Marketing Blurb loves supermarket in-store promotions. Without them, shopping is just a chore. In fact, we believe point-of-purchase advertising is far superior to television. Of course metrics are always superior to opinion, so a consortium of major marketers is backing a 10-store test of new infrared-sensor technology that measures the traffic in front of supermarket-aisle promotional displays. According to The Wall 
Street Journal (paid subscription required,) Procter & Gamble, Coca-Cola, 3M, Kellogg, Miller Brewing and Wal-Mart stores are all interested in counting the number of people who walk past a given monitored display. This will allow merchants and marketers to compare register sales with impressions. Of course the details of scanning passing shoppers are somewhat sketchy, and it is unclear what happens to the count if someone dances in front of the display. Consortium members are also interested in an appropriate method to evaluate multiple displays across multiple locations. Look for Marketing Blurb dancing at a supermarket near you.
Comment Preview