Wal-Mart Walks Away from PRISM
By Tom Ryan
While Wal-Mart supplied
shopper data for the pilot, the retail giant will not participate in the
expected launch next year of the P.R.I.S.M. national retail data syndication
service from The Nielsen Co.
"Wal-Mart was pleased
with the insights they gleaned from the PRISM pilot," a statement from
the Nielsen Co.’s In-Store division read, according to Promo Magazine.
"However, they have decided not to participate in a national syndicated
service, remaining consistent with their internal data-sharing policies."
Nielsen added that Wal-Mart’s
decision not to subscribe to the service will not affect the launch of
the in-store data service, and noted that 15 of the retailer members plan
to take part when the data service rolls out. It added that Wal-Mart’s
decision was not a reflection on the quality of the shopper data produced
in PRISM’s pilot phase.
the industry value of the national [P.R.I.S.M.] service and the quality
of the service provided to those participating," Nielsen said.
including Procter &
Gamble, Unilever and Kraft Foods have agreed to take part in the data service.
"We remain optimistic
about the Nielsen In-Store measurement service and continue to support
the vision of a common industry metric to measure consumer reach in-store,"
said P&G associate marketing director Ann Mooney, in the statement.
P.R.I.S.M., the acronym
for "Pioneering Research for an In-Store Metric", examines point-of-purchase
reach by department and links sales display impressions to sales conversions
in an effort to help retailers and manufacturers make better merchandising
The service began in
April 2007 to amass in-store data from 30 product makers and 16 retailers,
including shopper traffic, POP, merchandising programs, retail TV networks,
shelf- and cart-talkers and digital signs. The intent is to arrive at a
measurement system that will permit a side-by-side comparison to other
In an editorial on instoremarketer.org,
Bill Schober, editorial director at In-Store Marketing Institute,
wrote that while he wasn’t shocked that Wal-Mart opted out of the national
PRISM launch, he was a "little disappointed" that Wal-Mart would "just
walk away from such a promising project."
Mr. Schober noted
that when Wal-Mart stopped providing POS data to syndicated market research
firms in 2001, it launched Retail Link to share internal data with suppliers.
He suspects a similar Wal-Mart program will eventually be launched around
its in-store metrics.
Mr. Schober concluded,
"P.R.I.S.M., meanwhile, will soldier on with all of the other original
consortium retailers as well as a lot of blue-chip CPGs such
as P&G, Kraft and Unilever. And we’ll keep cheering for it from the sidelines,
because as far as this magazine is concerned, P.R.I.S.M. represents the best
methodology yet devised for reaching the ultimate goal, a practical in-store
Question: How much does Wal-Mart’s pull-out impact the rollout and overall
value of the PRISM in-store data service?
- Wal-Mart Won’t Share
Data for In-Store Marketing Metric – Promo Magazine
- Walk Away from Closure
Rates?- In Store Marketer