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First Look: January 2013

January 15, 2013 Leave a comment

Snapshot Summary January 2013Eager to know where consumers stand as we begin the New Year?

We’ve got the latest details on consumer confidence, employment, purchase plans, financial goals as well as what’s hot (or not) in our January 2013 Snapshot Summary. Here are some of the highlights:

- Did the fiscal cliff free fall we nearly experienced lead to more fragile sentiment for the New Year? For January, just over a third (35.3%) is very confident/confident in chances for a strong economy, down two points from last month.

- Though the U.S. unemployment rate remained stagnant at 7.8% for December, consumers maintain slightly higher hopes for the job market compared to thirty days ago. Look for unemployment to remain a hot topic in 2013, though: year-over-year; consumers look less optimistic about the pink slip situation.

- Perhaps some of those holiday gift cards are leading consumers to less practical pastures…this month, while nearly half are poised for pragmatic spending, this figure has declined three points from 30 days ago.

- New Year’s Resolution #1: Fix the Finances…in January, more than a third affirm that they plan to pay down debt and/or decrease overall spending over the next three months, rising from December as well as Jan-12 and Jan-11.

- With the annual average price of gas the highest on record in 2012, it should come as no surprise that drivers haven’t relegated this issue to the back seat…two-thirds are still affected by the pain at the pump. Drivers’ pump price prediction for the end of January is $3.52/gal, just under what was expected at the close of 2012.

- In this month’s retail roundup: In Women’s Clothing, Kohl’s bests Walmart for January, while the big discounter seems to be thisclose to losing the top spot in Shoes as well…stay tuned. Amazon proves it’s the biggest-freight-train-that-could in Electronics, nearly doubling customer share Y-O-Y. And, in an interesting development in Health & Beauty: it appears that 2013 could be a battle between Target and Walgreens…

- Evidence of a holiday hangover? With the gift-giving season in the rearview, consumers take a downward approach to spending compared to December.

- It’s blue skies ahead for vacationers in this month’s BIG Ticket, as 6 month purchase intentions for vacation travel have increased M-O-M and Y-O-Y.

- Not only is Amazon’s the world’s largest online retailer, but it’s the hottest as well…nearly four out of five consumers voted Amazon what’s hot in January. Plus: “Made in America” products, exercise/going to the gym, Super Bowl XLVII, and Walmart.

Our monthly Consumer Snapshot video analysis of the State of the Consumer for 2013 will be released tomorrow, January 16. This special edition includes quick insights on the five things you need to know about consumers in the New Year. To sign up to be a BIGinsight™ VIP and receive our Consumer Snapshot email notification, please click here.

And, to view the Snapshot Summary in its entirely: January 2013.

Source: BIGinsight.com

© 2013, Prosper®

BIGinsight™ is a trademark of Prosper Business Development

New December Insights in a Snap!

December 13, 2012 Leave a comment

This month’s Consumer Snapshot is ready! The video below is a concise look at a few trending topics for the month of December, designed to give you a BIG picture view of current consumers.

Here’s a brief overview of what we’re seeing from consumers in December 2012:

- Will the fiscal cliff prove to be the Grinch who stole Christmas? Confidence backs down two points from November.
- While the official unemployment rate registered at 7.7% for November,this doesn’t seem to be quite the hiring miracle consumers were hoping to see this season.
- After the buying bonanza that was Black Friday and Cyber Monday, consumers’ penchant for practicality rises in December.
- It appears that along with trimming the tree this month, consumers will also be trimming their budgets.
- Walmart versus Kohl’s is a toss-up this month in Women’s Clothing.
- Amazon.com climbs to record customer share in Electronics.
- It’s a frosty 90 Day Outlook with spending plans looking downward from Nov-12, Dec-11.
- What’s Hot? Holiday shopping…online.

 

Be sure to check out the NEW Consumer Snapshot InsightCenter™. When you register for complimentary access to this InsightCenter™, you’ll have the ability to segment an advance preview of our all-star insights on consumer confidence, employment, shopping strategies, and future purchase plans by several key demographic groups. You can also download this month’s text summary (which includes additional insights) as well as the PowerPoint analysis through this InsightCenter™.

Interested in becoming a BIG VIP? Please click here to sign up for access to a host of complimentary insights, from our briefings and webinars to press releases and more.

Source: BIGinsight.com

© 2012, Prosper®

BIGinsight™ is a trademark of Prosper Business Development Corp.

Ten Ways to Spot a Layaway Shopper this Holiday Season

November 19, 2012 Leave a comment

While several major retailers, including Walmart, Kmart, and Toys R Us, have lowered or eliminated their layaway fees in efforts to spur holiday shopping, new insights from the BIGinsight™ November survey of more than 9,000 consumers reveal that this tactic doesn’t seem to be leading to a rise in this place-it-on-hold-and-pay-over-time purchase behavior. Just over one in ten holiday shoppers (12.3%) indicates they are using or planning to use layaway when shopping for gifts this season, relatively unchanged from one year ago (12.7%).

With a flatlining number of consumers boarding the layaway train for 2012, it appears that this Great Depression-era policy is more bygone gimmick rather than a modern day marvel. However, further analysis of layaway users uncovers a specific type of holiday shopper. So without further ado, let’s take a look at ten characteristics that help identify this special group of consumers.

Ten Characteristics of Layaway Shoppers

1. Layaway shoppers wouldn’t place in a Santa look-a-like contest. Nearly 75% more likely to have children in the household compared to average holiday shoppers, while layaway users might be more prone to play Santa this year for the kiddos, they just won’t look like the jolly old guy. Six years younger on average than typical holiday shoppers, layaway-ers are also far less likely to refer to themselves as “retired.”

2. Despite tighter budgets, layaway-ers intend to spend more this holiday season. As might be expected, those utilizing the budget-friendly aspects of layaway tend to earn less (about $49,000 per year) than holiday shoppers in general ($56,000/year). Despite this, though, two out of five (41.6%) layaway shoppers intend to spend “more” on the holiday season this year than they did back in 2011. Just 21.0% of shoppers in general are working within expanded holiday budgets this year.*

3. Layaway shoppers have a holly jolly outlook for the economy… Consumers reported that they were feeling better about the economy in November, but the sentiment among layaway users is downright giddy: 54.7% say they are very confident/confident in chances for a strong economy, much higher than typical holiday shoppers (40.4%). The issue of employment, though, is another story. About a third (32.7%) of layaway shoppers fears an increasing in the number of layoffs over the next six months, higher than holiday shoppers in general (22.0%). Layaway-ers are also slightly more concerned about becoming laid off themselves.

4. …Yet remain conservative with their everyday finances. Lower average incomes and greater concerns for layoffs are likely playing into layaway shoppers’ penchant for scrimping and saving in their everyday lives. Compared to holiday shoppers in general, more layaway-ers are making plans to pay down debt (38.6%), decrease overall spending (35.4%), and increase their savings (32.5%) over the next three months. Additionally, a higher proportion (28.6%) is attempting to pay with cash more often, which brings us to point #5…

5. Cold hard cash is key with layaway shoppers. For holiday purchases specifically, while debit cards are the preferred method of payment among layaway shoppers (49.9% plan to use them most often), more than a third of (35.5%) still plans to utilize cash most often, 40% higher than holiday shoppers in general (25.2%). Layaway shoppers are 60% less likely to use credit cards most often for holiday purchases than typical holiday shoppers.*

6. These early birds are getting the worms… Arguably one of the brightest benefits of using layaways services is the ability to place a hold on hot holiday merchandise before it flies off the shelves. So it shouldn’t come as a surprise that – as of early November – seven out of 10 layaway users (69.1%) had begun their holiday shopping as opposed to just 52.8% of holiday shoppers in general.*

7. …But still plan to bargain-hunt with the best of ‘em on Black Friday. And speaking of early bird tendencies, layaway shoppers are quite the night owls too: the majority (56.3%) is planning to shop Black Friday weekend, making them 75% more likely to brave the crowds than typical holiday shoppers (31.5%).*

8. Layaway shoppers use their connections to find best deals. While traditional advertising circulars are their top source for keeping track of holiday sales and promotions, layaway shoppers are more likely to connect on Facebook or Twitter, use retailer apps, and refer to coupon websites (i.e. RetailMeNot.com, FatWallet.com) compared to holiday shoppers in general.*

Do you plan to use any of the following to keep track of retailers' holiday sales and promotions this year?

9. While they embrace their inner fashionistas, it’s electronics and toys that are bound for the layaway bins. While layaway shoppers are more likely to lean to familiar fashion labels and the newest trends/styles versus holiday shoppers in general, apparel is less likely to be put on hold compared to electronics and toys.

Do you plan to or have you already put holiday gifts in Layaway for any of the following merchandise categories?

10. Discounters are most likely to get those layaway dollars. When it comes to the retailers shoppers are utilizing for layaway services, discounters score a definitive win here. Nearly two-thirds (65.5%) of holiday shoppers planning to use layaway this season will head to Walmart, while 42.2% say they will sign up with Kmart. Fewer will make use of the programs at Toys R Us (21.2%), Sears (15.2%), Burlington Coat Factory (12.4%), Marshall’s (12.1%), or TJ Maxx (9.9%).

* Source: National Retail Federation/BIGinsight™. For more insights on the holiday season, visit the NRF’s Holiday Headquarters.

This post originally appeared on Forbes.com as a contribution to the Prosper Now blog.

New November Insights in a Snap!

November 16, 2012 Leave a comment

This month’s Consumer Snapshot is ready! The video below is a concise look at a few trending topics for the month of November, designed to give you a BIG picture view of current consumers.

Here’s a brief overview of what we’re seeing from consumers in November 2012:

- Confidence reaches a five year high
- With the holiday season on the horizon, it appears that consumers are in a gifting mood
- With the majority planning to begin holiday purchasing before December, the tightwad tendencies we’ve seen over the past few months have begun to relax
- Payless advances to the co-leader position in Shoes
- Walmart trumps Whole Foods, Trader Joe’s in Organics
- 90 Day Outlook: Mixed from October, UP from Nov-11, Nov-10
- I hope Santa blings me something sparkly
- What’s Hot…Giving thanks for Black Friday?


Be sure to check out the NEW Consumer Snapshot InsightCenter™. When you register for complimentary access to this InsightCenter™, you’ll have the ability to segment an advance preview of our all-star insights on consumer confidence, employment, shopping strategies, and future purchase plans by several key demographic groups. You can also download this month’s text summary (which includes additional insights) as well as the PowerPoint analysis through this InsightCenter™.

Interested in becoming a BIG VIP? Please click here to sign up for access to a host of complimentary insights, from our briefings and webinars to press releases and more.

Source: BIGinsight.com

© 2012, Prosper®

BIGinsight™ is a trademark of Prosper Business Development Corp.

JC Penney’s Million Women Walkout

October 30, 2012 Leave a comment

While shying away from using the word coupon, JC Penney’s recent delivery of a $10 “gift” to its email newsletter recipients demonstrated that the beleaguered department store was finally bending to what its customers have been asking for all along: a deal. Since the commencement of its “Fair & Square” promotional strategy in Q1 of 2012, JC Penney has been fighting a losing battle with its dwindling customer base, trying to spoon feed shoppers everyday low pricing like its ice cream, while in reality they were tasting [insert your least favorite veggie here]. What did JC Penney forget? In this economy, consumers have the upper hand with retailers.

With sales set in a tailspin during the first half of the year, it’s obvious that “Fair & Square” was a costly turnabout for both JC Penney and its customers.  But what price did JC Penney pay in terms of lost shoppers?

According to the Consumer Equity Index™ for the highly competitive women’s clothing segment, JC Penney’s share of female customers shrank 13% in the past year, leaving the department store with an index of 86.9 (baseline index = 100).* That equates to a loss of 1.3 million of the department store’s most loyal female women’s clothing shoppers.

With their million woman march out of JC Penney, these shoppers appear to have gravitated to Kohl’s (index = 104.5), Macy’s (116.1), Target (121.6), and even Walmart (112.2) for their women’s apparel purchases. Female shopper share for each of these competitors has increased over the past 13 months:

A million shoppers are a lot to lose in a year’s time – especially in just one category – but the numbers become even more sobering when you consider how much potential revenue JC Penney let slip from its grasp. With the average female spending more than $500 per year within the women’s clothing segment, an estimated $745 million in potential revenue has walked out of JC Penney’s women’s department over the past year – that’s a big share of purse, if you will.

JC Penney’s $10 gift comes at a pivotal time for retailing: the all-important holiday season. And with shoppers continuing to be drawn to sales, coupons, and promotions like moths to a flame, JC Penney is likely to see a short-term increase in the foot traffic it so desperately needs. However, while the department store indicates that this “gift” does not signal their return to couponing, if they want repeat customers, they may have to keep the coupons gifts coming.

* The Consumer Equity Index™ from BIGinsight™ is a year over year index showing growth or decline of consumer preference share. An index of 100 is flat, an index of 105 indicates 5% growth, while an index of 95 denotes 5% decline.

This post originally appeared on Forbes.com as a contribution to the Prosper Now blog.

New October Insights in a Snap!

October 16, 2012 1 comment

This month’s Consumer Snapshot is ready! The video below is a concise look at a few trending topics for the month of October, designed to give you a BIG picture view of current consumers.

Here’s a brief overview of what we’re seeing from consumers in October 2012:

- Beware the fiscal cliff: confidence declines from September
- Employment outlook improves, but still just 1 in 5 expect “fewer” layoffs over the next 6 months
- Practicality when purchasing remains intact
- Increasing savings reaches highest October reading in 6 years
- Walmart wins in Apparel, Shoes
- Toys R Us, Amazon.com see YOY gains in Children’s Toys
- Holiday ’12 is shaping up to be a bit brighter, with the 90 Day Outlook improving for all categories
- DSLR buying trend? Plans to purchase digital cameras highest in 2 years
- Meet Little Miss “Not” Hot for October: Here Comes Honey Boo Boo

 

And NEW this month is the Consumer Snapshot InsightCenter™. When you register for complimentary access to this new InsightCenter™, you’ll have the ability to segment an advance preview of our all-star insights on consumer confidence, employment, shopping strategies, and future purchase plans by several key demographic groups. You can also download this month’s text summary (which includes additional insights) as well as the PowerPoint analysis through this InsightCenter™.

Interested in becoming a BIG VIP? Please click here to sign up for access to a host of complimentary insights, from our briefings and webinars to press releases and more.

Source: BIGinsight.com

© 2012, Prosper®

BIGinsight™ is a trademark of Prosper Business Development Corp.

The Not-So-Jolly Holiday Outlook for JC Penney Shoppers

September 25, 2012 Leave a comment

2012 hasn’t been kind to JC Penney. And, it doesn’t appear that Q4 will get any better for the department store, which has struggled to shake up its stodgy image this year and in the process has rattled its core customer base. According to the Prosper Spending Index, JC Penney shoppers’ outlook for holiday gift spending falls below that of the general population, with an index of 95.9 (baseline index = 100).* Among JC Penney shoppers with holiday spending plans in mind, two in five (44.2%) plan to spend less on holiday gifts this year than they did for 2011, while fewer than one in ten (7.4%) plan to spend more.

As could be expected, the holiday spending outlook is similar among those shopping Walmart (index = 94.4). Still, a slightly larger proportion of shoppers at the discounter, known to cater to more cash-strapped, lower income households, plans to spend more for the upcoming holiday season (9.5%) compared to JC Penney shoppers (7.4%).

Among the customers analyzed, shoppers at Macy’s, a retailer which has arguably benefited from JC Penney’s EDLP strategy switch-up, maintain the most positive outlook on holiday gift spending, with a Prosper Spending Index of 110.9. TJ Maxx loyalists also hold a brighter-than-average outlook (index = 106.3). Target (102.4) and Kohl’s (101.0) shoppers’ holiday spending plans are in line with the overall average.

So we know JC Penney shoppers will be trying to cut back on their holiday gift spending this year, but just how do they intend to accomplish this?

Memo to Ron Johnson: Your shoppers (or what’s left of them) are still motivated to buy based on sales and coupons.

Among JC Penney customers, nearly half say they are shopping for sales more often (45.4%) and/or are clipping coupons (42.1%) in efforts to help balance their budgets – higher than the overall average. Among the retailers mentioned, Kohl’s shoppers – rabid for that Kohl’s Cash – are the only ones eclipsing both of these figures.

With economic uncertainty pervading consumer mindsets, today’s shoppers – JC Penney’s included – continue to possess an innate need to feel good about spending their hard earned dollars, particularly when it comes to spending on those not-so-essentials like gifts and apparel. And in shoppers’ “feel-good” toolkit are coupons, weekly promos, and special sales. These items are, of course, generally absent from JC Penney’s promotional strategy – setting the department store up for additional customer loss during the critical holiday season.

Think about it like this: getting a $60 sweater on sale for $30 is something to write home tweet about. Simply buying a sweater for the $30 ticket price? It’s a little ho-ho-hum.

* Holiday outlook insights are based on celebrants who have holiday spending plans in mind.

This post originally appeared on Forbes.com as a contribution to the Prosper Now blog.

“Fair & Square” Revisited

June 14, 2012 9 comments

When we first took a look at the new JC Penney “Fair & Square” strategy back in March, the initial read was so-so from the consumer standpoint. In our monthly “Hot or Not?” feature, more deemed it “not” (58.3%) than “hot” (41.7%), though JC Penney Women’s Clothing Shoppers* seemed the most willing to give the strategy a chance, particularly compared to Kohl’s, Target, and Walmart shoppers.

Flash forward to June…

In the wake of JC Penney’s disastrous Q1 earnings report, we decided to again poll our nearly 9,000 consumers for an update on their “Fair & Square” feelings. As you can imagine, it’s not faring so well; over the past three months, those who think JCP’s new direction is “hot” dropped nearly 14%:

Hot or Not? JC Penney's "Fair & Square" Ad Campaign

But the real issue here is how “Fair & Square” has affected JC Penney’s consumer share. A look at 10 years of BIG historical data on the current Top 5 Women’s Clothing retailers tells three tales:

1. The Decline of Walmart
2. The Rise of Kohl’s
3. The Macy’s / JC Penney Clash

Women's Clothing - Shop at Most Often

Let’s leave Walmart and Kohl’s out of the story for once and make JC Penney and Macy’s the main characters. As you can see, since Macy’s nationwide conversion in the mid-2000s, these two department stores have been tangling pretty consistently for third place in this category – with JC Penney generally the victor. However, a magnified look at each retailer’s performance over the past 13 months shows just how damaging “Fair & Square” was for JCP’s customer base:

Women's Clothing - JC Penney / Macy's Snapshot

Instead of driving shoppers to its stores, “Fair & Square” sent its customers right into the arms of competitors. #whatanightmare

* A selection of Women’s Clothing retailers was analyzed for this report. “Women’s Clothing Shoppers” are defined as those who shop most at a given retailer for Women’s Clothing (an unaided, write-in response).

Source: BIGinsight™ Monthly Consumer Survey – JUN-12 (N = 8760, 6/5 – 6/12/12)

© 2012, Prosper®

BIGinsight™ is a trademark of Prosper Business Development Corp.

Two-Thirds of Trader Joe’s, Whole Foods Shoppers Express Health Happiness

May 16, 2012 1 comment

Is there something in that Two-Buck Chuck? New BIGinsight™ analysis reveals that Trader Joe’s and Whole Foods shoppers* are happier with their health** compared to mainstream grocery shoppers at Kroger, Publix, and the nation’s top pantry supplier – Walmart.

Totally Happy/Happy with Health

While Publix shoppers trail the likes of Whole Foods and Trader Joe’s in terms of health happiness, customers at this grocer – known for its quality assortment of items ‘round the perimeter – track ahead of both Kroger and Walmart.

On the flip side, nearly a quarter (23.1%) of Walmart shoppers feels “unhappy” or “totally unhappy” with the state of their health. Kroger shoppers aren’t far behind with this sad-faced sentiment (20.5%), while far fewer (11.5%) Trader Joe’s shoppers are worried about their well-being.

Totally Unhappy/Unhappy with Health

Interestingly, shoppers with a proclivity toward natural and organic goods aren’t prone to shunning that fast food guilty pleasure. In fact, nearly half of Whole Foods’ customers (45.6%) patronize a fast food restaurant once a week or more often, higher than the overall average (39.0%) as well as – surprise! – Walmart shoppers (44.1%). Trader Joe’s (43.3%), Kroger (46.7%), and Publix (42.0%) each index above the national rate as well.

But it’s all about the choices we make though, right? While McDonald’s is the preferred fast food restaurant across all of our shopper groups [gotta love those fries], Subway – with its arguably fresher/healthier menu – indexes higher among Whole Foods and Trader Joe’s customers. In addition, these organically-minded shoppers place more importance on a quick service restaurant’s healthy menu options and food quality than average, while Walmart patrons are more apt to opt for lower pricing and a value menu.

Finally, it’s evident that Whole Foods and Trader Joe’s shoppers aren’t achieving health satisfaction without any effort. Nearly ninety percent of each of these customer groups report doing something about their health, such as watching calorie or fat intake, exercising regularly, or opting for more organic foods. Working up a sweat is key; in fact, Trader Joe’s shoppers are 50% more likely to hit the gym compared Walmart customers. More than a quarter of those bagging their groceries at the big discounter (27.5%) say they don’t do anything with regard to their health, the highest of all the groups analyzed for this report.

Exercise Regularly

For more information on this data, please contact BIGinsight™.

This post was inspired by our original analysis of Fast Food customers’ health happiness: One in Four McDonald’s Customers Unhappy with Their Health.

* Whole Foods, Trader Joe’s, Kroger, Publix, and Walmart shoppers were analyzed for this report.  Whole Foods and Trader Joe’s “shoppers” are defined as respondents who indicated that they shop these retailers most often for Organic Products (an unaided, write-in response). Kroger, Publix, and Walmart “shoppers” are defined as respondents who indicated that they shop these retailers most often for Groceries (first or second choice), also unaided, write-in responses. Shopper groups analyzed in this report are not mutually exclusive.

** Respondents were posed with this question: On a scale of 1-5 with 1 being “Totally Unhappy,” and 5 being “Totally Happy,” how would you rate your happiness level with your Health?

Source: BIGinsight™ Monthly Consumer Survey – MAY-12 (N = 8789, 5/2 – 5/8/12)

© 2012, Prosper®

BIGinsight™ is a trademark of Prosper Business Development Corp.

FYU: Department Store Domination?

As readers of our monthly Executive Briefing are already aware, 2012 has been a pretty exciting year for Kohl’s when it comes to the Women’s Clothing store shopped most often by the more than 8,000 respondents in our Monthly Consumer Survey. When we last visited this category in November 2011, Kohl’s had – for the first time in the history of our 10 year survey – surpassed Walmart as the top store shopped for this category. While discounter Walmart had the edge in January, April marked the third month in a row that Kohl’s has led this category – and it looks like the department store darling might be widening the gap between itself and the big discounter:

Women's Clothing - Kohl's v. Walmart

So what’s the deal with Walmart? Where is Kohl’s growing? And, are JC Penney or Macy’s posing immediate threats to the top two? For Your Understanding this month, we’re taking the Women’s Clothing catfight to the mats, courtesy of our Retail Ratings Reports*.

In just the first few pages of this handy guide, we can see that:
-  Among the fashion forward set – a faction growing in number – Macy’s is shopped most often (16.6%), followed by Kohl’s (11.2%), and JC Penney (8.2%).
-  Walmart’s core shoppers earn under $50,000 – and the discounter leads with these wage earners. However, among both the lucrative $50,000+ and $75,000+ income groups, Kohl’s, Macy’s, and JC Penney are the top stores shopped for Women’s Clothing, respectively.
-  Kohl’s (11.2%) and Macy’s (10.8%) also lead when it comes to 18-34 year old customers. Walmart’s strength lies with consumers 35-54 and 55+, though the discounter still plays second fiddle to Kohl’s in both cases.
-  Kohl’s and Macy’s are the top Women’s Clothing stores shopped in the Northeast, respectively, while their roles are reversed out West. Kohl’s (#1) and Walmart (#2) control the Midwest, and down South, Walmart maintains its stronghold (followed by Kohl’s).
-  While Kohl’s has recently overtaken Walmart for the top spot in Women’s Clothing overall, it appears that Macy’s may enter the mix as 2012 gets underway. From January to April 2012, share of Adults 18+ shopping the department store standard have increase 60%+ to a current 10.0%.
-  Finally, don’t discount JC Penney. Thanks to the retailer’s promotion-less new Fair & Square strategy, shopper interest has perked up in 2012 – in the short term, at least.

Women's Clothing - Store Shopped Most Often (Top 5)

But let’s look a bit deeper at the growing divide between Walmart and Kohl’s with the Consumer Equity Index™ (CEI). The CEI – available exclusively within the Retail Ratings Reports – is a year-over-year index showing growth or decline of Consumer Preference Share (the % we collect each month for the store shopped most often). Here’s a key:

CEI = 100 (flat)
CEI = 105 (5% growth)
CEI = 95 (5% decline)

Our latest CEI ratings for Women’s Clothing shows that Kohl’s – and Macy’s – are growing in customer share, while Walmart is flatlining at best. In the all-important female shopper segment, Kohl’s share has risen 14%, Macy’s has boosted a whopping 43%, while Walmart (and JC Penney) have dropped 5%.

Women's Clothing - Consumer Equity Index (Female Shoppers)

And, recall that sweet spot of core customers for Walmart? If you were to analyze the CEI ratings for those earning under $50,000/year, you would find that both Kohl’s and Macy’s are growing in similar fashion as with the female population, while Walmart has seen a flat/meager 2% pick-me-up with this group. #departmentstoredomination?

Now you understand: It doesn’t appear that Kohl’s and Macy’s are directly poaching Walmart shoppers – they are growing their own customer bases (especially females and <$50,000 wage earners), while the big W’s share remains stagnant. Department stores are buzzing with consumers for 2012, and we did witness their increasing popularity for Valentine’s Day, Easter, and Mother’s Day. With this topic trending with shoppers, we could see some additional change-ups in the Women’s Clothing sector as 2012 progresses.

Bottom Line: Perhaps Walmart just isn’t keeping up with The Changing American Consumer.

For more information on this data, please contact BIGinsight™.

Source: BIGinsight™ Monthly Consumer Survey, APR-11 – APR-12

* Retail Ratings Reports are available monthly for the following categories: Women’s Clothing, Men’s Clothing, Children’s Clothing, Shoes, Linens/Bedding/Draperies, Electronics, Hardware, Children’s Toys, Sporting Goods, Groceries, Health & Beauty Care, Prescription Drugs.

© 2012, Prosper®

BIGinsight™ is a trademark of Prosper Business Development Corp.

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