Dr Pepper Snapple Group Tests In-Store Media

Stop & Shop supermarket stores will be the venue for a series of in-store marketing tests to measure the effectiveness of Dr Pepper Snapple Group promotional messages across Modiv Media’s digital media delivery solutions.

Employing in-store intercepts, interviews, surveys and point-of-purchase analysis, consulting firm Willard Bishop will gauge the effectiveness of Dr Pepper Snapple Group promotional messages and offers delivered by Modiv Shopper and DeliVision. The tests will start in the second quarter and most likely be completed in the third quarter of the year.

The objective of the research initiative is to show how brand marketers can boost sales and enhance loyalty with retail partners through Modiv Media’s digital delivery network.

“Defining the value of digital shopper marketing channels is essential as our brand expands the amount of promotional dollars spent in this emerging space,” said Al Hermsen, director of customer development at Dr Pepper Snapple Group, Plano, Texas. “Being able to test and effectively measure the impact of each method and message will result in unique learnings that can be applied across our entire business.”

Stop & Shop features the Scan It! System in 150-plus stores. Based on the Modiv Shopper system, Scan It! enables customers to scan and bag their items while they shop, and delivers relevant coupons and promotions based on individual shopping histories and in-store behavior.

By mid 2009, Modiv estimates that its targeted, in-store digital media network will reach over 1 million shoppers monthly at Stop & Shop alone. The vendor is able to target the right coupons and messages delivered to each customer by combining past buying behavior, in-store location and shopping behavior.

“Modiv Media’s solutions are a key component of our customer value proposition,” said Bob Anderson, director of customer relationship management at Stop & Shop. “Working closely with our valued brand partners allows us to deliver a superior shopping experience and enables us to glean valuable insight into what types of digitally delivered promotions resonate with the in-store audience.”

Modiv’s in-store media network also features promotions from such brands as Coca-Cola, Unilever, ConAgra and Procter & Gamble.