BACK TO SCHOOL 300 CANADIAN MOMS TALK BTS SHOPPING - 2018 REPORT - Field Agent

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BACK TO SCHOOL 300 CANADIAN MOMS TALK BTS SHOPPING - 2018 REPORT - Field Agent
BACK
                  TO
                SCHOOL
                300 CANADIAN MOMS TALK BTS SHOPPING

2 018 R EPORT
BACK TO SCHOOL 300 CANADIAN MOMS TALK BTS SHOPPING - 2018 REPORT - Field Agent
Back-to-School 2018: Making the Grade
    Last year, an Angus Reid poll projected that Canadian households would
    spend an average of $883 preparing for back-to-school.
                                                                               Table of Contents
    Any way you look at it, that’s a lot of scissors, shoes, and sandwiches.

    No wonder BTS is a red-letter, make-or-break season for so many            Spending on BTS   3
    companies.
                                                                               Supplying BTS     12
    And it’s why Field Agent Canada decided to produce a back-to-school
                                                                               Feeding BTS       21
    report to help brands and retailers prepare for the all-important BTS
    shopping season.
                                                                               Clothing BTS      26
    The 2018 BTS report is based on surveys with 300 K-12 moms, so you
    know you’re getting a perspective that’s truly “in the know.” Let this
    report help you prepare for the back-to-school shoppers right around
    the corner.

    Best wishes to your company this BTS season and beyond.

2
BACK TO SCHOOL 300 CANADIAN MOMS TALK BTS SHOPPING - 2018 REPORT - Field Agent
SPENDING ON
BACK-TO-SCHOOL
Compared to last year, will your household likely spend
    more or less on BTS shopping this year (2017-18 school year)?

                          47%
                                                  44%

              4%                                               5%

               Less    About the same             More   Did not make BTS
                                                         purchases last year

4                                       N = 300
To what extent do you agree with this statement,
    “The back-to-school shopping season is a strain on my
    personal budget?”
                                                 11%
                                           13%               Agree
                                                             Neutral
                                                             Disagree
       My son and daughter do not
       understand the concept of
       money and that they can not
       have everything they want, as
                                                       77%
       it's typically expensive.
       - Agent Quote

5                                      N = 300
How closely do you plan to follow a school-provided shopping
    list when buying school supplies for the 2018-19 school year?

                    26% 31% 27%
                                        Very closely       Fairly closely
                    Completely

                                   7%                 9%
                                 Only a little    Not at all

6                                           N = 300
To what extent do your children influence BTS purchases in
    the following categories?

      Strongly influence
      Somewhat influence                                21%
      Do not influence                     36%
                           41%

                                                       62%

                                          57%
                           55%

                                           7%           17%       Agent Photo

                            4%
                          Clothing/    Groceries for    School
                          footwear    packed lunches   supplies

7                          n = 300        n = 282       n = 300
Which of the following are you likely to purchase for the
    2018-19 school year?

     96%          95%           94%
                                               91%
                                                                 85%
                                                                              77%
                                                                                             56%
                                                                                                             42%             42%

    Footwear      Food for      Clothes      Basic school       Backpacks   Hygiene items     Athletic      Electronics     Medications/
               packed lunches                   supplies                     (e.g., hand    equipment/   (e.g., calulators,  Vitamins
                                          (e.g., pens, paper,                 sanitizer,       gear         computers)
                                               glue; not                       tissues)
                                             electronics)
8                                                               N = 300
In your own words, what's the most inconvenient or frustrating
    part of back-to-school shopping?
    The themes below were the most prominent among moms' remarks

    Costs/Budget Concerns                                          School Supplied Shopping Lists
         I am a single mom and there is not much wiggle room          Having to go into a store and find everything on
         in the budget on any month.                                  the school supply list. Sometimes it's hard to find
                                                                      items or they are sold out.

    Busy & Messy Stores                                            Taking the Kids Shopping
          Completely scattered shelves and mess everywhere            Dragging all 3 kids with me store to store to get all
          from ignorant parents searching for product.                the stuff at the best price.

9
In your own words, what could stores and/or brands do to
     make back-to-school shopping easier for you?
     The themes below were the most prominent among moms' remarks

      Keep the Shelves Fully                                        Merchandise All School Supplies
      Stocked                                                       In One Section
             Make items more clearly set out, extra                      Have popular school items at a section of the store
             cashiers, replenish out of stock items.                     for easy shopping or take school lists and buy
                                                                         packages for customers to pick up.

      Provide Even Lower Prices/                                    Have School Specific Lists/
      More Sales                                                    Pre-Packaged Solutions
                                                                         Have school lists and know what the schools are
             Provide discounts or coupons on most
                                                                         asking for supplies when ordering their inventory.
             back to school items.

10
Audit Back-to-School
 This Back-to-School season, look to Field Agent
        for visibility in stores everywhere

                 Displays · Prices · Out-of-Stocks
               Planograms · Signage · Competitors
                      Customer Experience

 Agent Photo                                         Agent Photo

                          Contact Us
SUPPLYING
BACK-TO-SCHOOL
Identify all the retailers from which you'll likely
     purchase school supplies for Back-to-School 2018-19

     89%                                                                               By Comparison:

                                                                                       48%     expect to purchase
                                                                                               school supplies from
                                                                                               AMAZON.CA
              53%
                       50% 49%
                                         43%
                                                   22% 20% 17%
                                                                                13% 12%
                                                                                                    4%       2%      2%       1%
     Walmart Dollarama Staples   Costco Superstore SDM/      Dollar     Giant    Indigo/ Canadian   Rexall   Jean    London   Grand &
                                                  Pharmaprix Tree       Tiger   Chapters   Tire              Coutu    Drugs     Toy

13                                                                    N = 300
Which omnichannel methods are you moderately
     likely to use for buying school supplies?

                                                                 Canada (N = 300)
                                                                 U.S. (N = 1,001)
                52%
                                   41%

        25%                                           24%
                          17%                  10%                               12%
                                                                        4%

        In-store pickup   App-based ordering   Curbside pickup        Voice-ordering on IPA
                                                                       (e.g., Amazon Echo)

14
How many brick-and-mortar stores will your household
     probably visit to purchase school supplies for Back-to-School
     2018-19?
                    69%

                                  19%
          5%                                   6%
                                                              1%
         1 store   2-3 stores   4-5 stores   more than     We will not
                                              5 stores   visit any stores

15                                            N = 300
Approximately what % of school supplies do you estimate your
     household will purchase online for Back-to-School 2018-19?

            27%             37%       23%             13%
               0%           1-10%      11-50%     51-100%

      % of those who purchase school supplies online:

                    74%             73%
                     U.S.           Canada
16                                              N = 300
Get the Pulse on
Digital Shoppers
Field Agent’s special report, “The Digital Shopper: Insights
into Today’s Most ‘Connected’ Customers,” offers
companies a rare, shopper-centered look at online retail,
with special emphasis on shoppers who go online for
“everyday” items like groceries.

      Download the Free Report
Why don’t you and your household purchase school supplies online?
     Among respondents who do not shop online for school supplies (n = 82)

                55%
                                  44%
                                                    33%
                                                                     20%
                                                                                       15%
                                                                                                        11%
                                                                                                                           5%
              My kids like       It’s funner      It’s harder    It’s inconvenient Online retailers   Prices aren’t   Online retailers
           going to stores to      to shop        to shop for        to wait on     don’t accept        as good       don’t have my
            shop for school       in stores          school            delivery       coupons,           online          school’s
               supplies                            supplies                          points, etc.                       supply list
                                                     online

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From which online retailers do you expect to purchase
         school supplies for the 2018-19 BTS season?

                Only among respondents who plan to shop online for school supplies (n = 194)

                                               45%                        21%
                 75%
                                              WALMART.CA                STAPLES.CA

                  AMAZON.CA
                                        18%                       10%
                              CHAPTERS.INDIGO.CA               COSTCO.CA

19
Where 1 is your highest priority and 6 your lowest, rank what
     matters most to you when shopping school supplies for
     your children.

              48%     37%         7%            4%           3%         2%

       #1
       #2
       #3
       #4
       #5
       #6
                                                                                  Agent Photo

              Price   Quality   Convenience   Brand Name    Design/     Habit/
                                                           Decoration   Loyalty

20                                                         N = 300
FEEDING
BACK-TO-SCHOOL
Which statements describe your children's meal/snack plans
     for the upcoming school year?

      94%
                                                                                Canada (n = 300)
            72%
                                                                                U.S. (N = 1,001)
                           50%
                                      46% 47%                26%

                     21%
                                                       17%

                                                                                7%
                                                                         2%
      Pack a lunch     Voluntarily     Take a snack      Take extra      Required to
                     purchase lunch   for non-lunch      money to       purchase lunch
                       in cafeteria   consumption     purchase snacks     in cafeteria

22
What will your children's packed lunches most likely contain?
     Among household’s who pack lunches for school (n = 282)

        94%
                        84%             81%              80%               79%              79%
                                                                                                              55%                                  50%
                                                                                                                                 51%
                                                                                                                                                                     47%

        Fresh or        Plastic        Fresh or           Water           Sandwich        Dairy-based           Juice              Sandwich Packaged sweet Salty snacks
     packaged fruit   containers       packaged                            or wrap            foods         (e.g., Orange           or wrap       snacks (e.g., (e.g., potato chips)
                                      vegetables                          with meat       (e.g., cheese)        juice)               with       snack cakes)
                                                                                                                              something other
                                                                                                                                  than meat
                                                                                                                            (e.g., peanut butter)

                                   Plastic Bags 47%, Plastic Wrap 33%, Milk (or milk substitutes: e.g., soy milk) 23%, Candy or Chocolate 19%,
                                                         Glass containers 16%, Nuts or nut-based foods 13%, Soda 3%
23
Which omnichannel services/methods are you likely to use to
     obtain foods/beverages/supplies for your kids’ packed
     lunches?

                                                         Canada (n = 282)
              34%         31%                            U.S. (n = 719)
        27%         23%               25%

                                                                                     PICKUP
                                18%          18% 19%

                                                                         9%
                                                                5%
                                                                                       HERE
         Curbside    In-store    App-based   In-town grocery     Voice-activated
          pickup      pickup      ordering       delivery        ordering on IPA
                                                               (e.g., Amazon Echo)

24
When you need a quick before-school and/or after-school meal
     or snack for your kids, which one fast food restaurant best
     serves your needs?                   Among households who feel the question applies (n = 275)

         50%
                     43%
                                 36%

                                               13%             11%             8%               7%        7%         6%     6%
        McDonald’s Tim Hortons   Subway       Wendy’s           A&W          Starbucks         Burger     Pita Pit   KFC   Harvey’s
                                                                                                King

                                      Dairy Queen 5%, Mr. Sub 3%, Freshii 3%, Second Cup 3%, Quiznos 1%
25
CLOTHING
BACK-TO-SCHOOL
From which retailers (brick-and-mortar and/or online) will you
     likely purchase attire and/or footwear for Back-to-School
     2018-19? Among households that expect to purchase attire/footwear this year (n = 295)
       65%
                   61%
                                 44%           43%
                                                             37%
                                                                           31%
                                                                                          28%
                                                                                                         23%           21%           16%
                                                                                                                                                   13%           13%

      Walmart    Old Navy        Winners       Costco       Children’s    Sportchek        H&M            GAP          Thrift          Other      American        Foot
                                                              Place                                                    Shops         (specify)     Eagle         Locker
                                                                                                                                                  Outfitters

                Consignment Stores 12%, Amazon.ca 12%, Roots 10%, Hudsons Bay 9%, Lululemon 8%, Bluenotes 7%, Garage 7%, Forever 21 6%, Hollister 6%, Zara 5%,
                  Abercombie & Fitch 4%, Aeropostale 4%, Dynamite 4%, Aritzia 3%, Justice 3%, Joe Fresh 2%, Banana Republic 2%, Volcom 1%, Aldo 1%, Brown’s 1%

27
What is the likelihood you will purchase clothing/footwear
     online for Back-to-School 2018-19?

                                                                             Canada (n = 300)
                                                     27%                     U.S. (N = 1,001)
                                                             25%
                                21% 21%        22%                 22%
                                                                         20%
                    16%                                                        14%
            12%

            Completely likely    Very likely    Moderately    Not very    Not at all
                                                  likely       likely      likely

28
Demos 2018-19
     N = Crowdsourced sample of 300 K-12 Moms
     Respondent Ages:
     25-34 – 23%
     35-44 – 53%
     45-54 – 21%
     55-64 – 3%

     Respondents identified the age/gender of all K-12
     children in their household:

     BOYS (Entering into)
     K-2 GRADES    34%
     3-5 GRADES    19%                                   Will at least one of your children attend school OUTSIDE the
     6-8 GRADE     15%
     9-12 GRADES   15%
                                                         home for the 2018-19 school year?

     GIRLS (Entering into)                               Yes – 94%
     K-2 GRADES    26%                                   No – 6%
     3-5 GRADES    20%
     6-8 GRADES    14%                                   Note: All respondents are Canadian adults and smartphone owners at least 18 years of age.
     9-12 GRADES   14%                                   The survey was completely entirely through the Field Agent mobile app.

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MAKE THE GRADE with BTS SHOPPERS
  Field Agent offers instant visibility inside stores everywhere, so you
   know your in-store products, prices, and promotions are at their
                    best when BTS shoppers pass by

        Display Audits · Price Checks · Planogram Compliance
 On-Shelf Availability · Competitive Intelligence · Customer Experience

                             Contact Us

                          @fieldagentca | client@ca.fieldagent.net
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