[October 19, 2017] |
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Valassis Breaks It Down - Planning and Research Drive Retail Purchases
Valassis,
a leader in intelligent media delivery, today released Capturing the
Dynamic Retail Shopper: Parent Snap proprietary research that
examines the purchase journey consumers - and particularly parents -
take when researching and buying retail items.
By asking consumers how, when and where they shop for specific retail
purchases, the data unveiled key engagement opportunities to help
advertisers better sync with these dynamic shoppers' needs and impact
their buying decisions.
The study found that many consumers research and plan every retail
purchase - not just for more expensive or special occasion items.
Parents are significantly more likely to do so across measured
categories:
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74 percent of parents research and plan every furniture/mattress
purchase versus 65 percent of all respondents;
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67 percent do so for all electronics/appliances versus 58 percent of
all respondents;
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64 percent research housewares versus 52 percent of all respondents;
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59 percent research home improvement supplies compared to 49 percent
of all of those surveyed; and
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53 percent of parents research and plan every apparel purchase versus
43 percent of all respondents.
Analyzing where consumers are planning and shopping yields
additional insights. Although "at home" is the most popular place to
research purchases and shop online, parents are more likely than all
respondents to plan and shop at other locations as well. In fact,
approximately 25 percent of parents shop for less expensive retail items
online while at the store. This supports the trend of searching for
deals on-the-go or in-store, using a mobile app such as RetailMeNot.
Earlier this year, Valassis' RedPlum
Purse String Survey found that 76 percent of value-seeking consumers
look for discounts on their mobile device while in-store.
"The nature of today's always-on consumer provides more opportunities
than ever for marketers to target key audiences such as parents," said Curtis
Tingle, Chief Marketing Officer, Valassis. "But this also means
consumer attention is divided and being pulled in multiple directions.
By understanding how dynamic shoppers plan and make purchases - whether
at home, on-the-go or in-store - marketers can more effectively engage
with them throughout their entire journey, regardless of where they are
in their day."
For more findings, download the e-book.
About the Study
Capturing the Dynamic Retail Shopper: Parent Snap is based on the
Valassis Awareness-to-Activation Study, an ongoing study fielded in
conjunction with The NPD Group (News - Alert), Inc., a global market research company.
The sample was derived via an online survey and all participants were at
least 18 years of age and living in the contiguous United States.
Approximately 10,000 respondents are surveyed annually. The specific
data included in this report is from the research wave fielded 5/26/17 -
7/28/17 to over 1,400 respondents and is balanced by age and gender to
U.S. Census demographic profiles.
About Valassis
Valassis
is a leader in intelligent media delivery, providing over 58,000 clients
with innovative media solutions to influence consumers wherever they
plan, shop, buy and share. By integrating online and offline data
combined with powerful insights, Valassis precisely targets its clients'
most valuable shoppers, offering unparalleled reach and scale. NCH
Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries,
and RedPlum® is its consumer brand. Its signature Have You
Seen Me?® program delivers hope to missing children and their
families. As wholly owned subsidiaries of Harland
Clarke Holdings, Valassis and RetailMeNot,
a leading destination for digital savings, are partnering to connect
retailers and consumers through meaningful digital, mobile and print
promotions.
View source version on businesswire.com: http://www.businesswire.com/news/home/20171019005723/en/
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