Marketing Partnership Studies Consumers In-Store

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Marketing Partnership Studies Consumers In-Store

NEW YORK -- VNU, parent company to Convenience Store News, teamed up with the In-Store Marketing Institute to launch a global measurement service that will assist retailers in reaching and influencing consumers that are in the store and making final purchase decisions.

"In-store marketing provides manufacturers and retailers with a unique opportunity to reach a large and responsive consumer audience," said David L. Calhoun, chairman and CEO of VNU. "Until now, however, no one has been able to measure the impact of in-store marketing clearly and accurately."

He continued: "Nielsen In-Store, working as part of our new NielsenConnect unit, will connect resources and capabilities from across VNU to 'follow the consumer' in this critical arena. Working with the Institute, we will deliver an innovative service that will allow our clients to quantify the impact of in-store marketing and assess its value in comparison with other media and marketing options."

The service will assist retailers improve of store layouts, categories and product selection. "The new information we provide for retailers and manufacturers will help them work more effectively to improve the shopping experience for consumers," said George Wishart, the global managing director of Nielsen In-Store, also a VNU company.

The partnership will add onto an existing effort made in 2006 called Pioneering Research for an In-Store Metric (P.R.I.S.M.). Led by the In-Store Marketing Institute, the P.R.I.S.M. project gave retailers a common language to gauge in-store consumer reach. Members of P.R.I.S.M. included 3M, Coca-Cola, Kellogg's, Miller Brewing, Procter & Gamble and The Walt Disney Company; along with retailers such as Albertsons, Kroger, Walgreens and Wal-Mart.

The program will be developed by Nielsen In-Store, a new VNU unit. The program will measure consumer exposure to in-store marketing efforts including television, radio, shelf talkers, digital signage and other point-of-purchase displays.