Beyond Mom - PMA BLUR

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


NOT ALL MEN ARE CREATED EQUAL

SOME SIMPLE FACTS ABOUT MEN…


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


IN‐STORE SHOPPING EXPERIENCE STUDY

Monthly 1,200 respondents RepresentaNve U.S. sample Data from 2009


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


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



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



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


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


SO, UNNATTACHED MEN

Exhibit greater brand affinity But are more picky about brands


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


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?”


ACCOMODATION

ACTIVATION

AUTHENTIFICATION

“You can do it, we can help”

ACCOMODATION Case: Home Depot


ACCOMODATION Case: Home Depot


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


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

Gadgets and gizmos

Interaction with the brand

Spirited competition

Sensorial experiences

Key moments of truth in-store

ACTIVATION


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


Connect with higher order needs

Clearly it’s his domain

Less than a store is more

AUTHENTIFICATION


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


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



Thank you

Craig Elston SVP, Insight & Strategy

The Integer Group®

+1.303.393.3474 [email protected]

twitter.com/shopperculture


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

Beyond Mom - PMA BLUR

Business

Transcript of Beyond Mom - PMA BLUR