New service by Nielsen to help in POP promotional activity

How is my POP promotion program implemented? Have my displays been placed as agreed? What-in-store activity mix is most likely to facilitate the success of my campaign? Nielsen is planning to introduce a new service which will provide answers to questions like these. „Store Observation Service” will make a collection of in-store research data available within a few months. Apart form observations, market research also includes analyses which can help in POP marketing activities. Three out of the four most important factors influencing shopping decisions depend on the success of in-store marketing. Accessibility of the product on the shelves is first. The way the product is displayed is second, while the communication of price is third. All these belong to the scope of BTL activities, which can be monitored by Nielsen and their effectiveness reported to clients. In addition to the above, it is also an objective of Nielsen to monitor the implementation of promotions and to measure their effectiveness using its research programs This is why measuring effectiveness is essential in order to optimise and rationalise expenditure.