Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success

2. Measuring Marketing at Retail in Supermarkets

Overview

Research delivers levels of learning on shopper behavior in store

Although the need for research and actionable information is well accepted now, this was not always the case. In 1998, POPAI established a Measured Medium Initiative with the objective of establishing the store and the realm of retail marketing as a measured medium on par with the traditional media. The association set out to develop a common language for the medium that worked with the lexicon of general advertising, measured the marketing activity in the store, and tracked the shoppers’ interactions with products and marketing in store.

Research activity has continued, led by POPAI and then Nielsen, to prove the methodology, ...