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Advertising Age reports that a new study from InfoScout, "which has a nationwide panel of more than 175,000 shoppers," suggests that "Walmart indexes higher with those under age 24 than Target, Costco, Kroger, Whole Foods or Trader Joe's. It's also rated higher than all those except Target with shoppers aged 25 to 34."

CMO Stephen Quinn tells Ad Age that this "kind of shocks a lot of people, including inside the company," but, he notes, "As millennials become time-crunched with relationships and kids coming along, it's opening up a strong need for them to have a one-stop shop."
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