New metric takes in-store marketing to a new level
By Katy Humphries & Catherine Sleep | 28 September 2006
Retailers work hard to attract shoppers to their stores, but how well does marketing work once they are through the door? Tracking consumer behaviour inside supermarkets is vital if retailers and manufacturers are to exploit the full potential of their merchandising programmes. Katy Humphries & Catherine Sleep report on a new formula that gauges the effectiveness of in-store marketing.
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Retailers work hard to attract shoppers to their stores, but how well does marketing work once they are through the door? Tracking consumer behaviour inside supermarkets is vital if retailers and manufacturers are to exploit the full potential of their merchandising programmes. Katy Humphries & Catherine Sleep report on a new formula that gauges the effectiveness of in-store marketing.
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