In-store still sells

BY Marianne Wilson

New York — Female millennial shoppers still like the mall when it comes to shopping for back-to- school goods, and they are also using social media platforms to talk about it.

Fifty-nine percent of respondents will primarily shop in-store for their back-to-school purchases, 35% will shop both in-store and online, and just 6% will shop exclusively online, according to a survey of female millennial shoppers by Teen Vogue and the International Council of Shopping Centers. Instagram (78%) and Snapchap (55%) are the most popular social media platforms for these shoppers, the survey revealed.

• Instant gratification, fun and the overall experience (friends, eating, movies,etc.) ranked as the top factors driving in-store shopping. Convenience, easy access to a wide selection, and the opportunity to find better deals ranked as the top factors driving online shopping.

As to what makes mall shopping so attractive to millennial back-to-school shoppers, a majority (73%) said they like having so many stores under one roof, and 44% love the in-store promotions. The social aspect is important too: 33% like shopping with friends.

Other survey highlights include:

• Social media: Smartphones are an essential element of back-to-school shopping, with 75% of respondents saying they will seek out inspiration and ideas on social media. Sixty-eight percent will research deals and promotions while shopping, and 43% will visit the store or brand's website while shopping.

• Loyalty: Retailers worried about lost loyalty were offered the following tips on how to win customers back: quality and price should be equal; offer clothing options that fit every girl; the store and shopping environment should be clean and organized; and the retailer should be a good corporate citizen because the consumer is watching.


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