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Moms’ shopping trendsToday’s purchase path and what influences moms
Lindsay Jurist-RosnerMicrosoft Advertising
Seek better value
More advance purchase research
Using different channels
Reduced volume
Word-of-mouth
New shoppers’ behaviors
The study’s shopping moms
Microsoft Advertising | Carat | Essential Research | Project Red | 2010
Moms are primary decision-makers and highly store-loyal.
Average age: 37Average household
income: $60K
Decision makers
Grocery: 90%Home electronics: 52%Home improvement:
54%
Store loyal
Grocery: 95%Home electronics: 74%Apparel: 85%Home improvement:
91%Fast food: 82%
Need state Research
The new shopper paradigm
‘Pre-tailing’ Retailing ‘Post-tailing’
PurchasePost
purchase
In-store experience
Word of mouth feedback loop
3 core shopping patterns emerged
Source: Which of the following best describes your initial reasons for making this purchase?
Habitual ResearchImpulse
62% 59%
15%
39% 33%
23%36%
23%
46%
28%
15%
4%
62%
16%
38%
Re-search
Impulse
Habitual
Purchase patterns differ by purchase type
The new shopper paradigm
Need state Research
‘Pre-tailing’ Retailing ‘Post-tailing’
PurchasePost
purchase
In-store experience
Word of mouth feedback loop
Moms on a mission
Moms have made 3-4 different decisions about their purchase before they start their research.
Budget, product, brand, placeare the key inputs.
Necessity Item for home Treat
Need state
Research
Moms change their minds after researching
70-80% of moms changed something about their planned purchase as a result of their research.
Price, retailer, brand: 3 most likely to change.
Huge impact of digital marketing, circulars, coupons, word of mouth.
Moms at the point of purchase
Purchase
Place is selected based on price and proximity.
Online choice is about price and delivery speed.
20% of moms changed their minds about their purchase at the point of purchase.
25% of moms used cell phones in store to inform their purchase decision.
Moms talk
Need statePost
purchase
Word of mouth feedback loop
Moms are significantly more likely to talk to people about purchases they make in each category—with the
exception of home electronics.
40% of moms engaged in some word of mouth
activity post-purchase.
Moms more likely to buy apparel on impulse
Heavier researchers
Most WOM
More frequent shoppers
Most impulse shoppers
Shopper paths around the world
Driven less by necessity and more by kids’ needs
Most likely to purchase a treat (grocery)
More likely to be influenced by advertising
Twice as many research sources
98% of WOM is digital; 78% on mobile
Most likely to engage in post-purchase action
Purchase triggers, globally
Shopportunities for marketing to moms
Success requires an integrated approach to media and in-store experiences.
Online, mobile, social communication are critical to your results.
1Get to know the touch points and triggers along the shopper path to purchase
2Understand the role of digital especially for researching purchases
3Recognize and leverage word of mouth as a key driver
Thank [email protected]