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Integer's Craig Elston, Senior Vice President, Insight & Strategy spoke at PMA's - BLUR last week in Chicago. Craig presented Beyond Mom, a look at behaviors and trends among male shoppers.
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BEYOND MOM
PMA – BLUR MARCH 23RD, 2010
Craig Elston Matt Tumminello,�SVP, Insight & Strategy President�The Integer Group® Target 10
(c) The Integer Group, 2010
(c) The Integer Group, 2010
NOT ALL MEN ARE CREATED EQUAL
SOME SIMPLE FACTS ABOUT MEN…
(c) The Integer Group, 2010
IN SHOPPING 51% of grocery spend is accounted for by men – Meyers Research Centre
Men are the primary shopper in 31% of households (up from 14% in 1985). Men buy 75% of men’s products (3X that in 1975).
IN LIFE Men are staying single longer Men are divorcing earlier Men are increasingly becoming the secondary income earner for their household
(c) The Integer Group, 2010
IN‐STORE SHOPPING EXPERIENCE STUDY
Monthly 1,200 respondents RepresentaNve U.S. sample Data from 2009
(c) The Integer Group, 2010
TIME ORIENTATION MATTERS
UNATTACHED MEN: HAVE MORE FUN SHOPPING
38%
15%
23%
12%
33%
25%
13% 8%
I like to explore stores when I go into them
Shopping is a chore Shopping is one of the ways I relax and have
fun
Shopping is a fun, everyday activity
Single Men
Married Men
Women
Source: The Integer Group®, M/A/R/C® Research, The Checkout. February to December, 2009 N = 10,098
(c) The Integer Group, 2010
21% 19% 20%
10% 12%
19%
What I buy has to say a lot about me
Brand names are extremely important to me
I will pay more if my life is made easier
Single Men Married Men Women
UNATTACHED MEN = MORE AFFINITY FOR BRANDS
(c) The Integer Group, 2010
Source: The Integer Group®, M/A/R/C® Research, The Checkout. February to December, 2009 N = 10,098
UNATTACHED MEN: WANT A PLEASANT EXPERIENCE SHOPPING; EXPECT TO FIND HIGH QUALITY GOODS
Q) When it comes to everyday shopping, what is your Primary Shopping Goal?
25%
20%
13% 11%
9%
5% 5% 5%
26% 25%
9%
13%
7%
15%
2%
9%
Get everything in a single
trip
To spend as little money as possible
Quick fill-in trips
Restock items
To find the best quality
items
To satisfy the needs of
my family
Be entertained and have a
fun time
Spend as little time in the store as
possible
Single Men Married Men Women
(c) The Integer Group, 2010
Source: The Integer Group®, M/A/R/C® Research, The Checkout. February to December, 2009 N = 10,098
UNATTACHED MEN = LESS AFFECTED BY RECESSION
59.6%
51.5%
48.5%
38%
46%
46%
2%
2%
6%
Women
Married Men
Single Men
I am buying fewer and/or cheaper items now My shopping behavior has not changed I am buying more and buying more expensive items now
Q) In the past three months how has your shopping behavior changed?
Source: The Integer Group®, M/A/R/C® Research, The Checkout, December, 2009 N = 598
(c) The Integer Group, 2010
UNATTACHED MEN: LESS PRICE SENSITIVE; MORE PICKY WHEN IT COMES TO BRAND SELECTION
Q) Why Did You Walk Away From Shelf?
49.0% 50.7%
36.3%
11.8% 16.0%
58.5% 54.8%
33.1%
13.2% 12.6%
The price was more than I wanted to pay
I couldn’t find the exact item, product or size I was looking
for
I couldn’t find the specific brand I was
looking for
The aisle was too crowded/too many people in the aisle
I always purchase what I go to the store
looking for
Single Men
Married Men
Women
Source: The Integer Group®, M/A/R/C® Research, The Checkout, February to December, 2009 N = 4,880
(c) The Integer Group, 2010
SO, UNNATTACHED MEN
Exhibit greater brand affinity But are more picky about brands
(c) The Integer Group, 2010
Have higher expectaNons of high quality goods And are more demanding for a pleasant shopping experience
Have experienced less recessionary pressure
And as such are less price sensiNve
Exhibit greater brand affinity But are more picky about brands
(c) The Integer Group, 2010
Have higher expectaNons of high quality goods And are more demanding for a pleasant shopping experience
Have experienced less recessionary pressure
And as such are less price sensiNve Have more fun shopping than their acached counter parts
SO, UNNATTACHED MEN
STRAIGHT TALK ABOUT GAY MEN
SOME STRAIGHT FACTS ABOUT GAY MEN…
Nearly 50% of gay men 25-54 always look for a brand name vs. 33% of straight men and 31% of straight women
Less inclined to change shopping habits due to the recession than straight men
In a recent Target 10/Socratic Technologies consumer survey, 42% report a household income of $100K+
60% of gay men are married/partnered or living together
And they love shopping
Sources: 2009 Target 10/Socratic Technologies Home Improvement Survey; SMRB Gay and Lesbian Consumer Study 2006
GAY MEN LOVE TO SHOP
Source: SMRB Gay and Lesbian Consumer Study 2006
Respondents who “agree a lot” or “agree a little” with each statement
WHY BRANDS TARGET GAY MEN
Respond strongly to targeted efforts
Over-index in many categories: such as grooming, technology, home improvement, fashion, travel, entertainment, alcohol…
Are the ultimate influencers influencing trends, styles and tastes that extend well beyond their own community
Reached efficiently
Can be tracked and measured through research
SIMILARITIES & DIFFERENCES When is it a “guy thing”
vs. a “gay thing?”
(c) The Integer Group, 2010
ACCOMODATION
ACTIVATION
AUTHENTIFICATION
“You can do it, we can help”
ACCOMODATION Case: Home Depot
(c) The Integer Group, 2010
ACCOMODATION Case: Home Depot
(c) The Integer Group, 2010
Functionality and way-finding are beneficial
It’s more than just speeding them up
Edited assortments and solution centers
Proper levels of customer service are key
Training and tutoring help inform an engaged experience
ACCOMODATION
(c) The Integer Group, 2010
Gay men are less inclined to have a “get in and get out” mentality than straight men. They enjoy the shopping experience.
They are also inclined to work hard at finding what they want at the best price and will keep on shopping till they find it.
The desire for proper levels of customer service is similar, however, if not more for gay men. When asked to rank desired features in stores like Lowe’s, Home Depot and Sears, knowledgeable staff ranked higher among gay. Straight consumers put more importance on lower prices.
ACCOMMODATION
“We found that gay consumers are shopping in more places than straight consumers to find the items that they want. This includes both retail stores and online.
They are savvy shoppers who are determined to find exactly what they want and at the best price.”
– Jeff Kerr, Vice President, Socratic Technologies
ACTIVATION Case: Best Buy
ACTIVATION Case: Best Buy
Gadgets and gizmos
Interaction with the brand
Spirited competition
Sensorial experiences
Key moments of truth in-store
ACTIVATION
(c) The Integer Group, 2010
In this instance, it’s not a “gay or straight thing,” it’s a “guy thing.”
It’s all about gadgets, gizmos, brand interaction and sensorial experiences. Guys want to try stuff out and give it a whirl.
In fact, gay men might like this even more than straight.
According to Simmons Market Research Bureau’s Gay Consumer Study, gay men are 66% more likely to agree that they “love to buy new gadgets and appliances” than straight men,
Source: SMRB Gay and Lesbian Consumer Study 2006
ACTIVATION
AUTHENTIFICATION Case: J Crew Liquor Store
(c) The Integer Group, 2010
AUTHENTIFICATION Case: J Crew Liquor Store
(c) The Integer Group, 2010
AUTHENTIFICATION Case: J Crew Liquor Store
(c) The Integer Group, 2010
Connect with higher order needs
Clearly it’s his domain
Less than a store is more
AUTHENTIFICATION
(c) The Integer Group, 2010
Being authentic means connecting with shoppers on a higher order of needs and emotions.
For gay men, this means demonstrating how products and services are relevant to their lives based on consumer insights and emotional connections.
If you want their attention, make it gay relevant.
AUTHENTIFICATION
(c) The Integer Group, 2010
33
While major retailers and brands serve all men, there are ways to make gay men feel welcome, comfortable and valued.
Being authentic to the gay experience can earn strong brand loyalty, for which the market is famous.
• Targeted or inclusive advertising • In-store displays • Targeted or inclusive websites • Connections to the community (support)
AUTHENTIFICATION
(c) The Integer Group, 2010
(c) The Integer Group, 2010
Thank you
Craig Elston SVP, Insight & Strategy
The Integer Group®
+1.303.393.3474 [email protected]
twitter.com/shopperculture
(c) The Integer Group, 2010
CONTACT US…
Matt Tumminello President Target 10
+1.212.245.6040 [email protected]
twitter.com/Target10NYC
Become a fan of Target 10 on Facebook Download or subscribe to our presentations, white papers and editions of The Checkout at www.shopperculture.com