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CERRITOS, Calif. -- Mass Connection, a leading retail marketing services and consumer related promotions organization, unveiled results of an industry study examining the effectiveness of in-store events -- through sampling, demonstrations, and retail entertainment -- and their impact on the retail marketplace.
Titled, "Touch America: The Consumer Connection," the report includes results of Mass Connections' analyses of in-store sampling, which it says significantly impacts retail product sales. Conducted in partnership with an independent Washington, D.C.-based research firm, the study includes 111 pages of polls, surveys, interviews, and validated statistics that reinforce the importance of event promotion in the retail industry.
A few facts of significant note in the study include:
--Eighty-six percent of consumers surveyed indicated that they would purchase products they sampled in stores.
--Ninety percent of retail executives believe in-store sampling influences consumer spending and satisfaction.
--Total daily product sales are estimated at $5.5 million nationwide when in-store sampling is incorporated.
Caroline Nakken, president and c.e.o. of Mass Connections, says she hopes the book contributes productively to the marketplace. "Touch America's findings are based on the perspectives of consumers, retailers [and] manufacturers, and has a scope and depth that is sure to benefit all participants in the dynamic retail industry."