Retailers May Find it More Difficult to Win Shoppers for Back-to-School
Shopping This Season, According to Study
-More people saying they will not shop for back-to-school this year than last
DENVER, Aug. 12, 2013
DENVER, Aug. 12, 2013 /PRNewswire/ -- According to new results published by
The Integer Group^®, 31 percent of survey respondents said they won't be
shopping for any back-to-school products at all, up from 27.7 percent last
year. This was revealed in the latest issue of The Checkout, an ongoing
shopper behavior study conducted by Integer^® and M/A/R/C Research.
With fewer people shopping, certain channels will see a drop in traffic.
Integer predicts that mass, clothing, and drug will take the largest hit,
losing 2.3 percent, 3.2 percent, and 5.5 percent of shoppers this year
compared to last.
"The shoppers who are heading out this year plan to visit fewer channels,
meaning retailers will have a harder time maintaining the same level of foot
traffic as last year. Retailers will have to strive harder to get shoppers
through the door by investing more in order to entice people with promotions,
deals, proper communication, and incentives outside of the store," said Craig
Elston, senior vice president, Insight & Strategy at The Integer Group.
The study also shows that:
oOnly 38 percent of people said they would shop a month or more before
school starts, compared to 45 percent last year.
o62 percent said they would wait until at least 2-3 weeks before school
starts to begin back-to-school shopping, despite planning many weeks in
oShoppers have heightened their perceptions of private label products. This
year, 38 percent of back-to-school shoppers are buying more private label
products compared to 31 percent last year.
oOnly 1 out of 3 shoppers believe brand names are of higher quality
although 57 percent of respondents agree that brand names offer more
Data forThe Checkoutcomes 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.The
Checkoutis available for download at Integer's blogShopperCulture.com.
About The Integer Group
The Integer Group (www.integer.com) is one of the world's largest promotional,
retail, and shopper marketing agencies, and a key member of Omnicom Group Inc.
Integer lives at the Intersection of Branding and Selling^® and creates
strategic marketing solutions for clients in categories that include retail,
beverage, packaged goods, telecommunications, home and shelter, automotive
aftermarket, and power sports. Integer has more than 1,200 employees working
in U.S. locations as well as international offices in Africa, Asia, Australia,
Europe, the Middle East, North and South America. Join the conversation on
shopping culture and brand strategy at www.shopperculture.com.
Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com) is a leading global
marketing and corporate communications company. Omnicom's branded networks
and numerous specialty firms provide advertising, strategic media planning and
buying, digital and interactive marketing, direct and promotional marketing,
public relations, and other specialty communications services to over 5,000
clients in more than 100 countries.
SOURCE The Integer Group
Contact: Jennine Friess, Director, Network Communications, E:
firstname.lastname@example.org | P: 303.393.3079
Press spacebar to pause and continue. Press esc to stop.