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POPAI 

A White Paper on the Marketing at Retail Initiative (MARI) 

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Published 9/30/2007 

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Summary

Marketing At Retail Initiative (MARI) Proof of Concept test provides new thinking in how to reach and engage the shopper in the retail environment.

Historically, the marketing at retail industry has had no consistent measurements to understand shopper engagement. This Proof of Concept test provides an objective read on the effectiveness of marketing at retail programs. It is anticipated that parallel measurements for other media are transitioning to be more accountable and comparable. For the first time, we get objective insight into what grabs the shoppers’ attention at store, which is the goal for all advertising media.

© 2007 POPAI
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