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Moms’ shopping trends Today’s purchase path and what influences moms Lindsay Jurist-Rosner Microsoft Advertising

Moms’ shopping trends

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Moms’ shopping trends. Today’s purchase path and what influences moms. Lindsay Jurist-Rosner Microsoft Advertising. SHOPPERS. COUNTRIES. MOMS. New shoppers’ behaviors. Seek better value. More advance purchase research. Using different channels. Reduced volume. Word-of-mouth. - PowerPoint PPT Presentation

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Page 1: Moms’ shopping trends

Moms’ shopping trendsToday’s purchase path and what influences moms

Lindsay Jurist-RosnerMicrosoft Advertising

Page 2: Moms’ shopping trends

COUNTRIES

SHOPPERS

MOMS

Page 3: Moms’ shopping trends

Seek better value

More advance purchase research

Using different channels

Reduced volume

Word-of-mouth

New shoppers’ behaviors

Page 4: Moms’ shopping trends

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 makersGrocery: 90%Home electronics: 52%Home improvement: 54%

Store loyal

Grocery: 95%Home electronics: 74%Apparel: 85%Home improvement: 91%Fast food: 82%

Page 5: Moms’ shopping trends

Moms’ purchase decisions are no longer linear,

they’re more dynamic than ever.

Page 6: Moms’ shopping trends

Need state Research

The new shopper paradigm

‘Pre-tailing’ Retailing ‘Post-tailing’

Purchase Post purchase

In-store experience

Word of mouth feedback loop

Page 7: Moms’ shopping trends

3 core shopping patterns emerged

Source: Which of the following best describes your initial reasons for making this purchase?

Habitual ResearchImpulse

Page 8: Moms’ shopping trends

62% 59%

15%39% 33%

23% 36%

23%

46%

28%

15%4%

62%

16%38%

Re-searchImpulseHabitual

Purchase patterns differ by purchase type

Page 9: Moms’ shopping trends

The new shopper paradigm

Need state Research

‘Pre-tailing’ Retailing ‘Post-tailing’

Purchase Post purchase

In-store experience

Word of mouth feedback loop

Page 10: Moms’ shopping trends

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

Page 11: Moms’ shopping trends

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.

Page 12: Moms’ shopping trends

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.

Page 13: Moms’ shopping trends

Moms talk

Need state Post 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.

Page 14: Moms’ shopping trends

Moms more likely to buy apparel on impulse

Heavier researchersMost WOM

More frequent shoppers

Most impulse shoppers

Shopper paths around the world

Page 15: Moms’ shopping trends

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

Page 16: Moms’ shopping trends

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

Page 17: Moms’ shopping trends

Thank [email protected]