POPAI eCourses

E-COURSES

Flexible online learning to give those new to a P-O-P related role the perfect start in the industry.

Offering flexible learning, each online training module has been created to help newer members of your team expand their knowledge and develop new skills – all from their own desk. Discover our range of eCourses below.

Our 30 minute eCourses let you:

- Learn at your own pace and fit training around other business priorities

- Track your progress with an in-built assessment system

- Save time and money travelling to courses

- Log on wherever you are and whenever you like

- Start your learning straight away

INTRODUCTION TO P-O-P

An introduction to P-O-P (point-of-purchase) display and its role in the context of shopper marketing, as a key strategic pillar in the commercial go-to-market plan. We will discuss the need for P-O-P and define the different types of P-O-P display available to retail marketers.

This eCourse is FREE for POPAI Members.

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THE SHOPPER EXPLAINED

In this module we focus on developing your practical understanding of ‘the shopper’. We will discuss how macro changes impact on who we are and how we shop, and the considerations for shopper marketing and P-O-P in particular. We will also discuss different shopper types and how shopper missions and mindsets drive behaviour in-store, along with some of the key influencer on the shopper during the purchase decision-making process.

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HOW SHOPPERS SHOP

In this module, we will focus on developing your understanding of how shoppers shop. We discuss how shoppers make choices, the role of conscious, unconscious and learned behaviour, the changes in how shoppers are approaching shopping, and what developments in bricks versus clicks retailing means for the world of in-store, as well as reviewing the modern shopper journey. Finally, we take a look at the connected shopper experience and how getting it right can positively impact on shopper engagement.

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SHOPPER MARKETING FRAMEWORK

In this module, we will focus on developing your practical understanding of P-O-P in the context of the shopper marketing framework. We will discuss the context of the shopper marketing framework and how it can be applied to drive shopper marketing strategy, covering insight, strategy, planning, implementation and measurement, with considerations of budgeting, barriers and triggers, desired behaviours, triple win and testing.

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UNDERSTANDING RETAILERS

In this module, we will focus on the importance of developing effective work relationships with retailers and their influence on successful retail activations. We discuss how to align campaign proposals with retailer strategy, ways to improve the likelihood of gaining retailer agreement, tips for negotiating promotional space more effectively, and the retailer need for support in developing category and range management solutions.

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P-O-P DESIGN CONSIDERATIONS

In this module, we will focus on developing your understanding of practical, shopper-led design considerations with P-O-P display development and key elements of visual impact. We discuss the influence of message, colour and key design considerations on the impact of P-O-P displays in-store, along with the use of light, sound and aroma.

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MEASURING P-O-P EFFECTIVENESS

In this module, we will focus on developing your understanding of the importance of measuring and working to improve P-O-P display effectiveness.We will explore methods used to ensure more accurate measurement of P-O-P display effectiveness, exploring the use of POPAI-approved metrics as well as useful research techniques to improve campaign effectiveness and ensure the right P-O-P tools are deployed in-store, to improve commercial performance.

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SUSTAINABILITY FOR P-O-P

In this module, we will help you to better understand the influence that sustainability considerations can have on retail display thinking, how different design principles affect the design process, either individually or in conjunction with each other, and practical ways you can move towards best practice in the design, manufacture and end-of-life of point of purchase display.

This eCourse is FREE for POPAI members.

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STRATEGY & VISION

A well-executed P-O-P programme can make an immediate impact, but it doesn’t just happen by itself! It is the result of key strategic decisions and choices that are fundamental to prioritising where to play and how to win in the marketplace. In this module, we will focus on the key elements of setting your shopper marketing team up for success to gain competitive advantage and enhance performance in an increasingly challenging market.

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Individual access

Purchase individual course access
£99 (+ VAT) per course per person
£499 (+ VAT) for all 9 courses per person

Company access

Unlimited access for 12 months
£999 (+ VAT) COMPANY-WIDE