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). Overall, the survey finds consumers more open than last year to buying men’s clothing, footwear, electronics and furniture/bedding at discount stores, while they’re more likely to stick with department stores for children’s and infants’ clothing. When consumers were asked to name their favorite store, Strawbridge & Clothier came out the overall winner in the survey, followed by The Jones Store Co. and Nordstrom.
Copyright Adweek L.P. (1993)