Consumer Reports hits Boston malls

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As part of an ongoing to strategy to test different platforms and reach targeted audiences, Consumers Reports put together a retail program that launched last week in 16 malls in the Boston area.

Three of the malls featured Holiday Smart Labs kiosks housing six computer terminals that offered free access to Con­sumerReports.org. There were also several LCD monitors displaying content from Consumer Reports, and brand ambassadors handing out passes good for 24 hours of free access to ConsumerReports.org. In the other malls, Consumer Reports is sponsoring rejuvenation stations where consumers can pick up free access passes. The kiosks were open November 25 to December 7.

“The shopping process is changing,” said Vince Scordo, consumer branding program manager at Consumer Reports. Younger con­sumers – those under the age of 40 – aren't going online and doing research before going into stores to make a purchase, according to company research.

It is because of this trend, coupled with the current economic situation, that Con­sumer Reports felt a “need to get into the malls and become part of the shopping experience,” said Jamie Darnow, CMO at Consumer Reports. The goal of the program is to help consumers get the best value for their money.

Consumer Reports is a nonprofit and product-testing organization that regu­larly publishes its results online and in its magazines.

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