September 27, 2006

Scanners Check Out Who's Browsing

Marketers, Retailers Test
Sensors to Weigh Reach
Of In-Store Promotions

By ELLEN BYRON and SUZANNE VRANICA
September 27, 2006; Page B2

Just how many shoppers saw that promotional display in Aisle 9? To get a better idea, marketers may soon be beaming infrared rays down the supermarket aisle.

The use of infrared sensors is part of a new effort by a consortium of major marketers and retailers to measure the reach of in-store marketing. The group, whose members include Procter & Gamble, Coca-Cola, 3M, Kellogg, Miller Brewing and Wal-Mart Stores, today plans to unveil details of the new measurement tool, which has been tried out through a limited test in 10 stores . . .

For a more detailed report of this important study by the P.R.I.S.M. consortium, for which Sorensen Associates provided the in-store traffic metrics, see The In-Store Marketing Institute.