Shopper Marketing - May 2017 - 48
Retail Intimacy 2.0:
HOW WE GOT HERE
" The challenge for the industry remains how to use digital
as not just an augment to the shopping experience to drive
more sales, but rather as a tool to facilitate richer in-store
experiences that help to differentiate beyond just price and
Mark Fields, Catapult
In reimagining the retail intimacy series with Shopper Marketing to
put the exclusive focus on e-commerce, Catapult launched a research
study to generate insights into the digital and physical shopping habits and behaviors of consumers.
In January 2017, through its proprietary Shopper Lab, Catapult conducted a 10-minute online survey of 1,400 shoppers (including an
oversampling of Millennials) to explore how attitudes and behaviors
vary at each of the following retailers: Walmart, Kroger, Amazon,
Target, CVS and Walgreens.
Questions were asked about shopping behaviors at brick-and-mortar
stores, as well as on the retailer websites, over the past six months.
Shopper Marketing used the data profile to supplement the insights
provided by Catapult's executives into working with each retailer on
Additional results will be featured in upcoming profiles throughout
has increased over the past year. (See chart
on page 46.)
In the aggregate, these data points
suggest that Walmart.com is having
some success in attracting shoppers -
y SHOPPER MARKETING MAY 2017
including Millennials - who display fluidity in alternating between online and instore channels using all available tools.
Walmart.com shoppers were even found
to own a greater number of smart home