Shopper Marketing Foundation Course

SHOPPER MARKETING FOUNDATION COURSE

A one-day, interactive session exploring the shopper and best practice P-O-P.

From better understanding today’s shopper to improving P-O-P effectiveness, this one-day session will give you practical, real-life best practices that you can implement right away to boost retail performance and personal achievement.

Sessions are led by POPAI’s senior leadership team with supporting learning materials included. The topics covered are detailed below.

BOOK NEXT COURSE - 3RD DECEMBER

"The course gave me a great grounding for my new role. The emotional insights around why and how we make shopping decisions was fascinating and the information on ROI was really helpful."

- Shopper Marketing Manager, Valeo

Context: Shopper and In-store
A deep dive into the key aspects of shopper behaviour that define how shoppers engage at the point of purchase and what drives their decision making.

Shopping and the shopper journey
Exploring the shopper journey and path-to-purchase model, and impact of evolving shopping habits, connected shopper experience and the role of technology.

Role of P-O-P
A review of the primary and secondary role of P-O-P within the shopper marketing framework, and the opportunities to inspire shoppers wherever they are on the in-store journey.

Shopper-led design
Exploring key visual and P-O-P design, including message hierarchy, call to action and practical design considerations.

Shopper-facing digital tech
An overview of digital technologies and innovation and how, alongside physical touchpoints, they can engage the shopper along their journey.

Sustainability considerations
Looking at how sustainability considerations can have influence retail display thinking, the role of sustainable design principles and best practice in the design, manufacture and end-of-life P-O-P display.

Stakeholder management
The role of stakeholder management and operational considerations to maximise return on spend, effectiveness and efficiency to ensure best practice standards throughout the design, production and implementation of P-O-P

Commercial metrics
Setting balanced KPIs and performance indicators to determine the impact of campaigns on the shopper, including customer, category and brand objectives, shopper objectives, compliance and sustainability reporting.

Prices

POPAI MEMBER: £300 (+ VAT)
NON-MEMBER: £450 (+ VAT)

BOOK
11 SEPtember 2024

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