MARKET INTELLIGENCE - POPAI · experts and exponents of retail marketing. The goals of Market Intelligence are: 1. To be the industry knowledge centre for Point of Purchase (P-O-P).

PROMOTING RETAIL MARKETING

UK & Ireland Office Highfields Farm, Huncote Rd, Stoney Stanton, Leicestershire LE9 4DJ T: +44 (0)1455 271 856 F: +44 (0)1455 273 918 E: [email protected]

www.popai.co.uk

GUIDE TOMARKETINTELLIGENCE

PART OF THE GUIDE TO SERIES



POPAI’s Market Intelligence library is an extensive archive of key insights gained from 15 years of working closely with industry experts and exponents of retail marketing.

The goals of Market Intelligence are:

1. To be the industry knowledge centre for Point of Purchase (P-O-P).

2. Promote & collate insight that helps form and evolve the in-store environment.

3. Provide information on current and future trends.

4. Explain, investigate and report aspects of the industry that provide tangible, actionable and credible business information for the membership to utilise.

Introduction

Goals

01



Key Categories

The key categories, in alphabetical order, are:

1. Digital Media in Retail

2. Effectiveness, Compliance, Measurement and Return on Investment

3. Industry Analyses and Trends

4. Materials, Manufacture/Design Processes and Technological Innovation

5. Regulation, Legislation and Best Practice

6. Shopper Behaviour

7. The Retail Environment

8. The Role of P-O-P in Brand and Retail Communication

Digital Media in Retail (DMiR)

DMiR is the combination of insights and learnings from the rapidly developing area of Digital Media in Retail (DMiR).

With contributions from leading industry practitioners in areas such as network provision, content creation, software and data distribution methods.

02

Effectiveness, Compliance, Measurements and ROI

One of the key areas of retail marketing is the measurement of its performance including the placement, sales lift, shopper impact and return on investment.

This section contains guides and presentations from companies such as Britvic, Johnson & Johnson, Unilever and Black & Decker reporting their views and findings.

The “P-O-P as a Measured Medium Programme”, POPAI’s ongoing investigation into the effectiveness of P-O-P (now in its 12th year), is a key part of the industry’s benchmarks.

03



Tropicana Secondary Chiller

UK/Ireland P-O-P as a Measured Medium

Programme.POPAI has continued its research and

development programme of P-O-P

as a measured medium with further

investment and generation of insights. The Project

To measure the effect on sales through

the introduction of a mobile chilled display

unit branded Tropicana for placement at

front of store.

Objective

To provide Pepsico and POPAI UK & Ireland

with a systematic study on the effectiveness of

branded refrigerated secondary display units

and their placement in-store.

Research Structure

Results

Increased value sales of Tropicana Single

Serve by +26.3% weighted over control.

All 3 variants of Single Serve (Original,

Smooth and Multi-Vit) experienced a

rise in sales.All sales results reflect standard

statistical distribution and positive test of

significance at 95% probability.

Significant overall increase in Tropicana

sales across test stores.

GUIDE TOPRINT


MEASUREDMEDIUMHEADLINERESULTS

PART OF THE MEASURED MEDIUM SERIES



www.popai.co.uk

MEASUREDMEDIUMHEADLINERESULTS

PART OF THE MEASURED MEDIUM SERIESEffectiveness of branded

secondary display refrigeration

units.Aim: To measure the effect on sales

through the introduction of a mobile

chilled display unit branded Tropicana for

placement at front of store.

RESULTSincreasedvalue sales by26.3%!

Industry, Analysis and Trends

Industry analysis and trends are essential components that enable our market intelligence to be at the leading edge of insight for members.

This section is an essential guide on how the industry is constructed and the opportunities and challenges faced by P-O-P.

Companies present their perspective on P-O-P, how they analyse campaigns and consequently their expectations of their external suppliers and reviews on global trends.

POPAI publishes its Monthly News Digest from trade journal reports that relate to the P-O-P industry



Materials, Manufacture/ Design Processes and Technological

Innovation

Supported by continuous input from POPAI’s Technical Working Group, this area of our Market Intelligence library retains much of the latent ideas on innovation, design processes and technology.

The various ‘Guides to’ (G2), enable rapid understanding and insight into areas such as:

1. Corrugated Board and Conversion

2. Printing

3. Plastic Substrates and Processes

4. Digital Media in Retail

The topics catalogued provide an invaluable resource for P-O-P practitioners to employ the right mechanics in the best possible manner, whilst having up to the mark information on which to base their selection.

04

Print Substrates

There are a wide range of print substrates available for use within the P-O-P industry. In this section the key substrates listed below will be discussed with emphasis being placed on any special characteristics, do’s or don’ts as well as any special inks used. Additionally, comparisons for any environmentally friendly properties or versions of the materials will also be illustrated.

Display Board

This type of product provides a very stable substrate during printing processes and can be processed using conventional digital, screen or litho printing methods. To maintain stability of the product (as with all fibre based products) it must be stored in a dry and dust free environment.

Not only does display board take advantage of recycled material within the centre grey section, it can be recycled again after use for paper and cardboard based products.

PVC

Screen printing or UV litho are both suitable printing processes. PVC can also be digitally printed although care must be taken with the temperature of the UV lamps to prevent distortion. It is advised that material to be printed via UV litho is supplied to order rather than stock. This ensures that the surface energy after corona treatment (surface treatment to aid bonding characteristics) is at the most effective level.

Polypropylene

Polypropylene can be screen, UV litho and digitally printed but will require certain inks for UV litho. One of the major benefits of polypropylene is that it can be easily recycled and in many cases be used as an alternative to PVC. It can be supplied in white and a wide range of colours. It has a high resistance to chemicals.

As with PVC, material should be supplied from high turnover stock to ensure maximum ink key as corona treatment will degrade after 3-6 months.

Aluminium Composite Panels (ACP)

This is a widely-used term describing flat panels that consist of a non-aluminium core bonded between two aluminum sheets. Aluminum sheets can be coated with PVDF or polyester paint. The main advantage of ACP is that it is very rigid and strong despite its light weight. A polyester stove-enamelled lacquer makes it an ideal medium for screen and direct digital printing. This material is available in white or a range of colours and finishes. Aluminium composite panels can be recycled through a material recovery procedure or thermal recovery for reuse.

Fluted Polypropylene

Twin walled polypropylene sheet has a smooth matt surface to enhance print performance. Printing processes using screen or direct to substrate digital are recommended. Conventional water based and UV inks are the most suitable. As with polypropylene sheet, materials should be bought from quick turnover stock to ensure good ink adhesion. Available in white and a small range of colours it is ideal for short term promotional work.

Polypropylene is 100% recyclable. At present the colouring of recycled material means that there are a limited numbers of colour options available. However, as waste stream volumes and segmentation increase, further options will become available.

High Impact Polystyrene (HIPS)

Polystyrene is a low cost thermoplastic material. It is a very versatile and mouldable plastic lending itself to thin walled and complex moulding. Printable by screen or litho processes

GUIDE TOPRINTFOR P-O-P


05

• Display Board

• PVC

• Polypropylene

• Aluminium Composite Panels (ACP)

• Fluted Polypropylene

• High Impact Polystyrene (HIPS)

• Paper & Board



www.popai.co.uk

GUIDE TOPRINTFOR P-O-P


MARKETINTELLIGENCEINTELLECTUAL

PROPERTYUPDATEPART OF THE MARKET INTELLIGENCE SERIESIn this IP Briefing, we note

the impact of some legal

developments throughout 2008

in the P-O-P sector.

Protecting brands

Trade mark and design registrations

Two efficient ways to protect a brand is to register

its physical characteristics (e.g. the name, logo,

shape, colour etc.) as trade marks or designs.

The application and opposition procedures have been

streamlined and the opposition period has been reduced so

registrations should be quicker.

Previously, the registries have considered whether an

application is for a sign or design that is similar to any which

have already been registered but now it is for the owners of PROMOTING RETAIL MARKETING


www.popai.co.uk

Regulation, Legislation and Best Practice

Constantly updated by POPAI’s Professional Policy and Standards Working Group.(supported by Veale Wasbrough – POPAI’s lawyers)

The content is a wealth of information relating to key issues such as:

1. Intellectual Property

2. Compliance

3. Disability discrimination (and its impact on P-O-P)

4. Environment (and its influences on P-O-P)

5. Employment law

We support these and many other important elements with our ‘Guide to’ series.

“Guide to Environmental Best Practice”

“Guide to Standard Terms and Conditions”

“Guide to Intellectual Property”

Shopper Behaviour

Gaining a deeper understanding of shopper behaviour is a key factor for many members’ participation in the organisation and is an area of ongoing focus for POPAI.

This section contains presentations from guest speakers who address the membership through conferences, seminars and quarterly meetings.

An annual ‘Shopper Marketing and Insights’ seminar from leading research companies specialising in in-store research that is focused on the needs, wants and expectations of the shopper provides additional updates.

05



The Retail Environment

POPAI recognises the essential link between P-O-P and the retail environment within which it operates.

As a result, POPAI has been able to amass a considerable number of reports and presentations from leading brands and retailers.

Topics covered here include aroma, design for 24 hour convenience stores, DSG new store design, forecourt retailing etc.

PROMOTING RETAIL MARKETINGUK & Ireland Office Highfields Farm, Huncote Rd, Stoney Stanton, Leicestershire LE9 4DJ T: +44 (0)1455 271 856 F: +44 (0)1455 273 918 E: [email protected]

www.popai.co.uk

Two exciting FREE*

POPAI events...on the same day!

With 60 fully committed participating member companies the work undertaken by POPAI, its’ members and partners towards the Green Project initiative (launched in September 2008) has resulted in raising much greater awareness of environmental best practice for the retail marketing industry. Agenda includes:

• A broad summary of Green Project activity over the last two years including a re-cap of the presentations made by previous guest speakers

• A brief presentation by three Green Project member companies exploring their particular environmental achievements since 2008

• Launch of the new standard including a live website demonstration of the software auditing tool

• ECO3 Materials Calculator presentation

• Materials Calculator case study by Quantum 4

Thursday 23rd September 2010Leicester Tigers Rugby Club, Aylestone Road, Leicester, LE2 7TR

Autumn POPAI Meeting - ‘Insights in Action’

Green Project Seminar -‘Reducing the Environmental Impact of P-O-P’

A special event focused on and put together solely to provide some of the latest in-store insight, this meeting will prove invaluable to all who attend.

*Non-members – FREE places limited to two per company on a first come, first served basis. Normal price £99 per person.

Sign up for POPAI membership

on the day and receive a 20%

discountworth over £300!

9.30am-12.30pm

1.15pm-3.30pm

‘Playing Out the Olympic Games In-store’• Can you turn sponsorship into an in-store tactic?

• What challenges does the Olympic Games format present? • Thinking about the shopper mindset

‘Unilever Case Study’Highlighting the practical implications of applying MARI in a working retail environment.

‘Back to School’ A specially commissioned research report based

on a mystery shopping and P-O-P evaluation programme

To book on either of these events, go to www.popai.co.uk/events or phone the POPAI office on 01455 271 856

OR…

Developing the Superdrug Next Generation

Gerry Murphy

Group Marketing Director

AS Watson (Health and Beauty UK)



The Role of P-O-P in Brandand Retail Communication

It is our role to ensure the continued position of P-O-P as a vital part of themarketing mix and for P-O-P to be placed centrally in the delivery of Brand and Retail Communication.

Our library material shows the essential components of strategies and tactics employed by companies in their P-O-P activity from their own unique perspectives.

To download any of our market research, industry presentations or guides and general publications, visit the Market Intelligence page at www.popai.co.uk.

All documents are free to members.

A similar library is available on the library pages of the POPAI global site at www.popai.com

06

A snacking manufacturer’s perspective on the role of point-of-sale

in the marketing mix

• The role P-O-S plays vs. other forms of support inc. above the line • What Kellogg’s are learning about the do’s & don’ts of point-of-sale

• How suppliers and manufacturers can work better together

MARKET INTELLIGENCE - POPAI · experts and exponents of retail marketing. The goals of Market Intelligence are: 1. To be the industry knowledge centre for Point of Purchase (P-O-P).

Documents