Consumers Want Top Value Brands at Mass Prices

A shopper experience study currently underway by The Integer Group and M/A/R/C Research shows that department stores continue to see the largest loss of shoppers, and they also have worst conversion rate with about half of shoppers leaving without making a purchase.

According to the data, mass market retailers such as Walmart and Target are showing a five point increase in shoppers visiting them more often, from previous months, and have the best conversion rate with nine out of ten shoppers leaving the store having made a purchase.

The study also shows that consumers are beginning to define value differently than before. More often consumers are attributing value to price, where the past couple months it was defined as an equal balance between quality and price, M/A/R/C reported.

“Across all channels, shoppers continue to report buying cheaper items lately, compared to three months ago,” said Randy Wahl, executive vice president, M/A/R/C. “We believe it’s safe to predict this trend will continue through the holidays as consumers are trading down, using purchasing tools like coupons, and seeking out cheaper prices.”

Study respondents say three out of five brands that best communicate value to them are retailers, with Walmart and Target top value brands.

Suave was the top ranked brand in the cosmetics and toiletries category.

Data for The Checkout comes from a national survey conducted by Integer and M/A/R/C where consumers are asked about their shopping attitudes, shopping behaviors, and economic outlook. Topics range from criteria shoppers use to select retailers, to which in-store stimulus is most likely to drive purchase, to factors that might lead shoppers to leave an aisle empty-handed.

More info: ShopperCulture.com or MARCresearch.com/thecheckout.