News Briefs

A new study from SAP Emarsys indicates many brands are not using advanced consumer engagement strategies as shopper brand loyalty is declining.

The SAP Emarsys Consumer Products Engagement report, conducted in association with Deloitte, surveyed more than 2,000 U.S. consumers and 150 senior marketers at multinational brands. While 43% of brand respondents say they can engage with consumers at the moment, only 26% are currently doing so.

Brand survey results reveal other disconnects between brand respondent capabilities and actions when it comes to consumer engagement. For example, 35% of brand respondents say they can predict future consumer behavior but only 17% are doing so. 

Almost nine-in-10 (88%) brand respondents think they need to overhaul engagement strategies in 2025, yet only 32% believe their company can effectively personalize marketing and just 24% say they are currently doing so.  

In addition, only 35% of brand respondents are integrating customer engagement data with their financial and operational systems, such as ERP. SAP Emarsys identifies only 19% of consumer product brands as excelling in what it calls the “Engagement Era,” where brand success depends on a personalized omnichannel approach across the entire customer lifecycle in real time.

[READ MORE: Here’s how marketers are using AI]

Meanwhile, more than half (54%) of surveyed consumers say they ignore brand names when buying consumer goods. Close to six-in-10 (57%) have switched to private label alternatives because they are more affordable, and 55% think the quality of private label products is comparable to branded ones.  

"U.S. consumers aren’t just becoming less loyal to brands – they’re ignoring them entirely," said Sara Richter, chief marketing officer, SAP Emarsys. "That’s a wake-up call for marketers. Without a strong data foundation, it’s impossible to deliver the real-time, personalized experiences needed to achieve that all-important ‘true’ loyalty."

Mango continues to expand its U.S. store footprint. 

The Barcelona-based global fashion retailer has opened its first store in New Mexico, at Coronado Center in Albuquerque, and its first store in Oregon, at Pioneer Place in Portland. Mango also plans to open its first-ever stores in Connecticut, Arizona, Ohio and Louisiana this year. 

In addition, the company will increase its presence in California, with focus on the San Francisco area, and in Texas with a store in Houston Galleria.

This openings are part of Mango’s U.S. expansion plan, which began in 2022 with the opening of its flagship on Fifth Avenue in New York City. In 2025, the company plans to open 20 U.S. stores, for a total of approximately 65 company-owned locations by the end of 2025. Mango also expects to double its workforce to more than 1,200 employees across the country by the end of the year.

In a statement, Mango’s director of expansion and franchises, Daniel López, said the openings reaffirm the company's deep commitment to the U.S. market, "a fundamental pillar in our global strategy, as well as the positive reception of our differential value proposition by our customers in the U.S., a key market that is experiencing double digit growth.”

[READ MORE: Mango partners to upgrade its end-to-end planning capabilities]

The U.S. is currently one of Mango's five main markets, with the company aiming for the country to be in the top three ranking in terms of revenue by the end of 2026.

Batteries Plus is entering a new, tropical market.

The specialty battery retailer will soon make its debut in Hawaii. Local entrepreneur Pierre Parranto has signed on to open four Batteries Plus stores across Hawaii's four largest islands (Hawaii, Mau, O’ahu, Kaua’i), starting with a location in Honolulu on Oahu. 

The first location is slated to open at the end of the year. Parranto says he aims to leverage Batteries Plus' extensive commercial offerings to support industries across the islands, including local boat captains, restaurants, and car rental businesses.

"As a business owner, I was a customer in need and I was actively searching for a dependable battery supplier when I came across Batteries Plus," said Parranto. "The franchise model immediately stood out. It offers a strong support system and fills a critical need in Hawaii. Businesses and residents require reliable power solutions, and I'm excited to introduce a trusted national brand that provides both quality products and top-tier service.”

Batteries Plus currently has over 800 locations open or in development. The retailer offers batteries, specialty light bulbs and phone repair services for the direct-to-consumer and commercial channels. It also offers key programming, replacement and cutting services.

[READ MORE: EXCLUSIVE Q&A: Batteries Plus takes on tariffs]

"Expanding into Hawaii is a major milestone for Batteries Plus, and we're thrilled to welcome Pierre to our franchise family," said Victor Daher, VP of global franchise development at Batteries Plus. "His entrepreneurial background, deep understanding of the local business landscape, and commitment to community make him an excellent fit for our brand. As we continue to grow both domestically and internationally, partnerships like this strengthen our ability to provide power expertise while reinforcing our reputation as an industry leader.”

Most shoppers at Target Corp. make return visits.

The discounter saw a 86% repeat rate for customers in 2024, according to new insights from data and tech firm Numerator. The company provided a snapshot of the average Target customer, noting that they more likely to be Gen Z and millennials compared to all U.S. shoppers.

Similar to many retailers, Target has provided soft guidance for 2025 amid consumer uncertainty and tariff concerns. The retailer has also experienced pushback from some customers amid a rollback in its DEI initiatives.

Numerator found that, in 2024, 78% of U.S. households shopped at Target at least once, with the average customer spending $1,087 and making 23 purchases.

When it comes to income, 47% of Target shoppers are in the middle-income range ($40,000 to $125,000 annually, and 32% fall into the high-income bracket ($125,000 annually). Twenty-one percent of shoppers fall into the low-income (under $40,000 annually) bracket.

Other Target insights from Numerator are below.

•Target shoppers are 15% more likely to be Asian and 11% more likely to be Hispanic.

•Target shoppers are slightly more likely to be committed to organics compared to all U.S. consumers.

•Sixty-eight percent of Target shoppers are homeowners, 39% live in suburban areas, and 38% live in urban areas.

In January, Numerator combined with Kantar’s Worldpanel division to form a new global consumer data company. 

Walmart Inc. is making a big investment to expand its presence south of the border.

Walmart de México y Centroamérica (Walmex) plans to invest more than $6 billion in Mexico in 2025 to expand operations with new stores, generating approximately 5,500 direct jobs. The new locations will join the more than 3,200 stores Walmex currently operates in all 32 states of Mexico.

Walmex, which operates stores in Mexico under the Bodega Aurrera, Sam's Club, Walmart Supercenter and Walmart Express banners, plans to open more than 1,500 stores across the country in the next five years, with Bodega Aurrera serving as the main growth vehicle.  

Also as part of the investment, the company said it will continue advancing the construction of two state-of-the-art distribution centers in the Bajío region and in the state of Tlaxcala. The centers will feature robotics and artificial intelligence technology. 

"This announcement strengthens Walmart de México y Centroamérica solid purpose to help Mexican families save money and live better, reaffirming our long-term commitment to the country," the company said in a statement.

Walmex said its commitment to the country's economic development is reflected in its supply chain, composed of more than 33,000 suppliers, 85% of which are small and medium enterprises.

[READ MORE: Walmart opening, remodeling 45-plus fuel stations nationwide]

"And 83% of the products we sell are proudly 'Made in Mexico,'" the company added.

[READ MORE: Survey: Two-thirds of consumers think AI will improve customer experience]