Shoppers say print is best, yet retailers favor social media Source: Vericast Yoga Studio Numbers by theYear Source: BoldData.nl Percent who repor on fraud, crime and Source: National Retail Federa YOY Customer Frustration Rate by Month: Nov-Feb Source: Quantum Metric Source: McKinsey & Co. 2 NOV DEC JAN 41% FEB 3 4 5 2020-21 2021-22 Frustration rate (%) PRINT SOCIAL MEDIA ONLINE COUPONS DIRECT MAIL 28% 34% 17% 67% 23% 37% 24% 36% CONSUMERS RETAILERS CONSUMERS RETAILER CONSUMERS RETAILERS CONSUMERS RETAILERS 1600 1500 1400 1300 1200 1100 1000 9000 8000 7000 6000 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 I will be buying more high-quality items that can last longer Strongly agree I will be repairing fashing items more rather than buying new ones I will be throwing out fashing items less often 7% 7% 50% 11% Overall Workplace violence Organized retail crime Shoplifting Employee theft Cargo theft YOY Conversion Ra NOV 7 0 2.5 5 7.5 10 NOV 14 NOV 21 NOV Conversion rate (%) 4 3 3 3 3 1 Shoppers say print is best, yet retailers favor social media Source: Vericast Perc on fr Source: YOY Customer Frustration Rate by Month: Nov-Feb Source: Quantum Metric Source: McKinsey & Co. 2 NOV DEC JAN 41% FEB 3 4 5 2020-21 2021-22 Frustration rate (%) PRINT SOCIAL MEDIA ONLINE COUPONS DIRECT MAIL 28% 34% 17% 67% 23% 37% 24% 36% CONSUMERS RETAILERS CONSUMERS RETAILER CONSUMERS RETAILERS CONSUMERS RETAILERS I will be buying more high-quality items that can last longer Strong agree I will be repairing fashing items more rather than buying new ones I will be throwing out fashing items less often 7% 7% 11% Or YOY 10 InsideOutdoor | SUMMER 2022 8 Channels Crossed More than half of retail marketers plan to increase their spending in social (54%) and digital (53%), compared to the 40% planning to increase spending on print channels. But consumers have a different perspectives when it comes to the best ways to introduce and consider new products or brands, show findings from Vericast. Shoppers still say print (direct mail, catalogs, magazines) is their number one channel for brand and product discovery. Customers Remaining Chill Airline horror stories notwithstanding, retail customer frustration remained surprisingly low through the first quarter of this year, suggests data from Quantum Metric. Comparing January 2021 and 2022, the data showed a 41% drop in “frustration rate,” defined as the aggregated percentage of consumers who expressed frustration during their session, during a specific period of time, compared against the total sessions. Profile of NewCampers The new camper profile in 2021 tends to be somewhat similar to what was observed in 2020, in terms of being younger, more diverse and wealthier than campers traditionally, but, in other ways, new campers in 2021 had less variability to the more experienced camper than in 2020, said researchers at KOA. 2021 New Campers by the Numbers Want to try RVing 57% Prefer tent camping 56% Millennials 54% Non-white campers 54% Want to go glamping 51% Took a glamping trip in past year 47% HH incomes >$100,000 39% Started camping due to COVID 36% Took 3+ trips in 2021 32& Source: Kampgrounds of America DATA POINTS NUMBERS WORTH NOTING 56% Percent of Gen Z digital buyers who will use a buy now, pay later (BNPL) service at least once this year, per eMarketer estimates. This despite concerns that BNPL is just another way for Gen Z to get into debt; 43% of Gen Z consumers missed a payment at least once in the past year (compared to 31% of millennials and 26% of Gen Xers).
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