In the US, the Nielsen Company and the In-Store Marketing Institute have begun the expansion of their in-store measurement service, known as P.R.I.S.M. (Pioneering Research for an In-Store Metric), to encompass all forms of merchandising activity.
The upgraded service will assess retail TV and radio networks, shelf-talkers, cart-talkers, digital signage and point-of-purchase displays. During the next six months, the data will be collected from a sample of 200 stores and linked to consumer traffic data. Nielsen predicts that reach-and-frequency measures of all retail marketing media will be available by the end of 2007.
Peter Hoyt, Executive Director of the In-Store Marketing Institute said that the development has the potential to transform the way the industry markets to consumers at the point-of-sale: ‘For the first time, marketers will have the opportunity to understand which consumers are exposed to their in-store messages and promotions, and how often. Retailers will gain a new understanding of how effectively their in-store media convert shoppers to buyers, by category and in comparison with their competitors.’
George Wishart, Global Managing Director, Nielsen In-Store added: ‘Knowing the reach-and-frequency of an end-aisle display will be much more valuable than just knowing the display was there.’
P.R.I.S.M. was launched in December 2006 and its first phase was conducted in ten stores over four weeks and demonstrated the feasibility of measuring consumer traffic in the store, aisle-by-aisle and category-by-category.
The partner firms are online at www.nielsen.com