IMRA touches hot issues - International Mass Retail Association

Discount Store News, June 6, 1994

WASHINGTON - Citing increased retail membership, 560 heavily-involved associate members, more and better-attended conferences throughout the year, more timely, useful research studies and greater involvement on Capitol Hill, the International Mass Retail Association is stronger than ever, according to its chairman, Don Soderquist, vice chairman of Wal-Mart Corp.

Retailer membership in IMRA has risen from fewer than 100 in 1990 to 160 today, said Robert Verdisco, IMRA President, during the State of the Association speech here during the annual convention last month.

More than 2,000 people, including spouses, made this the best-attended IMRA convention ever.

Retired General Colin Powell was a smash hit as keynote speaker. The one-time leader of the most powerful military force the world has ever known gave an informative and uplifting talk describing the incredible changes in the world's political makeup. Former Congressman and Housing secretary Jack Kemp, drew almost as such applause as Powell, following a speech in which he bashed President Clinton's policies and defended his own oft-criticized tax cut economic philosophy.

The convention was highlighted by a number of valuable business trends sessions:

* A new study, "Your Aging Consumers: Reality Vs. Perception, The Mass Retail Industry Readiness Study on Consumer Aging," revealed some interesting differences between retailer-vendor perceptions and consumer reality.

In reality, 85% of 50-plus shoppers feel they have more free time than ever before; store and parking lost security is a major concern: 62% are willing to spend more for quality goods; they are willing to experiment among store outlets; are brand enthusiasts; and consider age-based promotions overrated.

The findings were presented by Ken Dychtwald, President of Ave Wage, which conducted the survey in five cities - Phoenix, Dallas/Fort Worth, St. Louis, Tampa/Port Richey and Philadelphia.

* A study conducted by Gallup and funded by IMRA and Discount Store News, reveals that Americans prefer to buy American-made products, but largely base purchasing decisions on quality and value, not country of origin. The telephone survey found that less-educated consumers are more protectionist in their views.

* Two futurist from AT & T predicted that for the next decade the driving force in retailing will be creating customer intimacy by employing technology that marries retailing to entertainment.

Thom Blishock, vp, and Christine Propst, director, for AT&T's worldwide consulting division, called for the "Re-Imagineering of Retailing" to turn routine shopping into fun, similar to the shopping concepts being employed by Niketown, Chicago.

* A session on ethnic marketing warned retailers that when one of every $20 spent in his country comes from an Hispanic household, retailers had better learn how to capture non-white customers.