Placed 100 for December Sheds Light on Holiday Retail Movers

Placed’s Top 100 monthly business list, ranked by highest in-store foot traffic, is now available for December 2016. Due to the prominent season of buying and giving in December, the majority of this month’s big movers fell under the Shopping category. 37 businesses in total experienced an increase in ranking, 78% of which were Retail businesses. Only four businesses in the Food & Beverage category experienced upward movement on the list: Chili’s, Olive Garden, Panda Express, and Buffalo Wild Wings.


The idea that offline retail is certainly not dead rang particularly true this month, especially for Clothing & Apparel stores, as five of these businesses climbed at least 20 spots in ranking: Express jumped 35 spots (previously, Express ranked 123 in November and did not even make last month’s top 100 list), followed by increases in Hot Topic (+32 spots), Forever 21 (+25 spots), Victoria’s Secret (+22 spots), and Dick’s Sporting Goods (+20 spots).


This month’s top 10 movers are as follows:

In terms of the biggest hits in rankings this month, Dairy Queen’s rank continues to dwindle with the warm weather, followed by several Gas Station and Restaurant (QSR and Fast Casual) businesses declining relatively in December. Although holiday travel was predicted to reach the highest level on record this year, Thanksgiving 2016 alone was set to be the busiest for travel in nine years. The rankings show that travel by road was stronger in November than December, as Chevron dropped 12 spots, while Mobil experienced a decrease of ten spots, and BP a decline of nine rankings.

View the full rankings for December here and lookout for the first official top business list of 2017 movers and shakers next month.


Placed 100: This Month’s Round-Up of Most Popular Businesses in November

November’s Top 100 Business Ranking List has been released by Placed. Based on in-store foot traffic measured through Placed’s 2.5 million user audience, this month’s list is a crucial one given the onset of the holiday shopping season. Typical of this time of year, 13 of the 15 businesses with the largest jump in store visit rank were retailers. The biggest climbers in rankings include Gap (+16 spots), Bath And Body Works (+15), J.C.Penney, Victoria’s Secret, and Macy’s (all +11 spots each).


November’s Top 10 movers are below:

What did remain the same in 2016, however, was the decline in the Food & Beverage category; Dairy Queen dropped along with the temperatures as it decreased 10 visit rankings, Sonic was down by 7, Jack In The Box and Denny’s by 6, and KFC and Domino’s Pizza each down by 5.


View the full Placed 100 to see the other big movers for November.

Placed 100: The Round-Up of Most Popular Businesses in October

Placed’s Top 100 Business Ranking List, based on in-store foot traffic, is now available for October. 35 businesses in total saw an increase in rank versus September, the two most prominent categories being Department Stores and Discount Stores, Warehouse & Wholesale Stores, with six businesses each experiencing upwards movement on the list.


Shopping in the spirit of spooky was the large driver behind this growth, as Party City climbed 21 spots to the number 84 most visited business in October. Foot traffic showed that US consumers were all about DIY costumes with attention to detail this year, as Goodwill rose 8-points, Michaels rose 7-points, and Sally’s Beauty Supply rose 5-points.


October’s Top 10 movers are below:

In terms of the biggest hits in rankings this month, it was the Food & Beverage category that experienced the biggest drop in rankings. With summer officially over and school back in session, ice cream parlors like Baskin-Robbins and Dairy Queen were the businesses to take the largest hits. Buffalo Wild Wings, who launched their Half-Price Wing Tuesdays in September, actually dropped 5-points in the rankings, providing some evidence that people are watching less football.


View the full rankings for October here.


Placed 100: The Round-Up of Most Popular Businesses in September

Placed’s Top 100 Business Ranking List, based on in-store foot traffic, is now available for September. 35 businesses in total saw an increase in rank versus August, the two most prominent categories being Fast Food and Gas Stations & Convenience Stores with four businesses each experiencing a climb on the list. Dominos’s Pizza and FedEx tied for the lead in terms of month-over-month rank change, rising 6 spots on the list, closely followed by Baskin-Robbins and Popeye’s Chicken.


It’s no surprise that Domino’s Pizza tops the list, as the world’s biggest pizza delivery chain reported a bigger-than-expected 17 percent jump in quarterly revenue for Q3 2016, revealing that customers who pick up pizza at Domino’s are also increasing, in addition to just those ordering delivery. Domino’s Pizza is known for being a leader in digital ordering, while its chief competitor Pizza Hut reported a two percent decline for the same quarter. This change is seen as “an anomaly in the restaurant industry which has been plagued by slowing foot traffic and high competition.”


September’s Top 10 movers are below:




In terms of the biggest hits in rankings this month, it was the Retail category that experienced the biggest drop in rankings (American Eagle Outfitters, Ross, J.C. Penney, and Victoria’s Secret), likely due to the back-to-school shopping uptick in August. J.C. Penney, who isn’t set to announce third quarter earnings until Friday November 11th, is an interesting position to see if this decrease in rankings is narrowing as their progress towards rebuilding continues.


View the full rankings for September here.

Who’s Keeping their New Year’s Resolutions? The Truth Told by Location Data

The transition into the New Year sees some of the most significant shifts in consumer behavior. It’s the end of the holiday season and the beginning of a new year, which often means making resolutions to improve and change our lives. But just how much does the change in year actually change consumers’ physical-world behaviors? We analyzed Placed location data to find out how the New Year is impacting where people go. The results we uncovered might surprise you.


By aggregating and normalizing data collected from Placed Panels, we were able to determine the places people were more and less likely to visit based on the category’s share of place.  Category share of place is defined as the proportion of visits to a place during January 1 – 14, 2013 compared to the proportion of visits in December 2012.


Here’s a look at the results:


  • In January, Religious Centers captured 70% more share of place compared to December, which one could hypothesize is influenced by people resolving to be more active in their religious communities in 2013.
  • The quintessential resolution to get fit caused Gyms & Fitness Centers to increase their share of place by 23% in the first two weeks of January.
    • The YMCA, Planet Fitness and Gold’s Gym saw the largest relative gains in visits during the start of the New Year.
  • Not only were people resolving to take better care of themselves in the New Year, but they were also more likely to take care of their vehicles. Share of visits to retailers specializing in automotive (excluding dealers) increased by 14% in the New Year.
  • Surprisingly, Restaurants, including Fast Food, accounted for a slightly higher share of place in January as diet resolutions seemed to do little in affecting restaurant behavior.
  • Some of steepest drops in share of place among Shopping categories included:
    • Supermarkets & Groceries:  -8%
    • Computers and Electronics:  -14%
    • Discount & Wholesale Stores: -24%
    • Department Stores: -30%
    • Clothing and Accessories:  -43%
  • Perhaps as a result of too many holiday parties and more health-conscious resolutions, the Arts, Entertainment and Nightlife category, which includes visits to bars, clubs, etc., decreased its share of place by 26% in January.

Location Data New Year's Resolutions


This rich location information into consumers’ actual physical-world behavior gives companies new competitive intelligence to gauge performance against their entire industry and specific competitors. For instance, Kroger could determine if a decline in store traffic in January is an industry trend or isolated to their stores. Knowing this can fundamentally change their approach to driving store traffic and increasing sales.


Further, understanding the ebbs and flows of consumer behavior creates actionable insights for retailers. The 14% uptick in activity to automotive stores (non-dealers) identifies an opportunity for retailers such as Walmart, Costco, and Sears to capture share of place by strategically running promotions for their auto services and supplies.


Placed is changing the way location data is understood by providing transparency into the migratory patterns of consumers. With this intelligence, companies can better understand trends within their industries, gauge performance against specific competitors and look for new opportunities to leverage shifts in consumer behavior to drive people into stores and through the checkout lines – helping marketers uncover new sources of revenue in the New Year.