Print media, including newspapers and direct mail, are proving more successful than broadcast in driving back-to-school shoppers into stores this year.
The most successful single medium—at least through July—has been circulars, according to the new RSCORES report from Meridian Inc., of Troy, MI.
In addition, this back-to-school season is shaping up as a stronger one than last year's. But consumers are less satisfied with their experiences in almost every retail channel except grocery, Meridian reported.
The greatest satisfaction scores in the back-to-school arena have been garnered by Target, Kohl's, Costco, CVS, Circuit City, Staples, Lowe's and Toys R Us. But overall ratings of retail store environments and staff continue on a downward trend.
The survey is based on online interviews of 1,683 consumers who serve as their households' primary purchasers of clothing, gifts and products for the home. It was conducted by Harris Interactive.
