May 1, 2018
Key trends emerging from Kantar Consulting’s March ShopperScape® survey include:
- Shoppers’ momentum slows growth streak. After a four-month run where none of the 16 channels tracked in this report saw substantially lower shopper penetration compared to the year prior, growth momentum slowed in March. Only four channels—sporting goods, small-format value, personal care/beauty, and online retailers—registered substantially higher shopper penetration compared to this time a year ago.
- Spending sentiment ticks higher in March. Breaking a three-month decline, shopper sentiment bounced back in March with the percentage of shoppers planning to spend more at retail in the coming month up by 1 percentage point (ppt) to 13%. The uptick was generated by the less affluent Have Not shopper segments, as spending intentions ticked higher for both younger and older Have Nots, while both Have shoppers segments held steady for the month.
- Kohl’s leads in dress apparel, grows capture rate in casual apparel. In dress apparel, Kohl’s continued to lead the category in share of preference, despite a decline of 1 ppt vs. a quarter ago. In March, the retailer also attracted more of its own shoppers compared with last quarter, increasing its capture rate by 3 ppt to 34% and continuing to lead in the category. Notably, Dillard’s (+8 ppt) and Nordstrom (+7 ppt) experienced sizable gains to their capture rates compared to last quarter, nearly closing the gap with Macy’s, the runner up in the measure, at 25%. In casual apparel, Walmart continues to lead in share of preference, while Kohl’s shoppers became more loyal, increasing the retailer’s capture rate by 1 ppt to 38% compared to a quarter ago.
Kantar Consulting is now tracking Amazon as part of learning where shoppers spend the most on apparel. Amazon’s impact is greatest relative to casual apparel: it is in third place—behind Walmart and Kohl’s—among the retailers where shoppers report spending the most on the category. And for dress apparel, it is tied for third place with Macy’s, with Kohl’s and Walmart taking the top two spots.