MARKETING/SOCIAL MEDIA

Study: Shoppers loyal to stores with sales on frequently purchased items

BY Marianne Wilson

New York — Nearly 90% of Americans repeatedly buy products retailers have on promotion, according to a new survey by Syngera, a global technology startup that uses big data to bring personalized digital experiences to the physical retail store. In the survey, 85% of respondents said they would return to brick-and-mortar stores when alerted to upcoming sales of previously purchased items.

Also while 92% of U.S. consumers use some kind of shopping list (68% specifically use or bring a paper list) to stay organized, most Americans frequently make unplanned purchases, and half describe themselves as impulsive shoppers.

"We know there’s an appetite for customer engagement and retention through clear communication of promotions and sales both prior to the visit and throughout the in-store experience," said Filipp Shubin, COO of Synqera. "Consumers are still immersed in the brand experience while at the checkout desk and are ready to receive more information that’s relevant to them."

Other findings from the survey:

  • 96% of adults like to receive some sort of information from stores they frequent.
  • Over four out of five Americans are more likely to return to a retailer if they were made aware of upcoming sales on products they previously purchased.
  • Impulsive shoppers are most impacted by discounts when making unplanned purchases; nearly half are influenced by in-store ads.
  • Most shoppers prefer to be made aware of relevant information through email or traditional mail; nearly half like to be made aware at the store entrance.
  • 80% of Americans are interested in seeing/doing something while waiting to pay for their purchases; Most would be interested in seeing coupons/in-store specials; nearly one-third would be interested in relevant partner/retailer promotions.
  • 85% of Americans believe that their grocery shopping experience could be better.
  • Nearly two out of five believe grocery stores would benefit from new item suggestions that are in their price range.
  • Nearly one-third would enjoy self-help kiosks where loyalty program accounts could be accessed.

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REAL ESTATE

Whole Foods Market set to open new San Francisco store

BY Marianne Wilson

EMERYVILLE, Calif. — Whole Food Market will open its seventh San Francisco location — and 31st in the Bay Area — on Nov. 6. The store is the company’s 31st in the Bay Area.

“We’ll have all our regular healthy and über-local food options, plus some cool new services like a shoeshine station, fresh cut-to-order honeycomb, a Paleo bar, an oyster shuck pop-up and a coffee bar close to the entrance, so it’s easy to grab a cup while you’re waiting for the bus,” said Paula Richmond, store team leader.

The 28,000-sq.-ft. store, located at the corner of Market and Dolores Streets, features eclectic, playful, yet refined and glamorous décor that complements the diverse urban neighborhood. Steel structures and plywood were used to make canopies, creating intimate interaction zones. Other features include retro acrylic shades, which are offset by the surrounding glass windows and steel beams, and top-hat-shaped lights. Stripes, Victorian shapes, urban art influences and tongue-in-cheek verbiage abound throughout the store.

Green design elements include reclaimed Douglas fir wood used for various fixtures; LED lights on exterior lighted signs, track lighting, hood lighting and all refrigerated food cases; and electric car charging stations. The specialty and floral departments feature 80% recycled content tile from McIntyre Tile in Healdsburg. All new wood fixtures and wood cladding throughout the store are made from Forest Stewardship Council (FSC) Certified Wood.

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REAL ESTATE

Nordstrom Rack announces second location in Brooklyn, N.Y.

BY Marianne Wilson

Seattle — Nordstrom announced that it plans to open a Nordstrom Rack at Gateway Center in Brooklyn, N.Y. The approximately 33,000-sq.-ft. store is scheduled to open in fall 2014. Gateway Center is owned and managed by Related Companies.

When it opens, the Gateway Center Nordstrom Rack will be the company’s second Brooklyn location. The first Brooklyn Rack is set to open on Fulton Street in spring 2014.

"We can’t wait to open our Brooklyn stores in 2014," said Geevy Thomas, president of Nordstrom Rack. "We know customers here have a lot of options and high expectations, and we intend to bring our very best — exciting fashion from the best brands at great prices — to earn their business."

Nordstrom last year announced plans to open its first New York City full-line store in 2018 at 225 West 57th Street, between Broadway and Seventh Avenue.

The company also has plans to open a Rack store in Manhasset, N.Y., in spring 2014. Nordstrom first came to the Tri-State Area in 1990, with the opening of its Garden State Plaza full-line store in Paramus, N.J. Nordstrom Rack has operated in New York City since 2010 at its Union Square location.

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