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Brandon Murphy, EVP Chief Strategy Officer
Saya Heathco, Planning Director
squared
@22squared
22squared © 2014. All Rights Reserved. 2
A
P
M
sl
be
go
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A
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on
Washington, D.C. News
MEN ARE MANNING UP
AT THE GRO...
22squared © 2014. All Rights Reserved.
WOMEN’S
PURCHASES
22squared © 2014. All Rights Reserved.
MEN’S
PURCHASES
22squared © 2014. All Rights Reserved. 5
They cook
together,
drive together,
parent together
and share a
bathroom.
22squared © 2014. All Rights Reserved.
CULTURAL REALITY
Household shopping is
an art form - a strategic and
savvy process....
22squared © 2014. All Rights Reserved.
METHODOLOGY
Married men and women with children, with an annual household income of...
22squared © 2014. All Rights Reserved.
team shopping [teem shop-ping]
noun
1. The shared and often unspoken
process of div...
It’s a subconscious process
22squared © 2014. All Rights Reserved. 10
72%say: “I am the
primary shopper for
our household”
22squared © 2014. All Rights Reserved. 11
82%
of their spouses
share responsibility
when really...
Making it work
22squared © 2014. All Rights Reserved. 13
Effective teams
communicate
well and often
22squared © 2014. All Rights Reserved. 14
22squared © 2014. All Rights Reserved.
57%have to call or text their
spouse for clarification
while shopping
16
22squared © 2014. All Rights Reserved. 17
“I’m like a computer—
I buy what’s on the list,
and if something isn’t in
the st...
Emotions driving the team dynamic.
22squared © 2014. All Rights Reserved. 19
THEY
COMPLEMENT
EACH
OTHER
56% of health-focused shoppers
have health-focused sp...
22squared © 2014. All Rights Reserved. 20
THEY
BALANCE
EACH
OTHER59% of impulsive
shoppers
describe their
spouses as habit...
22squared © 2014. All Rights Reserved. 21
THEY KEEP
EACH OTHER
ACCOUNTABLE
79% of respondents are satisfied
with their spou...
22squared © 2014. All Rights Reserved. 22
22squared © 2014. All Rights Reserved.
“IT’S A BADGE OF HONOR TO HELP MY FAMILY”
23
would feel sad,
disappointed or guilty...
22squared © 2014. All Rights Reserved. 24
22squared © 2014. All Rights Reserved. 25
of women worry their
husbands will get something
wrong when shopping
29%
22squared © 2014. All Rights Reserved. 26
“I would like him to
pay more attention
to the actual
brands we use.”
FROM HER P...
22squared © 2014. All Rights Reserved.
0%
30%
60%
90%
I’m Creative
I’m Impulsive
27
“She’s a creature of
habit; sticks to ...
22squared © 2014. All Rights Reserved.
Both teammates want to balance the other’s
shopping needs without sacrificing their ...
22squared © 2014. All Rights Reserved. 29
22squared © 2014. All Rights Reserved.
Not all teams look alike.
STRESSED
SURVIVORS
LEADERS-
FOLLOWERS
INDEPENDENTS
AD-
LIBBERS
SEASONED
VETS
DIVIDE &
CONQUERORS
“We’re pretty
formulaic i...
Being a team-friendly brand.
22squared © 2014. All Rights Reserved.
22squared © 2014. All Rights Reserved.
22squared © 2014. All Rights Reserved.
22squared © 2014. All Rights Reserved. 37
Improve team communication
Eliminate shopping ambiguity
Make tools more shareabl...
Why we care
(and you should too).
22squared © 2014. All Rights Reserved.
Those who shop your
store as an effective
team are
20%+
more likely to love
shoppin...
22squared © 2014. All Rights Reserved.
REGARDLESS OF HOUSEHOLD CATEGORY
40
Lift for
effective
teams
Mass Electronics Club ...
22squared © 2014. All Rights Reserved. 41
Brandon Murphy
EVP, Chief Strategy Officer
Saya Heathco
Planning Director
22squar...
DOTPS for M2Moms FINAL
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DOTPS for M2Moms FINAL

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DOTPS for M2Moms FINAL

  1. 1. Brandon Murphy, EVP Chief Strategy Officer Saya Heathco, Planning Director squared @22squared
  2. 2. 22squared © 2014. All Rights Reserved. 2 A P M sl be go T A C A R w on Washington, D.C. News MEN ARE MANNING UP AT THE GROCERY STORE According 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.
  3. 3. 22squared © 2014. All Rights Reserved. WOMEN’S PURCHASES
  4. 4. 22squared © 2014. All Rights Reserved. MEN’S PURCHASES
  5. 5. 22squared © 2014. All Rights Reserved. 5 They cook together, drive together, parent together and share a bathroom.
  6. 6. 22squared © 2014. All Rights Reserved. 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 6
  7. 7. 22squared © 2014. All Rights Reserved. METHODOLOGY Married men and women with children, with an annual household income of $50K+ Secondary Immersion Mintel, Experian Marketing Services, national news sources Real-Time Polling Study Nov-Dec 2013 online study among 298 qualified adults In-Person + Skype Interviews 20 in-depth interviews with a nationally diverse sample of adults/couples Shopping Expert Interview Ali Lipson, Senior Retail & Apparel Analyst at Mintel Quantitative Studies 500 qualified adults per survey (Wave 1: Feb, Wave 2: July) 7
  8. 8. 22squared © 2014. All Rights Reserved. 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. 8
  9. 9. It’s a subconscious process
  10. 10. 22squared © 2014. All Rights Reserved. 10 72%say: “I am the primary shopper for our household”
  11. 11. 22squared © 2014. All Rights Reserved. 11 82% of their spouses share responsibility when really...
  12. 12. Making it work
  13. 13. 22squared © 2014. All Rights Reserved. 13 Effective teams communicate well and often
  14. 14. 22squared © 2014. All Rights Reserved. 14
  15. 15. 22squared © 2014. All Rights Reserved. 57%have to call or text their spouse for clarification while shopping 16
  16. 16. 22squared © 2014. All Rights Reserved. 17 “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
  17. 17. Emotions driving the team dynamic.
  18. 18. 22squared © 2014. All Rights Reserved. 19 THEY COMPLEMENT EACH OTHER 56% of health-focused shoppers have health-focused spouses
  19. 19. 22squared © 2014. All Rights Reserved. 20 THEY BALANCE EACH OTHER59% of impulsive shoppers describe their spouses as habitual
  20. 20. 22squared © 2014. All Rights Reserved. 21 THEY KEEP EACH OTHER ACCOUNTABLE 79% of respondents are satisfied with their spouse's involvement
  21. 21. 22squared © 2014. All Rights Reserved. 22
  22. 22. 22squared © 2014. All Rights Reserved. “IT’S A BADGE OF HONOR TO HELP MY FAMILY” 23 would feel sad, disappointed or guilty if their spouse did all the household shopping. 58%
  23. 23. 22squared © 2014. All Rights Reserved. 24
  24. 24. 22squared © 2014. All Rights Reserved. 25 of women worry their husbands will get something wrong when shopping 29%
  25. 25. 22squared © 2014. All Rights Reserved. 26 “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
  26. 26. 22squared © 2014. All Rights Reserved. 0% 30% 60% 90% I’m Creative I’m Impulsive 27 “She’s a creature of habit; sticks to the basics. I’m more willing to try new things.” FROM HIS PERSPECTIVE
  27. 27. 22squared © 2014. All Rights Reserved. Both teammates want to balance the other’s shopping needs without sacrificing their own. 28
  28. 28. 22squared © 2014. All Rights Reserved. 29
  29. 29. 22squared © 2014. All Rights Reserved. Not all teams look alike.
  30. 30. STRESSED SURVIVORS LEADERS- FOLLOWERS INDEPENDENTS AD- 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.”
  31. 31. Being a team-friendly brand.
  32. 32. 22squared © 2014. All Rights Reserved.
  33. 33. 22squared © 2014. All Rights Reserved.
  34. 34. 22squared © 2014. All Rights Reserved.
  35. 35. 22squared © 2014. All Rights Reserved. 37 Improve team communication Eliminate shopping ambiguity Make tools more shareable Encourage joint shopping trips Manage CRM by team type Make teamwork fun
  36. 36. Why we care (and you should too).
  37. 37. 22squared © 2014. All Rights Reserved. Those who shop your store as an effective team are 20%+ more likely to love shopping there 39
  38. 38. 22squared © 2014. All Rights Reserved. REGARDLESS OF HOUSEHOLD CATEGORY 40 Lift for effective teams Mass Electronics Club Home Imp Grocery Furniture C-Store Cars % who love to shop
  39. 39. 22squared © 2014. All Rights Reserved. 41 Brandon Murphy EVP, Chief Strategy Officer Saya Heathco Planning Director 22squared.com/teamshopping @22squared #TeamShopping #M2Moms

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