We kick off this issue by delving into the multi-sensory world
of P-O-P on page 5. How can brands and retailers harness
all five of the human senses to develop a deep emotional
connection with their shoppers?
Our latest Storedits report takes us to Europe to look at
convenience retail across the continent. In a snapshot of this
growing sector, we consider the wider trends alongside what
is happening in-store on page 13.
As summer steadily begins to set in, we take a look at the
blossoming world of gardening retail in our latest shopper
investigation on page 19. Our shoppers visited traditional
garden centre chains and garden centres as part of DIY stores
to see what they had in-store to tempt in both the perennial
green- ngered brigade and the green-but-keen aspiring
What makes brands human? Honesty, transparency and
imperfection are all elements that breathe life and personality
into brands, and we are increasingly starting to see this as
brands strive to ensure they are relevant today. GDR Creative
Intelligence brings us examples of these campaigns in their
latest report, ‘That’s Life’, on page 25.
We all know that the shopper experience is key to driving
sales, but how can a digital element in-store add to this?
Research suggests the appetite from shoppers is there,
but how do we strike the balance between using digital
to add to the experience and overusing it and hindering
the experience? On page 29 we preview a first-of-its-kind
workshop that POPAI is holding in June.
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