The Marketing At Retail Initiative (MARI) has released a white paper exploring the feasibility of industry-wide measurement standards
Chapin, SC, 11/20/2007 --Good news for number-crunchers! We’ve always known that POP has to be accountable for bottom-line sales, but accurately measuring its effectiveness is an ongoing struggle. In a POPAI-funded study, the Marketing At Retail Initiative (MARI) has released a white paper exploring the feasibility of industry-wide measurement standards. Using micro-cameras and new analytical software, the study tracked responses to nearly 15,000 pieces of display material in convenience stores, grocery stores and pharmacies. The study concluded that it will be possible to create a series of standard media metrics to measure shopper engagement. To download a free copy of the report, visit www.popai.com.
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