Resource Interactive President Kelly Mooney Keynotes at Shop.Org Annual Summit

Columbus, Ohio October 11, 2004 For the third consecutive year, Resource Interactive presented to a general session of Shop.org Annual Summit attendeesover nine hundred Internet and multichannel retail executivesthe findings of a research project undertaken in conjunction with Shop.org and BIG Research, a retail market analysis firm. Kelly Mooney, President of Resource Interactive and co-author of The Ten Demandments, presented "What Women Want," an intimate look at the consumer experiences and expectations of American women, whose growing collective buying powerconstituting the largest economy on the planetbusinesses are mobilizing to capture.

To seize the power of the purse, many retailers are hoping to build relationships and brand loyalty online by utilizing customer profiles comprised largely of quantitative information such as RFM: recency, frequency, and monetary value of purchases. Mooney and the RI researchers innovated a qualitative method that would paint a fuller portrait of female online shoppers, and capture the Why? and Why not? and What if? of their consumer experiences. RI's new proprietary research methodology, Shop & Tell^SM, answers just those questions by pairing all manner of female shopping partners for greater ease, candor, and detailed recollection in interviews.

Two of the more startling Shop & Tell^SM, discoveries are: that the Internet is considerably more than a shopping tool, in fact, is a Life Management tool for the majority of women studied, and this fact has redefined the process, the value exchanges, the entire rapport female customers have with the companies they patronize both online and off. Secondly, women don't even think in terms of brand relationships and loyalty if the retailer has failed first and foremost to address the complexity of their lives and the role the Internet has played in simplifying them.

Just how are retailers to apply these discoveries to their online marketing? Drawing on the videotaped anecdotal Shop & Tell^SM, insights, plus data from over four thousand online survey respondents, Mooney presented ten examples of what women want online. She then recommended ten corresponding tactics for streamlining, facilitating, and connecting the online worldits content, community, and commercewith the profoundly multifaceted lives of today's women.

About Shop.org
The Annual Shop.org Summit, held this year on October 5-7 in Anaheim, California, is the premier gathering of Internet and multichannel retail leaders. Summit keynote speakers also included Best Buy CEO Brad Anderson and Office Depot CEO Bruce Nelson.

Shop.org is the association for retailers online. It's where the best retail minds come together to gain the insight, knowledge, and intelligence to make smarter, more informed decisions in the evolving world of the Internet and multichannel retailing. Founded in 1996, Shop.org became a division of the National Retail Federation in January 2001. The association's membership includes interactive executives from store-based retailers, catalog-based retailers, Web-based retailers, and retail solution providers.

About Resource Interactive
Resource Interactive is a top-ranked interactive marketing and technology firm that helps the world's leading companies plan, create, build, assess, and optimize the digital experience of their customers and other constituencies. We've helped companies such as Victoria's Secret, Hewlett-Packard, Reebok, Bath & Bodyworks, Nationwide, Target, Apple, Burton Snowboards, Limited Brands, and Restoration Hardware use their online channels to drive sales, reduce costs, create community, and deepen brand loyalty.

For eight years, Resource Interactive's proprietary research properties have provided the nation's multichannel and interactive stakeholders with actionable intelligence distinguished by its in-depth and up-close nature. The recently developed Shop & Tell^SM methodology can be used as a highly effective means of researching those industry sectors that target or wish to target the female consumer.

CONTACT:
Dr. Nita Rollins
Executive Director, Marketing
nrollins@resource.com