POPAI Awards Reference Guide

Topics: Featured, Home (News & Articles)

Awards program coverFollowing the success of the 2017 POPAI Awards, POPAI ANZ is producing a hard copy reference guide detailing all the 2017 POPAI Marketing at Retail Awards entries and winners.

To be released in February 2018, 2017 Award entries will be showcased with images and entry details to provide POPAI members and industry with an easy to use go-to guide for inspiration to keep in the office.

A limited number of full and half page advertising opportunities will be available in the inaugural publication alongside the entries, allowing industry suppliers to build awareness to this targeted retail marketing audience. Only 500 copies will be published, with members and entrants receiving two complimentary copies each.

A PDF version will be distributed online to non-members, as well as housed on the POPAI website for free download by industry players not within the POPAI membership.

Advertising options

Full page advertisement - $1000+ GST

Half page advertisement - $600+ GST


Advertising bookings close December 31, 2017

Artwork deadline – January 14, 2018

Reader demographics: Audience predominately marketing managers, shopper marketing managers, business owners, brand managers, trade marketing managers, account managers, CEOs.

Industry segments: Marketing/retail agencies, FMCG & consumer electronics brands, POP manufacturers and suppliers, retailers and other retail marketing industry suppliers.


For more information or to book a space, contact POPAI GM, Carla Bridge on 0412 727 774 or email carla@popai.com.au

GlobalShop 2018 Tour packages

Topics: Featured, Home (News & Articles)

POPAI logoPrint

It’s time to book your place!

With the new year upon us, GlobalShop will be just 3 months away. Booking prior to Feb is highly recommended, as local accommodation books out quickly.

Date: 27-29 March, 2018
Location: McCormick Pl, Chicago, USA
Website: www.globalshop.org
Cost: From A$4600 per person.

Price includes:

  • Return economy class airfares to Chicago with Qantas Airways
  • Return airport transfers
  • All taxes and charges
  • 4 nights accommodation at Marriot Marquis Chicago
  • Breakfast daily
  • Optional Welcome Dinner on Tuesday 27 March (details and cost TBA)
  • Free entry to the GlobalShop Expo (conference sessions additional)
  • Daily group catch ups to share insights and findings of the event with POPAI ANZ GM

Above package details may be altered to suit your needs.

 POPAI ANZ is currently exploring options for a possible retail walking tour of Chicago, however, tour organisers have not yet released details, dates or costings.(TBC)

How to book:

*Variations permitted if you need to alter your trip eg flight dates, airline, etc – this will affect the price

How ‘brand you’ came to be

Topics: Featured, Grocery, Home (News & Articles), Trend Watch

By Gary Mortimer, Queensland University of Technology

File 20171127 2055 hl7o54.jpg?ixlib=rb 1.1
Mike Mozart/Flickr, CC BY-SA

…a person’s name is, to that person, the sweetest and most important sound in any language. Dale Carnegie’s line from his bestseller book ‘How to Win Friends and Influence People’ rings especially true in the retail sector.

From packets of Tim Tams and jars of Vegemite to luxury hand bags, today’s marketing is stamping our names on the things we buy, setting us out as unique individuals.

To get to this point, marketing has moved from a focus on the product itself to the consumer, who they are and finally, how they think.

The power of personalisation can been seen in Coke’s successful, ‘Share a Coke’ campaign. Soft drink manufacturers have been experiencing declining sales, but Coca-Cola was able to break the downward trend. By printing individual names on cans, the company saw a 2.5% increase in total sales and soft-drink volume went up by 0.4%.

Even luxury brands like Louis Vuitton and Mont Blanc have begun to personalise their products.

How we got to personalisation in marketing

The journey from mass production to personalisation has taken more than 100 years. Mass production was popularised between 1910 and 1920 by Henry Ford’s Ford Motor Company. He famously said:

Any customer can have a car painted any colour that he wants so long as it is black.

Mass production was tied to the production concept philosophy. This stated that consumers preferred products that were widely available and inexpensive. To achieve this, the focus was on uniformity, efficiency and mass distribution.

Today, even the most basic of household consumables (for example salt, bottled water, flour) would fail to succeed by employing this simple concept, as even these products have sought to differentiate in a crowded market. The production concept is now only ever used within the manufacturing sector.

From the 1930s, as new products flooded the marketplace, marketers turned their attention to communicating, not the low price and availability of their wares, but instead the quality and features. This is called the product concept. This held that consumers favoured products that offered different levels of quality, performance or features.

Vehicle manufacturer Ford has changed its marketing strategy from just making its products available and cheap. JOHN LLOYD/Flickr, CC BY-SA

However, the risk of positioning your product based purely on its perceived quality and features, is that your competitor will simply replicate. Take any smartphone manufacturer, such as Apple, every 18 month or so, they need to release a new product, with higher quality and more features, to stay ahead of their competitors.

By the 1960s, marketing shifted to the selling concept, where the most successful marketing involved aggressive selling and promotions. This assumed that consumers will either not buy, or not buy enough, of the business’ products unless the business made a substantial effort to stimulate consumers’ interest. It focused on “creating a need”, rather than “fulfilling a need” for consumers.

Switch on to any home shopping television channel to see a good example of this in practice. See, you really didn’t realise you needed that piece of gym equipment with a free set of steak knives.

The simply named marketing concept challenged these earlier philosophies, holding that brands need to understand their target market in order to create and deliver value.

Customisation and personalisation

What’s emerging today is a move away from market segments with many consumers to markets of one. In other words, moving away from understanding the needs of a group of consumers (and creating standardised value) to creating unique value propositions for one customer through customisation and personalisation.

There is often confusion around these two terms, customisation and personalisation. In simple terms, customisation allows a consumer to make small changes to a product or service, from a discreet set of alternatives. This often happens in automotive manufacturing or consumer electronics, where a customer can customise their car, PC or notebook.

While customisation deals with small groups of consumers making choices from a set of alternatives, personalisation deals with just one, with unlimited alternatives.

Attachment theory explains why consumers desire personalised products. Like human relationships, sometimes consumers form an emotional bond with a brand. Once a strong bond is formed, consumers will become loyal and engage in positive “word-of-mouth” promotion of it. So, how do brands form bonds?

A Louis Vuitton handbag cake. Dawn/Flickr, CC BY-NC-ND

To increase this bond, brands need to get personal, and that personalisation needs to be relevant. Within a consumers’ brain lays their reticular activating system. This filters out irrelevant information, enabling consumers to attend to only important information.

Imagine being at a noisy party, with many conversations. It’s all white noise, until someone mentions a topic that is of particular interest to you. You then tune in, thanks to this part of your brain.

The ConversationSo brands use your name. Whether you see it or hear it, your name, is one of the easiest sounds for your reticular activating system to hone in on. A product with your name on it creates attachment, and then brands have you for life.

Gary Mortimer is Associate Professor, Queensland University of Technology

This article was originally published on The Conversation. Read the original article.

2018 member discount packages

Topics: Featured, Home (News & Articles)

ticketBook & pay prior to January 31, 2018

POPAI Professional Development Series – season passes (5 x 2018 Sydney breakfasts, $60)

4 Season passes bundle, was $1200, now $950 (+gst) (save $250 or 4 free tickets)

6 Season passes bundle, was $1850, now $1520 (+gst) (save $280 or 5 free tickets)


POPAI Professional Development Series – season passes (3 x 2018 Melbourne breakfasts, $60)

4 Season passes bundle, was $720, now $500 (+gst) - save $220 or 3.5 free tickets)

6 Season passes bundle, was $1080, now $830 (+gst) (save $250 or 5 free tickets)


POPAI 2018 Marketing at Retail Summit Sept 13, Doltone House, Jones Bay Wharf ($495)

1 x Summit ticket – Was $495, now $425 (+gst) – save $70

4 x Summit ticket – Was $1980, now $1600 (+gst) - save $380

6 x Summit ticket – Was $2970, now $2875 (+gst) (save $495 or 1 free ticket)


POPAI 2018 Awards Gala Dinner, September 13, Doltone House, Jones Bay Wharf – last year sold out ($275)

Table of 10 – Was $2750, now $2337.50 (+gst) (save $412.50 or 1.5 attendees free)

Half table of 5 – Was $1375, now $1100 (+gst) (save $275 or 1 attendee free)


Membership pre-purchase

Pre-purchase your 2018 POPAI membership for 12 months (from the end of current expiry) by January 31 and receive a 10% discount – Was $2500, now $2250.*

Lock in your membership at 2017 prices for up to three years if paid before March 31 2018 – save up to $600.

* Membership renewals only, not valid for new memberships. Prices exclude GST.

To take advantage of any, or all of the above bundle packages, please email POPAI GM, Carla Bridge, on 9281 2630 or email carla@popai.com.au to arrange an invoice and payment options.

Retailers optimistic about 2018

Topics: Featured, Home (News & Articles)

Christmas shoppingSeventy percent of Australian retailers expect Christmas sales in 2017 to exceed those in 2016, according to the 2017 Deloitte Retailers’ Christmas Survey. That’s down from 76% last year and strikingly only 42% expect growth over 2% compared to 54% in 2016.

Despite, or perhaps because of the nervousness around sales, retailers are holding steady on margins. 42% expect consistent margins to last year (39%). 15% anticipate decreased margins, compared to 13%, while 43% expect to see an increase in margins compared to 48% in 2016.

David White, national leader of Deloitte’s Retail, Wholesale & Distribution Group, says despite the relatively stable economic environment and consumer spending throughout the year, the competition for share of wallet has been intense.

“A number of retailers haven’t survived the year and there is a concern amongst respondents that weakness may continue throughout Christmas 2017,” he says.

“With so many new and expanding competitors in the market combined with price deflation and rising electricity costs, it will be a challenge for retailers in the apparel, footwear and department store sectors to maintain margins over Christmas in the face of these headwinds. Food and grocery may find the going easier with price inflation providing a boost to margins.”

When will the sales start?

season-s-sale-1-1238214-1278x795 (1)Over the past few years, there has been a consistent shift to discounting earlier and earlier in December. This year, not only has that trend reversed, but the percentage of retailers committed to no discounting (21%) has increased back to 2015 levels. For those that will discount, post-Christmas sales look to be back in vogue with another 21% planning to use this period to clear Christmas stock.

“During Christmas 2016 we saw many retailers pay the price for heavy and early discounting, with first quarter sales in 2017 proving to be a challenge for many. There seems to be a clear determination not to fall into the same trap this year,” explains White.

“Traditionally, specialist retailers have taken their cues from the major department stores in hitting the discount button. With department stores rebuilding after a number of difficult years perhaps the hope is the trend of early and deep discounts will begin to reverse this year. Time will tell whether retailers stick to their guns.”

The digital tipping point

The online share of sales has consistently increased in every survey since 2012, and 2017 is no different. The number of retailers expecting online sales above 6% has increased from 36% to 52%, with 31% of those respondents (versus 14% in 2016) believing their online sales will be more than 10% of their total sales for the period.

“There is an ever increasing sales proportion made up of online,” says White. “The relationship between bricks-and-mortar operators and online is an ever strengthening one as the value of an effective digital strategy continues to bear fruit for traditional retailers. Retailers are getting it; over 80% of respondents consider an effective digital strategy to be critical or very important to the performance of their businesses.

“We see the market waking up to the digital tipping point, where digital becomes not just a complementary sales channel, but the core of the experience. Retailers are embracing true omnichannel, with the reinvention of the store experience, consolidation of store networks and shifting of large portions of sales onto digital storefronts.”

Welcome to the (retail) jungle

As Amazon prepares to officially launch in Australia, there is both hope and trepidation for what the impact may be.  17% of survey respondents cited Amazon as their biggest source of new competition, and undoubtedly they will have an immediate as well as long lasting impact on the Australian retail sector.

But it’s not all doom and gloom – far from it. Whilst 33% of respondents believe Amazon will have a negative impact on their business, 39% believe Amazon will be positive for them.

White comments: “With the greater channels to market created by Amazon, together with opportunities for retailers to work with them, there are undoubtedly a number of retailers who will stand to benefit from the global retail giant’s arrival.

“Amazon presents both a challenge and an opportunity for local operators. Overseas, its domination of online retail has forced many retailers to adapt and find innovative ways to connect and build two-way communication with customers. The Australian market is not isolated; retailers have been quietly innovating as the competition heats up locally.”

Will retailers become masters of their own destiny in 2018?

Despite the cautious expectations for retailers this Christmas, they remain optimistic about their growth prospects in 2018.  Some 51% expect to grow their earnings by more than 5% next year which, whilst down from 60% in last year’s survey, remains a lofty aspiration. With the total retail market forecast to grow at 3.6% next year, where will this growth come from?

White says: “Undoubtedly, the fight for market share looks set to be fiercer than ever. The process for some may be painful, and we expect to see further consolidation throughout the year, but for those retailers that get the model right there is a big prize in store.”

True to form, retailers expect new stores will again be the driving force behind sales growth in the next 12 months (43%), followed by new products (24%) and online offerings (15%). By contrast and consistent with expectations of price inflation in 2018, just 3% of retailers are expecting price increases to drive sales growth.

White continues: “The recent increase in the Australian dollar will flow through into price deflation if levels remain elevated, requiring volume growth and new stores to drive sales.”

Overseas expansion has not been a major focus of local retailers over the past few years, and again this year 58% of retailers do not consider a foray overseas as an opportunity next year.

White adds: “It is important not to forget the longer term opportunities establishing a beachhead overseas can provide. The Australian market is competitive and largely saturated, and local brands will need to look offshore in order to continue growing and building global brand recognition.”

View all the POPAI UK Awards winners

Topics: Case Studies, Featured, Home (Best Practice), Past Winners

POPAI UK awardsDownload the 2017 POPAI UK Awards Book to view all 2017 UK Gold, Silver and Bronze winners.

The POPAI UK Awards has seen more than 600 best-in-class case studies out of nearly 2000 entries over the last 11 years. The below booklet includes the best of 2017, in an effort to provide inspiration and reference to the industry.

A local version of the Awards booklet will be available to POPAI ANZ members in February 2018. For more information or to advertise in the Australia & NZ Awards book, click here.

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Christmas spending tipped to grow

Topics: Featured, Home (News & Articles)

The Australian Retailers Association (ARA) and Roy Morgan Research Annual Pre-Christmas Sales Predictions indicate Australian shoppers will spend more than $50 billion in retail stores over the Christmas trading period from November 15 to December 24, 2017.

Russell Zimmerman, ARA Executive Director, said although the Australian retail industry has been struggling over the last few months, the ARA and Roy Morgan have tipped Australian consumers to spend 2.8% more on Christmas this year, compared to 2016.

christmas-decoration-1443709-639x424“While the latest retail trade figures have shown a considerable decline, our combined Christmas sales forecast with Roy Morgan demonstrate that Christmas sales will be a little bit better than recent figures; unfortunately this estimate is still well below the 4-5% growth that retailers would like to see this Christmas,” Mr Zimmerman said.

“As online retailing continues to grow, we predict online gift purchases to increase by 3.96%, and expect Australian shoppers to purchase most of their gifts online this year.”

Food and liquor retailers will also see a substantial trade this Christmas with the ARA and Roy Morgan predicting a 3.27% increase from 2016 sales. Although soft by Christmas standards, these figures remain reasonably strong.

With the Christmas season centred around quality time with family and friends, restaurant and café retailers will also see an increase in sales this year as the hospitability category is expected to grow by a modest 2.89%.

Among the states, Victoria, New South Wales and Tasmania will have a considerable Christmas trade this year, with these three regions showing the strongest predicted growth across the country.

“Although we have seen retail sales slowly decline across all categories, we believe Christmas will see this year’s trade improve for many Australian retailers,” Mr Zimmerman said.

“There may have been a lot of change throughout the industry this year, but one thing is for sure, and that’s the fact that Australian’s love Christmas, as Christmas is the season of giving.”

The ARA proudly continues to partner with Roy Morgan Research to deliver the only professionally researched retail figures in the industry annually, with proven year-on-year results.


November 15 – December 24, 2017

2017 Pre-Christmas Sales Growth by Category

State 2016 Pre-Christmas actual results ($mil) 2017 Forecast Pre-Christmas sales ($mil) Predicted Growth
FOOD 19643 20284 3.27%
HH GOODS 8503 8704 2.37%
APPAREL 3869 3890 0.54%
DEPARTMENT STORES 2928 2957 0.99%
OTHER 6911 7184 3.96%
HOSPITALITY 6854 7052 2.89%
NATIONAL 48708 50073 2.80%



2017 Pre-Christmas Sales Growth by State

State 2016 Pre-Christmas actual results ($mil) 2017 Forecast Pre-Christmas sales ($mil) Predicted Growth
NSW 15692 16265 3.65%
VIC 12267 12742 3.87%
QLD 9838 9951 1.15%
SA 3164 3266 3.23%
WA 5386 5434 0.89%
TAS 967 996 3.01%
NT 499 508 1.77%
ACT 895 911 1.76%
NATIONAL 48708 50073 2.80%


2017 Sustainability at Retail report

Topics: Featured, Home (Best Practice), Insights & Research, Market Intelligence

2017 sustainability reportThe 2017 Shop! Sustainability at Retail report is now available to POPAI ANZ members to download as part of their membership.

There are many benefits and obstacles to sustainability, not to mention rating systems, ecolabels, and customer perceptions. Moreover, they are always changing. Shop! created the special report to help you learn about these topics and more.

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