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Walmart Higher Purchase Consideration with Parents

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Thu, 16/10/2014 - 14:53
Ted Marzilli

Despite having higher value perception and enjoying higher purchase consideration levels than Walmart, Amazon still trails its rival in current customers.

Amazon is more competitive with Walmart among overall adults, but Walmart tends to do better with parents.

This research may resonate with these retailers as holiday shopping season begins a little more than one month away and marketing dollars have to be funneled strategically.

Walmart and Amazon have run neck and neck all year long in purchase consideration with parents, a vital potential sales revenue metric that measures the percentage of parents who would consider a retailer the next time they are planning to shop. At 65%, Amazon has been trending just a few points ahead of Walmart since early September. Target, which had lagged both chains all year long while recovering from its data breach, recently moved up from 40% to 50%, its high point of the year.

However, for the general population, the gap between the two retailers is considerably wider: Amazon has been tracking between 64% and 66% all year long, while Walmart has been hovering between 56% and 58%. Despite its recent improvement among parents, Target hasn’t seen the same results among all adults, holding at a steady 42%.

One important metric where Walmart has been soundly beating Amazon all year long has been YouGov BrandIndex’s current customer measurement: other than a two-month swoon in June and July, 65% to 66% of parents report having shopped at Walmart over the past 30 days versus 51% to 54% for Amazon.

However, Amazon outscores both of its rivals on value perception, whether it’s parents or especially the general population. YouGov BrandIndex looks to its Value score for comparison, which can range from 100 to -100, with a zero score means equal positive and negative feedback. With parents, Amazon has led with around a 49 Value score all year long, while Walmart has actually seen its own score drop in the second half of 2014, from a high of 44 in early April to its current 31 score. Target has moved up a full 10 points from 27 to 37 over the past 30 days.

However, for the general population, not only is the Value score gap wider between Amazon and the two rivals, but the score levels have been moved very little throughout the year. Amazon leads with a 52 Value score, followed by Target at 31 and Walmart at 29.

All measurements are for adults 18 and over.

Value: Walmart, Target, Amazon
Value: Walmart, Target, Amazon
Current Customers: Walmart, Target, Amazon
Current Customers: Walmart, Target, Amazon
Purchase Consideration: Walmart, Target, Amazon
Purchase Consideration: Walmart, Target, Amazon
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