POPAI India discusses shopper engagement

Sandeep Gupta, Senior Manager, Ernst and Young started with his informative presentation on "Internal Controls : Safeguards to Competitive advantage."

His presentation focused on understanding the need for internal controls and how robust process and internal controls can help fuel business growth. His presentation brought light on how Internal controls provide safeguard against surprises, leakages and help to scale up operations and provide assurance to stake holders.

Tom Harris, Chair - Global Chapter Development, POPAI Global provided an interesting presentation on'Shopper Engagement Study: update on project findings and progress'  which was carried out by POPAI global.  POPAI's 2012 Shopper Engagement study was conducted among four Census Regions to collect a balanced sample which included twelve retail banners and seventeen metro markets.
 
A surprising set of results was captured from the study which showed from the sample of 2,400 shopper profiles that 76%* is the highest in-store decision rate since the study began in 1965. Further, category and brand identified and purchased was 30% in 1995 and now 24%. Category planned, brand not determined --  is 15% , up from 6% in 1995 . Unplanned purchase was 60% in 1995 and now it is down to 55%. Shoppers' substitute purchases was 4% in 1995 and has jumped to 6% today.
 
POPAI India Point-of-Purchase Advertising International (POPAI) is the only non-profit trade association for the Marketing-at-Retail industry dedicated to serving its members by promoting, protecting and advancing broader interest of Marketing-at-Retail through research, education, trade forum  and legislative efforts.