More Measurement Tools Needed to Drive In-Store Marketing
By Tom Ryan
According to a survey by RSR Research, the biggest barrier to improved
collaboration between brands and retailers around in-store marketing is a “lack
of visibility” into in-store execution. Rather than improved execution tools,
however, the respondents saw technology, particularly improved measurement
methods, as the best way to bypass this issue.
According to the report, “The logic goes, ‘If I don’t have to rely on in-store
employees, I have a greater chance of getting consistent in-store execution.'”
The report, Enabling the Shopping Process: In-Store Marketing for the
Empowered Consumer, was based on a survey of 88 retailers and manufacturers
in spring 2009.
Survey respondents reported best way to create a “compelling, consistent
shopper experience” involves tapping into customer-facing technology. The
technology not only provides personalization for the consumer but also increases
the chance of in-store compliance. But because technology is expensive, especially
at the store level, collaboratively funded efforts are required both to bring
in the money as well as “the best insights from both parties.”
While the economy has slowed technology investments, the wish list for
new technologies around in-store marketing focuses on those measuring program
effectiveness, rather than new innovations to reach consumers in stores.
RSR said this reflects “a shift in perception around in-store marketing programs:
few seem to question the value, and are willing to make investments if it
helps them identify exactly where the value lies. This is a warning to solution
providers: for the retailers that ultimately own the real estate, ‘results’
need to be measured not in eyeballs or dwell time, but in hard dollar sales
In its conclusion, RSR said that some basic capabilities must be in place
to successfully measure the value of in-store marketing programs.
“First, the right capabilities need to be built in the right order – recognizing
that this is an iterative process,” the report states. “It’s useless to pursue
personalized communications if you don’t have the content or the delivery
Second, RSR thinks its best to bring as many parties to the table as possible
when it comes to funding and planning in-store marketing campaigns. “This
applies both internally and externally – the more coordination you have,
the higher quality the campaign, and the more likelihood of getting all of
the funding you need to make it happen.”
Finally, RSR said even in cases where brands drove the funding, survey
respondents reported that retailers retained responsibility for execution.
That’s why it’s even more paramount to let in-store technologies resolve
“It’s easy to blame in-store execution when an in-store campaign does not
yield expected results,” the report states. “But it’s a lot more honest,
and better for everyone in the long term, if that can be eliminated as an
issue. The solutions that enable in-store compliance tracking – from
store execution management to video analytics – are more powerful than ever,
and retailers are missing out on a big opportunity by choosing to live with
Discussion Questions: What do you think of the potential of in-store compliance
tracking technologies to resolve execution issues and drive collaboration
between brands and retailers around in-store marketing programs? What challenges
may be faced in measuring the value of in-store marketing programs?