… A new approach to in-store research that gives the retail industry a
common language to measure in-store consumer reach. Members of the
consortium include 3M, Coca-Cola, Kellogg’s, Miller Brewing, Procter
& Gamble and The Walt Disney Company, with support from retailers,
including Albertsons, Kroger, Walgreens and Wal-Mart.
The new service, which will be developed through a new unit of VNU
known as Nielsen In-Store, will measure consumer exposure to a
fast-growing and powerful array of in-store marketing vehicles,
including television and radio, shelf talkers, digital signage, and
other point-of-purchase displays. Collectively, these in-store
marketing approaches stand as the sixth largest advertising vehicle in
the U.S., at $18.6 billion in spending in 2005.
Nielsen In-Store is part of NielsenConnect, a recently established
division of VNU that will integrate the company’s vast store of
consumer and media intelligence from dozens of business units to
provide clients with the clear, actionable information and
forward-looking insights they need to run their businesses.
