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CHICAGO -- The Nielsen Co. and the In-Store Marketing Institute, in collaboration with the P.R.I.S.M. Consortium of leading retailers, manufacturers and media agencies, have reached substantial progress in a breakthrough project that will make stores a measurable marketing medium.
After reaching key research milestones, Nielsen In-Store will syndicate the data in 2008, giving retailers and manufacturers exhaustive intelligence that will help them rethink in-store marketing to improve the shopper experience.
The P.R.I.S.M. Project: Pioneering Research for an In-Store Metric, establishes a global metric for evaluating the in-store environment as a marketing medium along the lines of Nielsen's TV, Internet, Box Office and other audience metrics, said Nielsen. The P.R.I.S.M. Project allows in-store traffic to be measured by product category for the first time, such as in the cereal aisle of a food retailer or in the hair care aisle of a drug store.
Besides Nielsen and In-Store Marketing Institute, the project consortium includes retailers A&P, Ahold USA, Hy-Vee, Kroger, Meijer, Pathmark, Price Chopper, Rite Aid, Safeway, Schnucks, Sears/Kmart, Stop & Shop, Supervalu, Target, Walgreens, Wal-Mart, and Winn-Dixie. Other participants are Catapult Marketing, Clorox, Coca-Cola, ConAgra Foods, General Mills, Group M, Hewlett-Packard, Integer, Kraft, MARS Advertising, Mars Snackfood, Mattel, Miller Brewing, Nintendo, OMD, Procter & Gamble, Starcom MediaVest, and Unilever.
The current nationwide trial was initiated by Nielsen In-Store on April 29, 2007, and counts traffic in store aisles both digitally and manually. By the time the trial ends in late December, Nielsen In-Store will have studied more than 160 stores, capturing over 60 percent of the All Commodity Volume (ACV) of products in food, drug and mass retailers. An international pilot is expected to begin in Europe next year.
"Industry-accepted metrics typically emerge because of need," said David Calhoun, Nielsen's chairman and c.e.o., during remarks at the In-Store Marketing Expo in Chicago yesterday. "There's too much money at stake for the in-store experience to be left to intuition."
Steve Bratspies, Wal-Mart Stores v.p. of marketing, added: "The richness of P.R.I.S.M. data will complement our years of expertise to help us better understand what is working and what isn't for our customers. It can dramatically change the way we as retailers create a more compelling in-store environment by helping us to truly anticipate the needs of our customers. I believe the greatest benefit of this project will be fundamentally improving the shopping experience."