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Point of Purchase Advertising International, a global retail marketing association, today (Thursday) launched a study gauging the effectiveness of shopper marketing techniques in major retail outlets.
The study, dubbed Marketing at Retail Initiative (MARI), leverages retail research across the supermarket, drug and convenience store and mass merchandise channels. The goal is to determine which shopper marketing displays work best, and, more importantly, how and why these techniques influence consumers to buy.
Major companies and retailers participating in the research include 7-Eleven, Ahold, Frito-Lay North America, Pepsi-Cola North American Beverages and Walgreens.
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