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VNU Developing In-Store Measurement Service

VNU and the In-Store Marketing Institute plan to launch a global measurement service that will help marketing professionals better understand how to reach and influence consumers while they are in the store and making final purchasing decisions.

The new service will build on the development effort called PRISM (Pioneering Research for an In-Store Metric) conducted in early 2006 by a consortium of retailers and manufacturers led by the In-Store Marketing Institute, VNU announced today. The PRISM Project created a new approach to in-store research that gives the retail industry a common language to measure in-store consumer reach.

Members of the consortium include 3M, Coca-Cola, Kellogg’s, Miller Brewing, Procter & Gamble and The Walt Disney Company, with support from retailers, including Albertsons, Kroger, Walgreens and Wal-Mart.

The new service, which will be developed through a new unit of VNU known as Nielsen In-Store, will measure consumer exposure to a fast-growing array of in-store marketing vehicles, including television and radio, shelf talkers, digital signage, and other point-of-purchase displays. Collectively, these in-store marketing approaches stand as the sixth largest advertising vehicle in the U.S., at $18.6 billion in spending in 2005.