SETTING THE STAGE
Together, four of the largest retailers in the United States– Amazon, Walmart, Target and Costco– serve 99.7% of all US households and account for 26% of cross-category, omnichannel sales dollars. But
few consumers are entirely loyal to a single retailer. Read More
The big four, but make it retail.
AMAZON
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WALMART
TARGET
COSTCO
HOUSEHOLD PENETRATION
OMNICHANNEL MARKET SHARE
RETAILER CROSSOVER
76%
94%
75%
37%
Numerator Insights Q1-3 2021 (01/01/21 – 9/30/21), All Channels & Categories
4.0%
3.2%
11.5%
7.2%
Numerator TruView Q1-3 2021 (01/01/21 – 9/30/21), All Channels & Categories
Numerator Insights Q1-3 2021 (01/01/21 – 9/30/21), All Channels & Categories
PERCENT OF RETAILER'S SHOPPERS WHO ALSO SHOP AT AMAZON, WALMART, TARGET OR COSTCO
95%
76%
38%
76%
37%
75%
94%
77%
43%
75%
93%
75%
SHOW / HIDE PERCENTS
Nearly all consumers shop across multiple stores, including the nation's largest retailers. Over 90% of Target shoppers also shop at Walmart, and 86% of Costco shoppers shop at Target. Crossover with Amazon is similar across Walmart, Target and Costco, with roughly three-fourths of each retailer’s shoppers making purchases at Amazon, as well.
Many consumers shop at multiple retailers, and some do so within the same day. For this analysis, we examined individuals who shopped in-store at a brick-and-mortar location and then supplemented with an Amazon order within the same day or the day immediately following. We focused on the first nine months of 2021 to avoid any holiday-specific shopping swings.
How common is this behavior?
Amazon is primed and capturing leaked trips.
WITHIN-A-DAY SHOPPING
Each retailer analyzed has the opportunity for increased dollar sales if they capture these "within-a-day" purchases while consumers are still in their store. Despite leaking fewer households compared to Walmart, Target’s leaked shoppers are spending more on Amazon, giving Target the largest sales opportunity (+10.3%) from preventing leaked trips & dollars.
Leaked trips mean leaked dollars.
We surveyed shoppers who made an Amazon purchase within a day of shopping in-store at either Target or Walmart. They shared their reasons for purchasing at Amazon instead of buying when they were in-store.
Shoppers had a lot to say about their leaked trips.
WITHIN-A-DAY SHOPPER SURVEY
Product availability and ease of delivery were top reasons cited for buying on Amazon after shopping in-store. Walmart shoppers were slightly more likely to cite lower prices a reason for buying on Amazon, while Target shoppers were more likely check Amazon prior to shopping in-store. Read more
Retailers have options to prevent further leakage.
COSTCO
TARGET
WALMART
PERCENT OF RETAILER'S SHOPPERS WHO HAVE PURCHASED ON AMAZON WITHIN A DAY OF SHOPPING IN-STORE AT GIVEN RETAILER
Numerator Insights Q1-3 2021 (01/01/21 – 9/30/21), All Channels & Categories
53%
38%
38%
+7.2%
+10.3%
+4.7%
COSTCO
TARGET
WALMART
Numerator Insights Q1-3 2021 (01/01/21 – 9/30/21), All Channels & Categories
TOP LEAKED DEPARTMENTS (% of leaked dollars)
Click the arrows to see the most commonly leaked departments by retailer
TOP LEAKED DEPARTMENTS (% of leaked dollars)
TOP LEAKED DEPARTMENTS (% of leaked dollars)
Almost one-fifth of dollars spent on Amazon within a day of a Walmart trip are in the Home & Garden sector, followed by Electronics, Health & Beauty, and Apparel. Together, these top four leaked categories account for over half of Walmart's within-a-day leakage.
One-sixth of dollars spent on Amazon within a day of a Target trip are in the Home & Garden sector, followed by Electronics, Health & Beauty, Apparel and Grocery. Target is the only retailer analyzed with Grocery in its top five within-a-day leaked categories.
Almost one-fifth of dollars spent on Amazon within a day of a Costco trip are in the Home & Garden sector, followed by Electronics, Health & Beauty, Apparel and Tools & Home Improvement. Within-a-day leakage from Costco closely mirrors that of Walmart.
WHY AMAZON?
HOW CAN TARGET / WALMART IMPROVE?
Numerator Custom Survey, n=804 Walmart and 207 Target shoppers who made an Amazon purchase within a day of shopping in-store at given retailer
WHY DID YOU PURCHASE YOUR ITEMS FROM AMAZON INSTEAD OF PURCHASING WHILE IN-STORE AT WALMART / TARGET?
DEPARTMENT BREAKOUTS
DEPARTMENT BREAKOUTS
DEPARTMENT BREAKOUTS
WHAT CAN WALMART / TARGET DO TO BECOME A RETAILER THAT YOU VISIT FOR MORE OF YOUR PURCHASES?
These brick-and-mortar locations have the opportunity to win back shoppers. For Target, capturing these leaked shoppers primarily comes down to lowering their prices or offering discounts. Walmart shoppers had elevated desires for better product availability, improved in-store experiences, and higher quality products.