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
good deal."
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
STORES.ORG

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


http://www.STORES.ORG

Table of Contents for the Digital Edition of STORES Magazine - September 2017

Editor’s Page
President’s Page
Retail Politics
NRF News
Trends
Retail People
The Favorite 50
RFID Is Ready to Revolutionize the Retail Industry
Playing Their Tune
C2W
Store Operations
Marketing
Payments
How Stonewall Kitchen Boosted Sales and Reengaged Customers
Finance
Store Operations
Inventory Management
Online
How Giant Eagle’s Technology Experiments Reduce Losses From Out-of-Stocks.
Startup Spotlight
Analytics
ORC
Fraud
Stores at 100
POV
Communities
End Cap
STORES Magazine - September 2017 - Intro
STORES Magazine - September 2017 - cover1
STORES Magazine - September 2017 - cover2
STORES Magazine - September 2017 - 3
STORES Magazine - September 2017 - 4
STORES Magazine - September 2017 - 5
STORES Magazine - September 2017 - Editor’s Page
STORES Magazine - September 2017 - 7
STORES Magazine - September 2017 - President’s Page
STORES Magazine - September 2017 - 9
STORES Magazine - September 2017 - Retail Politics
STORES Magazine - September 2017 - NRF News
STORES Magazine - September 2017 - Trends
STORES Magazine - September 2017 - 13
STORES Magazine - September 2017 - 14
STORES Magazine - September 2017 - 15
STORES Magazine - September 2017 - 16
STORES Magazine - September 2017 - Retail People
STORES Magazine - September 2017 - 18
STORES Magazine - September 2017 - The Favorite 50
STORES Magazine - September 2017 - 20
STORES Magazine - September 2017 - 21
STORES Magazine - September 2017 - 22
STORES Magazine - September 2017 - 23
STORES Magazine - September 2017 - 24
STORES Magazine - September 2017 - RFID Is Ready to Revolutionize the Retail Industry
STORES Magazine - September 2017 - 26
STORES Magazine - September 2017 - 27
STORES Magazine - September 2017 - Playing Their Tune
STORES Magazine - September 2017 - 29
STORES Magazine - September 2017 - 30
STORES Magazine - September 2017 - C2W
STORES Magazine - September 2017 - Store Operations
STORES Magazine - September 2017 - 33
STORES Magazine - September 2017 - 34
STORES Magazine - September 2017 - 35
STORES Magazine - September 2017 - Marketing
STORES Magazine - September 2017 - 37
STORES Magazine - September 2017 - Payments
STORES Magazine - September 2017 - 39
STORES Magazine - September 2017 - How Stonewall Kitchen Boosted Sales and Reengaged Customers
STORES Magazine - September 2017 - 41
STORES Magazine - September 2017 - Finance
STORES Magazine - September 2017 - 43
STORES Magazine - September 2017 - Store Operations
STORES Magazine - September 2017 - 45
STORES Magazine - September 2017 - Inventory Management
STORES Magazine - September 2017 - 47
STORES Magazine - September 2017 - Online
STORES Magazine - September 2017 - 49
STORES Magazine - September 2017 - How Giant Eagle’s Technology Experiments Reduce Losses From Out-of-Stocks.
STORES Magazine - September 2017 - 51
STORES Magazine - September 2017 - Startup Spotlight
STORES Magazine - September 2017 - 53
STORES Magazine - September 2017 - Analytics
STORES Magazine - September 2017 - 55
STORES Magazine - September 2017 - 56
STORES Magazine - September 2017 - ORC
STORES Magazine - September 2017 - 58
STORES Magazine - September 2017 - 59
STORES Magazine - September 2017 - Fraud
STORES Magazine - September 2017 - 61
STORES Magazine - September 2017 - Stores at 100
STORES Magazine - September 2017 - 63
STORES Magazine - September 2017 - POV
STORES Magazine - September 2017 - Communities
STORES Magazine - September 2017 - End Cap
STORES Magazine - September 2017 - cover3
STORES Magazine - September 2017 - cover4
http://www.nxtbook.com/naylor/NRFK/NRFK0318
http://www.nxtbook.com/naylor/NRFK/NRFK0218
http://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180116
http://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180115
http://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180114
http://www.nxtbook.com/nxtbooks/nrf/STORES2018_preview
http://www.nxtbook.com/naylor/NRFK/NRFK0118
http://www.nxtbook.com/naylor/NRFK/NRFK0917
http://www.nxtbook.com/naylor/NRFK/NRFK0817
http://www.nxtbook.com/naylor/NRFA/NRFA0017
http://www.nxtbook.com/naylor/NRFA/NRFA0317
http://www.nxtbook.com/naylor/NRFK/NRFK0717
http://www.nxtbook.com/naylor/NRFK/NRFK0617
http://www.nxtbook.com/naylor/NRFK/NRFK0517
http://www.nxtbook.com/naylor/NRFK/NRFK0417
http://www.nxtbook.com/naylor/NRFK/NRFK0317
http://www.nxtbook.com/naylor/NRFK/NRFK0217
http://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20170117
http://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20170116
http://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20170115
http://www.nxtbook.com/naylor/NRFK/NRFE0017
http://www.nxtbook.com/naylor/NRFK/STORES2017_Preview
http://www.nxtbook.com/nxtbooks/nrf/STORES0117
http://www.nxtbook.com/nxtbooks/nrf/STORES1216
http://www.nxtbook.com/nxtbooks/nrf/STORES1116
http://www.nxtbook.com/nxtbooks/nrf/STORES1116v2
http://www.nxtbook.com/nxtbooks/nrf/STORES1016_esri
http://www.nxtbook.com/nxtbooks/nrf/STORES1016_radial
http://www.nxtbook.com/nxtbooks/nrf/STORES1016
http://www.nxtbook.com/nxtbooks/nrf/STORES0916_customcontent
http://www.nxtbook.com/nxtbooks/nrf/STORES0916
http://www.nxtbook.com/nxtbooks/nrf/STORES0816
http://www.nxtbook.com/nxtbooks/nrf/STORES0716_jestacustomcontent
http://www.nxtbook.com/nxtbooks/nrf/STORES0716
http://www.nxtbook.com/nxtbooks/nrf/STORES0616
http://www.nxtbook.com/nxtbooks/nrf/STORES_sourcebook2016
http://www.nxtbook.com/nxtbooks/nrf/STORES0516
http://www.nxtbook.com/naylor/NRFK/NRFE0416
http://www.nxtbook.com/nxtbooks/nrf/STORES0416
http://www.nxtbook.com/nxtbooks/nrf/STORES0316_visualsearch
http://www.nxtbook.com/nxtbooks/nrf/STORES0316
http://www.nxtbook.com/nxtbooks/nrf/STORES0216
http://www.nxtbook.com/nxtbooks/nrf/STORES2016_20160119
http://www.nxtbook.com/nxtbooks/nrf/STORES2016_20160118
http://www.nxtbook.com/nxtbooks/nrf/STORES2016_20160117
http://www.nxtbook.com/naylor/NRFK/NRFE0016
http://www.nxtbook.com/nxtbooks/nrf/STORES2016_Preview
http://www.nxtbook.com/nxtbooks/nrf/STORES0116
http://www.nxtbook.com/naylor/NRFK/NRFC1215
http://www.nxtbook.com/nxtbooks/nrf/STORES1215
http://www.nxtbook.com/nxtbooks/nrf/STORES1115_buyersguide
http://www.nxtbook.com/nxtbooks/nrf/STORES1115
http://www.nxtbook.com/naylor/NRFK/NRFE1015
http://www.nxtbook.com/naylor/NRFK/NRFC1015
http://www.nxtbook.com/naylor/NRFK/NRFE0915
http://www.nxtbook.com/naylor/NRFK/NRFM0016
http://www.nxtbook.com/naylor/NRFK/NRFE0815
http://www.nxtbook.com/naylor/NRFK/NRFE0715
http://www.nxtbook.com/naylor/NRFK/NRFE0615
http://www.nxtbook.com/naylor/NRFK/NRFD0015
http://www.nxtbook.com/naylor/NRFK/NRFS0015
http://www.nxtbook.com/naylor/NRFK/NRFE0515
http://www.nxtbook.com/naylor/NRFK/NRFC0315
http://www.nxtbook.com/nxtbooks/nrfe/STORES0415
http://www.nxtbook.com/nxtbooks/nrfe/STORES0315
http://www.nxtbook.com/nxtbooks/nrfe/STORES0215
http://www.nxtbook.com/naylor/NRFK/NRFG0115
http://www.nxtbook.com/nxtbooks/nrfe/STORES0115
http://www.nxtbook.com/nxtbooks/nrfe/STORES1214
http://www.nxtbook.com/naylor/NRFK/NRFG1114
http://www.nxtbook.com/nxtbooks/nrfe/STORES1114
http://www.nxtbook.com/nxtbooks/nrfe/STORES1014
http://www.nxtbook.com/naylor/NRFK/NRFM0015
http://www.nxtbook.com/nxtbooks/nrfe/STORES0914
http://www.nxtbook.com/nxtbooks/nrfe/STORES0814
http://www.nxtbook.com/nxtbooks/nrfe/STORES0714
http://www.nxtbook.com/nxtbooks/nrfe/STORES0614
http://www.nxtbook.com/nxtbooks/nrfe/STORES0514
http://www.nxtbook.com/nxtbooks/nrfe/STORES_sourcebook2014
http://www.nxtbook.com/nxtbooks/nrfe/STORES0414
http://www.nxtbook.com/nxtbooks/nrfe/STORES0314
http://www.nxtbook.com/nxtbooks/nrfe/STORES0214
http://www.nxtbook.com/naylor/NRFK/NRFG0114
http://www.nxtbook.com/nxtbooks/nrfe/STORES0114
http://www.nxtbook.com/nxtbooks/nrfe/STORES1213
http://www.nxtbook.com/nxtbooks/nrfe/STORES1113_buyersguide
http://www.nxtbook.com/nxtbooks/nrfe/STORES1113
http://www.nxtbook.com/nxtbooks/nrfe/STORES1013
http://www.nxtbook.com/nxtbooks/nrfe/STORES_mediakit2014
http://www.nxtbook.com/nxtbooks/nrfe/STORES0913
http://www.nxtbook.com/nxtbooks/nrfe/STORES0813
http://www.nxtbook.com/nxtbooks/nrfe/STORES0713
http://www.nxtbook.com/nxtbooks/nrfe/STORES0613
http://www.nxtbook.com/nxtbooks/nrfe/STORES0513
http://www.nxtbook.com/nxtbooks/nrfe/STORES0413
http://www.nxtbook.com/nxtbooks/nrfe/STORES0313
http://www.nxtbook.com/nxtbooks/nrfe/STORES0213
http://www.nxtbook.com/nxtbooks/nrfe/STORES2013_20130115
http://www.nxtbook.com/nxtbooks/nrfe/STORES2013_20130113
http://www.nxtbook.com/nxtbooks/nrfe/STORES2013_20130114
http://www.nxtbook.com/nxtbooks/nrfe/STORES2013_preview
http://www.nxtbook.com/nxtbooks/nrfe/STORES0113
http://www.nxtbook.com/nxtbooks/nrfe/STORES1212
http://www.nxtbook.com/nxtbooks/nrfe/STORES1112
http://www.nxtbook.com/nxtbooks/nrfe/STORES1012
http://www.nxtbook.com/nxtbooks/nrfe/STORES_mediakit2013
http://www.nxtbook.com/nxtbooks/nrfe/STORES0912
http://www.nxtbook.com/nxtbooks/nrfe/STORES0812
http://www.nxtbook.com/nxtbooks/nrfe/STORES0712
http://www.nxtbook.com/nxtbooks/nrfe/STORES0612
http://www.nxtbook.com/nxtbooks/nrfe/STORES0512
http://www.nxtbook.com/nxtbooks/nrfe/STORES0412
http://www.nxtbook.com/nxtbooks/nrfe/STORES0312
http://www.nxtbook.com/nxtbooks/nrfe/STORES0212
http://www.nxtbook.com/nxtbooks/nrfe/STORES2012_preview
http://www.nxtbook.com/nxtbooks/nrfe/STORES0112
http://www.nxtbook.com/nxtbooks/nrfe/STORES1211
http://www.nxtbook.com/nxtbooks/nrfe/STORES1111
http://www.nxtbook.com/nxtbooks/nrfe/STORES1011
http://www.nxtbook.com/nxtbooks/nrfe/STORES_mediakit2012
http://www.nxtbook.com/nxtbooks/nrfe/STORES0911
http://www.nxtbook.com/nxtbooks/nrfe/STORES0811
http://www.nxtbook.com/nxtbooks/nrfe/STORES0711
http://www.nxtbook.com/nxtbooks/nrfe/STORES0611
http://www.nxtbook.com/nxtbooks/nrfe/STORES0511
http://www.nxtbook.com/nxtbooks/nrfe/STORES0411
http://www.nxtbook.com/nxtbooks/nrfe/STORES0311_v2
http://www.nxtbook.com/nxtbooks/nrfe/STORES0311
http://www.nxtbook.com/nxtbooks/nrfe/STORES0211
http://www.nxtbook.com/nxtbooks/nrfe/STORES0111
http://www.nxtbook.com/nxtbooks/nrfe/stores1210
http://www.nxtbook.com/nxtbooks/nrfe/stores_mediakit2011
http://www.nxtbook.com/nxtbooks/nrfe/stores1110
http://www.nxtbook.com/nxtbooks/nrfe/stores1010
http://www.nxtbook.com/nxtbooks/nrfe/stores0910
http://www.nxtbook.com/nxtbooks/nrfe/stores0810
http://www.nxtbook.com/nxtbooks/nrfe/stores0710
http://www.nxtbook.com/nxtbooks/nrfe/stores0610
http://www.nxtbook.com/nxtbooks/nrfe/stores0510
http://www.nxtbook.com/nxtbooks/nrfe/stores0410
http://www.nxtbook.com/nxtbooks/nrfe/stores0310
http://www.nxtbook.com/nxtbooks/nrfe/stores0210
http://www.nxtbook.com/nxtbooks/nrfe/store_bigshow2010_post
http://www.nxtbook.com/nxtbooks/nrfe/stores_bigshow_20100112
http://www.nxtbook.com/nxtbooks/nrfe/stores_bigshow_20100111
http://www.nxtbook.com/nxtbooks/nrfe/stores_bigshow_20100110
http://www.nxtbook.com/nxtbooks/nrfe/stores0110
http://www.nxtbook.com/nxtbooks/nrfe/store_bigshowpreview2010
http://www.nxtbook.com/nxtbooks/nrfe/stores1209
http://www.nxtbook.com/nxtbooks/nrfe/stores1109
http://www.nxtbook.com/nxtbooks/nrfe/stores1009
http://www.nxtbook.com/nxtbooks/nrfe/stores0909
http://www.nxtbook.com/nxtbooks/nrfe/stores0809
http://www.nxtbook.com/nxtbooks/nrfe/stores0709
http://www.nxtbook.com/nxtbooks/nrfe/stores0609
http://www.nxtbook.com/nxtbooks/nrfe/stores0509
http://www.nxtbook.com/nxtbooks/nrfe/stores0409
http://www.nxtbook.com/nxtbooks/nrfe/stores0309
http://www.nxtbook.com/nxtbooks/nrfe/stores0209
http://www.nxtbook.com/nxtbooks/nrfe/stores0109
http://www.nxtbook.com/nxtbooks/nrfe/stores1208
http://www.nxtbook.com/nxtbooks/nrfe/stores1108
http://www.nxtbook.com/nxtbooks/nrfe/stores1008
http://www.nxtbook.com/nxtbooks/nrfe/stores0908
http://www.nxtbook.com/nxtbooks/nrfe/stores0808
http://www.nxtbook.com/nxtbooks/nrfe/stores0708
http://www.nxtbook.com/nxtbooks/nrfe/stores0608
http://www.nxtbook.com/nxtbooks/nrfe/stores0508
http://www.nxtbook.com/nxtbooks/nrfe/stores0408
http://www.nxtbook.com/nxtbooks/nrfe/stores0308
http://www.nxtbook.com/nxtbooks/nrfe/stores0208
http://www.nxtbook.com/nxtbooks/nrfe/stores-globalretail08
http://www.nxtbook.com/nxtbooks/nrfe/stores0108
http://www.nxtbook.com/nxtbooks/nrfe/stores1207
http://www.nxtbook.com/nxtbooks/nrfe/stores1107
http://www.nxtbook.com/nxtbooks/nrfe/stores1007
http://www.nxtbook.com/nxtbooks/nrfe/stores0907
http://www.nxtbook.com/nxtbooks/nrfe/stores0807
http://www.nxtbook.com/nxtbooks/nrfe/stores0707
http://www.nxtbook.com/nxtbooks/nrfe/stores0607
http://www.nxtbook.com/nxtbooks/nrfe/stores0507
http://www.nxtbook.com/nxtbooks/nrfe/stores0407
http://www.nxtbook.com/nxtbooks/nrfe/stores0307
http://www.nxtbook.com/nxtbooks/nrfe/stores0207
http://www.nxtbook.com/nxtbooks/nrfe/stores-globalretail07
http://www.nxtbook.com/nxtbooks/nrfe/stores0107
http://www.nxtbook.com/nxtbooks/nrfe/stores1206
http://www.nxtbook.com/nxtbooks/nrfe/stores1106
http://www.nxtbook.com/nxtbooks/nrfe/stores1006
http://www.nxtbook.com/nxtbooks/nrfe/stores0906
http://www.nxtbook.com/nxtbooks/nrfe/stores0806
http://www.nxtbook.com/nxtbooks/nrfe/stores0706
http://www.nxtbook.com/nxtbooks/nrfe/stores0606
http://www.nxtbook.com/nxtbooks/nrfe/stores0506
http://www.nxtbook.com/nxtbooks/nrfe/stores0406
http://www.nxtbook.com/nxtbooks/nrfe/stores0306
http://www.nxtbook.com/nxtbooks/nrfe/stores0206
http://www.nxtbook.com/nxtbooks/nrfe/stores0106-globalretail
http://www.nxtbook.com/nxtbooks/nrfe/stores0106
http://www.nxtbook.com/nxtbooks/nrfe/stores1205
http://www.nxtbook.com/nxtbooks/nrfe/stores1105
http://www.nxtbookMEDIA.com