Reimagining the In-Store Retail

Experience for MenHafez Adel

Director of MarketingCombatant Gentlemen

@hafez_adel #futurestores

Groundbreaking Insight: Men don’t like going shopping

@hafez_adel #futurestores

Groundbreaking Insight: Men don’t like going shopping

• Men become bored after 26

minutes of shopping (two

hours for women)• 45% avoid shopping at all

costs• 80% of men don’t like

shopping with their partners• 1/2 of spousal shopping trips

end in arguments

@hafez_adel #futurestores

“The 1000 Store Stare”

How do men shop?• Move quickly through a store’s aisles

• Spend less time looking at anything other

than what they intended to buy

• Tend not to ask for help from salespeople

• Less likely to look at price tags

• Motivated by utilitarian goals, whereas

women are motivated by more

experiential and interpersonal goals

“We’re going to this store and we buy it and we leave because we want to do something else”

@hafez_adel #futurestores

Artist’s Depiction

@hafez_adel #futurestores

What are men’s problems with shopping?

Layout• Not enough info near where the product was displayed• Difficult to find item because the store was so cluttered with

products

Service• Salesperson did not offer advice or choices• Salesperson could not properly explain the product to you

Speed• Top shopping problem for women: lack of engagement and

attention from salespeople• Top shopping problems for men: difficulty finding parking close to

store entrance, item not in stock, and long checkout lines

@hafez_adel #futurestores

What drives men’s loyalty?

@hafez_adel #futurestores

• Men more likely to return to a store

after a positive experience• Brand loyalty simplifies shopping• Men’s loyalty is also more fragile• Two main service elements to loyalty:

• Interest in helping you find the item

you were looking for• Effort in getting you through

checkout quickly

“Help me find what I’m looking for quickly so I can achieve my goal and get out of here quickly”

Why?

@hafez_adel #futurestores

“The Savannah Hypothesis”

@hafez_adel #futurestores

VS

“The Savannah Hypothesis”

@hafez_adel #futurestores

Gathering (Women) Hunting (Men)

Daily activity; requires frequent trips Periodic; fewer trips, bigger game

Ability to choose among large variety Decision-making driven by practical constraints

Remembering desired goods and where they can be found

Requires lots of searching & tracking

Ability to inspect goods and appreciate differences in quality

Ability to use time & energy efficiently

Social/recreational activity Solitary/utilitarian activity

Recommendations for Men’s Retailers

@hafez_adel #futurestores

• Psychological Goal: Help men feel competent and accomplished

• Worst Case Scenario: Leave the store empty-handed

• Practical Goal: Help men find what they’re looking for quickly and

efficiently

• Group similar products together

• Provide clear directions and signage

• Utilize product information and advice points

• Ensure inventory depth

• Make decision-making easy by offering targeted recommendations

• Streamline checkout and payment processes

• Train frontline staff to focus on helping guys get in and out quickly