Author Archives: Steven Skinner

Why Isn’t Shopper Marketing on the CEO Agenda?

Sam Walton once said “There is only one boss.  The customer.  And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”  It is clear to most of us that Mr. Walton had a pretty clear handle on what the focal point of a company should [...]

Posted in Activation at Retail, Retail/Market Trends | Tagged , , , , | 2 Comments

Nielsen Shuts the Door on P.R.I.S.M.

In-Store Marketing Institute reported today that The Nielsen Company “has suspended plans to launch a syndicated data service on the P.R.I.S.M. initiative.”  P.R.I.S.M. was expected to be the missing link in shopper marketing between practice and quantitative results.
This is disappointing news because it is critical that we create a measurement model in the not too [...]

Posted in Activation at Retail, Retail Research | Tagged , , , | 2 Comments
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