I believe that this is one of the reasons Wal-Mart pulled out of PRISM
This isn't shopper marketing. It's a powerful retailer grabbing money from its suppliers. Their intention is not brand building.
At a recent meeting a marketing director of one of our packaged goods clients told me "I have never met a retailer that was interested in building brands".
Maybe he's right. In which case can shopper marketing exist beyond the retailer? What is it?
Showing posts with label prism. Show all posts
Showing posts with label prism. Show all posts
Tuesday, July 21, 2009
Tuesday, February 24, 2009
More head scratching over shopper marketing
Good article here from Ad Age. Same questions - what is it? Does it exist? Is the emporer naked?
This all comes from a media angle. The death of PRISM and lack of a common media metric makes it hard for traditional marketing to see shopper marketing as marketing.
This all comes from a media angle. The death of PRISM and lack of a common media metric makes it hard for traditional marketing to see shopper marketing as marketing.
Sunday, January 25, 2009
PRISM Dead
This is actually a big deal for shopper insights research.
As I have said before, shedding tears for Nielsen doesn't come naturally to me but I still think this is a shame.
As I have said before, shedding tears for Nielsen doesn't come naturally to me but I still think this is a shame.
Tuesday, December 23, 2008
Wal-Mart Pulls out of PRISM - Updated 30th Jan
I have veered away from the nitty gritty of shopper marketing research on this blog but this is significant news from Shopper Marketing magazine:
P.R.I.S.M. to Roll Out Without Walmart
Shopper Marketing magazine has learned that Walmart, an active member of the P.R.I.S.M. (Pioneering Research for an In-Store Metric) industry consortium during both the pilot and scaling phases of the project, will not participate in the launch of the national syndicated data service next year.
According to Nielsen, "Walmart was pleased with the insights they gleaned but has opted out of the syndicated service, consistent with their internal data sharing policies."
This really undermines the credibility of this initiative. Wal-Mart clearly are not keen on their valuable in store space being monetized and lumped in with everyone elses. Somehow, however, I find it hard to shed tears for Nielsen.
Updated
More here
A few interesting points:
"It was interesting at first," he said. "But when you poke at it a little more, it gets a little less interesting."
Pretty faint praise. I guess there is a lot of modelling of the data that makes it suspect.
And this:
For its part, Walmart is incorporating its own service to measure shopper-marketing return on investment -- DS-IQ -- into the rollout of its Smart Network, a next-generation in-store TV network to be operated by Thomson's Premier Retail Networks in 2,700 stores on 27,000 screens by early 2010.
Wal-Mart is not a team player.
P.R.I.S.M. to Roll Out Without Walmart
Shopper Marketing magazine has learned that Walmart, an active member of the P.R.I.S.M. (Pioneering Research for an In-Store Metric) industry consortium during both the pilot and scaling phases of the project, will not participate in the launch of the national syndicated data service next year.
According to Nielsen, "Walmart was pleased with the insights they gleaned but has opted out of the syndicated service, consistent with their internal data sharing policies."
This really undermines the credibility of this initiative. Wal-Mart clearly are not keen on their valuable in store space being monetized and lumped in with everyone elses. Somehow, however, I find it hard to shed tears for Nielsen.
Updated
More here
A few interesting points:
"It was interesting at first," he said. "But when you poke at it a little more, it gets a little less interesting."
Pretty faint praise. I guess there is a lot of modelling of the data that makes it suspect.
And this:
For its part, Walmart is incorporating its own service to measure shopper-marketing return on investment -- DS-IQ -- into the rollout of its Smart Network, a next-generation in-store TV network to be operated by Thomson's Premier Retail Networks in 2,700 stores on 27,000 screens by early 2010.
Wal-Mart is not a team player.
Sunday, June 15, 2008
Shopper Metrics
As the retail channel becomes more considered as a communication channel the need for metrics to measure its effectiveness increases. Brand marketing people like measurement and they want to see the same kind of measures that are available for other media.
Two different initiatives are being developed to deliver this:
MARI (Marketing At Retail Initiative) is being developed by Sheridan Global in conjunction with POPAI. Sheridan Global provide the technology and analysis for what they have described as a large scale syndicated qualitative piece. The focus of this is on shopper engagement. How much do shoppers see the marketing material in the store and most significantly how much do they pay attention to it and ultimately buy the product?
This initiative really focuses on the success of different in-store executions in engaging shoppers. Consider it the Millward Brown equivalent for in store.
MARI has been initiated in a few markets including US and UK. A good white paper on it is here: http://blog.broadsign.com/digitalsignagedigest/wp-content/uploads/2007/12/mari_usa_white_paper.pdf
P.R.I.S.M. (Pioneering Research for an In-Store Metric) is being developed by Nielsen in conjunction with the In Store Marketing Institute. This is much more focused on providing a media metric and involves a lot more robust traffic counting within stores. So far work has only been done in the US. This aims to provide measurement for instore media. Consider it the in store equivalent of Nielsen ratings.
A good presentation providing an introduction and analysis of early results is here: http://www.instoremarketer.org/article/analyzing-PRISM-data
And a good evaluation of the impact of PRISM here from Shopper Culture:
Two different initiatives are being developed to deliver this:
MARI (Marketing At Retail Initiative) is being developed by Sheridan Global in conjunction with POPAI. Sheridan Global provide the technology and analysis for what they have described as a large scale syndicated qualitative piece. The focus of this is on shopper engagement. How much do shoppers see the marketing material in the store and most significantly how much do they pay attention to it and ultimately buy the product?
This initiative really focuses on the success of different in-store executions in engaging shoppers. Consider it the Millward Brown equivalent for in store.
MARI has been initiated in a few markets including US and UK. A good white paper on it is here: http://blog.broadsign.com/digitalsignagedigest/wp-content/uploads/2007/12/mari_usa_white_paper.pdf
P.R.I.S.M. (Pioneering Research for an In-Store Metric) is being developed by Nielsen in conjunction with the In Store Marketing Institute. This is much more focused on providing a media metric and involves a lot more robust traffic counting within stores. So far work has only been done in the US. This aims to provide measurement for instore media. Consider it the in store equivalent of Nielsen ratings.
A good presentation providing an introduction and analysis of early results is here: http://www.instoremarketer.org/article/analyzing-PRISM-data
And a good evaluation of the impact of PRISM here from Shopper Culture:
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