STORES Magazine - September 2017 - 21
The Favorite 50 is a list of ecommerce websites ranked by the consumers who use
them. Worthington, Ohio-based Prosper Insights & Analytics asked two open-ended,
write-in questions about online shopping of 7,258 adult consumers:
What website do you shop most often for apparel items?
What website do you shop most often for non-apparel items?
No merchants' names were listed or suggested, and the list was compiled by ranking
online retailers in order of total mentions. Some of the listed companies are not
retailers in the traditional sense, but because consumers don't make such distinctions
they are included in the Favorite 50.
of a surprise, especially since the specialty retailers
as a whole saw so much growth," Goodfellow says.
"Victoria's Secret is a major specialty player, so to
see them that far behind is interesting."
HOME IS WHERE IT'S AT
The home improvement category also grew, with
The Home Depot and Lowe's both seeing significant
increases. The Home Depot jumped five spots to
No. 13. Lowe's was up six spots to No. 21.
"Home improvement isn't generally an ecommerce
category," Goodfellow says. "The general
conversation has always been that it's almost
Amazon-proof. People go to stores for those things."
Still, the two home improvement giants have
made ecommerce easier with "great online order
and pickup in-store options," she says. "Home
improvement, while it might have been one of the
slower categories to gravitate online, might be on
the cusp of a trend here."
Home décor also showed some interesting trends.
Bed Bath & Beyond jumped nine spots to No. 19 and
HomeGoods broke into the top 50 at No. 47.
"HomeGoods is particularly interesting since
they don't really sell anything on their website,"
Goodfellow says. "It focuses on the treasure hunt
in-store, but still shows the importance of building
that digital presence."
INTO THE DETAILS
Beyond the rankings, the survey also showcases
how Amazon, Walmart and Kohl's shoppers differ
from overall survey participants. "Amazon is kind
of like your average shopper now," Goodfellow
says. "I don't think that's surprising. Walmart
shoppers tend to have a lower income. Kohl's
shoppers are definitely female. At the end of
the day, the key similarity between each of the
shopper groups is that they're each looking for a
Kohl's shoppers, for instance, are far more
likely to start an online search after receiving a
coupon. Nearly 45 percent of Kohl's shoppers say
that sends them to the internet, compared with
30 percent of Amazon shoppers and 33 percent
of Walmart shoppers. All are above the overall
average of 28 percent.
Amazon and Walmart shoppers are most
persuaded to start searching after face-to-face
communications, with 42 percent and 43 percent
respectively citing that as a trigger. It's no surprise
that, when compared to previous years, old media
such as newspapers and magazines are decreasing
while the internet is increasing.
Broadcast TV still ranks as the second highest
online shopping trigger. Some 29 percent of all
adults - 32 percent of Amazon shoppers and
35 percent of Walmart shoppers - cite it as an
instigator. Only 24 percent of Kohl's shoppers
are likely to see something on broadcast TV and
start searching. Broadcast, interestingly enough,
outpaces cable TV.
MOBILE: ON THE MOVE
Mobile continues to increase as both a search
trigger and research tool. In 2017, 15 percent of
consumers said that a text message instigated a
STORES September 2017 21