CERRITOS, Calif., April 4, 2005 (PRIMEZONE) -- Mass Connections(r), the nation's leader in retail marketing services and consumer related promotions, unveiled their extensive year and a half long retail industry study at the heralded Elite Team Conference in February. The book, entitled "Touch America: The Consumer Connection" examines the effectiveness of in-store events - through sampling, demonstrations, and retail entertainment - and their impact on the retail marketplace.
"Touch America: The Consumer Connection" is Mass Connections' exhaustive analysis of how in-store sampling significantly impacts retail product sales. Conducted in partnership with the polling company(tm), an independent Washington, D.C. based research firm, the study is 111 pages of polls, surveys, interviews, and validated statistics that reinforce the importance of event promotion in the retail industry.
"Touch America" examines in-store events' effect on consumer purchasing behavior. A few facts of significant note in the study include:
-- 86% of consumers surveyed indicated that they would purchase
products they sampled in stores.
-- 90% of retail executives believe in-store sampling
influences consumer spending and satisfaction.
-- By a factor of 10 to 1, Consumer Product Group management
prefer in-store sampling to traditional advertising.
-- Total daily product sales are estimated at $5.5 million
nationwide when in-store sampling is incorporated.
The study has met rave reviews from experts within the industry, including Jim Ellis, Vice Dean of Corporate Programs and Associate Professor of Marketing at the University of Southern California who commented that "This innovative book has application to so many channels of retailing distribution, all the way from convenience stores to luxury good stores." Michael Sansolo, Senior Vice President of Consumer Insights for Food Marketing Institute also commented, "The industry always benefits from consumer insights that help all of us learn how to better understand and serve our shoppers."
Caroline Nakken, President and CEO of Mass Connections, hopes this unique and unprecedented book contributes to the marketplace. "Touch America's findings are based on the perspectives of consumers, retailers/manufacturers, and have a scope and depth that is sure to benefit all participants in the dynamic retail industry."
"Touch America: The Consumer Connection" continues to reflect Mass Connections' solid commitment to increase the retail industry's understanding of the value of in-store sampling. Mass Connections sampling increases sales and product awareness through innovative technology such as Audio Connection(tm), which broadcasts storewide product commercials in sequence with in-store events and the MC Card(tm), which tracks event personnel's time and success at each event.
About Mass Connections
Mass Connections, based in Cerritos, California, is the nation's leader in consumer in-store events and promotions. Mass Connections provides unique marketing design, sourcing components and distribution for in-store events. With unrivaled experience in event promotion, the company focuses on memorable programs that deliver effective messages to America's consumers. Mass Connections' works with America's top consumer brands and retailers to display the latest products to the retail marketplace. With nationwide coverage, Mass Connections is the solution for your company's promotional needs. For more information on Mass Connections, visit them on the web at www.massconnections.com or call toll free at 1-800-275-6650.