Valuing in-store marketing
Transforming the store into a measured medium
Kathryn Young & George Wishart
Abstract
In-Store media has existed since the first General Store. However, there has been few existing metrics for marketer and retailers to use to understand the power and potential of the retail medium. Measurement of in-store media will enable our industry to improve strategic planning and execution of in-store activities, and to better calculate the ROI of such activities. Thorough in-store audience measurement coupled with the appropriate media-planning tools we will understand how to use retail media most effectively to deliver compelling and productive marketing messages at the point-of-purchase.
A large barrier to valuing in-store marketing has been systemically valuing the size of the audience for media inside different parts of the store – an aisle, an endcap, the lobby or bakery. The P.R.I.S.M. consortium has discovered an 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. Nielsen In-Store has developed with the P.R.I.S.M. consortium the approach to scale the 10-store pilot nationally. The National model will allow us to calculate shopper reach that can be used to integrate all types of store media into holistic communications planning, enabling the transformation of the store into a fully fledged marketing medium.
The presentation will review the research approach that was deployed for the initial pilot and the resulting model, as well as an outline of the next phase of research to scale this new measurement approach on a global basis.
Kathryn Young
Procter & Gamble, USA
Kathryn Young is the Insights leader for P&G’s First Moment of Truth Team, dedicated to creating knowledge, tools and measures that fully value the store and shopper in holistic communications. Kathryn served as the lead researcher for the P.R.I.S.M. Consortium’s 2006 pilot. She is also one of P&G’s first researchers to focus on retail, creating the Insights capability for P&G’s Wal-Mart Global Customer Team, where she led integrating the shopper into foundational programs such as Joint Business Planning, Store of the Community and Format positioning.
George Wishart
Interactive Marketing Systems, USA
George has years of marketing and advertising experience, including 11 years with Kraft Foods and a number of years with various leading advertising agencies. In 1999, George joined VNU (now The Nielsen Company) to lead its retail geo-demographic targeting business. In 2000, George became President & CEO of MediaPlan prior to merging MediaPlan with Interactive Market Systems to
create the world’s leading provider of systems and solutions for the media industry, conducting business in 68 countries globally.
The combination of marketing, retail and media experiences provides George with unique insight into the potential and challenges of In-Store media and marketing. Since early 2006 George has been leading The Nielsen Company’s efforts to determine the In-Store audience and the communications impact on shoppers and was recently appointed Global Managing Director of Nielsen In-Store.
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