SHOPPING AROUND: Figuring Out Who Goes Where for What - and How Often

How often have you set foot in a department store in the past year? In its Fall 1993 Retail Satisfaction Index survey, Cincinnati-based Frequency Marketing Inc. comes up with the info-nugget that the average shopper has made 16.1 visits to department stores during the preceding 12 months. For the most upscale female consumers – a demographic niche Frequency dubs ‘Fashion Statements’ – the number of visits is 22.8. Even for this well -heeled group, though, that’s fewer visits than were made to discount stores during the past 12 months (26.7).