New Metric in Store

Could a new method to measure the audience for in-store marketing change the way you do business? The In-Store Marketing Institute says it has the tool and has verified the model through a consortium of marketers and retailers including Wal-Mart and P&G. Pioneering Research for an In-Store Metric (P.R.I.S.M.) is said to offer a way to calculate "opportunities to see" a specific in-store message. The aim is for a syndicated measurement system. How significant could this be to the future of marketing?