Path to Purchase Institute
Path to Purchase Institute
Marketing is a process. It involves a lot of activities along the path to convincing the consumer that a product is the best solution for a problem. The product must be well branded, packaging must be attractive, and retail must be convincing and captivating. This is what the Path to Purchase Institute is about.
This is a foremost marketing institute that serves a global community in the line of branding, retailing, agency and all other essential activities leading to purchase. The institute dates back to 1988 with the launch of the P-O-P Times Magazine, a publication serving the needs of the P-O-P merchandisers and manufacturers. However, in 2003, its website was launched with a wider focus and the name “instoremarketers” was adopted. In 2011, the Institute followed suit and changed its name to Path to Purchase Institute to better reflect the evolving path to purchase. Since 2003, the institute has attracted professionals across all disciplines of shopper marketing.
As an institute that seeks to help manufacturers, retailers, marketers look at ways of generating more sales, it provides tools, knowledge, and the community to integrate and execute on shopper market trends. It should not be forgotten that with technological disruption and digitalization, there has been a shift in consumers’ approach to retailing. We have trends in online retail and affiliate marketing.
The institute also works to foster shopper-centric thinking that helps define consumer marketing and the shopping experience. When players in the production line and supply chain are shopper-centric in thinking, they present the products in the best way that can attract the consumer. For instance, the packaging company has to understand the consumers of the products and which design will best attract. What will attract kids will hardly attract high school students. More, shopping experience has to be tailored to the peculiarity of the consumer. What will attract the consumer? Can it be window displays? These are questions that the retailer should ask.
Fortunately, this institute is open to memberships. You can join as a member to gain extra knowledge and resources to help build your business. Joining an institute like this is a big investment to your profession. You get to meet with several professionals who can be of help to your line. More, there are volumes of materials and ample experience you can draw from. You also get to network with other professionals in other links in the supply chain.
The institute provides print and electronic marketing publications like magazines and e-newsletter. You can have active subscriptions to these to be up to date with important information and shopper marketing trends in the production and supply chain sector. Trends change and you shouldn’t be in the past as a professional who wants an enviable market share. It may be noted that the institute started with the P-O-P Times Magazineand in 2008, it became the Shopper Magazine.
To provide advanced training, the Path to Purchase Leadership University has been set up. This institution operates with a professional development training curriculum.