The Last Frontier -

The Last Frontier

Publish date:

There could be no more fortuitous time to launch Marketing At Retail magazine. The strong market forces that have rocked the mass media, personal telecommunications, and production-through-distribution consumer goods models are still playing out, but this is clear: there is a renewed sense of urgency to at-retail campaigns. This is logical. At-retail is where the most sales are made, yet the impressions formed and the choices made in the retail space are still the least understood part of the marketing equation.

It is my goal to position Marketing At Retail magazine as a conduit for creative, seasoned professionals to bring forward their expertise in all things retail. I welcome and I am committed to giving a voice in these pages to professionals from all camps— to all the Associations working hard to promote and grow the industry; to producers of traditional and new technology platforms for marketing at-retail; to branding professionals; to retailers; to independent market researchers.

We are happy to have POPAI as an Association partner, but this publication will be an independent trade journal, a voice of and for the industry, as we all seek to grow an industry that in so many ways is still maturing.

As Bryan Thompson of RetailOne points out in his article in this issue on measurement issues, retail is as old as commerce itself but design for the purpose of increasing brand awareness within the retail environment was not discovered and pursued by most retailers until the late 1940's. And how quickly we've witnessed several earth-shaking cycles of change: the exponential proliferation of television channels and printed media; the internet revolution; consolidation in the retail world as mega-retailers leveraged economy of scale on unprecedented levels; the rise of small specialty retailers.

Add to the mix, new tools that enable at-retail electronic content messaging or electronic tracking of consumer behavior. And more accurate measurement of the effectiveness of at-retail campaigns. It is fortuitous that as we went to press, POPAI (the indus-try's non-profit association) and ISMI (a for-proift institute), reported separate at-retail measurement studies underway. We encourage both these initiatives and will report on and support their progress in the coming months (as well as in this issue).

To welcome readers to Marketing At Retail magazine is to stand at confluence of these broad currents that are reshaping consumer commerce, and say: as much as shifting trade winds seem to be changing retail, shopper engagement is and will remain key to this industry. And shopper engagement will remain part art, part science. Part measurement, and part insight based on years of experience. Tools fashioned from new technology, and tools proven through decades of experience.

As you strive to engage the consumer in the retail environment, we will strive to engage your professional drive to explore, explain, illustrate, and promote the most exciting part of marketing today.


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The Digital Frontier– Chasing the Shopper In the Wild at SXSW Interactive

Separating the glitter from marketing gold was the task Laura Davis Taylor, EVP Customer Experience at MaxMedia and moderator at Friday’s panel session at SXSWi “Beacons, M-Pay and The Great Shopper Reboot” gave her panelists, for a packed room, Day 1 of SXSWi’s most focused, most robust, most serious digital ad/marketing industry sessions– MediaPost’s OMMA @ SXSW

Last Chance to Register ARM Conference

POPAI, the Global Association for Marketing At-Retail, is again this fall hosting the 2007 At-Retail Media & Digital Signage Conference. This year's focus is "Sharpening Consumer Focus In-Store". The event will take place September 24, 2007, at the American Conference Center, New York,  New York. The session schedule will be...

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The Last Link is the Hardest

While there is justifiably a lot of excitement around 4K displays, the evolution of the 4K ecosystem around these displays will directly impact their rate of market adoption. The 4K ecosystem can be summarized as Capture – Play – Connect – Display (or CPCD for short), and all four pieces have to be in place to create a useful solution.

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DIGI Awards Last Call for Entries

Due to the megastorm and ensuing damage and disruption on the east coast of the U.S. (including power and server disruptions at Manhattan-headquartered NewBay Media last week) the deadline for entry in the DIGI Awards – the only industry award program that recognizes the outstanding integrators, content providers and also this year product manufacturers focusing on digital signage– was extended to November 15th, 2012. As a courtesy to companies still uploading supporting files to the DIGI platform, entries received by end of day Friday, November 16th will be eligible.

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The World in 3D

Featured in this issue is a case study on the JM Rental and Sony PCL production of 3D Video for FIFA World Cup this past summer.

At-Retail Metric Studies Ramp Up for Spring

As industry anticipation has been building that key industry players might finally hone measurement tools to help craft a long-need at-retail metric, announcements from both Nielsen In-Store (the new unit of VNU), and POPAI regarding the next phases of their respective retail market research initiatives is heating up interest in the heart of the spring conference season...