The media company offers clients information on consumer in-store buying behavior.

By Linda Zebian

NielsenConnect, the newly established division of VNU which focuses on providing VNU clients with information on how to better run their businesses, has partnered with the In-Store Marketing Institute to develop a new global measurement service to help marketing professionals better understand how to reach and influence consumers purchasing products in stores.

The service, which will be developed through VNU’s new Nielsen In-Store unit, will measure consumer exposure to various in-store marketing vehicles including TV and radio shelf talkers and digital signage. VNU plans to utilize it’s resources to bring quantitative figures to clients regarding the impact of their in-store marketing efforts and also to retailers who want information on how they can better serve their customers through store layouts, category adjacencies and product selection.

The program will reflect the measurement, analytical and marketing capabilities of a number of VNU businesses, including ADNielsen for retail measurement, consumer panel and retailer services; Nielsen Media Research for audience measurement and analysis; and Interactive Market Systems for media planning and modeling. VNU’s Spectra, Trade Dimensions and BASES businesses, as well as VNU Business Media will also be used as retail resources.

The project stems from a research study conducted earlier this year called P.R.I.S.M. (Pioneering Research for In-Store Metrics), by a group of retailers and manufacturers including 3M, Coca-Cola, Kellogs, Walgreen’s and Wal-Mart, in association with the In-Store Marketing Institute.

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