POPAI France

POPAI France : aims and challenges

POPAI is the only association with the sole aim of providing a service to advertisers (brand and retail) and creative/production staff working in the Marketing at Retail sector.

Founded in the United States in 1936, the association helps members develop their understanding of consumer behaviour and awareness of point-of-purchase communication tools. Concretely this translates into carrying out studies and organizing professional training programmes. It also publishes the profession's resource guide, co-organizes the tradeshow and holds the Popai Europe Awards to celebrate the best initiatives concerning POP advertising and information, commercial furniture and digital media. The association promotes the Marketing at Retail sector through public relations ioperations, publications, events and tradeshows. It also represents its members at national and international conferences.

POPAI France objectives

>> to develop the importance of Marketing at Retail within the marketing mix;
>> to improve the knowledge of professionals in the sector;
>> to develop and encourage the code of conduct adhered to by the indusry;
>> to represent the industry;
>> to raise understanding of the medium;
>>to act as a forum of ideas and experience;
>> to carry out studies for the benefit of its members.

How is the association structured?

The association is composed of four schools:

1. Advertisers(brands and retail);
2. POP advertising/information designers and manufacturers;
3. Digital media professionals;
4. Partners (materials suppliers, research companies, installation providers, etc...).