POPAI Middle East opens up for membership

Among those who will benefit from this opportunity are Brand Managers, POP Producers, Marketing Managers of FMCG companies, Account Managers in Advertising Agencies, besides anyone and everyone connected closely or remotely with the regional retail industry.

POPAI, is an exclusive trade association that is committed to catering to the needs of those engaged in the world of retail marketing, and its Middle East chapter was launched on the sidelines of the Retail Middle East Show that was held at Expo Centre Sharjah between April 18-20, 2005.

The dedicated Middle East chapter, set up as result of joint initiative between Expo Centre Sharjah and POPAI, will assist its regional members in implementing 'marketing at retail' more effectively. To summarise the primary function, POPAI Middle East will act as an organisation that will provide and disseminate expertise in 'marketing at retail' across the region.

'Marketing at Retail' refers to strategies and tactics that are deployed by brands and retailers to attract, inform, and stimulate the buyer to purchase goods and services from within the retail location. It is a form of advertising, signage or communication within a retail environment that is designed to influence or assist a customer locate a product or service. These include exterior or interior store design and signage, promotional displays (commonly referred to as point of purchase), in-store advertising, customer oriented information systems, store layout and merchandising, and overall retail environment design.

Worldwide, POPAI has more than 1800 members. Of this, over 600 members are in Europe. Besides, POPAI has an imposing presence in 24 countries including USA, Australia and New Zealand, South America, Mexico, Canada, India and Japan.

POPAI's decision to establish a presence in the region stemmed from the fact that in the Middle East, the traditional view of point of purchase and its role in communicating with shoppers is fast developing with the expansion in the reach of the retail media and the growth in its relevance to brand marketers and retailers.

The retail industry in the Middle East, as one can clearly witness, is currently experiencing unprecedented growth, thereby leading to intensification of competition amongst retailers. Retailers in the region are now being compelled to adopt new strategies to counter the cut-throat competition and maintain their leadership edge. They are becoming more conscious of issues like customers' search for individuality, customisation of services and store design details among other things.

POPAI Middle East will follow this industry trend and development from close quarters and in the coming years will attempt to redefine the regional retail industry based on the realities of the market place.

Among the primary duties of the association will be promotion, protection and advancement of regional interests of 'marketing at retail' through research, education, trade forums, networking and legislative efforts. It will also conduct research, education and training programmes, monitor industry trends, provide industry information, offer networking opportunities, conduct , advocate issues that are important to its members and run industry specific seminars and conferences - all from a regional perspective.

Regular updates on key local events and reference point for the latest regional industry news will also be provided to all members through a dedicated website. Besides, every member will have access to POPAI's global website that provides industry specific news and information from around the world.

A key point to remember when applying for membership to the POPAI Middle East chapter is that membership of POPAI across countries is rewarded through the international membership scheme that offers a 20 % discount on other country's membership fees once a company is a full paying member in a country.