Segmenting Shoppers in an Evolving Omnichannel Marketplace
This Insights brief focuses on the following shopping issues, as shopping continues to evolve into a more omnichannel experience:
- How are consumers currently searching for and then actually buying the products and services they choose to buy?
- Where do consumers shop, in particular the affluent and wealthy ones?
- To what extent are consumers involved with Amazon, the disruptive marketer that other marketers and retailers — both mainstream and upscale — would do well, we believe, to monitor carefully?
As many brand marketers and retailers tend to target their customers and prospects by household income levels, this Insights brief focuses on the following three household-income segments: under $75,000; $75,000 to $249,999; and $250,000 or more.
This latest Insights brief examines how all consumers (with a special focus on the affluent) conduct their own research about the products and services they intend to buy, where and how those purchases are made, and what retailer brands are most favored… all shedding new light on the consumer preferences and practices that marketers must take seriously in order to understand an ever-shifting playing field.
For example, about three quarters of all shoppers currently do their buying research online on a computer, smartphone, or tablet, while less than a quarter actually go in-store. However, once such research has been completed, traditional behavior returns, with an almost even split between buying in-store and online.
As to what retailer brands are popular when shopping is done, Walmart and Amazon currently rule the roost while Target holds the number three position among all the household-income segments. And, digging into the most-favored luxury and premium oriented retailer brands, we see that no one truly dominates, with Nordstrom leading the luxury group at only 9 percent among all adults (but reaching a much higher level among consumers with household incomes of $250,000 or more), and Sephora as number one in the premium category.
Beyond that, in the most meaningful measure of a brand’s strength in our judgment — that is, when it is compared with other brands, is it rated better than the competition? — Amazon is the overwhelming choice among its customers, with about three quarters of them rating it better and almost no one rating it worse. Add to that the growing appeal of Amazon Prime, and the elephant in the room is, in our assessment, more like a herd.