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To bring more accountability to its in-store digital media network, Modiv Media has teamed with consulting firm Willard Bishop, the Dr Pepper Snapple Group and the Stop & Shop Supermarket Co. Beginning in second quarter and completed in third quarter, Willard Bishop will use in-store intercepts, interviews, surveys and point-of-sale analyses to measure the effectiveness of Scan It!, Modiv’s hand-held, self-service and electronic coupon system currently in 145 Stop & Shop stores.
While an increasing number of marketers are looking to spend their media and promotional dollars on the latest shopper marketing tactics, there is very little research quantifying how new digital networks such as Scan It! increase sales.
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