An overview of developing and implementing a shopper marketing strategy and vision, determining where to play and how to win, aligning with company and category vision, defining the proof points and enablers, as well as the actions required to successfully deploy the strategy and establish the shopper marketing vision: people, structure, process and behaviours.

A deep dive into the key aspects of behavioural science and shopper psychology that define how shoppers engage at the point of purchase.  An essential guide to the (often subconscious) triggers and motivations behind shopper decisions that to help make shopper-led design decisions.

An overview of the shopper journey and path to purchase model, the impact of evolving shopping habits and connected shopper experience. 

A review of the primary and secondary role of P-O-P within the shopper marketing framework, and the opportunities to aid and inspire shoppers wherever they are along the shopper journey, executing brand objectives at the point of purchase and create collaborative trade relations and support joint business plans.

A review of the influences of shopper behaviour on key visual and point of sale design considerations, including the primary message hierarchy to develop effective P-O-P, key visual and call to action design.    Some considerations for a great call to action, what it is (and isn’t) and the key principles to consider in developing great a call to action, and the steps to creating a great call to action.

An overview of the resurgence of the QR code and 4Ps for best practice

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

Procurement for non-procurement professionals.  A summary of what a shopper marketer needs to know about agency roster management and reporting, sourcing strategy, IP and contract management, budgeting and cost efficiencies and innovation and continual improvement.

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

Understanding the importance of creating stand out creative for maximum shopper impact and maximising cut-through, and a review of excellent P-O-P executions.

A guide to creating a clear and compelling POPAI Award Entry; entry criteria, the judging process, judging criteria, case study and photos top tips, what the judges are looking for.

An overview of the role of measurement in the shopper marketing framework, learning what works and what doesn’t work, to drive uplift and ROI, including measurement methodologies, control store selection and developing best practice.