Findings Provide Insight into Parents Along the Path to Purchase

LIVONIA, Mich., Oct. 19, 2017: Valassis, a leader in intelligent media delivery, today released Capturing the Dynamic Retail Shopper: Parent Snap proprietary research that examines the purchase journey consumers – and particularly parents – take when researching and buying retail items.

By asking consumers how, when and where they shop for specific retail purchases, the data unveiled key engagement opportunities to help advertisers better sync with these dynamic shoppers’ needs and impact their buying decisions.

The study found that many consumers research and plan every retail purchase – not just for more expensive or special occasion items. Parents are significantly more likely to do so across measured categories:

  • 74 percent of parents research and plan every furniture/mattress purchase versus 65 percent of all respondents;
  • 67 percent do so for all electronics/appliances versus 58 percent of all respondents;
  • 64 percent research housewares versus 52 percent of all respondents;
  • 59 percent research home improvement supplies compared to 49 percent of all of those surveyed; and
  • 53 percent of parents research and plan every apparel purchase versus 43 percent of all respondents.

Analyzing where consumers are planning and shopping yields additional insights. Although “at home” is the most popular place to research purchases and shop online, parents are more likely than all respondents to plan and shop at other locations as well. In fact, approximately 25 percent of parents shop for less expensive retail items online while at the store. This supports the trend of searching for deals on-the-go or in-store, using a mobile app such as RetailMeNot. Earlier this year, Valassis’ RedPlum Purse String Survey found that 76 percent of value-seeking consumers look for discounts on their mobile device while in-store.

“The nature of today’s always-on consumer provides more opportunities than ever for marketers to target key audiences such as parents,” said Curtis Tingle, Chief Marketing Officer, Valassis. “But this also means consumer attention is divided and being pulled in multiple directions. By understanding how dynamic shoppers plan and make purchases – whether at home, on-the-go or in-store – marketers can more effectively engage with them throughout their entire journey, regardless of where they are in their day.”

For more findings, download the e-book.

About the Study
Capturing the Dynamic Retail Shopper: Parent Snap is based on the Valassis Awareness-to-Activation Study, an ongoing study fielded in conjunction with The NPD Group, Inc., a global market research company. The sample was derived via an online survey and all participants were at least 18 years of age and living in the contiguous United States. Approximately 10,000 respondents are surveyed annually. The specific data included in this report is from the research wave fielded 5/26/17 – 7/28/17 to over 1,400 respondents and is balanced by age and gender to U.S. Census demographic profiles.

About Valassis 
Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. As wholly owned subsidiaries of Harland Clarke Holdings, Valassis and RetailMeNot, a leading destination for digital savings, are partnering to connect retailers and consumers through meaningful digital, mobile and print promotions.

Media Contact
Mary Broaddus
[email protected]