The Death of the Primary Shopper

Summer 2014 squared

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CHANGING HOUSEHOLD DYNAMICS HAVE LED US TO UNCOVER A NEW TWIST ON SHOPPING BEHAVIOR WE CALL

TEAM SHOPPING

22squared © 2014. All Rights Reserved.

When it comes to cracking household shopping behavior, we’ve had our eye on two major shifts that were bound to collide:

• Gender no longer dictates household responsibility. Between balancing work, kids, finances, and cooking—there’s no time for gender stereotypes. It’s all hands on deck.

• Household shopping has become an art form. With more tools and shopping options than ever before, we have to be more strategic and savvy in the way we approach shopping.

So what happens when couples want to be smart about shopping but just can’t do it all? Our best guess was, they’d work together. And that’s how we became fascinated by the idea of “team shopping.”

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Saya HeathcoPlanning Director

At 22squared, we believe the

strongest ideas live at the intersection

of consumer and cultural insights.

This research has changed how we approach targeting, messaging and idea generation across our client portfolio. It has made us question marketing assumptions like “female head of household” and consider more collaborative shopping journey models. We hope it will spark similar conversations in your own companies, and maybe even your own households!

BACKGROUND

Most brands and retailers are only looking at

one piece of the puzzle.


AMERICAN DADS PITCHING IN

More US fathers are rolling up their sleeves to change diapers and read bedtime stories to their children, a government survey finds.

- Center for Disease Control and Prevention

THE NUMBER OF STAY-AT-HOME-DADS CONTINUES TO RISEAccording to a new report from the Pew Research Center, the number of fathers who stay at home to care for their little ones has nearly doubled since 1989.

- WhatToExpect.com

NEW DADS TAKE ON DIAPER DUTYWith the changing times, fathers take household responsibilities in their stride, making life easier for their working wives.

- GulfNews.com

““MEN ARE MANNING UP AT THE STOREAccording to a new survey, the days of women doing a majority of the shopping for the family are over, because many men are at home either by choice or because they’ve been laid off.

- WTOP News, Washington, D.C.

““


FOCUSING ON MOM OR DAD MEANS YOU’RE MISSING HALF THE OPPORTUNITY

Recent headlines got us wondering:

• Has there truly been a role reversal, or are gender stereotypes over-inflating a shift in household responsibility?

• Is the “primary shopper” still the symbol of customer value, or is the secondary shopper more valuable than we think?

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FOCUS ON THE TEAM

Household shopping is a relay race of shared responsibility —a team effort—

and we’re missing a chance to get in on the action.

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team shopping [teem shop-ping]noun

1. The shared and often unspoken process of dividing planning and shopping responsibilities to survive in today’s dual-everything lifestyle.

2. The way couples actually shop.

3. A hugely untapped opportunity for any brand or retailer of household products.

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METHODOLOGYTo focus the study, we limited consumer participation to married men and women with children, with an annual household income of $50K+. We’d expect greater variability among the broader

demographic set, due to lifestage and economic factors.

Secondary ImmersionMintel, Experian Marketing Services, national news sources

Real-Time Polling StudyNov-Dec 2013 online study among 298 qualified adults

In-Person + Skype Interviews20 in-depth interviews with a nationally diverse sample of adults/couples

Shopping Expert InterviewAli Lipson, Senior Retail & Apparel Analyst at Mintel

Quantitative Studies500 qualified adults per survey (Wave 1: Feb 2014, Wave 2: July 2014)

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Team shopping is a subconscious process.


72% 82%

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COUPLES DON’T REALIZE THEY’RE SHOPPING AS A TEAM

say: “I am the primary shopper for our household”

of their spouses have shared responsibility

when really...

Shopping responsibilities include taking shopping trips, purchasing goods online, collecting coupons and/or starting shopping lists.

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WIVES ARE LESS LIKELY TO GIVE CREDIT

38%of men admit their

wives pitch in 18%of women admit their

husbands pitch in


TEAM SHOPPING IS A NATURAL EVOLUTION

Unlike other shared duties, like paying bills or picking up the children, household shopping isn’t something couples consciously plan for.

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“Being a team is part of being married. No one said ‘Here’s how you’re going to divide up the shopping.’ It happened

organically, and it works.”

- Female, 38


COLLABORATION VARIES ACROSS CATEGORIES

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% saying they work well together by store type

47%

55%

56%

56%

61%

62%

64%

67%Grocery Stores

Home Improvement Stores

Mass Merchandisers

Furniture Stores

Club Stores

Car Dealerships

Electronics Stores

Convenience Stores


65%

COUPLES PREFER A TEAM APPROACH

would shop together more often if they had more time

Once they do acknowledge their spouses’ contribution, 79% are satisfied with the shared involvement, and even grateful to have a teammate to lean on.

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The team process requires work.Planning tools aid coordination and decision-making, but are only as strong as the teams using them.


REGARDLESS OF PURCHASE, COMMUNICATION IS A TEAM’S MOST USEFUL TOOL

68%73%communicate well

for routine purchasesfor non-routine

purchases

From the weekly grocery trip to the less frequent car purchase, regular communication is key to staying informed, sharing information and avoiding duplicated efforts.


76% regularly use a list

TEAMS RELY ON LISTS FOR ROUTINE SHOPPING

71% share it with their

spouses


SHARED LISTS CAN STILL CAUSE CONFUSION

57%call or text their spouses

for clarification while shopping

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“I’m like a computer—I buy what’s on the list, and if something isn’t

in the store, I panic. Then I have to read her mind on what to buy.”

- Male, 31

From ambiguous entries to forgotten items, lists are never foolproof. Add another person to that process, and the room for error multiplies.


58%66%regularly use circulars,

online reviews and/or store websites for non-routine

purchases

describe some non-routine trips as a “Cruel Punishment”

or “Stressful Obligation”

NON-ROUTINE PURCHASES HAVE HIGHER STAKES

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For non-routine shopping, teams do their research to make sure they get it right. Still, they are likely to dread the biggest-ticket purchases like cars and furniture.

Emotions driving the team dynamic.When people work together, emotions inevitably come into play.

And team shopping is no exception.


TEAMS ARE A LIFE-SAVER FOR PARENTS

Young families have the added challenge of managing the needs and wants of their children. Parents depend on their spouses to watch one or all of the children while they take shopping trips.

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have to shop with children all or most of the time

68%“Having a kid forces you

to work together.”

-Male, 34


56% of health-focused shoppers have health-

focused spouses

59% of impulsive shoppers describe their spouses as

habitual shoppers

TEAMS ACT AS A BUDDY SYSTEM

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1. THEYCOMPLEMENT

EACH OTHER

2. THEYBALANCE

EACH OTHER

3. THEY KEEPEACH

OTHERACCOUNTABLE

"The idea of not just shopping for ourselves but shopping for someone else motivates us to accomplish a common goal."

- Ali Lipson, Mintel


CONTRIBUTING TO THE TEAM IS A SOURCE OF PRIDE

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would feel disappointed or guilty if their spouses did all the household

shopping

It’s a badge of honor to do

what I have to do for my family.

-Male, 41

44%


RELINQUISHING CONTROL CAN CAUSE ANXIETY(ESPECIALLY FOR WOMEN)

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Some spouses happily trade the reins for a secondary role, while others feel left out by their lack of involvement. Men are more likely to adapt to their spouses’ shopping style, often expressing:

“I want to help more but I can’t. It has to be her way.”

of women worry their husbands will get something

wrong when shopping

29%


WOMEN SEE MEN’S CREATIVE PURCHASES AS IMPULSIVE

0%

30%

60%

90%

Creative

Impulsive

Creative

Impulsive

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“I would like him to pay more

attention to the actual brands

we use.”

“She’s a creature of habit; sticks to

the basics. I’m more willing to try

new things.”

Husbands describe themselves as Wives describe husbands as


Both teammates want to meet each other’s shopping needs without sacrificing their own. We have an opportunity to help them balance consistency with discovery to get the best of both worlds.

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TEAMWORK MEANS FINDING A BALANCE


Not all teams look alike.Across our research, six team types emerged, each unique in style, motivation and level of collaboration.


TEAM TYPE 1: SEASONED VETS“We’re pretty formulaic as to how we tackle the shopping.

Not a lot of mystery and it works well.” VARSITYTEAMS

TEAMSIN

TRAINING

They see shopping as a focused mission that can be completed on autopilot. Confident and organized, these shoppers are a dream team.

Routine and process can sometimes lead to boredom. Help seasoned team members make room for exploration with fresh ideas. And reward collaboration.

They work together effectively to complete all household tasks, and pride themselves on their regular communication.

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HOW TO HELP:


TEAM TYPE 2: LEADERS-FOLLOWERS“I try not to give him too much or ask for things that need

explanation—it’s easier to just do it myself.”

One teammate takes on most of the shopping responsibility, but both feel it’s important to contribute. The shopping list keeps them both in-the-know.

Help ensure that the Follower’s voice is heard by simplifying sharing tools and reminding Leaders to check in.

The Leader tends to enjoy shopping more than the Follower, so it’s a win for both partners.

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HOW TO HELP:

VARSITYTEAMS

TEAMSIN

TRAINING


TEAM TYPE 3: DIVIDE & CONQUERORS“We have a great system—she creates the list and I do the shopping.

She has a great handle on what we need and when.”

They’ve figured out how to make it work, with clear roles for each person. They like how shopping tools fit their efficient style.

While comfortable in their defined roles, anxiety sets in when they have to improvise. Personalized tools and detailed product information could help.

Most likely to have discussed their current shopping process, so they’re satisfied with each other’s involvement.

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HOW TO HELP:

VARSITYTEAMS

TEAMSIN

TRAINING


TEAM TYPE 4: AD-LIBBERS“Whoever is available to make the shopping run takes responsibility.”

Though it may not be precise, Ad-Libbers accept their laid back approach. They like how mobile tools fit their spontaneity.

Communicate in ways that speak to their impulsive style. Help them organize chaos wth quick, no-hassle tools.

With few rules and both teammates contributing, these teams are less controlling when handing over responsibilities.

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HOW TO HELP:

VARSITYTEAMS

TEAMSIN

TRAINING


TEAM TYPE 5: STRESSED SURVIVORS“Both of us are rushed. I just want to get in and get out.

He’s rushed because he hates being there. ”

With multiple young children at home, shopping trips feel rushed and inefficient. They just do what they can to get through it.

Make the shopping experience more child-friendly, and introduce the team to tools they can use to share the burden.

They don’t enjoy shopping, and feel relieved when they can hand it off to their spouses.

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HOW TO HELP:

VARSITYTEAMS

TEAMSIN

TRAINING


TEAM TYPE 6: INDEPENDENTS“He’s bad about telling me when he needs something,

so I don’t know to buy it.”

They’re making up their shopping “process” as they go, without much organization or communication.

Offer advice on how to start combining efforts and/or sharing tools to enable teamwork.

Since they aren’t leaning on each other for help, shopping is a stressful obligation and another work/life challenge to balance.

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HOW TO HELP:

VARSITYTEAMS

TEAMSIN

TRAINING

Which team type are you?

When it comes to household shopping, is

your spouse:

SEASONED VETS

LEADERS-FOLLOWERS

DIVIDE & CONQUERORS

AD-LIBBERS INDEPENDENTS STRESSED SURVIVORS

A helpful contributor?

Anything but helpful?

Not reading my spouse’s mind.

Too many barriers to list.

It’s a possibility.

We share it.One of us

definitely drives.Is there any other way?

Process? What’s that?

Who’s ultimately in the shopping driver’s seat?

Do you have a clear process for household

shopping?

What’s your biggest barrier to getting the

shopping done?

Will the way you tackle household shopping

change in the next 5 years?

Why change what works perfectly?

WHICH TEAM TYPE ARE YOU?

.

.

.

. .

.

SEASONED VETS

LEADERS-FOLLOWERS

DIVIDE & CONQUERORS

AD-LIBBERS

most common teams least common teams

confident, organized & less

rushed

efficient shoppers,

rely on lists

relaxed & efficient, with defined roles

laid back and high-tech; use

online tools for assistance

contributing to a common mission

helping where they best can

enjoying their individual

contributions

indifferent; it’s a necessary task

best collaborators & communicators

happy with spouse’s level of

involvement

confident in their designated roles

comfortable with their un-process

lived with spouse 10+ years

both work full time

most affluent younger couples

SHOPPING STYLE

SHOPPING FEELINGS

TEAMWORK

LIFESTAGE FACTORS

TEAMTYPES

STRESSED SURVIVORS

frugal, inefficient; rush through

shopping

a painful process

looking for ways to hand it off

multiple young children

INDEPENDENTS

disorganized & unstructured

a stressful obligation

dissatisfied with spouse’s

involvement

both work full time

Why we care(and you should too).


EFFECTIVE TEAMS MAKE MORE VALUABLE SHOPPERS

They are more involved in shopping—talking about it and going together whenever they can. And two contributors means twice the opportunity for new products in the house.

Those who shop your store as an effective

team are

20%+ more likely to love

shopping there

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THE LIFT CAN BE SEEN IN EVERY CATEGORY

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Lift for effective

teams

Mass Electronics Club Home Imprv Grocery Furniture Conv Cars

28%

35%

27%

36%

25%

36%

27%

33%

25%

30%

18%

23%

14%

22%

14%

20%

% who love to shop

Likelihood of happy shoppers increases among effective teams, regardless of store type.


ACCEPT THE TEAM

DYNAMIC

It’s happening, people just aren’t talking about it.

REAP THE REWARDS

Helping teams thrive will lead to more happy,

profitable shoppers.

BEING A TEAM-FRIENDLY BRAND

RE-EVALUATE STRATEGY

Identify the team process and resulting

challenges for your business, and adjust

marketing accordingly.


THANK YOU!

CONTACT US TO VIEW OR DISCUSS THE FULL STUDY AND LEARN HOW YOU CAN BE A TEAM ALLY:

Julianna BowmanVP, Director of Corporate [email protected]

Christy CrossAssociate Director, Business [email protected]

See more at 22squared.com/insights

Courtney McCalden, Brand Planner Brandon Murphy, EVP, Chief Strategy OfficerJennifer Tuel, Associate Creative Director

CONTRIBUTORS: Jen Grant, SVP, Director of Brand PlanningSaya Heathco, Planning Director