How best to tap the consumer and the shopper? What are the threats, possibilities and the weaknesses that the POP industry faces today? How best to leverage e-commerce? These were some of the questions taken up at the POPAI India Annual General Meeting held in Mumbai recently. Point of Purchase reports.
The ninth Annual General Meeting of POPAI India was held on 6th July 2012 Friday at Hotel Orchid Mumbai. The event, which is organised and held by POPAI India to thrash out new plans and raise benchmarks for the industry, was well attended by the who’s-who’s of the POP industry.
Guest speaker, M Subhranshu Singh, Visa Marketing Director of India & South Asia, shared with the POPAI members a list of key points regarding shopper marketing in his lively presentation on the ‘Road ahead for the POP industry.’ Interestingly, he brought to light the ambiguity that exists in the terms ‘shopper marketing’ and ‘consumer marketing’. According to him, while there is no clear definition distinguishing the two, it is also an indication for the industry to adopt new methods/tools to understand the consumer and the shopper.
Towards the end of the session, Singh also highlighted some key factors in the industry that represented weaknesses, threats and possibilities. “Messaging and branding is lost due to overselling, and the consumer reality is that the new shopper is a cautious and social shopper. And hence their choices are led by many factors not considered by the POP industry,” pointed out Singh and according to him, all these factors have to do with the increasing role of technology today: digitalization of consumers, their constant connect through the social networking sites and the emergence of e commerce.
Singh was in fact quite vocal about the fact that e commerce is not being used to its full potential in India and that if the industry wants to create new standards, then ecommerce is an inevitability.
Well, all in all, it was an engaging and insightful session that saw the POPAI members exchanging ideas on new innovations and possibilities for the future.
The AGM also saw the formation of six new committees in the following areas:
1. Public Relation & Marketing Communication
2. Online Training Program
3. Event and Activities
4. OMA Awards
5. Shopper Marketing Insight
6. Standard Operating Procedure