Consumer Analytics

For Tractor Supply Company, buy-online-pickup-in-store is proving a win-win, for both itself and its customers.    With more than 1,600 stores in 49 states, Tractor Supply is the nation's largest operator of stores dedicated to a rural lifestyle. Online and offline, it offers a wide range of merchandise, from welders and generators to an-imal care products to men and women's workwear. Stores are typically located in towns outlying major metropolitan markets and in rural com-munities.   

To be competitive, retailers must have a strong digital marketing strategy to be seen and heard, attract new customers, and build stronger relationships with existing ones. Spending on digital advertising is on the rise. In 2017, U.S. digital advertising is on pace to surpass expenditures on TV ads. Globally, more than 40% of media advertising budgets in certain markets are devoted to digital marketing, according to media company Magna.  

Affluence is out. So are the days of the mass market.    A new report projects 10 years out and reveals three fundamental principles that are shaping tomorrow's consumer packaged goods and retail industries: trust, influence and personalization. In a preview of its 2017 Global Future Consumer study, A.T. Kearney predicts the death of the scale economy that focuses on catering to affluence in favor of one driven by the influence of industry stakeholders, particularly by the hyper-connectivity of the younger generations.

Consumers may want a more personalized shopping experience, but some efforts in this regard creep them out.      

While Amazon’s purchase of Whole Foods Market signifies a staggering boost in its physical store breadth, the deal is much more valuable than that.   This is according to “LandMark Insights,” a report from PlaceIQ. The study analyzed more than 165 million anonymous and opted-in mobile device signals nationwide to determine visitation patterns and audience affinities, among other metrics. These transactions were compiled over a 90-day period.   

There is a major disconnect between retailers and consumers when it comes to shipping expectations.    Retailers understand that consumers want free shipping. But they are challenged by and grappling with the rising costs of shipping online orders, according to “The State of Shipping in Commerce,” a report from Temando, a shipping and fulfillment software platform provider.  

Walgreens’ mobile apps biggest fans aren’t exactly the demographic people typically associate with technology adoption.  

Amazon is giving new meaning to the phrase "Christmas in July."  

With plans to expand its commitment to the health, beauty and personal care categories, Fred’s Pharmacy is stepping up its analytics strategy.   By leveraging its 15-year partnership with Nielsen, Fred’s will extend the company’s data insights and analytics services across its 601 stores in 15 states across the southeastern U.S., as well as in future stores. Specifically, the chain will be poised to step up market measurements and consumer targeting services.  

Levi Straus is the second most patriotic brand in America. And Ralph Lauren isn't far behind.    That's according to the 15th annual Brand Keys survey of iconic American brands, which asked 4,860 consumers, balanced for age and political party affiliation, to evaluate which of 280 brands were most resonant as to ‘patriotism.’ Jeep took the top spot in the survey for the second consecutive year. (For complete listing of the 50 most patriotic brands, which includes several retailers, see end of article.)