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Shoppers have Target in their sights

Article from: 
US
Thu, 19/12/2013 - 02:51
By: 
Ted Marzilli
Holiday Shoppers

Target is the major retailer with the largest increase in purchase consideration among U.S. consumers over the last 30 days, representing a potential boost in holiday sales.

Target’s recent purchase consideration gains solidify its position among the top five spots of the highest ranking retailers in the purchase consideration metric. Those five are, in order: Amazon, Wal-Mart, Best Buy, Target and eBay. Kohl’s, Macy’s and Gap also showed increases in purchase consideration scores, but to a lesser degree than Target.

It is too early to say if the more recently reported theft of personal information at the brand will temper consumer perception in the lead up to Christmas

Kmart, on the other hand, experienced the largest drop in value perception, which may be one of the most vital brand metrics this shopping season. Despite its recent well-reviewed “Ship My Pants” campaign being viewed nearly 8 million times on YouTube, it hasn’t prevented value perception from falling. Along with its purchase consideration levels tracking at below average numbers, it’s a combination which may not bode well for parent company Sears Holdings.

Saks is the other major retailer to lose significant value perception, but by a far smaller margin than Kmart.

Both Gap and Banana Republic lead the way in value perception increases over the past 30 days.

Value perception leaders over the past 30 days are nearly identical to the retailers with the highest purchase consideration scores, with one notable exception: Old Navy is number 4, while Wal-Mart is lower at number 7.

YouGov BrandIndex measured 18 of the most popular national retail chains as perceived by adults age 18 and over. Each retailer will be charted by combining two of YouGov BrandIndex’s most relevant scores: Purchase Consideration ("When you are in the market next to purchase, from which of the following brands would you consider purchasing?”) and Value (“"Does it give good value for what you pay?").

YouGov BrandIndex’s Value score ranges from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
The Purchase Consideration scale is from zero to 100%.

Purchase Consideration
Purchase Consideration: Bacardi
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