Solutions Integrated Marketing Services has entered into a joint venture with SPAR Group Inc, USA, to set up SPAR Solutions to provide end-to-end retail solutions for Indian retail marketers. The SPAR Group provides in-store merchandising and promotional marketing services as well as technology and research to manufacturers and retailers.
Srikant Sastri, Managing Director, Solutions Integrated, said, “The time is right to provide specialised retail marketing in India. Marketers are increasingly aware that mass media reaches only 58 per cent of consumers. Today, they are seeking to go beyond the traditional distribution paradigm of merely ensuring availability to experiential marketing at the point of purchase. But there is a lack of appropriate metrics to measure the efficacy of marketing spends. SPAR Solutions has been set up to address these concerns.”
Patricia Franco, Senior Vice-president, SPAR Group, said, “The biggest change in the merchandising business has been in technology. We focused on collecting information more efficiently, processing the information and disseminating it. We built about 100 internet applications specifically designed for the merchandising business.”
Said Sandeep Verma, Chief Executive of the joint venture, said, “A multi-location team of experienced and talented professionals is already in place to offer comprehensive retail solutions, retail media strategy consulting and merchandising services.”