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Target and Wal-Mart Find Brand Loyalty Differs in Customer Base

As a working mother of one who admittedly loves Target, I can't help posting about a press release I just read from Scarborough Research on a new study issued today. The release entitled "In the Battle for Discount Shoppers, Target and Wal-Mart Find Brand Loyalty in Different Customer Groups" reveals that the shopping patterns of the Wal-Mart-exclusive shopper are much different than those of the Target-exclusive shopper (a fact that has been seemingly evident for sometime, just look at the current TV ad campaigns for each retailer).

"The Scarborough analysis confirms what has been a hot topic of conversation in retail circles and on Wall Street:  that Wal-Mart and Target shoppers are discount shopping, but they have different mindsets when it comes to defining 'value'.  Convenience and price are important to the Wal-mart-exclusive shopper, whereas style and selection appear to hold more weight with the Target-exclusive shopper." - Alisa Joseph, VP, Advertiser Marketing Services, Scarborough Research.

I would suspect that both Target and Wal-Mart are using studies such as the one conducted by Scarborough Research to develop their marketing campaigns to appeal to their targeted consumer.  But I still wonder, as did my colleague Julie Woods in a recent post, if either retailer is looking at online consumer discussion to gain a deeper understanding of how customers think about their company, products or competitors?  Julie had some great ideas specific for Target marketers in her post - a call to action originated from Robert Scoble.

Posted by Cymfony on September 19, 2005 at 04:38 PM | Email this post Permalink

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