The document discusses shopper marketing and communication. It introduces Leo van de Polder who has 35 years of experience in retail marketing, business administration, and design management. It describes Popai Benelux, an international retail organization focused on understanding consumer and shopper behavior from pre-store to post-store experiences across channels. Popai's mission is to leverage shopper intelligence to benefit brands, consumers, retailers, and shoppers. The document emphasizes understanding shopper mindsets and behaviors at each step of the shopping journey.

1. Shopper marketing & communicatie
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2. Leo van de Polder
• 35 year national and international retail experience
• Retail marketing,business administration and design management
• 22 years at retail
> Specialty stores ,family company’s , chains and department store
> Marketing, sales , trade , concept developement and design.
• 13 years at agencies
> Identity, brand, formula, concepting,communication and design.
> Shopper insights & instore excellence
• Co author ; Book Instore ABC and Shopper insights
• General manager at Popai Benelux .
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3. Popai Benelux
Popai is de enige internationale
shopper marketing at Retail organisatie
die zich zonder winstoogmerk,
actief beweegt in het totale speelveld van de
“consumer & shopper journey”,
van smart Phone tot en met de display.
In food en in non-food.
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4. Popai is actief in 44 landen
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5. De missie van POPAI Benelux
“Understanding how one's target consumers ,
think and behave as shoppers,
in retail environments in “different channels, formats
and at several moments”,
and leveraging this intelligence to the benefit of all stakeholders,
defined as brands, consumers, retailers and shoppers.“
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6. Moment, context, Merchandising &
mindset & behavior service activities
Message &
Big data
Touchpoints
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7. Beïnvloeding
inspiratie & verleiding
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8. Traffic
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9. Sales !
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10. Behavior > Pre store
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11. Shopper mindset & behavior > pre store
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12. To store
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13. Shopper mindset & behavior > to store
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14. In store
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15. Shopper mindset & behavior > in store
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16. Post store
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17. To influence > shopper mindset & behavior > post store
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18. Samenvatting
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19. Moment, context, Merchandising &
mindset & behavior service activities
Message &
Big data
Touchpoints
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20. Beïnvloeding
inspiratie & verleiding
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21. The future of retail ?
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22. Online expectations,
Offline experience
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23. Online !
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24. Offline !
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25. Conclusie
So, the best way to predict
the future is to CREATE it !
Abraham Lincoln
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