Report: Late BTS shoppers looking for deals
CHICAGO — Retailers still have time to capitalize on what is turning out to be a late back-to-school shopping, according to a just-released study.
In a nationwide survey of 1,000 consumers responsible for back-to-school shopping conducted this week, 63% of shoppers said they not yet completed their back-to-school shopping, with the majority saying they are holding out for late season deals. In the survey by Market Track, a provider of advertising, promotional, brand protection and pricing intelligence solutions, over 85% of respondents said they would do most of their shopping at brick-and-mortar stores. And 90% of shoppers indicated that they intend to spend the same or more than last year.
Market Track’s research has shown that there has been a notable shift to digitally focused promotions this season with an overall decrease in print promotions at a rate of over 20%.
However, the shift to digital promotions could be a bit ahead of where deal-minded parents are, who are primarily paying for back-to-school purchases. The survey found that print circulars are being used most by parents at a rate of 75%, while 43% of kids are using circulars to find the best back-to-school deals.
Kids are more plugged into digital with 30% using retail websites and 21% using social media to see what is on sale. The results also revealed that 80% of kids are influencing the purchase decisions for back-to-school, which has driven retailers to take a diversified approach to promotions and advertising.
The survey foreshadowed that big-box retailers will be the victors of the season, with 64% of parents and 56% of students saying that they will do most of their shopping for back-to-school items at mass merchandisers such as Walmart, Target and Kmart.
While online shopping continues to gain traction, over 85% of respondents said they would do most of their shopping at brick-and-mortar stores. Mobile shopping also continues to grow, with 27% of the responses indicating shoppers have made back-to-school purchases on their mobile devices. The survey also noted that 40% of shoppers used or will use their mobile devices while in the store to compare prices and look for discounts on back-to-school products.
Target expands curbside pickup to NY, NJ
PALO ALTO, Calif. — Target customers at select stores in New York and New Jersey won’t have to get out of their cars anymore to pick up online orders.
Curbside, a Bay Area-based startup, announced that is has expanded its curbside pickup service to New York and New Jersey with the rollout of 10 new Target locations. Until now, Curbside had only been available in the San Francisco Bay Area.
The service allows consumers to shop directly from their mobile phones and pick up right in front of the store without having to find items on shelves, wait in checkout lines or deal with parking. The service and app are both free and the company does not mark up store prices.
We know today’s consumers are looking for faster and more convenient ways to shop,” said Casey Carl, Target’s chief strategy and innovation officer. “That’s why Target is constantly exploring new ways to improve the shopping experience and save our guests time and money. Curbside has proven popular among our Bay Area guests, and we’re excited to expand the service to guests in New York and New Jersey.”
Using proprietary location technology to provide a seamless and reliable handoff of goods in front of the store. The Curbside system notifies staff when shoppers are on approach.