Hershey's To Sponsor POPAI’s MARI

Author:
Publish date:
Social count:
0

POPAI, The Global Association for Marketing at Retail, (www.POPAI.com) has announced that Hershey's has become a sponsor of POPAI's Marketing at Retail Initiative (MARI) research.

"Hershey's is pleased to be involved with this groundbreaking project," said Susan La Pointe, Director of Shopper Insights, Hershey's. "Successful shopper marketing is contingent upon understanding the shopper reactions to Marketing at Retail, and this initiative gives us access to hard measures on key metrics," she added.

MARI will determine what displays, marketing materials and shelf layouts work best, including the why and how they turn shoppers into buyers. The study has finished its first wave of fielding with initial results expected in Fall 2009.

SheridanGlobal, Inc., is providing the exclusive ShopperView technology and analysis behind MARI, which is currently being executed in supermarkets, drug stores, mass merchandisers and convenience stores.

"MARI continues to roll out across the United States as we document the qualitative influence of virtually all forms of Marketing at Retail, from in-store displays, to aisle and category architecture, to the placement of products at the checkout area, and standard shelf positions," said John Anderson, POPAI Chairman of the Board /BP Oil.

Hershey's joins a roster of participants that represent America's top brands and retailers, including 7-Eleven, Inc., Ahold, Frito-Lay North America, McKee Foods, Pepsi-Cola North America Beverages and Walgreens as well as a major mass retailer and additional supermarket chain.

MARI is conducted using ShopperViews in real stores where shoppers are outfitted with special ClipCam glasses, which record video of the consumer's shopping trip to include all purchases and product interactions. The video is then overlaid with shopper interviews, display audits and other information to create four ratios for each in-store display including impact, audience, engagement and conversion.

"We are particularly pleased to have Hershey's join our other participating brands and retailers, many of whom were involved in our proof of concept test. To have them return for the national rollout is an endorsement of the power of information MARI will deliver to document shopper behavior in-store for both promoted products and standard on-shelf positions, " said Tom Sullivan, President of SheridanGlobal Inc., Fairfield, CT.

Frito-Lay North America, Hershey's, McKee Foods and Pepsi-Cola North America Beverages were all sponsors of POPAI's MARI proof of concept tests.

For more information about MARI, visit www.sheridanglobal.com or contact Tom Sullivan, SheridanGlobal Inc., at thomas.sullivan@sheridanglobal.com or call 203.459.4582 /cell 203. 981.6913.

Related

POPAI Finalizes MARI Shopper Engagement Service

POPAI, the Global Association for Marketing at-Retail, announced that it has finalized contract negotiations with Sheridan Consulting for a new three measurement cycle Shopper Engagement Service as conceived and tested during Phase One of POPAI's Marketing At Retail Initiative (MARI) in the United States and the United Kingdom. The new service tracks engagement with Marketing at Retail materials as shoppers make their way through the store. Shopper Engagement has been recently defined by the MARI advisory council (MAC), a group comprised of brands and retailers participants. The MAC standard for shopper engagement is when a shopper's eye focuses on an item for at least one second. Shoppers, who participate, wear high-tech microsurgical cameras

POPAI Industry Leadership Conference

The POPAI Industry Leadership Conference 2007 will be held at the Sheraton St. Louis City Center Hotel, June 7-8, focusing on the theme "Engaging the Shopper". POPAI Industry Leadership Conference 2007 sponsors are Frito Lay, Taurus Display, and Rand Display. Engaging the shopper at-retail is one of the hottest topics in marketing, with the opportunity to reach and engage the consumer in an unfiltered environment...

POPAI Industry Leadership Conference

The POPAI Industry Leadership Conference 2007 will be held at the Sheraton St. Louis City Center Hotel, June 7-8, focusing on the theme "Engaging the Shopper". POPAI Industry Leadership Conference 2007 sponsors are Frito Lay, Taurus Display, and Rand Display. Engaging the shopper at-retail is one of the hottest topics in marketing, with the opportunity to reach and engage the consumer in an unfiltered environment...

POPAI Milestone International Board Meeting

POPAI, the nonprofit trade association for the Marketing at Retail Industry has announced that its Board of Directors held it first official meeting outside of North America, February 23-24th, in Dussedorf, Germany, calling the meeting “a significant a milestone for POPAI as it continues to add country chapters around the world. The meeting was being held in conjunction with the organization’s Global Leadership Council. This is the first time these two meeting have been held together and represents one of the largest assemblies of global leaders in the Marketing at Retail industry. “This was a great day for the global Marketing at Retail industry,” said Kurt Witzel, POPAI’s Chairman of the Board and Sr. Mgr., Global Retail Marketing, for Anheuser-Busch, Inc.  “Bringing leaders together from around the world to share successes and challenges furthers our ability to learn from each other in areas of shopper engagement, market