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Procter & Gamble is rewiring its in-store dashboard. P&G and a slate of other top marketers are expanding their test of a measurement system that compares in-store media to traditional advertising. The goal: to show the reach of in-store vehicles in terms that media planners can understand. The system is called PRISM (Pioneering Research for an In-Store Metric). A Spring 2006 test in 10 stores proved that marketers can measure audience reach by aisle (not just store traffic) and can overlay that information with sales data to show a brand's “closure rate”: the percentage of shoppers who bought the brand from among all shoppers who saw the brand's message in-store. PRISM could complement  measurement system that uses RFID tags on point of sale displays to track which displays, and which locations within the store, best influence sales. Based on early results, PRISM (Pioneering Research for an In-Store Metric) can forecast aisle traffic and unduplicated in-store media impressions by modeling data collected from a small sample of stores. The May 2006 pilot test studied 64 product categories in 10 stores across grocery, mass and drug channels. (Each category was tracked for 14 days in one to five stores.) Infrared sensors — like those used on automatic garage doors — were installed in aisles, around each store's perimeter (what grocers call “the racetrack”) and at the entrance doors. The sensors recorded traffic (tracking the number of times the infrared beam was broken, and the direction the shopper was traveling) and the time of day and date. Observers spent 70 hours counting shoppers at the sensor locations to verify the sensor data. The traffic data was analyzed through a model to predict consumer reach by product category, by store format and by day of the week. The resulting in-store traffic count was multiplied by in-store media compliance (including product visibility and display) to determine an “opportunity to see,” a specific measure of shoppers' exposure to in-store media.


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