Valuing in-store marketing: transforming the store into a measured medium

Kathryn Young and George Wishart

The P.R.I.S.M. Initiative has established an in-store media approach that can use traffic measurement inside a few stores to estimate traffic inside all stores in a chain by modeling the relationship between traffic and sales, moderated by store and storepart characteristics.

Valuing in-store marketing: transforming the store into a measured medium

Kathryn YoungThe Procter & Gamble Company, United States

George WishartNielsen In-Store, United States

PREFACE

In-store media has existed since the first general store (see Figure 1). Retailers and manufacturers had sought to communicate with consumers in-store, from early packages and signs, to today's displays, interactive cart technologies, scent delivery, digital signs, radio, in-store theater, demonstrations – the list grows exponentially.

Yet there has not been a similar growth in the metrics available for marketers and retailers to truly understand the power and potential of retail as...

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