In-Store Marketing Takes a Hit

Well, it was over before it really even started.  This week’s announcement that Nielsen has suspended the PRISM in-store data program was unexpected, but not terribly shocking.  The goal of PRISM was to define generally accepted metrics for in-store marketing and merchandising along with syndicated data from a network of participating retailers.  This program would have set the stage for a massive reallocation of marketing dollars from traditional media to in-store activities.  CPG marketers, including Procter & Gamble were very excited about the prospects for PRISM and the in-store visibility it would finally provide to the industry.

That was until Walmart unceremoniously backed out of the program last month.  This single move took the wind out of the sails for Nielsen’s ambitious plans.  Getting this program off the ground without Walmart will be difficult at best, given that many manufacturers source up to 25% or more of volume through this single retailer.

So where does this leave an industry that desperately needs deeper in-store marketing and merchandising visibility?   Continuing to throw dollars at legions of in-store merchandising audit teams doesn’t scale and isn’t cheap.  Inferring in-store compliance from the patchwork of retail POS and syndicated market data won’t deliver a consistent, comprehensive set of causals to rely on.

Ultimately innovation will prevail and save the day.  Perhaps an idea like Store Eyes, which I blogged about recently, will provide that right balance of rich store-level data in an affordable and scalable fashion.  I sure hope someone capitalizes on this opportunity, and real soon.