Nielsen study: Retailers ramp up back-to-school ad spend
New York — A new Nielsen survey found that nearly 20% of consumers have already started their back-to-school shopping, and 75% plan to start within the next few weeks.
More parents are starting their shopping earlier than in the past, as 18% of survey respondents had already started their back to school shopping as compared to 7% at the same time last year. On the flip side, 15% are choosing to wait longer, while 50% do not plan to do any back to school shopping this year.
No surprise, the biggest summer advertising push typically comes from retailers, such as Target, J.C. Penney and Office Depot, which made up 95% of last year’s back-to-school advertising. In a survey to BTS advertisers, Nielsen found that 42% of respondents plan to spend as much as they did in 2013; 18% will spend less and 26% will spend more.
The survey also found that shoppers are far more likely to use social media to discuss their purchases than they were last year. 28% said they would use Facebook versus 9% in 2013, 16% would use Google + versus 4% last year and 15% would use Twitter versus 3% last year.
“There is a strong relationship between advertising and consumer behavior, particularly when it concerns back-to-school shopping,” said James Russo senior VP, Global Consumer Insights, Nielsen. “Advertisers have been broadcasting back to school content earlier and consumers are responding in kind. Advertisements are extremely influential, so it is salient for retailers and manufacturers to be strategic to ensure back to school marketing success.”
Stage Stores sees profits rise in Q2
Houston — Stage Stores, Inc. reported net income of $11.2 million for the second quarter, compared with $9.6 million last year.
Total sales were $377 million. Same-store sales decreased 4.2%.
“We found the second quarter to be challenging, but we were encouraged that our sales trend improved towards the end of the quarter,” said Michael Glazer, CEO. “We expect improved second half results given our sales driving initiatives.”
Survey: Back-to-school shoppers rely on mobile for deals
New York — Shoppers reliance on mobile devices is reflected in a new back-to-school survey by Retale, a location-based shopping platform aggregating weekly circulars from top line retailers for mobile and digital devices.
Among parents that own a mobile device (e.g., smartphone, tablet), 73% use them to shop for back-to-school items, with viewing deals (97%) and comparing prices (96%) being the most common mobile shopping activities.
Other activities include accessing coupons (92%), finding stores (86%), building shopping lists (86%), and buying directly from the device (79%).
Most notably, nearly one in five parents (17% ) are browsing deals, comparing prices, and accessing coupons in-store, showing just how critical mobile is to the brick-and-mortar experience.
“Customers are using it (mobile) in a myriad of ways, both in-store and out-of-store, in order to complete their shopping journeys,” said Pat Dermody, president of Retale. “From finding store locations to seeking deals and savings, customers are telling retailers that they expect to see them on their mobile device. What that means for retailers is that they must continue to move aggressively to develop a meaningful presence at multiple points in mobile all of which might be accessed at any time by a potential customer.”
Also, according to the survey, 76% of parents plan to spend the same amount or more on back-to-school spending as compared to last year, while 24% plan on scaling back and spending less.