IRI teams with SheridanGlobal for MARI Europe
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UK-- Information Resources is partnering with SheridanGlobal for the European expansion of the Marketing at Retail Initiative (MARI), which gives retailers a shopper's-eye view of the in-store experience.
The MARI project – already underway in the US – will be rolled out in the UK and other European countries during the course of the year, said IRI's international president Nigel Howlett.
MARI was conceived by Point of Purchase Advertising International (POPAI), an association focused on improving in-store retail marketing, and developed by SheridanGlobal.
It uses a technology called ClipCam – glasses equipped with video cameras to record shopper movements, their field of vision, product interaction and purchases.
This data, analysed alongside pre- and post-shopping interviews and sales data, is designed to help manufacturers understand the effectiveness of in-store marketing activity, displays and shelf layouts.
“By harnessing SheridanGlobal's ClipCam technology to our shopper behaviour and insight expertise, we are now able to help clients optimise their promotional mix, refine their merchandising strategy, identify potential areas of growth and eliminate wasted allocation of precious resources,” Howlett said.
Author: Brian Tarran
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SheridanGlobal takes on POPAI shopper test
