So much for one-stop shopping: While a new study shows that Wal-Mart Supercenter outperforms SuperTarget in tempting women to shop in multiple departments, most stores score poorly in enticing
shoppers to shop across aisles.
Women visit 3.3 departments at Wal-Mart Supercenter, and 2.7 at SuperTarget, according to a new study from TNS Retail Forward. In value department stores
such as Kohl's and JC Penney, the number of department visits is even lower.
The main obstacles are the retailers themselves: "When shoppers do cross aisles, they often experience
disappointment when retailers don't meet expectations," the report found. "Negative outcomes dampen their enthusiasm for future aisle-crossing."
--Sarah Mahoney