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.
"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 Mermsen, director of customer development for Dr Pepper Snapple Group. "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."
Launched in Aug. 2007, Scan It! is designed to save the shopper time and offer targeted promotions based on shopper's current behavior and purchase history. By mid-2009, Modiv Media estimates its in-store network will reach more than one million shoppers each month.