April 14, 2004

Kmart, Target, And Wal-Mart Shoppers' Loyalty

by Kate Delhagen

with Charles P. Wilson, Esther H. Yuen

Executive Summary (This is a document excerpt)

Rampant cross-shopping exists among Kmart, Target, and Wal-Mart shoppers — most notably, 79% of Kmart shoppers also shop at Wal-Mart. Conflicted loyalty results from this cross-shopping: While a majority of Kmart and Target shoppers say they are loyal to those two mass merchants, they are also loyal to Wal-Mart. Low prices and convenience are the top reasons for shoppers' loyalty to the three retailers, while product selection and quality lag loyalty expectations.

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