IRI and Capture to Track In-Store Marketing Effects

In the UK, retail and healthcare data giant IRI has partnered with retail media agency Capture, to enable supermarkets and brands to track the real-time effects of their in-store marketing material.

London and Liverpool-based Capture, which was founded in 2008 by former dunnhumby execs Matt Lee and Joel Hopwood, creates, buys, manages and measures shopper marketing campaigns for brands across the UK grocery sector. Through the partnership with IRI, retailers and brands will be able to measure the impact of in-store marketing against a data model Capture has developed over the past eight years.

As part of the deal, the two firms plan to invest £750k over the next two years, to develop an understanding of UK shoppers, look at how in-store marketing affects shopping behaviour, and provide insights to guide future developments on how brands and retailers use in-store advertising.

Hopwood (pictured) comments: 'Even in this digital age, so many purchase decisions are still made in what we call 'the final four feet' in-store. As such, in-store marketing and promotional material plays a huge part in the decision-making process and is not the crude, intrusive sales tool it is sometimes mistaken as. It's just that effectiveness of this activity has never been measured on a mass scale, which has been a frustration for the entire sector and something we hope this will put right'.

Web sites: www.iriworldwide.com and www.capturemarketing.co.uk .