Unilever was one of the sponsors of the MARI proof of concept trial. We participated as we were well aware of the many current concerns surrounding PoP material, not least, from our point of view, improving execution when it finally reaches the store.
We had the chance to see how effective our investment was in achieving our goals in-store. The results have been conclusive; we have been able to evaluate PoP execution with shopper engagement, which helps us to make more informed decisions in deploying PoP mechanics. As we gain more information, we can expect to share the real benefits of better PoP design with retailers. POPAI research shows that if managers know the return they should expect, they would be much more likely to go out of their way to use it.
The result would be a win/win for all parties. Better PoP execution, with improved store compliance, leading to better return for our joint interest, and satisfied shoppers.
Has the number of customer complaints about the price of goods increased recently?
