Strong Interest in Circulars for Back-To-School Lifts ShopLocal Index in July 2009
Posted on 6 August 2009 by Vikram SharmaNo Comments
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Loading ...The ShopLocal Retail Index was up 31 percent for the month of July compared to the same period last year. The Index registered at 255, the second highest-ever level ever for a non-holiday period (benchmarked at 100 for January 2006).
This trend should continue, as shown by a recent NRF survey republished by eMarketer. Heading into the back-to-school shopping season, 42% of consumers plan to make more use of circulars and 26% plan to make more use of the Internet to help them in planning their shopping. Overwhelmingly, they plan to be shopping in-store: only 22% plan to make any back-to-school purchases online, down from 25% in 2008.
July 2009 ShopLocal Index highlights include:
- The ShopLocal Index is up 31 percent in July year-over-year, with 322 million page views (adjusted), versus 267 million last year.
- The Consumer Electronics, Computers and Office Supplies segment led the way with 49 percent more page views than last year, followed by the Department Stores and Mass Merchant segment with 27 percent growth.
- The Home & Garden segment showed the weakest growth, up just 2 percent from a year ago.
- Consumer page views per visit on a per retailer basis averaged 11.4 for the month of July, up 3% from a year ago.
The ShopLocal Index is the advertising industry’s first market indicator designed to track the influence of the Internet on in-store shopping. Updated monthly, the Index is based on the online activity of more than 25 million monthly consumer visits to in-store local promotions that are presented on the sites of more than 50 major U.S. retailers, including JCPenney, Target, Best Buy, Walgreens and Home Depot. These retailers cover all major retail segments including computers, consumer electronics, office supplies, home improvement, department stores, mass merchants, grocery, drug and various specialty stores. The retailers’ online circular sites are powered by ShopLocal’s SmartCircular technology.
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