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IN-STORE MARKETING: Turning in-store insights into profits.
Returns per pound spent on some in-store disciplines can trump contributions from DM and sampling - if marketers have access to top quality store-level data. Richard Lawrance says he can prove it
In-store activity can generate massive return on investment (ROI).
New in-store fixtures or display stands provide an average increase in sales of pounds 1.60 for each pounds 1 spent on the activity, according to new research from Information Resources International (IRI). In comparison, in-store sampling and direct marketing provide an average return of less than 20p in additional sales per pound spent.
According to the research, other relatively successful activity included the use of in-store merchandisers (people who go in-store to check and correct the fixture layout) and in-store posters, delivering pounds 1.36 and pounds 0.95 per pounds 1 spent respectively.
The research also shows that the closer an activity is to the point of sale, the better the short-term uplift - although more 'remote' media (such as television) will have a bigger long-term impact. ROI was also …
- The NPD Group Offers Store Level Data to Manufacturers and Retailers.
- Newspaper article from: Biotech Week August 20, 2008 700+ words
...sales, and marketing. "Store level information provides a...selling the product. This kind of store clustering allows an objective...This extension of our market level data allows clients to go from a...strategic business decisions." Store level information is collected...
- Source Signs World's Largest Magazine Publisher, Hachette Filipacchi, To its...
- Press release article from: PR Newswire May 5, 2000 700+ words
...Source is the sole provider of daily and weekly store-by-store data from more than 60,000 retail stores in North...successful rollout of its strategy to sign publishers for store level data. The expansion of ICN to provide weekly data, never...
- The NPD Group Offers POS Store Level Data to Manufacturers and Retailers.
- Newspaper article from: Wireless News August 9, 2008 700+ words
...offering point-of-sale (POS) store level information allowing its...sales, and marketing. "Store level information provides a...selling the product. This kind of store clustering allows an objective...This extension of our market level data allows clients to go from a...
- Source Signs First Group of Major Publishers to Provide Weekly, Store-Level...
- Press release article from: PR Newswire April 18, 2000 700+ words
...wave of publishing clients at the store level. This is testimony to the...active database currently receiving store-level information." Flegel said...these magazine titles for access to store-level data. "For the first time, publishers...
- RSG gets in tune with store-level data through "intouch" platform.
- Magazine article from: Nation's Restaurant News January 11, 1999 700+ words
...refranchising program, realize that their store-level systems may be poised for some...access to reports, including sales, store-level P&Ls, labor metrics and inventories. Twitty explained the store-reporting scenario before the upgrade...
- Store-level data analysis to ride web at Hannaford. (Hannaford Brothers Co.)
- Magazine article from: Supermarket News Zimmerman, Denise March 11, 1996 700+ words
...staff; however, the goal is chainwide implementation to give store-level managers remote access to decision support applications...them," he said. Meta Group's Wilderman said conducting store-level decision support via the World Wide Web represents...
- Source Signs Time Inc. to Its On-Line Information Database For Access to Daily,...
- Press release article from: PR Newswire September 11, 2000 700+ words
...the distribution arm of Time Inc., to provide store-level inventory, distribution and sales information...distribution, inventory and single copy sales on a store-by-store, title-by-issue basis for its publications and...
- Software AG announces first solution to automatically build and maintain the...
- Press release article from: Business Wire October 14, 1996 700+ words
RESTON, VaBUSINESS WIREOct. 14, 1996-- SourcePoint product and services package addresses fastest growing segment of data warehouse market: infrastructure management; saves time and money through parallel data acquisition Software AG today announced SourcePoint 2.1, software that addresses the
- Minding the store: with inventory reduction measures under way in the...
- Magazine article from: Supermarket News Blair, Adam January 19, 1998 700+ words
...impact on what the inside of a store looks like," said Drayer...the most basic is the lack of store-level information, including...there's very little [unit-level data reporting] being done today...the right assortment in the store." Another challenge is that...
- HOW TO GET MARKET-LEVEL DATA WHEN NO MARKET-LEVEL DATA EXISTS.
- Magazine article from: HFN The Weekly Newspaper for the Home Furnishing Network September 7, 1998 700+ words
For many home product categories, market-level data (for example, retail store movement data for the entire market), may be...Management team may have to generate market-level data of their own. The retailer/supplier team needs...
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