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Study: JCP shoppers keen on Macy's

Retail Editor 1 -- Home Textiles Today, May 16, 2013

Seattle - A recent Placed survey of first quarter shopping behavior found shoppers who visited a JCPenney store were 66% more likely to visit Macy's than the average person.
Those JCP shoppers were also 55% more likely to visit a Sears store, but only 11% more inclined to walk into Kohl's.
"As J.C. Penney continues to realign its strategy under new management, it will be important to monitor not only how visitation to the retailer changes, but how this shift in strategy influences shoppers' relationship with category competitors over the long term," the report, State of Place, advised.
Looking at demographic trends for in-store shopping at competing mid-tier department stores, Placed found women more likely to visit Kohl's and JCPenney, men more apt to hit Sears, older consumers favoring Kohl's and Penney, and higher income shoppers patronizing Kohl's and Macys.
Caucasians were most likely to shop Kohl's while non-Caucasians gave most of their middle-market department store business to Macy's.

Moving past January's holiday shopping hangover, several businesses saw gains in rank for in-store visits, including Barnes & Noble, Bed Bath & Beyond, Macy's, Petco and American Eagle Outfitters.

In terms of consumer affinities, Placed reported:

  • Victoria's Secret, Hot Topic, LensCrafters appeared in the top 10 highest affinity businesses for Sears, JCPenney, and Macy's.
  • Kohl's high affinity businesses were the most unique and had zero overlap with Sears, Penney, and Macy's.
  • Sears and Penney shoppers had the lowest affinity to visit health-focused grocer Whole Foods.

McDonald's was the most-visited retailer in the first quarter survey, followed by Walmart. Among the Top 20 locations for in-store visits during the period, Target ranked 10th and Dollar Tree 18th.

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