Survey: Walmart, Target and Old Navy tops in awareness — and that’s not all
Back-to-school advertising appears to be losing some of its resonance with consumers.
Walmart, Target and Old Navy scored the highest awareness levels among consumers (with children under the age of 18) in a survey of BTS advertising from 30 retailers by YouGov BrandIndex. But many retailers scored less than last year.
For example, 42% of the surveyed parents recall Walmart's advertising, compared to 50% at this time last year. Target's advertising is recalled by 34.3%, while Old Navy is recalled by 30.9%.
Walmart, Target and Old Navy also lead the list of retailers that parents are considering for their next purchase. Marshalls, H&M and Footlocker were among the retailers racking up major gains in purchase consideration.
Old Navy is tops in value perception, followed by Walmart and Target.
Outdoor apparel and gear brand runs first TV ad
Patagonia is running the first-ever television spot in its history, but the message has nothing to do with the outdoor apparel brand's merchandise.
In the ad, company founder Yvon Chouinard speaks about the importance of protected public lands, such as the Bears Ears national monument in Utah, and asks viewers to contact Secretary of the Interior Ryan Zinke, and remind him of his past comment in which he said, “Our greatest treasures are public lands.” To see the spot, click here.
On Aug. 24, Zinke will make an announcement about 21 national monuments that are “under review.”
In a note to media, Corley Kenna, director, global communications and public relations at Patagonia, said that in a nearly $700,000 media buy, Patagonia purchased statewide television and radio time in Montana, home state of Interior Secretary Ryan Zinke. The company also purchased television and radio in Utah, where two of the monuments up for review are located, and radio time in Nevada where two other national monuments are also for review. The ad is also being promoted on social and digital media.
“The national monuments under review are a critical part of our national heritage and these lands belong not just to us, but to future generations," stated Rose Marcario, president and CEO of Patagonia, which has a long history of social and environmental activism. "We stand with the millions of Americans who spoke out in support of keeping protections in place for public lands. We hope Secretary Zinke will remember his roots and his words and protect these ‘national treasures.’ This is not about politics or partisanship – it’s about standing up for places that belong to future generations."
Study: Top reasons millennial parents prefer stores for BTS shopping
When it comes to sticking on budget, millennial parents prefer in-store shopping over digital commerce for back-to-school purchases.
Sixty-five percent of millennial parents believe shopping in-store enables them to more effectively remain within budget goals compared to shopping online, according to a study commissioned by Citi Retail Services. These parents plan to do the majority, 72% on average, of back-to-school shopping in a store rather than online this year.
Remaining on budget is not the only reason millennial parents prefer shopping in-store. Other top reasons are: trying on clothing and testing items (63%); including their child in decisions on what to buy (60%); more easily comparing products (48%); and getting better deals (43%)
The survey indicated that 91% of millennial parents feel that they consider their child’s opinion when back-to-school shopping more than their parents did when they were young. This stat signals that new parents are increasingly leaning on their children's recommendations and input for back-to-school products, the report noted.
“More millennials are entering parenthood, which is having a profound impact on retailers,” said Leslie McNamara, managing director and executive VP of business and market development for Citi Retail Services. “These parents place tremendous value on their children’s opinions when shopping and are not as swayed by brand on big ticket items like electronics. Retailers can incorporate this into their approach when marketing to millennials, whose habits may defy generalizations as they enter the next stage of their lives.”
The survey revealed that millennial parents do not view back-to-school shopping as exclusively limited to the summer before school starts. Nine out of ten parents expect to buy some items after their child’s first day of class.
On average, they anticipate having more than a quarter (27%) of their back-to-school shopping left after the first day of school. Furthermore, these parents do not expect to have bought their last item until four weeks after the start date, which can mean back-to-school shopping remains a priority for parents into the fall months.