3. Measuring Marketing at Retail in Convenience Stores
Overview
After the success of the POPAI supermarket study, the organization decided to undertake the next channel study of research in convenience stores. Learnings from the supermarket study were taken into consideration to further improve upon the research and to expand it in certain areas.
The convenience store study was completed in three phases in 2002:
• Retailer process interviews were conducted to understand the role retail marketing played within the channel and the methods used to manage and optimize implementation.
• Shopper intercepts focused on quantifying awareness and capturing recall measures.
• Store-level sales and retail marketing measurement were taken at the UPC level. ...
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