NEW YORK: PRISM, the electronic system that tracks shoppers' movements in store, has revealed some of its first secrets. The Nielsen Company and its retail, manufacturing and media partners hope Pioneering Research for an In-Store Metric (i.e. PRISM) will establish the measurement of the in-store environment as a marketing medium.
The tool, which allows in-store traffic to be measured by product category, has been trialled in 160 US stores for nearly six months and is expected to be piloted internationally next year.
So far PRISM has shown:
One of PRISM's main champions is Wal-Mart Stores, where marketing svp Steve Bratspies comments: "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."
Adds Renetta McCann, ceo of Starcom MediaVest Group: "By mapping store traffic and enhancing it with consumer feedback and compliance measures, we will have a much clearer, more measurable and predictable grasp of what the consumer is going to do inside a store."
While Nielsen chairman/ceo David Calhoun says: "Industry-accepted metrics typically emerge because of need... There's too much money at stake for the in-store experience to be left to intuition."
Data sourced from MrWeb.com (UK): additional content by WARC staff