2016 BRAND IMPACT STUDY

COMMISSIONED BY

2016 BRAND IMPACT STUDYNATIONAL RETAIL BRANDS

AMG/Parade commissioned Coda Ventures, an independent research firm, to field a national study quantifying consumers’ perceptions of retail brands, and the impact that those brands have on their shopping and buying behavior.

• Advertising platforms relied on when shopping for deals

• Store visits, online search and holiday shopping plans

• Brand attributes, personalities and preferences

NEWSPAPERREADERS

NON-NEWSPAPERREADERS

Price of the products 80% 78%

Quality of merchandise offered 77% 71%

Comfortable shopping environment 65% 59%

Selection of merchandise 64% 58%

Convenient location to shop at 56% 47%

Knowledgeable sales staff 44% 42%

The brand of the store 40% 36%

Coupons 39% 30%

Shopper reward program 32% 24%

How merchandise is displayed 31% 25%

Personalized customer service 29% 26%

ADVERTISING PLATFORMS CONSUMERS RELY ON WHEN SHOPPING FOR RETAIL SALES & DEALS

SPECIFIC AD CHANNELS CONSUMERS RELY ON WHEN SHOPPING FOR RETAIL SALES & DEALS

Base: Media users “very likely” to use ad platform for retail shopping (712); multiple responses. Ad platforms: Newspapers (print, inserts,web, apps, social),

Magazines (print, web, apps, social), TV/Radio (broadcast, web, apps, social), Advertising delivered to home (via door/driveway/mail).

Base: Media users “very likely” to use ad channels for retail shopping (712); multiple responses.

Newspapers 62%

Point-of-sale circulars 61%

Advertising delivered to home 55%

Other social media ads 54%

Television 52%

Other website ads 51%

Magazines 42%

Radio 38%

ADS IN PRINTED NEWSPAPERS 64%

Circulars picked up at a store 61%

NEWSPAPER CIRCULARS 60%

Circulars delivered to my door/driveway 56%

Ads on other social media sites 54%

Advertising that comes in the mail 52%

Ads on other types of websites 51%

TV commercials 51%

Ads on TV station websites/apps/social media 50%

Ads on magazine websites/apps/social media 48%

Ads on newspaper websites/apps/social media 46%

Ads on radio station websites/apps/social media 43%

Ads in printed magazines 40%

Radio commercials 35%

AD PLATFORMS AD CHANNELS

NEWSPAPERREADERS


Pricing information 70% 68%

Product information 65% 55%

Ability to buy online 47% 44%

Location of a store near me 47% 39%

Some other information 18% 13%

I would not search online for information 12% 13%

IMPORTANT FACTORS FOR NEWSPAPER READERS WHEN DECIDING WHERE TO SHOP

RETAIL INFORMATION THAT NEWSPAPERREADERS SEARCH FOR ONLINE

Base: Newspaper ad platform users (648); non-newspaper ad platform users (352); multiple responses. Base: Newspaper ad platform users (648); non-newspaper ad platform users (352); multiple responses.

STORE VISITS

ONLINE SEARCH

Base: Newspaper ad platform users (648); non-newspaper ad platform users (352); multiple responses. Base: Newspaper ad platform users (648); non-newspaper ad platform users (352); multiple responses.

Base: Newspaper ad platform users familiar with specific brands (648); multiple responses.

Base: Newspaper ad platform users (648); non-newspaper ad platform users (352); multiple responses.

NEWSPAPER READERS’ SHOPPING PROFILE

PLAN TO SPEND MORE, LESS OR ABOUT THE SAME AT RETAIL STORES THIS HOLIDAY SEASON VS. LAST YEAR

NEWSPAPER READERS

MORE LESSABOUT

THE SAMEDO NOT

HOLIDAY SHOP

Shop at a retail store location 29% 18% 51% 2%

Shop online at retailer’s website

38% 13% 43% 6%

NON-NEWSPAPER READERS

MORE LESSABOUT

THE SAMEDO NOT

HOLIDAY SHOP

Shop at a retail store location 27% 18% 51% 4%

Shop online at retailer’s website

33% 15% 46% 6%

SHOPPING BEHAVIOR

2016 HOLIDAY SEASON

FAMILIARITY WITH RETAIL STORE BRANDS

BRAND FAMILIARITY

HAVESHOPPED AT

WOULD CONSIDERSHOPPING AT

WOULD NOT CONSIDER

SHOPPING AT

Walmart 90% 18% 5%

Target 88% 20% 7%

JC Penney 82% 26% 6%

Kohl’s 80% 28% 5%

Macy’s 78% 28% 7%

Dillard’s 60% 41% 11%

Nordstrom 50% 45% 12%

Stein Mart 49% 53% 9%

Lord & Taylor 41% 51% 14%

Bloomingdale’s 38% 52% 16%

Neiman Marcus 36% 50% 19%

Saks Fifth Avenue 34% 51% 20%

NEWSPAPER READERS

VERYFAMILIAR

SOMEWHATFAMILIAR

NOT AT ALLFAMILIAR


Dillard’s 24% 36% 40%

JC Penney 60% 34% 6%

Kohl’s 58% 32% 10%


Macy’s 53% 35% 12%





Target 74% 22% 4%

Walmart 84% 13% 3%

NEWSPAPER READERS

VERYFAMILIAR

SOMEWHATFAMILIAR

NOT AT ALLFAMILIAR


Dillard’s 18% 35% 47%

JC Penney 56% 34% 10%

Kohl’s 52% 36% 12%


Macy’s 45% 37% 18%





Target 70% 26% 4%

Walmart 80% 18% 2%

NON-NEWSPAPER READERS

FOR MORE INFORMATION ABOUT THE 2016 BRAND IMPACT STUDY, PLEASE CONTACT:

Marianne Grogan, Coda Ventures LLC(615) 645-0202 | [email protected]

Monica Yuki, Research Director(212) 478-1934 | [email protected]

NEWSPAPERREADERS


Walmart 55% 55%

Target 48% 42%

Kohl’s 42% 34%

JC Penney 35% 29%

Macy’s 34% 29%

Nordstrom 14% 12%

Dillard’s 10% 7%

Saks Fifth Avenue 8% 6%

Bloomingdale’s 7% 5%

Stein Mart 7% 4%

Lord & Taylor 7% 5%

Neiman Marcus 6% 3%

NEWSPAPER READERS’ PREFERRED RETAIL BRANDS

BRAND PREFERENCE BRAND ATTRIBUTES

GOODREPUTATION

GOOD QUALITYPRODUCTS

GOOD QUALITYSERVICE

TYPICALLY HASGOOD DEALS

Bloomingdale’s 52% 54% 33% 13%

Dillard’s 52% 57% 38% 24%

JC Penney 53% 55% 40% 49%

Kohl’s 58% 56% 42% 59%

Lord & Taylor 52% 47% 36% 10%

Macy’s 61% 58% 42% 35%

Neiman Marcus 52% 52% 34% 10%

Nordstrom 53% 56% 39% 16%

Saks Fifth Avenue 52% 52% 35% 10%

Stein Mart 35% 33% 28% 36%

Target 57% 51% 42% 57%

Walmart 45% 36% 31% 71%

CATEGORY NORM 52% 51% 37% 33%

NEWSPAPER READERS

BRAND DESCRIPTORS

SOCIALLYRESPONSIBLE TRUSTWORTHY REPUTABLE

MARKETLEADER INNOVATIVE

CARES ABOUTCUSTOMERS

Bloomingdale’s 24% 35% 48% 29% 22% 23%

Dillard’s 26% 40% 51% 24% 23% 20%

JC Penney 28% 46% 55% 25% 22% 36%

Kohl’s 29% 49% 57% 30% 30% 39%

Lord & Taylor 27% 32% 49% 25% 21% 20%

Macy’s 31% 45% 58% 37% 28% 31%

Neiman Marcus 23% 35% 53% 28% 24% 21%

Nordstrom 24% 41% 52% 31% 24% 25%

Saks Fifth Avenue 24% 35% 51% 29% 24% 22%

Stein Mart 23% 37% 38% 19% 24% 21%

Target 38% 44% 52% 36% 32% 32%

Walmart 32% 35% 41% 46% 28% 29%

CATEGORY NORM 27% 40% 50% 30% 25% 27%

NEWSPAPER READERS

ABOUT THIS SURVEY

AMG/Parade commissioned Coda Ventures, an independent

market research firm, to conduct a brand impact survey

for the retail category.

The survey employs an online methodology. Potential

respondents were screened by core demographic characteristics that matched national U.S. Census

estimates. The study was fielded from October 15-19, 2016. At the

close of the survey, a total of 1,000 consumers were surveyed.

Base: Newspaper ad platform users familiar with specific brands (648); non-newspaper ad platform users familiar with specific brands (352); multiple responses.



Documents

2016 BRAND IMPACT STUDY