- Amid reports of a ho-hum holiday season, you really have to wonder about current consumer mindset. After a strong turnout Black Friday weekend, Hurricane Sandy hit, we witnessed tragedy in Sandy Hook, while those on Capitol Hill literally left us hanging on the fiscal cliff. Retailers continued to give consumers what they really wanted – deals, deals, and more deals – but ultimately it appears that practicality and a focus on needs were at the forefront of consumers’ thoughts as we approached December 25. To top everything off, NBC revealed record ratings for its Christmas Eve showing of It’s a Wonderful Life…coincidence? Perhaps not.
- We at BIGinsight tallied up all of the votes in the lively “Hot or Not?” segment for the whole of 2012 to see which of the 145 trends, personalities, and events really got consumers (Adults 18+) buzzing last year. And while items like holiday shopping online and the New Apple iPad landed high in the rankings, the top 10 list points to consumers focused more on what really matters:
- #10 NFL (Sep-12)*
Football: America’s new favorite pastime? With its top ten ranking, the NFL is certainly giving Major League Baseball (Apr-12, #46) a run for its money. The Giants-Patriots match-up for Super Bowl XLVI (Jan-12, #19) finished within the top 20 this year; however, it was the Packers-Steelers bout in Super Bowl XLV that took top honors in this list back in 2011.
#9 New Apple iPad (Mar-12)
At #9, Apple’s third iteration of its popular iPad was the top tech gadget we polled in 2012, while the more recent releases of the Apple iPad Mini (Nov-12, #25) and Kindle Fire HD (Oct-12, #27) – which sparked the great tablet debate – ranked lower in our list overall.
#8 London Summer Olympic Games (Jul-12)
Fresh off of 2011’s royal wedding, the British invasion of sorts continued for Americans in 2012 with the London Olympic Games. Ranking higher than any other athletes on our lists, swimming superstars Michael Phelps (Aug-12, #21) and Ryan Lochte (Aug-12, #36) proved that they were certainly the pride of the yanks.
#7 Farmers’ Markets (Jul-12)
Perhaps it’s because they offer fresh fare or maybe it’s their “shop small” charm, but at #7, Farmers’ Markets were hit among consumers getting back to the basics this year, though Community Gardens (Aug-12, #81) and Gluten-free Diets (Jul-12, #106) didn’t rank quite so highly.
#6 2012 Presidential Election (Sep-12)
While those of us residing in the swing states couldn’t wait for the endless barrage of phone calls, mailers, and commercials to end, this year’s Presidential Election was certainly very important to all who exercised their right to vote.
#5 Coupons (Jun-12)
Indicative of a consumer group prioritizing budgeting, practicality, and – most importantly – saving money, Coupons scored a top five position in this year’s list. Note to retailers and manufacturers: keep ‘em coming in 2013.
#4 Voting (Nov-12)
You lose your right to complain when you don’t exercise your right to vote…right? Whether their candidate won or lost the election, Americans set precedence on voicing their opinions this year.
#3 “Made in America” Products (Jan-12)
While they may be few and far between, at #3 on our list, “Made in America” Products seem to be what consumers prefer. Or perhaps it’s logical reasoning for boosting our sagging unemployment rate…
#2 Holiday Shopping Online (Dec-12)
Arguably one of the few bright spots for retailers over the past holiday season (gift cards were pretty popular as well), shopping online – whether via a traditional computer/laptop or a mobile device – just clicked with consumers this year. With free shipping offers abound, gift givers were able to skip crowded malls, long checkout lines, and stock-outs in favor of cruising the web for the big bargains, competitive pricing, and compelling customer reviews from the comfort of their couches. However, with Holiday Shopping in Stores (Dec-12) landing at #15, it appears that plenty of Santas still preferred to shop the old fashioned way.
#1 Thanksgiving (Nov-12)
While the Black Friday shopping tradition is increasingly encroaching on the fourth Thursday of November, consumers are seemingly taking a stand on the Thanksgiving holiday, placing it atop our list this year. (Giving Thanks was #2 last year.) It’s a Wonderful Life, right?
* The month/year each item was asked is denoted in parenthesis (MMM-YY).
It seems that Apple has the Midas Touch, and when JC Penney brought former SVP Ron Johnson on board in late 2011, it was heralded by many as a genius decision. Long relegated to the back of consumers’ minds [along with Sears], it appeared that this department store dinosaur was finally making a conscious effort to reinvigorate its stodgy image and arming itself to compete with its more present day foes: Macy’s, Kohl’s, and TJ Maxx.
With the advent of m-commerce, social media, and increasing connectivity, it seemed that this marriage between an Apple exec and JC Penney was a solid union – at least enough to advance the department store into 21st century retailing. However, as 2012 has progressed, it has become clear that the new “Fair & Square” JC Penney has gotten off to a very rocky start.
While JC Penney certainly has taken some steps in the right direction – focusing on exclusive brand names from the likes of Nicole Miller, Liz Claiborne, Mango, and even the Olsen twins takes a page from Kohl’s and Macy’s successful playbooks. Today’s consumers demand quality products at great prices, and they want to feel good about their purchases when walking out of the store. Here’s where JC Penney missteps: they have eliminated the excitement from the shoppers’ buying process. Having an extra 10-20% off coupon or buying an item on sale – which Kohl’s and Macy’s offer in abundance – gives the shopper the feeling that they’ve one-upped the retailer, i.e. the customer wins.
This shopping euphoria is essential when marketing apparel in an uncertain economy. Consumers already had closets full of clothes, and when it came time to really trim budgets during the “Great Recession,” apparel was one of the easiest budget cuts to stomach. It’s interesting that even during a downturn in the economy, electronics sold – maybe with a little less frequency and at somewhat lower price points, but the latest HDTVs, tablets, notebooks, smartphones, and all things iOS were, and continue to be, hot selling items. Budget-conscious consumers could justify the purchase of a new TV or computer; these were items that the whole family could enjoy, helped us multitask, and in some cases, assist with homework. In other words, electronics were fun, practical, and educational. Consumers literally couldn’t buy into this same reasoning when it came to apparel or home goods, categories that JC Penney so desperately needed to move on the selling floor.
When Johnson joined JC Penney last year, it appeared that the Apple “ego” followed him as well. Apple is an innovative brand with a heady following, and its retail outlets, which Johnson cultivated, served to build on this loyalty and brought out the curiosity in others – they were what shoppers demanded and gravitated toward.
JC Penney lacks the Apple cachet, and its “Fair & Square” overhaul – ditching coupons and weekly promotions in the process – failed to make a compelling argument as to why shoppers needed to check out their revamped stores. Sure low prices are great, but the new normal directs shoppers to seek out that extra incentive when it comes to buying non-essentials like apparel and home décor. The “new” JC Penney already has proof of this – just look at its successful free haircut promotion for Back-to-School; the operative word here, of course, is free.
A glance at what motivates shoppers to make apparel purchases shows us the continued importance of instore promotions and coupons in this category. According to BIGinsight’s semi-annual Media Behaviors and Influence™ survey of 25,000 consumers, apparel sales and promotions are the #1 driver for shoppers of many of the top U.S. retailers, including JC Penney, Kohl’s, Macy’s, Gap, H&M, and Nordstrom – yes, even promotions are key with luxury shoppers. And, in instances where instore promotions aren’t the top motivation for apparel purchases, they are still likely top of mind. At TJ Maxx, for example, while 42.3% rely on word of mouth, nearly as many (40.4%) value a good sale.
While word of mouth is the #2 influencer for apparel purchases among JC Penney shoppers (at 36.3%), coupons are almost as important (35.5%). JC Penney customers’ attraction to apparel coupons is stronger than that of the general population (30.7%) as well. Coupons don’t carry nearly as much clout over in Apple’s wheelhouse – electronics – so it’s plain to see why Johnson was so quick to axe those money-savers at JC Penney.
So can an iPhone save JC Penney? Can a marketing approach borne from Apple revive a struggling department store? Can pigs fly? Clearly not. What works for Apple – what used to work for Ron Johnson – simply has no place in JC Penney’s strategy. Today’s apparel shoppers have honed their bargain-hunting skills and crave a good deal on their terms. Instead of trying to force “Fair & Square” on the buying public – much like the launch of a great, new, innovative product à la Apple – JC Penney really should have first become more attuned its target customers.