A new tool which claims to measure the success of in-store marketing has been launched, promising to be of “tremendous importance” to retailers and their marketing departments.

Supported by big-name brands such as Coca-Cola and Kellogg’s, the In-Store Marketing Institute claims that a “gross ratings point” (GRP) can be created for stores, similar to the system marketers use for television adverts.

“As the consumer increasingly demands more from marketing messages and assumes more control over how she chooses to receive them, it’s clear that we need to not only understand but master the effectiveness of engagement touchpoints,” said Laura Desmond, CEO of media planning agency Starcom/Mediavest USA..

“In-store marketing is a critical communications device and deserves a seat at the table.”

Calculation of the GRP comes through matching traffic and communications for the product along with the opportunity to see the brand and correlating it with sales data.

Budgetary guidelines and return-on-investment goals can then be compared to the campaign’s objectives, the institute claims.

The report concluded by stating that the ability to measure in-store marketing could be as “significant as the rise of television as an advertising vehicle”.ADNFCR-8000151-ID-17728856-ADNFCR

Related Topics: General Marketing