2016 brand impact study
TRANSCRIPT
COMMISSIONED BY
2016 BRAND IMPACT STUDYNATIONAL RETAIL BRANDS
AMG/Parade commissioned Coda Ventures, an independent research firm, to field a national study quantifying consumers’ perceptions of retail brands, and the impact that those brands have on their shopping and buying behavior.
• Advertising platforms relied on when shopping for deals
• Store visits, online search and holiday shopping plans
• Brand attributes, personalities and preferences
NEWSPAPERREADERS
NON-NEWSPAPERREADERS
Price of the products 80% 78%
Quality of merchandise offered 77% 71%
Comfortable shopping environment 65% 59%
Selection of merchandise 64% 58%
Convenient location to shop at 56% 47%
Knowledgeable sales staff 44% 42%
The brand of the store 40% 36%
Coupons 39% 30%
Shopper reward program 32% 24%
How merchandise is displayed 31% 25%
Personalized customer service 29% 26%
ADVERTISING PLATFORMS CONSUMERS RELY ON WHEN SHOPPING FOR RETAIL SALES & DEALS
SPECIFIC AD CHANNELS CONSUMERS RELY ON WHEN SHOPPING FOR RETAIL SALES & DEALS
Base: Media users “very likely” to use ad platform for retail shopping (712); multiple responses. Ad platforms: Newspapers (print, inserts,web, apps, social),
Magazines (print, web, apps, social), TV/Radio (broadcast, web, apps, social), Advertising delivered to home (via door/driveway/mail).
Base: Media users “very likely” to use ad channels for retail shopping (712); multiple responses.
Newspapers 62%
Point-of-sale circulars 61%
Advertising delivered to home 55%
Other social media ads 54%
Television 52%
Other website ads 51%
Magazines 42%
Radio 38%
ADS IN PRINTED NEWSPAPERS 64%
Circulars picked up at a store 61%
NEWSPAPER CIRCULARS 60%
Circulars delivered to my door/driveway 56%
Ads on other social media sites 54%
Advertising that comes in the mail 52%
Ads on other types of websites 51%
TV commercials 51%
Ads on TV station websites/apps/social media 50%
Ads on magazine websites/apps/social media 48%
Ads on newspaper websites/apps/social media 46%
Ads on radio station websites/apps/social media 43%
Ads in printed magazines 40%
Radio commercials 35%
AD PLATFORMS AD CHANNELS
NEWSPAPERREADERS
NON-NEWSPAPERREADERS
Pricing information 70% 68%
Product information 65% 55%
Ability to buy online 47% 44%
Location of a store near me 47% 39%
Some other information 18% 13%
I would not search online for information 12% 13%
IMPORTANT FACTORS FOR NEWSPAPER READERS WHEN DECIDING WHERE TO SHOP
RETAIL INFORMATION THAT NEWSPAPERREADERS SEARCH FOR ONLINE
Base: Newspaper ad platform users (648); non-newspaper ad platform users (352); multiple responses. Base: Newspaper ad platform users (648); non-newspaper ad platform users (352); multiple responses.
STORE VISITS
ONLINE SEARCH
Base: Newspaper ad platform users (648); non-newspaper ad platform users (352); multiple responses. Base: Newspaper ad platform users (648); non-newspaper ad platform users (352); multiple responses.
Base: Newspaper ad platform users familiar with specific brands (648); multiple responses.
Base: Newspaper ad platform users (648); non-newspaper ad platform users (352); multiple responses.
NEWSPAPER READERS’ SHOPPING PROFILE
PLAN TO SPEND MORE, LESS OR ABOUT THE SAME AT RETAIL STORES THIS HOLIDAY SEASON VS. LAST YEAR
NEWSPAPER READERS
MORE LESSABOUT
THE SAMEDO NOT
HOLIDAY SHOP
Shop at a retail store location 29% 18% 51% 2%
Shop online at retailer’s website
38% 13% 43% 6%
NON-NEWSPAPER READERS
MORE LESSABOUT
THE SAMEDO NOT
HOLIDAY SHOP
Shop at a retail store location 27% 18% 51% 4%
Shop online at retailer’s website
33% 15% 46% 6%
SHOPPING BEHAVIOR
2016 HOLIDAY SEASON
FAMILIARITY WITH RETAIL STORE BRANDS
BRAND FAMILIARITY
HAVESHOPPED AT
WOULD CONSIDERSHOPPING AT
WOULD NOT CONSIDER
SHOPPING AT
Walmart 90% 18% 5%
Target 88% 20% 7%
JC Penney 82% 26% 6%
Kohl’s 80% 28% 5%
Macy’s 78% 28% 7%
Dillard’s 60% 41% 11%
Nordstrom 50% 45% 12%
Stein Mart 49% 53% 9%
Lord & Taylor 41% 51% 14%
Bloomingdale’s 38% 52% 16%
Neiman Marcus 36% 50% 19%
Saks Fifth Avenue 34% 51% 20%
NEWSPAPER READERS
VERYFAMILIAR
SOMEWHATFAMILIAR
NOT AT ALLFAMILIAR
Bloomingdale’s 15% 40% 45%
Dillard’s 24% 36% 40%
JC Penney 60% 34% 6%
Kohl’s 58% 32% 10%
Lord & Taylor 15% 29% 56%
Macy’s 53% 35% 12%
Neiman Marcus 16% 36% 48%
Nordstrom 27% 37% 36%
Saks Fifth Avenue 16% 41% 43%
Stein Mart 14% 28% 58%
Target 74% 22% 4%
Walmart 84% 13% 3%
NEWSPAPER READERS
VERYFAMILIAR
SOMEWHATFAMILIAR
NOT AT ALLFAMILIAR
Bloomingdale’s 14% 32% 54%
Dillard’s 18% 35% 47%
JC Penney 56% 34% 10%
Kohl’s 52% 36% 12%
Lord & Taylor 12% 24% 64%
Macy’s 45% 37% 18%
Neiman Marcus 11% 32% 57%
Nordstrom 21% 40% 39%
Saks Fifth Avenue 11% 33% 56%
Stein Mart 11% 23% 66%
Target 70% 26% 4%
Walmart 80% 18% 2%
NON-NEWSPAPER READERS
FOR MORE INFORMATION ABOUT THE 2016 BRAND IMPACT STUDY, PLEASE CONTACT:
Marianne Grogan, Coda Ventures LLC(615) 645-0202 | [email protected]
Monica Yuki, Research Director(212) 478-1934 | [email protected]
NEWSPAPERREADERS
NON-NEWSPAPERREADERS
Walmart 55% 55%
Target 48% 42%
Kohl’s 42% 34%
JC Penney 35% 29%
Macy’s 34% 29%
Nordstrom 14% 12%
Dillard’s 10% 7%
Saks Fifth Avenue 8% 6%
Bloomingdale’s 7% 5%
Stein Mart 7% 4%
Lord & Taylor 7% 5%
Neiman Marcus 6% 3%
NEWSPAPER READERS’ PREFERRED RETAIL BRANDS
BRAND PREFERENCE BRAND ATTRIBUTES
GOODREPUTATION
GOOD QUALITYPRODUCTS
GOOD QUALITYSERVICE
TYPICALLY HASGOOD DEALS
Bloomingdale’s 52% 54% 33% 13%
Dillard’s 52% 57% 38% 24%
JC Penney 53% 55% 40% 49%
Kohl’s 58% 56% 42% 59%
Lord & Taylor 52% 47% 36% 10%
Macy’s 61% 58% 42% 35%
Neiman Marcus 52% 52% 34% 10%
Nordstrom 53% 56% 39% 16%
Saks Fifth Avenue 52% 52% 35% 10%
Stein Mart 35% 33% 28% 36%
Target 57% 51% 42% 57%
Walmart 45% 36% 31% 71%
CATEGORY NORM 52% 51% 37% 33%
NEWSPAPER READERS
BRAND DESCRIPTORS
SOCIALLYRESPONSIBLE TRUSTWORTHY REPUTABLE
MARKETLEADER INNOVATIVE
CARES ABOUTCUSTOMERS
Bloomingdale’s 24% 35% 48% 29% 22% 23%
Dillard’s 26% 40% 51% 24% 23% 20%
JC Penney 28% 46% 55% 25% 22% 36%
Kohl’s 29% 49% 57% 30% 30% 39%
Lord & Taylor 27% 32% 49% 25% 21% 20%
Macy’s 31% 45% 58% 37% 28% 31%
Neiman Marcus 23% 35% 53% 28% 24% 21%
Nordstrom 24% 41% 52% 31% 24% 25%
Saks Fifth Avenue 24% 35% 51% 29% 24% 22%
Stein Mart 23% 37% 38% 19% 24% 21%
Target 38% 44% 52% 36% 32% 32%
Walmart 32% 35% 41% 46% 28% 29%
CATEGORY NORM 27% 40% 50% 30% 25% 27%
NEWSPAPER READERS
ABOUT THIS SURVEY
AMG/Parade commissioned Coda Ventures, an independent
market research firm, to conduct a brand impact survey
for the retail category.
The survey employs an online methodology. Potential
respondents were screened by core demographic characteristics that matched national U.S. Census
estimates. The study was fielded from October 15-19, 2016. At the
close of the survey, a total of 1,000 consumers were surveyed.
Base: Newspaper ad platform users familiar with specific brands (648); non-newspaper ad platform users familiar with specific brands (352); multiple responses.
Base: Newspaper ad platform users familiar with specific brands (648); multiple responses.
Base: Newspaper ad platform users familiar with specific brands (648); multiple responses.