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Shoppers’ behaviour focus for Dubai meet

DUBAI, September 15, 2014

The current and established ways of conducting shopper research to design in-store campaigns formed the agenda for the first-of-its-kind Product of the Year (POY) Talk last week in Dubai, UAE.

Over 50 marketing managers from the largest multinational and regional clients in the consumer goods sector, including POY’s local and regional partners, took part in the discussion at MAKE Business Hub in Dubai Marina held under the theme ‘Getting under the Skin of Shoppers’.

Competitive Edge Research Reports shows that 41 per cent of mid-market businesses have one or more big data projects already in place, with another 55 per cent planning to start one in near future.

The challenge with having a large pool of consumer data to go through is in finding answers to businesses’ questions, that’s why according to this same research,  80 per cent agree they need to better analyse their expanding data collections.

Renowned experts from various business spheres took centre stage in the POY Talk, which focused on encouraging an overhaul of shopper behaviour research and providing added value to the POY partners. The panel discussion tackled shopper marketing effectiveness to generate sales by uncovering the latest research methodologies focused on understanding consumers’ behaviour.

Dory Kfoury, CEO – Middle East and Africa for Product of the Year, said: “As the world’s largest consumer-voted programme, we have always believed in understanding the consumers’ shopping behaviour pattern and the company’s and our partners’ marketing effectiveness and methodologies. To understand the challenges of an oversupply of consumer data better, we initiated the POY Talk and we are happy that our experts helped in highlighting this core issue.”

“We are confident that the participants found the POY Talk an enriching experience and they unravelled some new ways of tackling consumer behaviour and formulating an effective in store marketing strategy – and our endeavour was to facilitate this,” Kfoury added.

The Product of the Year Middle East award serves as a shortcut for the shoppers in the supermarket as an approved and trusted sign of innovation. For manufacturers of the winning products, the POY recognition is a powerful marketing message proven to increase product trial, awareness, distribution and sales. Globally, POY has been working with over 100 multinationals and a number of local and regional companies. – TradeArabia News Service




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