News

ShopperDNA gauges effectiveness of in-store marketing

April 9, 2008

Progressive Grocer: Marketing and sales management consulting firm Cannondale Associates has developed an analytical process and methodology for successfully evaluating in-store marketing communication. The approach measures not just activities, but also results, targeting shopper response in addition to financial ROI vs. industry benchmarks. Measuring the effectiveness of in-store marketing is a crucial concern, since metrics have focused on activities instead of results. Wilton, Conn.-based Cannondale has devised a quantitative, attitudinal and behavioral-based solution to gauge shopper response and ROI among various in-store marketing vehicles and tactics. Quantitative results are offered by marketing objective, vehicle, time of year, placement and message.