Where Consumers Shop by Age

Among popular retail chains, where are people most likely to shop by age category?
InfoScout recently conducted research on this subject. As reported by Jack Neff for Advertising Age, there were some unexpected results:
” What’s the hottest big retailer with millennials [young adults]? Wal-Mart. The reason may be its investment in E-commerce and mobile, or it could be that its low prices resonated during the economic downturn. Or it could be specialty Tommee Tippee baby bottles [ 🙂 ].”
“‘Millennials now, as a generation, like Wal-Mart the best, more so than Generation X, more so than boomers,’ said Matt Kistler, Wal-Mart senior VP-consumer insights and analytics. ‘That kind of shocks a lot of people, including inside the company,’ admitted Wal-Mart Chief Marketing Officer Stephen Quinn.”
“It doesn’t exactly jibe with the perception that big-box supercenters are losing ground to niche brands, small stores, and E-commerce. Mr. Quinn sees it differently. ‘As millennials become time-crunched with relationships and kids coming along, it’s opening up a strong need for them to have a one-stop shop,’ he said.”
Click the chart to read more from Neff.

 

 

This entry was posted in Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer and tagged , , , , , , , , . Bookmark the permalink.

2 Responses to Where Consumers Shop by Age

  1. Pingback: Where Consumers Shop by Age | Retailing | Scoo...

  2. Generational Myopia? Interesting article though slightly misleading. Dumping two different generational demographics Millennials (1980-2000) in with Generation Z (1995-2010) with different attitudes and behavior can overly simplify complex marketing issues. This compounds the fact that no demographic group is monolithic; psychographics are far more indicative of actual behavior.

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