September 2010
Beginner to intermediate
256 pages
5h 36m
English
book
Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success
by Rick DeHerder, Dick Blatt
Content preview from Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success
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5. Establishing In-Store Marketing Measures
Retail Marketing Metrics
Concurrent with the channel research studies, POPAI partnered with Prime Consulting Group and the American Research Federation (ARF) to standardize the data methods and sources to support the planning and management of retail marketing efforts. Although the general media measures are not a precise fit with the store environment, the underlying concepts of the traditional media world were adapted for the retail marketing environment so that both could be governed by the same principles, and a common language for retail marketing was adopted, consistent with the principles used in the broader advertising community. Although many of the terms in this chapter might seem rudimentary ...
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