January 19, 2001, 12:00 AM

A new measurement of online/offline apparel

Don Davis

Editor in Chief

comScore Networks, Inc. a provider of Internet infrastructure services, STS Market Research, a survey research company based in Cambridge, Mass., are combining to provide online consumer-buying behavior data to the apparel industry. Among the joint venture's first clients is Levi Strauss & Co. comScore is recruiting 5,500 online consumers to add to STS's existing apparel-purchasing panel of 2,000 offline consumers. STS's panel information can then be combined with comScore's online data, providing the apparel industry with detailed information on consumers' combined offline and online purchasing behavior. "comScore's information takes us to the next level in terms of understanding consumers' shopping and purchasing behavior," says Art Spar, chairman of STS Market Research. "By adding e-commerce information through comScore's Customer Knowledge Platform of Internet behavior, we will be able to provide a complete picture of the preferences of Levi Strauss' target consumers." Levi Strauss says one of the most important aspects of the survey will be to show the company how consumers use different channels to shop. "This enables the analysis of developmental trends in consumer preferences, cannibalization, brand switching, incremental purchasing, and so on, that is simply not an analytic option using currently available market research tools," says Joseph Weber, director of business information for Levi Strauss. comScore Networks was founded in August 1999 by Chairman Gian Fulgoni, formerly chairman and CEO of Information Resources Inc. and CEO Magid Abraham, founder and former CEO of Paragren Technologies, a CRM software provider now part of Siebel Systems, and president/COO of IRI. Together they grew IRI from a start-up into the largest market information firm in the U.S. with annual revenues in excess of $500 million.


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