Big June Fun with Ice Cream and Amusement Parks

As National Ice Cream Month winds down, let’s look back at June for fun Placed Insights about ice cream parlors. People in Hawaii love their ice cream parlors — 62% more likely to visit than the national average. Not surprising with average June temps in the high 80s!


Treating the Heat – Summer Fun with Ice Cream and Amusement Parks

With 18% of visit share, Baskin Robbins led the pack of ice cream parlors. Cold Stone Creamery followed closely with 16%. And what do ice cream parlor visitors like to do for extra fun? Go to amusement parks, like Disneyland and
Six Flags.


More ice cream parlor highlights in the infographic below (click to enlarge).


Placed Insights June 2018 – Available Now!

Want to learn more about ice cream parlors, or one parlor in particular? Placed Insights is free and available online  – to explore real-world foot traffic data for over 1,900 businesses.


Placed Insights June 2018 Ice Cream Parlor Infographic

Black Friday Shoppers – Not Your Average Consumer

As the biggest shopping day of the year, Black Friday is the pinnacle event for deal-hungry consumers who brave the crowds in search of steep discounts and door buster deals. For retailers, understanding who these shoppers are and how they behave is critical to driving more shoppers into their stores and capturing a greater share of holiday dollars.


In our recent report, Holiday Shopper Profile: Offline Insights into Thanksgiving and Black Friday Shoppers, we surveyed 14,645 smartphone panelists about their holiday shopping plans and combined this with direct measurement of their offline shopping behaviors to reveal interesting insights into this consumer segment.


When asked about their Black Friday shopping plans, nearly half of respondents planned to shop on Black Friday this year, with 1 in 4 still unsure if they will join in on the deal hunting.

  • Although online shopping continues to gain ground, the majority of consumers still prefer brick-and-mortar to click-to-order on Black Friday.


Black Friday shoppers are not your typical consumers. Placed found these shoppers displayed strong demographic characteristics to set them apart.

  • Black Friday Shoppers were significantly more likely to be Asian (index 133), Hispanic (114), and African Americans (110) than an average consumer.
  • Shoppers skewed younger, with those ages 25-34 over-indexing the highest, and were significantly more likely to have children.


Leveraging Placed Insights to directly measure consumers’ location behaviors, the study analyzed where those that planned to shop on Black Friday had a higher likelihood to visit even before the holiday season officially begins.


Not unexpectedly, Black Friday shoppers over-index to discount retailers in October, while at the same time branching out to premium brands such as Coach, Apple Store, and Whole Foods.

  • Based on observed retail visits in October, Black Friday shoppers showed a high affinity for Discount Retailers including Burlington Coat Factory, T.J. Maxx, Marshall’s, and Old Navy which indicates this shopper segment is actively looking for deals during the other 364 days of the year.
  • Apple Store, Coach, and Whole Foods are retailers where Black Friday shoppers over-indexed in October, highlighting this segment’s willingness to move up funnel for selected premium brands.


As Black Friday rapidly approaches, retailers that understand the behaviors and characteristics of shoppers roaming their aisles will be best positioned for a positive start to this holiday season.


To find out more about Black Friday shoppers, download our latest report.

‘Tis the Season to Showroom: Black Friday Smartphone Usage

With more than half of Americans armed with a smartphone this holiday season, these small devices are set to play a big role in how consumers shop – both in store and on screen.


In our recent report, Holiday Shopper Profile: Offline Insights into Thanksgiving and Black Friday Shoppers, we surveyed 14,645 smartphone panelists about their holiday shopping plans and combined this with direct measurement of their offline shopping behaviors to provide in-depth analysis into this consumer segment.


According to Black Friday shoppers, smartphones are the perfect deal-hunting companion. Nearly half of survey respondents planned to use their device to “get coupons/deals” this Black Friday, while 43% of shoppers plan to compare prices online while they are in a physical retail store – i.e. showroom.


Showrooming has evolved, moving from a niche behavior of tech-savvy shoppers to a widespread consumer activity. To combat showrooming and even leverage it to their advantage, retailers need to understand which aisles these consumers are likely to be browsing.


Based on observed visits in October, those that plan to use their smartphone to showroom on Black Friday had a higher propensity to visit Bookstores, Toys Stores, Beauty, Sporting Goods, and Shoe retailer categories. Drilling down further by retailer found DSW Shoe Warehouse, Ulta, Sports Authority, and Dick’s Sporting Goods display some of the strongest brand affinities among this audience during their pre-holiday shopping activities.


In an environment where shoppers hold the pricing power of the Internet in their hand, brick-and-mortar retailers need to go on the offensive. By combining targeted mobiles ads with exclusive in-store incentives, marketers can drive the right audience in-store with an experience that an online competitor can’t match.


To find out more about Thanksgiving and Black Friday shopper trends, download the report.


Where Millennials and McWraps Meet, Contradictions Abound

Millennials are a tricky population to understand, challenging marketers to devise innovative strategies to reach and engage this often fickle consumer segment. The fast food industry in particular is striving to understand the diverse tastes and tendencies of Millennials – employing tactics such as new menu items and social media to bring this attractive segment through their doors and drive-thrus.


In Part 2 of our recently published Dining Out in America series, we highlighted Millennials’ fast food behaviors using the Placed Questions feature of our Placed Insights service. Placed Questions allows us to capture deep and practical insights from our panelists by combining location data with the ability to send survey questions to panelists who visited certain establishments.


So what did we find? Some very interesting contradictions and confirmations on Millennials’ dining habits. By taking a look at McDonald’s and their newly launched McWrap sandwich we can explore the implications of our findings.


After leveraging location information and survey answers, we found that Millennials aged 18-34 under index in their likelihood to visit McDonald’s compared to the average U.S. consumer. However, the more likely purchaser of the McWrap was in the 25-34 age range. As a result, the less likely visitors of McDonald’s were among the highest consumers of their newest menu item. It seems like a contradiction, but at the same time it is a confirmation of the early success of McDonald’s strategy for the sandwich.


According to an internal company memo, the McWrap is meant to draw in the Millennial audience by catering to their desire for variety and customization. With three different flavor options and two styles of chicken, the 6 option wrap has shown early evidence of drawing a Millennial crowd.




Going beyond menu choices alone, we also found that purchasers of the McWrap were 6% less likely to go to a gym and among the least likely to place an importance on healthy menu options when deciding where to dine. Yet they chose the menu item promoted with the hashtag #unwrapwhatsfresh, meant to convey a healthier choice for McDonald’s patrons. These findings are nothing short of interesting and provide evidence into Millennials’ complex and often contradictory behaviors.




To learn more about trends in America’s fast casual and fast food environment, download and explore our Dining Out in America Part 2: The Impact of New Menu Items, Value, and Nutrition white paper.