and non-members, each offered their unique standpoint on two very different areas of retail marketing.
Frances Booth, Category Management & Customer Marketing Controller for Kellogg, presented, 'A snacking manufacturer’s perspective on the role of point-of-sale in the marketing mix.’ Making it clear that for Kellogg, P-O-P is every bit as important as traditional brand building especially when it comes to new categories, Frances explored the role P-O-P plays versus other forms of support including above the line. She also explained what Kellogg are learning about the do’s and don’ts of P-O-P.
The presentation concluded with a summary as to how the Company are changing the way in which they work with suppliers and how they are continuing to seek an open dialogue with them in order to generate new ideas and a reciprocal understanding of the Kellogg business.
Impulse Shopping on the Rise
The meeting also featured a presentation by shopper research agency, Shoppercentric, who unveiled their latest findings on impulse shopping.
Danielle Pinnington, Managing Director of the Company, looked at the factors driving the growth in impulse purchasing and provided an illustration of the way in which it reaches beyond Fast Moving Consumer Goods (FMCG). The presentation demonstrated a clear understanding of the role of impulse among shoppers, the channels that make it happen and the triggers which, in 2007, led to 31% of shoppers claiming 70% of items purchased were selected on impulse.
Attendees at this event have already been given access to download these presentations. They will be made available to all other POPAI members by the end of May 2008.
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This year’s Spring POPAI meeting in April introduced both Kellogg and Shoppercentric to a near-capacity audience of attendees. Addressing both POPAI members and non-members, each offered their u...
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