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Brandon Murphy, EVP Chief Strategy OfficerSaya Heathco, Planning Director
squared
@22squared
22squared © 2014. All Rights Reserved. 2
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
Washington, D.C. News
MEN ARE MANNING UP AT THE GROCERY STOREAccording to a new survey, the days of women doing a majority of the shopping for the family are over.
Gulf News:
NEW DADS TAKE ON DIAPER DUTY
USA Today:
DADS WANT MORE DIAPER CHANGING TABLES
Today.com:
DADS TODAY ARE LESS CONCERNED WITH BRINGING HOME THE BACON AND MORE INVOLVED WITH FRYING IT UP IN A PAN.
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WOMEN’S PURCHASES
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MEN’S PURCHASES
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They cook together,
drive together, parent together
and share a bathroom.
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CULTURAL REALITY
Household shopping is an art form - a strategic and
savvy process.
CONSUMER REALITY
Gender no longer dictates household responsibility.
It’s all hands on deck.
THEY WORK TOGETHER
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METHODOLOGY
Married men and women with children, with an annual household income of $50K+
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, Wave 2: July)
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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 opportunityfor any brand or retailer of household products.
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It’s a subconscious process
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72%say: “I am the
primary shopper for our household”
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82%of their spouses
share responsibility
when really...
Making it work
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Effective teams communicate well and often
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57%have to call or text their spouse 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
Emotions driving the team dynamic.
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THEYCOMPLEMENT
EACHOTHER
56% of health-focused shoppers have health-focused spouses
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THEYBALANCE
EACHOTHER59% of impulsive
shoppersdescribe their
spouses as habitual
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THEY KEEP EACH OTHER
ACCOUNTABLE
79% of respondents are satisfied with their spouse's involvement
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“IT’S A BADGE OF HONOR TO HELP MY FAMILY”
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would feel sad, disappointed or guilty if their spouse did all the
household shopping.
58%
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of women worry their husbands will get something
wrong when shopping
29%
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“I would like him to pay more attention
to the actual brands we use.”
FROM HER PERSPECTIVE
0%
20%
40%
60%
80%
He’s Creative
He’s Impulsive
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0%
30%
60%
90%
I’m Creative
I’m Impulsive
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“She’s a creature of habit; sticks to the
basics. I’m more willing to try new things.”
FROM HIS PERSPECTIVE
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Both teammates want to balance the other’s shopping needs without sacrificing their own.
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Not all teams look alike.
STRESSED SURVIVORS
LEADERS-FOLLOWERS
INDEPENDENTSAD-
LIBBERS
SEASONED VETS
DIVIDE & CONQUERORS
“We’re pretty formulaic in how we tackle the shopping. Not a lot of mystery and it works well.”
“I try not to give him too much—it’s easier to just do it
myself.”
“We have a great system—she creates
the list and I shop. She knows what we
need and when.”
“Whoever is available to make the
shopping run takes responsibility.”
“ I just want to get in and out. He’s rushed
because he hates being there.”
“He’s bad about telling me when
he needs something, so I don’t know
to buy it.”
Being a team-friendly brand.
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Improve team communication
Eliminate shopping ambiguity
Make tools more shareable
Encourage joint shopping trips
Manage CRM by team type
Make teamwork fun
Why we care(and you should too).
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Those who shop your store as an effective
team are
20%+ more likely to love
shopping there
39
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REGARDLESS OF HOUSEHOLD CATEGORY
40
Lift for effective
teams
Mass Electronics Club Home Imp Grocery Furniture C-Store Cars
% who love to shop
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Brandon MurphyEVP, Chief Strategy Officer
Saya HeathcoPlanning Director
22squared.com/teamshopping@22squared #TeamShopping #M2Moms