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Walmart and Target may have an edge over Amazon with back-to-school shoppers (WMT, TGT, AMZN)
BI Intelligence
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A physical presence may provide Walmart and Target with an edge over Amazon with back-to-college (aged 18-24) shoppers, according to a study by Branding Brand.
The study found that 64% of college shoppers will head to Walmart and/or Target for their fall needs, while only 50% plan to shop on Amazon.
Although this demographic is inclined to shop via mobile this season, most of them plan to return items in-store, making Target’s and Walmart’s brick-and-mortar footprints a huge draw.
More generally, brick-and-mortar stores will be the preferred shopping channel for back-to-school shopping, according to a separate survey by the International Council of Shopping Centers (ICSC). Most shoppers (89%) will go to shopping centers and malls, citing ease of buying and the ability to see, touch, and try on merchandise as their top reasons for shopping in-store.
Retailers like Walmart and Target have an opportunity to capitalize on this interest with omnichannel services and promotions.
Although only one-third of shoppers plan to use click-and-collect, this service could help draw in more foot traffic for stores in close proximity. An overwhelming majority of respondents (81%) reported that they have gone into other stores when picking up an online order in a shopping center.
Deals and promotions are highly persuasive among back-to-school shoppers.Consumers say they are likely to use their phones in-store, mostly for deal-seeking, as 58% would use it to compare prices and 39% to download coupons. Many respondents said they weren’t planning to begin shopping for back-to-school items until they find out about deals or promotions, and close to 90% said promotions influence how much they spend.
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