TWO DATA, SERVICE VENTURES TO EXPAND

RUPERT CHISHOLM

NEW YORK -- Two joint-venture companies, each combining data collection programs with in-store marketing services, have announced successful completion of inaugural tests and unveiled plans to expand their operations substantially in 1994.

Catalina Information Resources, Anaheim, Calif., a cooperative venture between Information Resources Inc. and Catalina Marketing Corp., said that it had concluded the pilot for its Quick Response Scan Network and will begin to expand nationally.

A company spokesperson said that CIR has retained its original clients and expects to enter much of Catalina Marketing's national 7,500-store electronic marketing network during 1994.

Working with suppliers, including Stouffer Foods, Dreyer's Grand Ice Cream and Tropicana, CIR tested its Quick Response system in more than 500 Lucky, Ralphs and Food 4 Less stores in Southern California during 1993. CIR said it developed Quick Response to provide manufacturers and retailers with overnight product performance data intended to improve inventory management, generate promotional impact analyses and identify marketing and sales opportunities.

Meanwhile, Actmedia, Norwalk, Conn., and Efficient Market Services, Deerfield, Ill., agreed to expand their Real-Time Marketing venture by supplying Actmedia's entire supermarket operation with EMS data. An Actmedia spokesperson said the company's in-store marketing programs began receiving scanner-generated data from EMS on Jan. 1.

The expansion follows the completion of a trial program that traced the performance of General Food products in a North Carolina Kroger store. During the test, Actmedia used data obtained and interpreted through an EMS system to identify and respond to marketing opportunities on a daily basis.

"Actmedia has gone totally on-line with EMS," said Actmedia spokesperson Bob Horton. "This allows promotions that were typically planned well in advance to be continually fine-tuned."