Experience · 100 million social media posts Analyzing over ... U.S. to reveal deep insights about...

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About Morning Consult

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INTRODUCTION

Currently Tracking 1,500+ Brands (200 interviews per day, per brand)

Collecting over 3 million market

research interviews

Evaluating over 100 million social

media posts

Analyzing over 85,000 news media outlets

What consumers

THINK

What consumers

SAY

What consumers

SEE

REQUEST A DEMO HERE

intel.morningconsult.com

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Morning Consult surveyed over 2,000 consumers across the U.S. to reveal deep insights about the state of retail in 2018.

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The Shopping Experience

Brand Loyalty

Purchasing Considerations

Online Versus In-Store

How consumers feel about shopping and what they look for in a retail experience

The factors that most influence a purchase across a range of retail categories

Why Americans still prefer in-store shopping, and what online retailers do best

What gets consumers to buy repeatedly from the same brand

INTRODUCTION

The State of Retail in 2018

1 2

3 4

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1. Reliability and durability are key for building brand loyalty

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Eighty-seven percent of Americans say reliability and durability of products is an important factor in their loyalty to a brand – higher than any other factor. “Bang for the buck” and customer service are also vital.

INTRODUCTION

Key Insights A quick glance at some of the most important findings

2. Millennials love to shop

Most Americans (73%) say shopping is fun. But 18-29 year-olds are particularly enthused – 86% of them enjoy shopping, the most of any age category.

3. Americans still largely prefer to shop in-store

Across all retail categories, the majority of Americans would rather shop in-stores. Why? They find it more reliable, say there’s better customer service, and think the quality remains superior.

4. Discount shoppers are particularly brand-conscious

Consumers who say discounts are a very important factor when considering a purchase have a notably higher tendency to say they have brand preferences across retail categories.

THE SHOPPING EXPERIENCE

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Americans love shopping – especially millennials 86% of millennials say shopping is fun

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73%

86%

80%

73%

68%

53%

27%

14%

20%

27%

32%

47%

All adults

Age 18-29

Age 30-44

Age 45-54

Age 55-64

Age 65+

Yes No

Would you consider shopping to be fun?

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Nearly one-quarter of Americans say shopping is an unenjoyable necessity

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17%

20%

39%

24% I often shop just for fun

I occasionally shop just for fun

I only shop out of necessity, but enjoy it

I only shop out of necessity, and don't enjoy it

Which of the following best describes you?

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Women more likely to say shopping is a bonding experience

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49%

51%

Yes No

Would you consider shopping to be a bonding experience for you and your family?

61%

39%

Yes No

Men Women

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Consumers generally prefer:

Independence over interaction

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Thinking about your ideal shopping experience, which would you prefer?

20%

21%

23%

25%

29%

50%

56%

70%

68%

67%

67%

60%

39%

34%

Clothing

Apparel accessories

Grooming and beauty

Shoes

Home goods

Furniture

Electronics/entertainment

Interaction with people who can assist me Being able to handle everything on my own

Don't know / No opinion

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Efficiency over thoroughness

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64%

63%

62%

61%

59%

59%

50%

25%

22%

25%

29%

25%

29%

37%

Shoes

Grooming and beauty

Home goods

Clothing

Apparel accessories


Furniture

Efficiency and convenience

Thoroughness and the ability to customize or tailor


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Simplicity over fun

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21%

22%

23%

27%

27%

30%

35%

67%

66%

66%

61%

64%

61%

56%

Furniture

Grooming and beauty

Home goods

Apparel accessories

Shoes

Clothing


Fun and entertainment Straightforward and simple Don't know / No opinion

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Options over curation

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66%

63%

63%

62%

61%

55%

51%

23%

26%

24%

25%

26%

30%

34%

Clothing

Shoes

Furniture


Home goods

Apparel accessories

Grooming and beauty

A larger store with plenty of options A smaller store with well-curated options


PURCHASING CONSIDERATIONS

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The factors that influence retail purchases

Price Brand Name

Return Policy On Trend Company

Values Loyalty

Program

“Try-Before-

You-Buy”

Clothing 89% 49% 85% 35% 59% 58% 78%

Shoes 88% 54% 83% 34% 58% 56% 79%

Accessories 86% 43% 80% 34% 59% 55% 70%

Home Goods 88% 47% 83% 29% 60% 57% 65%

Grooming + Beauty 86% 55% 75% 30% 62% 57% 58%

Furniture 87% 48% 82% 30% 57% 54% 60%

Each figure represents the percentage of people who say the following factors are important when considering a purchase in each retail category

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Younger Americans pay closest attention to fashion trends

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Which of the following statements best describes you?

10%

19%

17%

24%

35%

31%

26%

14%

12%

28%

21%

25%

32%

35%

33%

All adults

Age 18-29

Age 30-44

Age 45-54

Age 55-64

Age 65+

I closely follow fashion trends, and they influence my purchasing decisions

I pay some attention to fashion trends, and they occasionally influence my purchasing decisions

I pay some attention to fashion trends, but they don't influence my purchasing decisions

I don't pay attention to fashion trends

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Ethical standards matter more for certain Americans 30% of liberals say ethical concerns are very important when considering a clothing purchase.

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When it comes to clothing, how important are ethical concerns like environmental impact or labor standards when considering a purchase?

21% 25% 28%

21% 15%

11% 20% 22%

30% 14%

35% 34% 32%

33% 37%

41% 33%

37% 38%

35%

22% 20% 21%

24% 23%

21% 21%

22% 17%

24%

14% 9% 12%

14% 18%

20% 18%

11% 9%

20%

All adults

Age 18-29

Age 30-44

Age 45-54

Age 55-64

Age 65+

Male

Female

Liberal

Conservative

Very important Somewhat important Not too important

Not at all important Don't know / No opinion

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30-44 year-olds, womenmake morespontaneouspurchasingdecisions

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When it comes to purchasing clothing, which of these statements best describe you?

21% 28%

26% 20%

13% 12%

19% 22%

38% 32%

42% 41%

37% 36%

32% 43%

24% 18%

16% 24%

32% 34% 27%

21%

12% 12%

8% 10%

15% 15%

14% 9%

All adults

Age 18-29

Age 30-44

Age 45-54

Age 55-64

Age 65+

Male

Female

I mostly make spontaneous decisions and buy items I like when I see them

I occasionally make spontaneous decisions

I rarely make spontaneous decisions and prefer to give careful consideration

I never make spontaneous decisions and always give careful consideration


BRAND LOYALTY

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Durability is key in creating brand loyalties

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BRAND LOYALTY

63%

53%

38%

37%

27%

26%

24%

19%

24%

30%

37%

41%

34%

36%

34%

36%

7%

13%

12%

22%

22%

21%

27%

10%

8%

12%

10%

Reliability and/or durability

Quality is high given the price

Positive interactions with customer service

Best available

Customer rewards program

Cheapest available

Ethical and moral standards of the company

Habit or routine

Very important Somewhat important Not too important

Not at all important Don't know/No opinion

Thinking about brands or products that you are loyal to, meaning you often buy from them even if there are alternatives, how important are the following?

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In most retail categories, brands matter

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BRAND LOYALTY

28%

27%

27%

21%

15%

14%

13%

42%

42%

47%

44%

38%

40%

35%

22%

25%

19%

29%

36%

37%

41%

Grooming and beauty

Shoes


Clothing

Apparel accessories

Home goods

Furniture

I tend to be loyal to specific brands and largely buy from them repeatedly

I have some brand preferences, but I usually consider alternatives

I don't pay attention to brands and buy based on other factors


Which of the following statements best describe you?

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Discount Shoppers are particularly brand conscious

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BRAND LOYALTY

84% 83%

70% 65% 69%

54%

Clothing Shoes Home goods

Discount Shoppers All Adults

The percentage of consumers who are brand loyal or have brand preferences for each of the following categories:

Discount Shoppers are consumers who say discounts and sales are very important factors in determining their purchases

ONLINE VERSUS IN-STORE SHOPPING

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Across the board, Americans still prefer brick and mortar

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ONLINE VS. IN-STORE

When it comes to each of the following, do you prefer to shop online or in-stores?

11%

20%

22%

23%

23%

26%

40%

80%

74%

68%

71%

67%

63%

52%

Furniture

Shoes

Grooming and beauty

Clothing

Home goods

Apparel accessories


Online In-store Don't know / No opinion

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Consumers see key differences between online and in-store shopping Online is seen as convenient, while in-store means better customer service

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ONLINE VS. IN-STORE

If you’re looking for the following factors, do you think it’s better to shop online or in-stores?

56%

46%

45%

20%

14%

14%

13%

25%

26%

24%

43%

47%

56%

44%

15%

20%

25%

27%

32%

24%

27%

Convenience

Logistics/time spent

Low-cost options

Fun factor

Reliability

Customer service

Quality of purchases

Online In-Store No difference Don't know / No opinion

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Wealthier Americans more likely to look for low-cost options online

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ONLINE VS. IN-STORE

If you’re looking for low-cost options, do you think it’s better to shop online or in-stores?

45%

42%

50%

55%

24%

27%

20%

20%

25%

25%

28%

22%

All adults

Income: Under $50k

Income: $50-100k

Income: $100k +

Online In-Store No difference Don't know / No opinion

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Use green lines to highlight important points

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MORNING CONSULT BRAND INTELLIGENCE

Understand what consumers think about your brand with: Morning Consult Brand Intelligence


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Benchmark Brand Performance

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Identify Demographic Targets

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Evaluate Geographic Trends

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Use Cases


DAILY MONITORING STRATEGIC PLANNING CRISIS RESPONSE

Track brand perception in real-time with the Brand Intelligence

dashboard in your inbox

Identify demographic targets and geographic trends to

customize communication & marketing campaigns

Evaluate the magnitude of a crisis and track the effectiveness

of your response

This kind of real-time brand tracking has become a necessity. “ - WIRED

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To request more info about Brand Intelligence or Morning Consult’s research capabilities

EMAIL: Morning Consult Business [email protected]

VISIT: intel.morningconsult.com


Experience · 100 million social media posts Analyzing over ... U.S. to reveal deep insights about...

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