Last week, I ran into an infographic on Ad Age about The People of Walmart. It compares the demographics of Walmart, Kmart, Kohl’s, and Target shoppers: for example, age, sex, income, and region of the customers. It shows that more women than men shop at Walmart, and that their audience is quite equally spread across age as well as income. Recently, Forrester conducted a survey where we gained insights on customers of retailers like Walmart. We found that while it’s great to examine the demographics of shoppers, it’s much more powerful (and actionable) to look at other insights about these retailers’ customer base, like marketing preferences, spend levels, and brand consideration.
Below you'll find some of the results from this Forrester study. You'll see that the average US online adult who shops at Walmart spent about $848 on average in the past year, but that only about half are likely to recommend the retail giant to a friend or family member. When these results are compared to other retailers, and by demographic, you create real insights.
I’d love to hear from you: How do you target your customers? Are there any behavioral and attitudinal variables that have been very helpful in defining your target segments?
My colleague Josh Bernoff recently published a report called 'The Splinternet Engagement Index." The idea behind this index is that it's getting harder and harder for companies to keep up with the pace of technology developments. Your customers now live in the splinternet — the fragmented world of web, social, video, and mobile touchpoints. Consumers want to reach you across all these touchpoints, but you can't afford to be everywhere.
The Splinternet Engagement Index is a single tool that measures customers' engagement with each of the four touchpoints and identifies how likely a group of customers is to demand connections across multiple touchpoints. First, the index measures consumer engagement with each touchpoint (based on a list of eight activities per touchpoint); it then scores the cross-touchpoint engagement.
With mobile usage becoming increasingly widespread and companies testing the water with mobile strategies, market insights professionals need to uncover consumers’ mobile behavior today and tomorrow. But with the pace of mobile innovation moving so rapidly, how can you keep up with all of the things that people are doing with their mobile phones?
In the next three years, would you expect people to use their mobile phones as wallets? What about as electronic passports? What about for space exploration? While that seems like a long shot, a New York state resident did just that — attaching an iPhone to a weather balloon, videoing the journey, and using its GPS feature to map its voyage (see link for the footage).