Shopper Marketing Industry Council

What is Shopper Marketing?

“The application of shopper insights along the path to purchase, to affect purchase behaviour in order to increase sales for both retailers and manufacturers.”

Download the Shopper Marketing Roadmap for more detail here

What is the Shopper Marketing Industry Council (SMIC)?

SMIC was founded by POPAI at the end of 2010 in response to industry need, with Council members including a cross section of well known FMCG brand manufacturers, POP and shopper marketing agencies, and large retailers (on a consult basis). “We are here to be the voice of the industry, and to tackle roadblocks in order to free the way so that shopper marketing’s potential is realised, leading to sales growth.”

In the first quarter of 2011, SMIC has so far:
• Agreed on an Australian industry definition of Shopper Marketing;
• Developed a set of tips and techniques for best practice Shopper Insights briefs;
• Devised a ready reckoner for Shopper Marketing (a tools and techniques wheel);
• Created a Shopper Marketing integration roadmap;

Coming next, the group will be working on:
• Shopper Marketing measurement processes; and
• Retailer/manufacturer collaboration models.

The success of SMIC’s initiatives will be measured through ongoing industry tracker research to monitor uptake of the Council’s best practice guidelines as well as increases in activities and resources, leading to sales increases attributable specifically to Shopper Marketing initiatives.

Why should your business implement Shopper Marketing?

Download here to see things to consider for your business to move down the Shopper Marketing path.

Where is your business on the Shopper Marketing journey?

This handy table will help you determine where your company is on the Shopper Marketing journey - "Introductory", "Intermediate" or "Advanced".

So, you've decided to make the Shopper Marketing journey - What to do Now, and Next?

Download this guide to get some hints as to the next steps to take..... Or take a look at the Case Studies for some inspiration.