{"id":5788,"date":"2021-09-07T13:44:53","date_gmt":"2021-09-07T13:44:53","guid":{"rendered":"https:\/\/pospotential.com\/?p=5788"},"modified":"2024-05-07T10:08:41","modified_gmt":"2024-05-07T10:08:41","slug":"from-product-marketing-to-shopper-marketing","status":"publish","type":"post","link":"https:\/\/pospotential.com\/en\/blog\/from-product-marketing-to-shopper-marketing\/","title":{"rendered":"From product marketing to shopper marketing"},"content":{"rendered":"<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4cn8vd6-a11a1f41626b8b2266202ade4b812111\">\n.avia-section.av-k4cn8vd6-a11a1f41626b8b2266202ade4b812111{\nbackground-repeat:no-repeat;\nbackground-image:url(https:\/\/pospotential.com\/wp-content\/uploads\/shoppermarketing_bg.jpg);\nbackground-position:50% 50%;\nbackground-attachment:scroll;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-k4cn8vd6-a11a1f41626b8b2266202ade4b812111 main_color avia-section-default avia-no-border-styling  encabezado-single-blog avia-full-stretch avia-bg-style-scroll av-minimum-height av-minimum-height-66 av-height-percent  container_wrap fullsize'  data-section-bg-repeat='stretch' data-av_minimum_height_pc='66' data-av_min_height_opt='percent'><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-5788'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-7usef-2195258c4daf499cd559ed31cfc36249 sc-av_four_fifth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-7usef-2195258c4daf499cd559ed31cfc36249\">\n.flex_column.av-7usef-2195258c4daf499cd559ed31cfc36249{\nborder-radius:0px 0px 0px 0px;\npadding:50px 50px 50px 50px;\nbackground-color:#ffffff;\n}\n<\/style>\n<div  class='flex_column av-7usef-2195258c4daf499cd559ed31cfc36249 av_four_fifth  bloque-encabezado-single-blog first no_margin flex_column_table_cell av-equal-height-column av-align-middle  '     ><section  class='av_textblock_section av-k4cnb9i3-a18f01074c03cb0102241ec4b627d62e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h1 class=\"headers\">From product marketing to shopper marketing<\/h1>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-k4cnu2w4-59ff2f184c280ce20693fe4dcbe8d4c9 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock bloque-encabezado-single-blog'  itemprop=\"text\" >Gilles Dallest\n<\/div><\/section><\/p><\/div><\/div><!--close column table wrapper. Autoclose: 1 --><div class='flex_column_table av-313a3d-fa25b25832b4b5b597152b8432b62683 sc-av_one_fifth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-313a3d-fa25b25832b4b5b597152b8432b62683\">\n.flex_column.av-313a3d-fa25b25832b4b5b597152b8432b62683{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\nbackground-color:#ffffff;\n}\n<\/style>\n<div  class='flex_column av-313a3d-fa25b25832b4b5b597152b8432b62683 av_one_fifth  bloque-encabezado-single-blog no_margin flex_column_table_cell av-equal-height-column av-align-middle av-zero-column-padding  '     ><section  class='av_textblock_section av-k4cnu2w4-59ff2f184c280ce20693fe4dcbe8d4c9 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock bloque-encabezado-single-blog'  itemprop=\"text\" ><\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n\n<div class='flex_column_table av-pbh47-22418633c640e1e10f7114eba54519d0 sc-av_one_half av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-pbh47-22418633c640e1e10f7114eba54519d0\">\n.flex_column.av-pbh47-22418633c640e1e10f7114eba54519d0{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-pbh47-22418633c640e1e10f7114eba54519d0 av_one_half first flex_column_table_cell av-equal-height-column av-align-top av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-knyix3ie-a25470d8ba95f2c1af85cf1624670476\">\n.avia-image-container.av-knyix3ie-a25470d8ba95f2c1af85cf1624670476 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-knyix3ie-a25470d8ba95f2c1af85cf1624670476 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-knyix3ie-a25470d8ba95f2c1af85cf1624670476 av-styling- avia-align-center'   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-5811 avia-img-lazy-loading-not-5811 avia_image ' src=\"https:\/\/pospotential.com\/wp-content\/uploads\/4p_marketing_mix_en.png\" alt='supply chain' title='4p_marketing_mix_en'  height=\"554\" width=\"618\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/pospotential.com\/wp-content\/uploads\/4p_marketing_mix_en.png 618w, https:\/\/pospotential.com\/wp-content\/uploads\/4p_marketing_mix_en-300x269.png 300w\" sizes=\"(max-width: 618px) 100vw, 618px\" \/><\/div><\/div><\/div><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<div class='flex_column_table av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29 sc-av_one_half av-equal-height-column-flextable'><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29\">\n.flex_column.av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-m8rrz-8f2cf69465bdf8ab8a45c8d6dd62af29 av_one_half flex_column_table_cell av-equal-height-column av-align-top av-animated-generic fade-in av-zero-column-padding  '     ><section  class='av_textblock_section av-k4b8xxgm-6a72df0092618b9e77adcdb6a3784cec '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Modern <u>marketing<\/u> was formally born in the 30s in the United States when manufacturers moved from a\u00a0 <u>production<\/u> strategy (the famous quote by Henry Ford: \u201cThe customer can choose the color of his car, as long as it is black\u201d) to a sales and marketing strategy in which the goal is to meet the consumer&#8217;s expectations in terms of product availability and characteristics.<\/p>\n<p>In 1960, Jerome McCarthy, an American university professor, defined the famous 4Ps that make up the <u>marketing mix:<\/u><\/p>\n<ul>\n<li><strong style=\"color: #00b4ac;\">Product:<\/strong> what do we sell? What is the benefit for the consumer?<\/li>\n<li><strong style=\"color: #00b4ac;\">Place:<\/strong> where the product is made available to the consumer<\/li>\n<li><strong style=\"color: #00b4ac;\">Price:<\/strong> the amount of money the consumer pays to access the product<\/li>\n<li><strong style=\"color: #00b4ac;\">Promotion:<\/strong> in general, all the techniques aimed at making the product known and stimulating the act of purchase.<\/li>\n<\/ul>\n<\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k584ornz-67bb848f28e8aeb703de2c06e66e510d\">\n.avia-section.av-k584ornz-67bb848f28e8aeb703de2c06e66e510d{\nbackground-color:var(--verde1);\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_2'  class='avia-section av-k584ornz-67bb848f28e8aeb703de2c06e66e510d main_color avia-section-default avia-no-border-styling avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-5788'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k5859jlf-2733466d6488858df1a8c7fd94f5f768\">\n.flex_column.av-k5859jlf-2733466d6488858df1a8c7fd94f5f768{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-k5859jlf-2733466d6488858df1a8c7fd94f5f768 av_one_full first flex_column_div av-animated-generic fade-in av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62\">\n#top .av_textblock_section.av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><p>Over the years and with the concentration and specialization of modern distribution the concept of <strong style=\"color: #00223b;\"><a title=\"What is trade marketing?\" href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/trade-marketing\/\">customer marketing<\/a><\/strong> or <strong style=\"color: #00223b;\"><a title=\"What is trade marketing?\" href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/trade-marketing\/\">trade marketing<\/a><\/strong> has emerged. Its purpose is simply to adapt the value proposition of the marketing mix to a particular distribution channel or retailer.<\/p>\n<p><strong style=\"color: #00223b;\"><a title=\"What is trade marketing?\" href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/trade-marketing\/\">Trade Marketing<\/a><\/strong> considers the needs and specificities of a brand, for example in terms of:<\/p>\n<ul>\n<li>Product format: we do not sell the same format in a convenience store or hypermarket<\/li>\n<li>Shelf ready packaging: to facilitate shelving<\/li>\n<li>Differentiated prices according to the positioning of the distributor<\/li>\n<li>Adaptation of promotions to the distributor&#8217;s strategy<\/li>\n<li>Up to exclusive products or brands<\/li>\n<\/ul>\n<\/div><\/section><\/div>\n\n<div class='flex_column_table av-gy5w7-32f1b83814000428a8cf33a2b0437bd1 sc-av_one_half av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-gy5w7-32f1b83814000428a8cf33a2b0437bd1\">\n.flex_column.av-gy5w7-32f1b83814000428a8cf33a2b0437bd1{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-gy5w7-32f1b83814000428a8cf33a2b0437bd1 av_one_half first flex_column_table_cell av-equal-height-column av-align-top av-animated-generic fade-in av-zero-column-padding  '     ><section  class='av_textblock_section av-k4b8xxgm-6a72df0092618b9e77adcdb6a3784cec '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>This obviously represents an important development of the collaboration between distributors and manufacturers that goes far beyond commercial negotiation. This supplier\/retailer strategic alignment lays the foundations for <strong><a title=\"What is category management?\" href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/category-management\/\">category management<\/a> <\/strong>the objective of which is a shared management of the mix aimed at meeting customer expectations in a sustainable and cost-effective manner.<\/p>\n<p>This is where we come to the important distinction between <strong><a title=\"Who is the shopper?\" href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/shopper\/\"><u>shopper<\/u><\/a> <\/strong>and <strong><a title=\"Who is the consumer?\" href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/consumer\/\">consumer<\/a><\/strong>:\u00a0 who consumes is not necessarily who buys the product, and it is important to meet the expectations of both.<\/p>\n<p>This is very clear, for example, in the case of a children&#8217;s product for which the buyer (father, mother, family) will have expectations of availability, price, quality, origin, recipe, etc. which are obviously totally foreign to the end user of the product.<\/p>\n<p><strong><a title=\"What is shopper marketing?\" href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/shopper-marketing\/\">Shopper marketing<\/a><\/strong> studies the act of purchase from the choice of the distribution channel to the payment. It is possible to get insights about shopper behavior thanks to ad hoc studies at the point of sale, understanding the <u>shopper journey<\/u>\u00a0 or \u00a0defining the <u>shopping trip<\/u>. It is not the same to buy a bottle of wine on the way to a dinner with friends and to choose wine to set up a personal cellar. The shopper is varied, and the shopping opportunities are multiple. Adapting the marketing mix to everyone of them is the challenge of <strong><a title=\"What is shopper marketing?\" href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/shopper-marketing\/\">shopper marketing<\/a><\/strong>.<\/p>\n<\/div><\/section><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<div class='flex_column_table av-eayez-444c1aa35aeb3593dc2006b71df0ace9 sc-av_one_half av-equal-height-column-flextable'><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-eayez-444c1aa35aeb3593dc2006b71df0ace9\">\n.flex_column.av-eayez-444c1aa35aeb3593dc2006b71df0ace9{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-eayez-444c1aa35aeb3593dc2006b71df0ace9 av_one_half flex_column_table_cell av-equal-height-column av-align-top av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-8l70b-501a305dd68fa10439741dd663b3d094\">\n.avia-image-container.av-8l70b-501a305dd68fa10439741dd663b3d094 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-8l70b-501a305dd68fa10439741dd663b3d094 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-8l70b-501a305dd68fa10439741dd663b3d094 av-styling- avia-align-center'   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-5799 avia-img-lazy-loading-not-5799 avia_image ' src=\"https:\/\/pospotential.com\/wp-content\/uploads\/shopping_cart.jpg\" alt='supply chain' title='shopping_cart'  height=\"625\" width=\"500\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/pospotential.com\/wp-content\/uploads\/shopping_cart.jpg 500w, https:\/\/pospotential.com\/wp-content\/uploads\/shopping_cart-240x300.jpg 240w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/div><\/div><\/div><\/div><\/div><!--close column table wrapper. Autoclose: 1 -->\n<div  class='hr av-1zquuz-83dec9686ffcf9a9b0cc002d4b41126c hr-default'><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-kt9x07iy-9e3574d7a89d5d77180634d4b7ee1735 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><p><u>Marketing<\/u> in general and <strong><a title=\"What is shopper marketing?\" href=\"https:\/\/pospotential.com\/en\/business-intelligence-and-fmcg-glossary\/shopper-marketing\/\">shopper marketing<\/a><\/strong> in particular are now facing accelerated growth in online sales, especially since the beginning of the COVID-19 pandemic. Adapting the mix to the potentials, but also to the limits, of telecommerce is certainly the new frontier of marketing.<\/p>\n<\/div><\/section>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k584ornz-67bb848f28e8aeb703de2c06e66e510d\">\n.avia-section.av-k584ornz-67bb848f28e8aeb703de2c06e66e510d{\nbackground-color:var(--verde1);\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_3'  class='avia-section av-k584ornz-67bb848f28e8aeb703de2c06e66e510d main_color avia-section-default avia-no-border-styling avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-5788'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k5859jlf-2733466d6488858df1a8c7fd94f5f768\">\n.flex_column.av-k5859jlf-2733466d6488858df1a8c7fd94f5f768{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-k5859jlf-2733466d6488858df1a8c7fd94f5f768 av_one_full first flex_column_div av-animated-generic fade-in av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62\">\n#top .av_textblock_section.av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-k4b8xxgm-32606b18c5d2e5391c591b00e4105b62 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><h2>If you\u2019re reading this, you\u2019re one step away from selling more and better! Did you enjoy the read? Please, tell us more!<\/h2>\n<\/div><\/section><br \/>\n<br \/>\n<section  class='av_textblock_section av-kfs1117z-684ba4c095934365c834b5bac4cdc811 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"font-size: 10px;\">ThinkBI SLU processes personal data in order to address your request or enquiry with your consent. To learn more about how we manage your personal data and to exercise your rights, please refer to our privacy policy.<\/p>\n<\/div><\/section><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2dm5pl-01f9296144a2434c14799bffad9c3731\">\n.flex_column.av-2dm5pl-01f9296144a2434c14799bffad9c3731{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-2dm5pl-01f9296144a2434c14799bffad9c3731 av_one_full first flex_column_div av-zero-column-padding  '     ><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Modern marketing was formally born in the 30s in the United States when manufacturers moved from a  production strategy (the famous quote by Henry Ford: \u201cThe customer can choose the color of his car, as long as it is black\u201d) to a sales and marketing strategy in which the goal is to meet the consumer&#8217;s expectations in terms of product availability and characteristics.<\/p>\n","protected":false},"author":7,"featured_media":5805,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-5788","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/posts\/5788","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/comments?post=5788"}],"version-history":[{"count":10,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/posts\/5788\/revisions"}],"predecessor-version":[{"id":8331,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/posts\/5788\/revisions\/8331"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/media\/5805"}],"wp:attachment":[{"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/media?parent=5788"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/categories?post=5788"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pospotential.com\/en\/wp-json\/wp\/v2\/tags?post=5788"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}