According to its 2013 Footwear Retail Landscape Report* released Tuesday, The NPD Group, Inc., a global information company, found “has the brand names you want” moved up into the top five priorities consumers ranked.
Last year “has the brand names you want” topped out at No. 11.
The report, part of NPD’s The Retail & Brand Landscape Series 2013,*is a syndicated market research report that takes an in-depth look at what goes into purchase decisions being made by today’s shoppers.
Top Five Shopper Priorities When Making A Footwear Purchase (Independent of Any Particular Retailer)
1. “Is a store for me”
2. “Is where I buy clothing”
3. “Carries the styles I want”
4. “Where my friends shop”
5. “Has brand names I want”
Other priorities that were not on the top five list, but moved up in the ranks this year were “is easy to shop,” from No. 14 to No. 9, and “is known for great shoes,” from No. 23 to No. 15.
“When it comes to footwear, it is clear that not all channels are equal,” said Marshal Cohen, chief industry analyst at NPD. “Depending on the consumer shopping, different touch points are critical for engaging them.”
The focus on engaging consumers through their shopping priorities (such as “is the store for me” to “has the brand names I want”) can differ greatly, according to the type of retail channel studied, Cohen noted. DSW and Zappos are perceived to have the styles and brand names consumers want while Macy’s and Nordstrom offer multiple categories and can draw on the desire to be a place where the consumer buys clothing (shopper priority No. 2).
“Consumer priorities are the foundation of the overall shopping process, which varies widely depending on the retailer and what they have to offer the consumer,” Cohen said. “A particular retailer’s ability to merge their set of strengths with their target customers’ priorities is key.”
*Methodology: Information in The Retail & Brand Landscape Series is based on a nationally representative survey of more than 70,000 consumers from The NPD Group’s online consumer panel. Consumers reviewed approximately 60 retailers and 75 brands per industry sector. This report series is available for these sectors: apparel, athletic footwear, auto, cameras, computers & computer accessories (quarterly), footwear, home, jeans, office supplies, software, tech, toys, and TVs. www.npd.com.
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