BENTONVILLE, Ark. — Wal-Mart Stores is eager to reap marketing rewards from its participation in an industry consortium whose goal is to measure in-store audiences at the category level, and produce a standard metric for store traffic, a Wal-Mart executive told SN. “Retail is becoming a medium,” said Wal-Mart's executive vice president and chief marketing officer, Stephen Quinn. “This will help us measure it like we measure TV and other mediums.” Wal-Mart joins Kroger, Albertsons and other ...

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