Continued Shopper Interest in Circulars Pushes ShopLocal Index to Record High in August 2009
Posted on 3 September 2009 by Vikram SharmaNo Comments
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Loading ...The ShopLocal Retail Index was up 39 percent for the month of August compared to the same period last year. The Index registered at 309, the highest-ever level for a non-holiday period (benchmarked at 100 for January 2006).
This steadily strengthening usage of the online versions of major print circulars is a leading example of consumers’ propensity to ROBO – Research Online, Buy Offline – instead of buy online. Even digitally savvy teens prefer shopping in stores instead of online. As of Q2 2009, retail e-commerce sales are only 3.6% of total retail sales, up modestly from 3.3% a year earlier.
August 2009 ShopLocal Index highlights include:
- The ShopLocal Index is up 39 percent in August year-over-year, with 399 million page views (adjusted), versus 307 million last year.
- The Department Stores and Mass Merchant segment led the way with 44 percent growth, but almost every segment (Specialty; Food & Drug; Computers & Office Equipment) showed growth of 35% or more.
- The Home & Garden segment showed the least growth, but was still up 24 percent from a year ago.
- Consumer page views per visit on a per retailer basis averaged 12.8 for the month of August, up 5% 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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