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Retail sales surged in February rising one point 1% more than double the estimated point 5%.
Box and it's a big but if you take out the recent price hikes in -- -- Retail sales only rose point 6% so.
Our consumers out shopping more even as personal income fell in February built to answer is Experian marketing services managing director of global research.
And he's kind of the retail expert -- all things got the seatbelt but it -- here is what is so.
First of all we're you were shocked to hear that number is I was I was a little shocked especially given the fact that personal income dropped by three point 6%.
In general talk about -- -- -- But as soon as you heard the one point 1% I wasn't prepared for how low would go after you took out.
The rise in gasoline.
Did you expect that to happen it's relatively flat now there's a couple numbers that we look at one of the numbers that we look at -- visits to online retail sites and we actually seeing -- -- -- -- sites increased about 12%.
The first two months of the year.
Which is a positive sign but there's a little bit of a caveat there what we've seen in the past is that when visits.
-- when the economy's good -- someone original store.
When the economy's bad visits -- and retail -- go up.
The differences people -- looking for a deal so while we have a flat number looks like what's happening at least an online retailers.
The population is going online looking for their best possible price you know when its interest in I think it JC -- because people are looking at a deal at exactly the time.
That Ron Johnson the -- -- well he's not new anymore but.
What the way he changed JC Penney was by -- those special -- -- it his timing couldn't have been worse right in terms of his plan for the way JC Penney was turned around.
Right now going back to doing deals going away from doing the all time low price I think is gonna be advantageous for JC -- because it's true.
You look at search term data and this is the best proxy we have an Experian marketing services is looking at how people are searching.
People looking for percent off sale deal discount is really overwhelming compared to previous you know I know you don't pick stocks so but that there are a lot of folks out there who do were watching to get an idea which retail stocks by your what -- saying.
Is that those companies that really focus on that.
That curious consumer if you -- the one that goes looking for the best if its -- group that you wanna target.
That's one the other one which is really insisting we have.
Our number we can actually crossed -- by demographics we looked at eighteen to 34 year olds vs 65 plus.
There is about a sixteen point gap between the 218 to 34 girls -- index -- a hundred not -- really important number that means that eighteen to 34 year -- Feel about the economy this eighteen gubernatorial did in 1995.
Pre recession even though we hero stuff about how tough it is for even college graduates get a job that's right they're positive about the economy so I think the stocks to look -- those retailers that cater to those eighteen to -- -- kind of flies in the face of a reality which you mentioned we have personal income down three point 6% in February that's a huge drop that's -- much less money your pocket.
A presumably that would -- behind the patterns but it hasn't.
Presumably what it probably average -- the entire population that does the a look at specific.
Demographics and even know their income may reduce their spending.
Might increase just because they feel optimistic about it so the people who were affected least by this drop in personal income -- the younger folks.
And who by the way are the most fickle so it's the hardest.
To choose which company really appeals to their -- say they are the most fickle and also the difficult most difficult to reach these -- the multi channel users and that's one of the things that we do.
At Experian marketing services that we look at the multi channel strategy we.
Did a survey recently and 36%.
Of retailers say that they're reaching their customers through five different channels through the web for search for social.
TV I'm getting to these -- becoming more -- -- and difficult to do.
And focusing on mobile is going to be one of the climax when I was -- -- there's -- one thing that is absolute is that this group that you're talking about that is optimistic that this -- group you wanna reach.
Are tied to their Mobil's -- -- forget about newspapers entirely forget about magazine ads -- center.
You wanna focus in the mobile ads if you wanna get them you wanna focus on mobile and also realize that these consumers are always on right they have that follow them all the time and -- powerful.
Gimme more and more powerful tablets -- from Smartphones are becoming it slightly larger.
And consumers are taking those phones and the stores.
And getting the best possible price on merchant guilty answers soon to be colleague -- Gary Kaminsky -- yes.
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