Research International USA & The Rouse Company Partnership
Revolutionizes Market Research Collection
(Business Wire; 07/13/98)
Target Specific Information Helps Malls Provide Customers With
Enhanced Shopping Experience
Research International (RI) USA, a division of the world's largest custom
market research agency, and The Rouse Company, a leading
developer/owner/manager of many of the largest and best-known regional shopping
centers in the U.S., have formed a partnership that will provide both companies
with Internet-based access to retail/home shoppers -- revolutionizing the way
market research data is collected.
"This partnership provides us with a unique opportunity to effectively and
efficiently reach a target specific, consumer-based audience," said Doss
Struse, Chairman and CEO, Research International USA. "Access to this audience
will better enable us to understand the developing retail behaviors of mall
consumers, benefiting consumers, retailers and corporations."
Through The Rouse Company's Premier Shopper Club - an interactive shopping
experience, conducted at mall pavilions and on the Internet, which provides
shoppers with exclusive offers, discounts and special services - RI USA will be
able to access a growing pool of nearly 500,000 shopper club members across the
country who visit Rouse shopping centers each week to participate in panel
research. Access to such consumers provides RI USA with the unique opportunity
of reaching specifically targeted market groups -- virtually eliminating the
high costs typically associated with panel recruitment and operation.
Shoppers join the Premier Shopper Club by registering in person at Rouse
Company shopping centers, over the Internet or via electronic kiosks located in
mall common areas and are offered free Internet access upon membership.
Consumers accepting the free Internet offer will be routed through The Rouse
Company shopping center's home page. When accessed, this will provide more
opportunities to reach specifically targeted consumers.
The Internet platform is provided through a Rouse Company arrangement with
AIM Smart Corporation, the leading communications/media company partnering with
major mall owners to reach 50% of the U.S. population. This is achieved by
offering free communications and Internet services paid for by micro-targeted
advertising.
The Rouse Company will gain valuable insight into its customers, such as
what they want most from the shopping center, from target-specific questions RI
USA will develop for inclusion in Rouse's Internet-based Premier Shopper Club
surveys. The information obtained will help Rouse and its retailers develop
long-term relationships with consumers through reward and incentive programs
designed to increase mall traffic sales.
"Through our partnership with RI USA, we will be able to take our
communication with our shoppers to the next level and gather their opinions
about what amenities are important to them and what they expect from their trip
to our malls," said Warren Wilson, Vice President and Director of Site
Strategy, The Rouse Company. "Based on the results of the target specific
questions that RI USA will continuously develop and refine, we will be able to
make enhancements that will add value to their shopping experience and
encourage repeated visits."
As a result of this partnership, RI USA will be able to design, implement
and commercialize the following interrelated products for ad hoc research:
-- an Internet-based panel of 100,000 consumer households;
-- a mixed method (pavilion, telephone and mail) panel of 50,000
consumer households to supplement the Internet-based panel;
-- a panel of 50,000 consumer households which can be called to
participate in face-to-face research in the malls;
-- specialty panels for business-to-business research.
ABOUT THE ROUSE COMPANY
The Rouse Company - a public company for 40 years (NYSE:RSE) - was founded
more than 59 years ago and operates more than 250 properties encompassing
office, retail, research and development, industrial and hotel space. The
Company manages properties in 25 states, the District of Columbia and Canada.
The company is also the developer of the cities of Columbia, MD and Summerlin,
NV.
ABOUT AIM SMART CORPORATION
AIM Smart (OTC:AIMS) is the leading provider of free, nationwide
communications services. The free services include Internet access, long
distance telephone, and long distance video phone, utilizing an enhanced WebTV
device. Users join the communications network through membership in their
regional mall frequent shopper program. Advertisers place micro-targeted ads
and coupons on the AIM Smart communications network. The network includes in-
mall, interactive Pavilions integrated with the mall's information center.
ABOUT RESEARCH INTERNATIONAL/USA
Established in 1973, Research International is a full-service research
company with more than 1,500 multinational clients from a variety of product
and service categories. With more than 3,000 permanent employees, RI draws on
its global network of 86 full-service offices in 56 countries to provide
strategic international solutions to clients.
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