Wal-Mart’s Super Sticky
By George Anderson
When it comes to keeping customers, no retailer does a better job than Wal-Mart. That is one of the findings from Retail Forward’s American ShopperScape 2005 report.
Wal-Mart, says Mandy Putnam, vice president and author of the ShopperScape report, is one very “sticky” retailer.
“Being a sticky retailer is a good thing,” she said. “It means that one’s patrons shop more often.”
Retail Forward determined the stickiness of a given retailer by “examining the percentage of the past six month shoppers patronizing a particular store in the past four weeks.”
On a scale of one to 10 (10 being the best), Wal-Mart’s Supercenters were the stickiest of the sticky with a score of eight.
Supermarkets also achieved high scores. According to a release from Retail Forward, “90 percent of consumers shopping a particular conventional supermarket in the past six months can be found shopping at the same store in the past four weeks.”
A retailer’s stickiness is directly tied to its merchandise mix. Food stores, obviously, inspire continual purchases while others such as specialty apparel are visited on a less frequent basis. Stickiness is also determined in a number of retail channels by seasonal influences on their business.
“What’s most significant is that a retailer’s relative stickiness within its line of trade demonstrates its power to attract customers and provides the retailer with more ‘at bats’ with those customers. The retailers that have high stickiness percentages have a better chance of success,” said Ms. Putnam.
Retail Forward’s research found that Victoria’s Secret had the highest stickiness rating among specialty apparel stores, Babies ‘R’ Us did best in children’s apparel and Hallmark was the most effective in the gift and greeting card store segment.
Moderator’s Comment: Which retailers would get your vote for being super sticky (you choose the retailing segment)? What about them makes customers want
to continue doing business with them on an on-going basis?
– George Anderson – Moderator
- Wal-Mart Is the “Stickiest” Retailer in the U.S. Retail Forward ShopperScape Scorecard
Confirms – Retail Forward