Information: Retailers that can expect to see Dark Friday store visits and those that will won’t

Starting the next day major retailers are expecting a big uptick within online buying and in-store feet traffic , driven by discounting and the Black Friday shopping craze.   Gravy Analytics has launched data that suggests, based on 2017 data, which stores are likely to discover increased foot traffic and which of them will see fewer shoppers in their store locations.

Conventional retailers set for major feet traffic increases. The information are based on mobile-location store visitation information captured Black Friday week a year ago. Based on that data, the following are the particular stores that can expect to see the biggest visitation gains and those at the some other end.

Feet traffic increases/declines during Black Fri week 2017 compared to previous 7 days

Source: Gravy Analytics (2018)

If the design last year holds true in 2018, main traditional retailers can expect to see huge increases in store visits. Best Purchase, JCPenney and Macy’ s specifically saw very significant visitation development last year during the Black Friday time period. Though not included in the partial listing above, many discount retailers noticed much smaller gains (in single digits) or even losses. Costco was away 4 percent and Dollar Woods was off 1 percent for example.

Fast food, convenience shops down. In general, junk food, grocery, hardware stores, pharmacies, gasoline stations and convenience stores saw less visits. There’ s no apparent explanation for this except that people might be seeking to maximize time in major stores to get as much shopping done as is possible.

There will be other foot-traffic reports out next week. It will be fascinating to compare this data is predictive of actual 2018 store appointments.

Why you should treatment.   Mobile location information can be used strategically to help marketers plus retailers better adapt to competitive mechanics in their markets. For example , underperforming suppliers on the list above could have utilized this historical data to recognize these people needed to boost ad spending plus awareness of their Black Friday offers — or to create new offers or promotions to take advantage of the particular shopping holiday.

Junk food locations near some of the better executing retailers (e. g., Best Buy) could have piggybacked on the expected raises in foot traffic with special deals or pointed out nearby locations to get shoppers seeking to “ refuel. ” But those kinds of creative ideas plus promotions rely on a basic awareness plus understanding of this data.


About The Author

Greg Sterling is a Contributing Editor at Internet search engine Land. He writes a personal weblog, Screenwerk , about connecting the dots between digital media and real-life consumer behavior. He is also VP of Strategy and Insights for that Local Search Association. Follow your pet on Tweets or find your pet at Google+ .

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