Placed 100 November Update Reveals Big Retail Movers

The November Placed 100 was released today highlighting last month’s big movers in terms of foot traffic. November is always a critical month given Black Friday and the holiday shopping crush.  Not surprisingly, many of the businesses with the biggest jump in the store visit rank were retailers.

 

Leading the charge was American Eagle Outfitters, who not only cracked the top 100 for the first time, but did so by moving up 17 positions to number 84.  A host of other fashion retailers were also big movers including JC Penny (+17), Victoria’s Secret (+16), Marshall’s, Ross and Old Navy.  Toys also made a big push as Toys ‘R’ Us was up 16 spots, also cracking the top 100 for the first time.

 

Foot traffic to stores selling electronics, the ever-popular holiday gift, were up across the board, led by Best Buy (+8), GameStop (+7), and mobile phone providers T-Mobile, Verizon and Sprint.

 

Dropping in the store visit rankings this month were quick serve restaurants like Dairy Queen (-15), KFC (-10), and Domino’s Pizza (-9).  Thanksgiving dinner this year, apparently was all home cooking.  Travel related business such as gas stations and hotels saw declines in foot traffic, following the end of the busy summer travel months.

 

View the full Placed 100 to see the other big movers last month.

 

placed 100 nov change rank

Placed and Kantar Release Second Annual Black Friday Report

This post is adapted from analysis written by Jon Swallen, Chief Research Officer, Kantar Media Ad Intelligence.  

Access the full analysis

 

Placed and Kantar once again partnered to deliver the definitive Black Friday study measuring the impact of television advertising on driving customers into stores.  The findings highlight the importance of pre-Thanksgiving advertising spend on generating foot traffic during this critical weekend.

 

As in any contest, some competitors do better than others.  The results of this year’s study are no exception as mega-retailer Walmart used their massive scale to both outspend and outdraw its rivals.  Spending north of $70 million, Walmart not only drew a 38% share of in-store shoppers but did so at the lowest cost per share of any retailer in the study.

 

By contrast, Target spent nearly as much as Walmart but drew nearly 2/3 less visitors over the 4 day period (a 13% share).  It wasn’t all bad news for Target, however, as store traffic was up nearly 22%  vs. the week prior.

 

Download the full report here.

Kantar Whitepaper Graph

Placed Partners with Dstillery to Measure Store Visits Attributable to Cross-Channel Marketing

Following up on the recently announced partnership with Dstillery, Placed is excited to release the first set of performance metrics tied to a desktop campaign for a top 5 department store in the US:

 

  • 5.32% Store Conversion Rate for Desktop Impressions
  • 33.54% Lift in Store Conversion Rate (Exposed vs Unexposed)

In a first for the industry, combining Placed Attribution and Dstillery’s CrossWalk multi-device intelligence technology, this study connects the dots between desktop campaigns and offline behavior. This solution is a significant step forward for clients and the digital advertising industry to quantify desktop impressions to real world store visits.

To learn more about the collaboration, simply reach out to your Dstillery contact, http://www.dstillery.com, or contact Placed at sales@placed.com.

Placed Collaborating with PayPal Media Network for Attribution and Targeting

Placed is excited to share that PayPal Media Network is one of our newest collaborators, leveraging both Placed Attribution and Placed Targeting. PayPal Media Network’s scale and years of experience in mobile location based advertising, combined with Placed’s industry leading in store attribution and targeting solutions will add tremendous value for advertisers and media agencies.

 

By selecting Placed Attribution to measure in store visitation, PayPal Media Network will enable advertisers to see beyond the click to quantify campaign results by measuring consumer actions offline. Advertisers benefit from:

 

  • An Independent Solution for Store Attribution
  • Actual In-Store Visits and Accurate Lift Metrics
  • Audience Insights
  • No Technical Implementation

Placed Targeting expands upon traditional place location based targeting, allowing PayPal’s advertisers to use physical location to target consumer behaviors. By identifying the locations that target audiences are more likely to visit, enabling PayPal Media Network to expand a campaign’s reach and performance.

 

To learn more about the collaboration, simply reach out to your PayPal Media Network contact, visit the PayPal Media Network site at http://advertising.paypal.com, or contact Placed at sales@placed.com.

 

Thinknear and Placed Partner to Bring Third-Party In-Store Attribution to Advertisers

Thinknear is the latest to join a growing list of partners adopting Placed Attribution as the standard for measuring the offline impact of mobile ads.

 

The recently announced partnership leverages Placed Attribution, which measures over 125 million locations per day from the world’s largest opt-in location panel, to quantify the correlation between mobile ad exposure and brick-and-mortar visitation for Thinknear clients.

 

“In many ways, we’re offering the Holy Grail of mobile attribution with this partnership,” explains Thinknear General Manager, Eli Portnoy. “By connecting mobile ads to in-store visits, we can help advertisers close the attribution gap and understand how their ad spend is paying off.” 

 

David Shim, Placed CEO and Founder, commented:

 

“Thinknear’s partnership with Placed highlights the importance of independent third-party attribution to connect mobile ad exposure to real-world action. By separating media from attribution, Thinknear provides a solution that is free of any conflict of interest, making the end beneficiary the advertiser.”

 

Placed Attribution provides metrics such as visit lift, projected store visits, demographics, and geographic insights to give advertisers the information they need to validate and optimize their mobile ad spend.

 

To learn more about using Placed Attribution to measure the offline impact of your mobile ads, contact us at attribution@placed.com

Black Friday Weekend: TV Ad Spend and Store Visits

This post is adapted from analysis written by Jon Swallen, Chief Research Officer, Kantar Media Ad Intelligence. Access the full analysis.

 

Advertising is a critical component of retailers’ strategies for drawing customers during the competitive holiday shopping season. As a result, retailers spent millions on advertising in the run-up to this year’s Black Friday sales events, hoping to get shoppers to visit them first on the big holiday weekend.

 

Who were the winners and losers in this slugfest? Which major retailers got a strong return for their advertising investment in the form of customer traffic and which ones lagged the pack?

 

Kantar Media Ad Intelligence and Placed Inc. have collaborated on an innovative analysis that merged their respective data on advertising expenditures and in-store visitor counts to provide an insightful metric – the “Cost Per Visitor Share” – for evaluating and comparing the results achieved by the top national retail chains over the entire four-day Thanksgiving weekend. This metric provides a new view into how well offline advertising helps drive in-store customer traffic.

 

Access the complete results to learn which retailers saw the most in-store traffic return on their TV ad investment during Black Friday weekend.

 

 

Cost Per Visitor Share on Black Friday Weekend

Black Friday Top Brick-and-Mortar Retailers: 2013 Winners

Black Friday, the biggest offline shopping day of the year, saw millions of shoppers hunt for deals at retailers across the U.S.

 

To better understand which retailers were most successful at driving people into stores on Black Friday, we analyzed offline shopping behaviors from our Placed Insights service, which measures more than 125,000 U.S. smartphone panelists who have opted-in to share their location.

 

The study revealed this year’s Black Friday winners:

 

  • Walmart was by far the top shopping destination this Black Friday, beating out its nearest competitor, Target, with more than twice the share of total shoppers.
  • Best Buy, which we reported secured a top spot in its Thanksgiving debut, remained a top destination for Black Friday shoppers ranking as the #3 most-visited retailer.
  • Retailers that chose to remain closed on Thanksgiving, including The Home Depot, Lowe’s, Sam’s Club, and Costco, lost no time in driving people into stores on Black Friday. All four retailers secured spots within the Black Friday Top 10.
  • Macy’s was the winner among department stores, ranking as the top gainer in week-over-week traffic share followed by J.C. Penney, Kohl’s, and Sears.
  • Big box and department stores weren’t the only ones that saw solid gains on Black Friday. Apparel and specialty retailers Old Navy and Victoria’s Secret, secured 2 of the top 3 spots in the top-gainers ranking.
  • American Eagle, which won last Black Friday, once again displayed a strong showing in store traffic on the busiest shopping day of the year.

Black Friday Top Retailers

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Thanksgiving Top Brick-and-Mortar Retailers: 2013 Winners

Update: Access the just released Black Friday data here.

 

This year saw Thanksgiving solidify its position as the new Black Friday, kicking off the holiday shopping season with a record number of retailers opening their doors to deal-hungry consumers.

 

To understand which retailers saw the most brick-and-mortar shopper traffic, we analyzed the offline shopping behaviors of consumers sourced from our Placed Insights service, which measures more than 125,000 U.S. smartphone panelists who have opted-in to share their location.

 

The study found some interesting and rather surprising results:

 

  • Retailers that opened early fared well on Thanksgiving. Kmart, which opened at 6am for 41 hours straight, was the #2 most-visited retailer by store traffic and ranked as the top-gainer in week-over-week traffic share.
  • Budget-friendly retailers saw deal driven shoppers hit stores in droves including Dollar General, Family Dollar, and Big Lots – which lured budget-conscious shoppers with early store hours and steep discounts.
  • Best Buy, which opened for the first time on Thanksgiving, proved this strategy worked for the electronics retailer ranking as the #4 most-visited destination on Thanksgiving.
  • Unsurprisingly, retailer heavy-weight Walmart was the most-visited retailer on Thanksgiving and secured the #3 spot among the top-gainers.

Thanksgiving Top Retailers

 

Placed will also release insights on Black Friday’s retail winners on Saturday. To receive an email update when the data is released, please add your email below:

If you’re interested in learning more about Placed services for your business, contact us at sales@placed.com

 

Black Friday Shoppers – Not Your Average Consumer

As the biggest shopping day of the year, Black Friday is the pinnacle event for deal-hungry consumers who brave the crowds in search of steep discounts and door buster deals. For retailers, understanding who these shoppers are and how they behave is critical to driving more shoppers into their stores and capturing a greater share of holiday dollars.

 

In our recent report, Holiday Shopper Profile: Offline Insights into Thanksgiving and Black Friday Shoppers, we surveyed 14,645 smartphone panelists about their holiday shopping plans and combined this with direct measurement of their offline shopping behaviors to reveal interesting insights into this consumer segment.

 

When asked about their Black Friday shopping plans, nearly half of respondents planned to shop on Black Friday this year, with 1 in 4 still unsure if they will join in on the deal hunting.

  • Although online shopping continues to gain ground, the majority of consumers still prefer brick-and-mortar to click-to-order on Black Friday.

 

Black Friday shoppers are not your typical consumers. Placed found these shoppers displayed strong demographic characteristics to set them apart.

  • Black Friday Shoppers were significantly more likely to be Asian (index 133), Hispanic (114), and African Americans (110) than an average consumer.
  • Shoppers skewed younger, with those ages 25-34 over-indexing the highest, and were significantly more likely to have children.

 

Leveraging Placed Insights to directly measure consumers’ location behaviors, the study analyzed where those that planned to shop on Black Friday had a higher likelihood to visit even before the holiday season officially begins.

 

Not unexpectedly, Black Friday shoppers over-index to discount retailers in October, while at the same time branching out to premium brands such as Coach, Apple Store, and Whole Foods.

  • Based on observed retail visits in October, Black Friday shoppers showed a high affinity for Discount Retailers including Burlington Coat Factory, T.J. Maxx, Marshall’s, and Old Navy which indicates this shopper segment is actively looking for deals during the other 364 days of the year.
  • Apple Store, Coach, and Whole Foods are retailers where Black Friday shoppers over-indexed in October, highlighting this segment’s willingness to move up funnel for selected premium brands.

 

As Black Friday rapidly approaches, retailers that understand the behaviors and characteristics of shoppers roaming their aisles will be best positioned for a positive start to this holiday season.

 

To find out more about Black Friday shoppers, download our latest report.

‘Tis the Season to Showroom: Black Friday Smartphone Usage

With more than half of Americans armed with a smartphone this holiday season, these small devices are set to play a big role in how consumers shop – both in store and on screen.

 

In our recent report, Holiday Shopper Profile: Offline Insights into Thanksgiving and Black Friday Shoppers, we surveyed 14,645 smartphone panelists about their holiday shopping plans and combined this with direct measurement of their offline shopping behaviors to provide in-depth analysis into this consumer segment.

 

According to Black Friday shoppers, smartphones are the perfect deal-hunting companion. Nearly half of survey respondents planned to use their device to “get coupons/deals” this Black Friday, while 43% of shoppers plan to compare prices online while they are in a physical retail store – i.e. showroom.

 

Showrooming has evolved, moving from a niche behavior of tech-savvy shoppers to a widespread consumer activity. To combat showrooming and even leverage it to their advantage, retailers need to understand which aisles these consumers are likely to be browsing.

 

Based on observed visits in October, those that plan to use their smartphone to showroom on Black Friday had a higher propensity to visit Bookstores, Toys Stores, Beauty, Sporting Goods, and Shoe retailer categories. Drilling down further by retailer found DSW Shoe Warehouse, Ulta, Sports Authority, and Dick’s Sporting Goods display some of the strongest brand affinities among this audience during their pre-holiday shopping activities.

 

In an environment where shoppers hold the pricing power of the Internet in their hand, brick-and-mortar retailers need to go on the offensive. By combining targeted mobiles ads with exclusive in-store incentives, marketers can drive the right audience in-store with an experience that an online competitor can’t match.

 

To find out more about Thanksgiving and Black Friday shopper trends, download the report.