Retail Mama

8/4/2019 Retail Mama

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RETAILmamam a r k e t p l a c e r e s e a r c hSeptember 2006, Issue 1

www.sparkvisualresearch.com


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MARKETPLACE CATEGORY:RETAIL

! DEFINITION:When we in the stock world think retail images, we think mainly of images of

people shopping. Its the looking, trying on, finding, and purchasing moments.

! RELEVANT INDUSTRIES: Who mainly request retail images? As far as the marketplace isconcerned, the industries interested in retail images are mainly financial and travel. Wewould love for the fashion industry to buy stock but obviously, that needs to be done by their in-house team. Still, brands that support the fashion industryalso desire images of retailsuch as malls or retail support services.

! MARKETER MOTIVATION: The shopping experience is a perfect setting for companieswho need to illustrate worry free credit, sell consumers home improvement, hassle free loans, adeserved vacation or a new self image. Much of the brand positioning centers around theconcept of you earned it, you deserve it!.

! LOCATIONS: shopping malls, outlet, warehouse and discount, boutiques, online, grocery, drugstores, sporting/hobby, home decoration/improvement, clothing (either in-store or at home),

electronic/computer stores, sidewalks, car, street markets, even airports.

! MAIN DEMOGRAPHICS: kids, tweens, teens, young adults, boomers, and parents.

! KEY DEMOGRAPHIC:MOMS


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KEY DEMOGRAPHIC:MOM

THEIR STRENGTH: PURSE POWER

According to American Demographics,

women make up 52.1% of the US population

but control 2/3 of the nations disposable

income.

Sorry to tell you fellas but since 2000 it has been womenwho have kept up consumer spending, despite talks of arecession. Women have also earned nearly 60% of allbachelors and masters degrees awarded during the pastfive years. On top of that, women are taking many of thebetter-paying and more secure jobs. The result is that

womens income, while still lagging behind mens, is risingfaster. Over the past five years, full-time working womenaged 25-64 have seen their real (inflation-adjusted)median income rise 4% compared with a 3% decrease formen.

The impact of this shift extends far beyond just addingmore cash to consumer spending. It changes what and

often how, women purchase. This trend is a causal factorin the growing preference for more healthful and organicfoods, natural ingredients in cosmetics and more planetfriendly products.

According to USA Today, American Moms

command 1.7 trillion in annual spending.

photo source: California Closets Ad


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WOMEN AREMULTI-DIMENSIONAL

They are objects of beauty.

They are sensorial creatures.

They areindependent.

They are communal by nature.

They are mothers + caretakers.


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THEY AREOBJECTS OF BEAUTY

They have been traditionallybeen seen as an object of

beauty and are very aware oftheir appearance.

Even when pregnant,they feel beautiful and proud.

Todays woman capitalizes onher own individual beauty; herimperfections make her who

she is.

BEAUTYIS KEY TO A SATISFIED CUSTOMER

photo source: Wonderbra Ad photo source: Liz Lange Ad photo source: Dove Ad


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THEY ARESENSORIAL CREATURES

They are nurturing by nature. They utilize all their senses. They literally feel more thanmen.

INCORPORATE THE 5 SENSESTO THE SHOPPING EXPERIENCE

photo source: parenting magazine promotion photo source: Barilla Ad photo source: Springmaid Ad


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THEY AREINDEPENDENT

They do for themselvesand no longer rely

completely on men. It isa two way street.

Their happiness is their own.Time alone is a precious

commodity, especially formoms. It is a true luxury.

INDEPENDENCE= MAKING YOUR OWN DECISIONS

They are more fearless, especially theyounger set.

photo source: Barbara K Tools Ad photo source: Mavi Ad photo source: Crystal Light Ad


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THEY ARECOMMUNAL BY NATURE

Their relationships are important to

them. Men are fascinated by whatmakes them tick.

For single women, their friends

hold just as much if not moreimportance in their lives as

their family.

For mothers, their children are

an extension of themselves.Their childs happiness tends totake precedence over their own.

SHARETHE SHOPPING EXPERIENCE

Elle Magazine editorial photo source: Godiva Ad photo source: Microsoft Windows Ad


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THEY AREMOTHERS + CARETAKERS

They are natural multi-taskers

and tend to take on more thantheir male counterparts.

Lifes small moments add up

to pure happiness for moms.

Helping others is a natural

component of their happiness.

SHOPPINGCAN BE A WAY OFCAREGIVING

photo source: Canon Ad photo source: Cotton Ad photo source: Mr. Mash Ad


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THE FACETS OF...WOMEN

As previously described, women are multi-dimensional creatures. Marketers have to find a point of entryinto consumers so they target different aspects of woman-ness. This is not to say that the sex kitten

does not have a child or that a mom is not a sex kitten but by targeting a side of their personality, amarketer can better tap their specific lifestyle. What side are you targeting in your work?

Bring home the bacon fry it up in a pan.

photo source: Motrin Adphoto source: Prada Ad


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BOTTOMLINE:TELL A SHOPPING STORY

CREATING SHOPPINGPERSONAS

Women tend to have shopping personalities.Depending upon the day, a woman can turnfrom an impulse buyer into a coupon clipperat the drop of a hat.As seen in this American Express ad,marketers want to capitalize off theseshopping (and subsequent) saving styles.

According to Womans Wear Daily, womenspend about 102 minutes shopping permonth, almost double that of men. Sinceshopping is essentially an identity buildingexperience, it is no wonder we take ondifferent roles in that time. Examples ofshopper styles from Marie Claire include theSacrifice Shopper who eats pizza to affordthe Dior mascara or the Web Browserwho hates shopping in stores so insteadspends about $1200 a month online.

photo source: American Express Ad


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SUPERWOMANOnce a woman goes from independent

change maker to home maker, her identityshifts.The term superwoman has been thrownaround marketing circles recently torepresent all the hats she is expected towear - mom, sex kitten, bread winner(20% of women out-earn their husbands in

the US) award winning chef, chauffeur,daughter etc.As already stated, marketers either tap intothe different roles she plays or highlight thefact that she has so many in the first place.In the past, roles were more delineated buttoday a woman can be whomever she wantsto be. These options are exciting but also

rather overwhelming.Some women in their 30s are rejecting the"superwoman" role and choosing to just bemom. This debate is a hit topic these daysboth in the US and the UK.

Please wait for 30 second spot to end before going onto next page.

photo source: Sure commercial done by Lowe & Partners

commercial does not run in

pdf version


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! WALMART: Almost half the US population shop at Walmart. According to Walmart, some changes

they have made are: 1. Offer great values on better products that consumers want to buy, such asmaking organic produce available at only 10% above regular price. 2. Satisfy different life stages andtheir accompanying needs by stocking more relevant goods. For Supermoms, that means bigger babydepartments and fashions for her. 3. Satisfy different ethnicities. Hispanic consumers are Wal-Mart'sfastest-growing demographic. In stores where Walmart serves a Hispanic-dominant group, they haveadded foods like peppers and mangos. Some even make tortillas in store. On the ad front, Walmarthas doubled spending in Hispanic media in the last two years. 4: Accept that the consumer is incontrol so, make the shopping experience faster and easier for them. 5: Build sustainability into thebusiness model. This helps control costs and appeal to consumers, especially female.

! BEST BUY: The chain made changes in order to increase the wife approval factor. The Best BuyPR department found that lowering the music and taking down the displays out of the aisles forwomen with strollers improved the shopping experience. These changes may have contributed toBest Buy rating 9th in effective customer service in a nationwide poll by the National RetailFederation and American Express in 2005. (Media magazine Aug 2006)

! LIZ LANGE: The way that pregnant women view themselves has altered drastically over the last 10years. Once it was an endgame, getting to the birth but now, women are coveting the journey ofpregnancy. According to Liz Lange, the original and dominant force in maternity wear, "Years ago,women were trying to cover up their pregnancies, now 95% of my clothes are closely fitted and thatis by customer demand." By listening to consumers, designer Liz Lange, proved being sexy and beingpregnant are mutually exclusive. Women now covet their bump.

HOW DO RETAILERS TARGETSUPERMOM


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According to Marti Barletta, President & CEO of TheTrendSight Group and authur ofMarketing to Women ,when a man shops, they are looking for a simpleanswer; something that checks a few of their boxes.They like to get their shopping done quickly so they canmove on to other activities. Basically, they incorporate aprocess of elimination in their thinking.

Women are different. They enjoy the ritualistic aspectto shopping, always seeking the perfect answer.When she shops, she takes a survey of all availableoptions. If you havent looked at everything how doyou know youve made the best choice?

If a woman discovers something new mid-search, shemay even go back to square one and begin again. Hermale counterpart might consider that backtracking butfor a woman, it is all part of the fun.

WHILE A MAN SHOPS LINEARLY, A WOMAN SHOPS ON A SPIRAL PATH.*

Regardless of lifestyle, a woman shops differently

than a man. It is genetically proven.

photo source: not certain of source, contact for information

* from Marti Barletta


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HOW WOMENSHOPRemember, women are sensorial creatures. Details can be

deal-breakers when your prospect is female because shewants whatever shes buying to fulfill every wish on her list,a list most men dont even conceive of.

Women generally pick up on things that men often donteven register. Men prefer to peel away what they considerto be extraneous data because they find detail smotheringand simplicity soothing. For her, these details add

richness and texture.

In recent research studies, anthropologists, biologists andpsychologists have confirmed each gender comes equippedwith a different set of abilities and priorities, appreciation ofdetail is one of them. Marketers and advertisers whounderstand, and act upon, these gender differences are far

more likely to experience success, says President & CEO ofThe TrendSight Group. Tapping into these behaviors in ourimage creation will broaden the visual story.

THE DIFFERENCE IS IN THE DETAILS.

photo source: Visa Ad


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THEY ALSO USE THE WORLD AROUND THEM FORINSPIRATIONMagazines are point of entry for a female shopper. More

and more of them are being made to cater to her love ofshopping. Think Lucky, Domino etc. These magazines andthe fashion industry on the whole exploit celebrities tosell a certain style or trend. They are also an excellentresource for making educated pre-production decisions.

photo source: Blueprint Magazine photo source: Allure Magazine photo source: Shop etc. magazine promotion


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MOMS ARE NOT ON A PEDESTAL ANYMORE

Just because you are a mom doesnt mean you are not hip. Which one of these is not a mom?They all are! Being a mom does not equal being frumpy. They can be way cool, some even use their

childrens style as inspiration. Remember when it was just the other way around?

BOTTOM LINEMOMS ARE COOL.


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KEY MOMENTS INRETAIL...

The FEEL

The HUNT

The TEST

The KILL

The PRIDE


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THE FEEL

The joy emanating from thismodel illustrates the

overwhelming happiness that awoman feels when she findsthe perfect boot, bag or skirt.

It is like seeing God for some.

And that feeling can bereplayed over and over againwith the right item or outfit.

Shopping feels fantastic.

Some women are defining theirstatus. What message are they

sending the world?

photo source: Dooney & Bourke Adphoto source: Marie Claire Editorialphoto source: Salvatore Ferragamo Ad


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THE HUNT

See the concentration.The body language illustrates

the intensity.

Choice and variety are keyconcepts in retail. The womanis seen as the decision maker.

Dont be mistaken, it is a hunt.Remember that DSW ad where the women were hunting for shoes like they were in the wild?

She is in control, she is the hunter.

photo source: Shopsmart magazine photo source: Chinese Bazaar magazinephoto source: Lucky magazine


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THE TEST

This moment can happen inthe store. Rather taxing at

times!

Gotta see if it fits, their body, their lifestyle, their taste, their personality, their entire identity.

Or at home. Dont grownwomen ever play dress up?

When shopping for clothes or thehome (they are interconnected sinceboth reflect your personal style), a

woman is actually building her

identity.

photo source: Cheer True Fit Ad photo source: Red Magazine layout

photo source: Olympic Ad


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THE KILL

From their spiral shopping pattern, you could imagine the joy of the kill they feel when they find theperfect item. Shoes and bags are top of the list for what women truly love to buy. Victory!

Zeroing in on the prey.

photo source: Zappos Ad photo source: Moschino Ad photo source: Marka Ad


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THE PRIDE

Once the purchase is made, women feel an immense amount of pride for their victory. It isakin to a hunter having a deer on the hood their car, they want to share it with their peers,

especially when on sale!

The Ive made the right decision.

Photo source: Dior Adphoto source: Bellagio Promotion in Travel + Leisure


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WHY WOMENSHOP

As aquickfix

As an everyday need.

To feel beautiful.

Shopping to nest.

For anevent.

In order to find both the action and the emotional drive of the image, we must understand whywomen shop. A few motivators are:


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AS A QUICK FIX

Youve had a long day and man, you deserve it! Who hasnt treated themselves to some retail therapy?Some take it too far and dont know when to stop. Many people in the US and UK are addicted to

shopping, racking up credit card bills in the tens of thousands. According to a recent NY Times article,Buying a bag is nothing less than a compulsion, a fixation, a tragicomic spectacle, an indication of status

anxiety, a sign of existential hope, a fetish, a clue, a puzzlement, a pity, a pleasure.Sounds like a nice bag. Actually, handbag sales have skyrocketed 67% in the last 5 years.

photo source: Liz Claiborne Adphoto source: Nine West Ad


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AS AN EVERYDAY NEED

Women can get just as much shopping satisfaction from everyday purchases as they do from bigpurchases. This is the premise on which big box stores tend to capitalize. Who hasnt gone to Target to

buy detergent but came out spending hundreds of dollars on, well, stuff? But stuff that you need.Women happily get lost in the experience of shopping and spreading that love to the family.

photo source: Mastercard Ad photo source: Intel Ad photo source: Coca-Cola Ad


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*DONT FORGET ABOUT HER FAMILY.

Even with todays brand savvykids, moms and their purse

power still have a say in what isbought and worn. Marketers

target moms to purchase theirfashions, especially for back to

school shopping.

Food marketers are aware thatchildren are a key component toconsumer experience, putting eyecatching products along the childs

line of vision.Remember, women are part of agroup, they naturally think about

others needs.

photo source: American Express Ad photo source: J Crew Ad

photo source: Wondertime magazine


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TO FEEL BEAUTIFUL

What better way to feel good about yourself than to buy a great new pair of shoes or sweet jeans.As objects of beauty, women have a need to feel beautiful.

On the left, we see how an automotive manufacturer is appealing to womens stylish nature.

photo source: Mercury Ad photo source: Etienne Aigner Ad


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SHOPPING TO NEST

Women are natural nesters.Their home and how it is decorated is high priority. It is where they feel the safest, wherethey can surround themselves with objects they love and another place to make a mark on the

world.

photo source: Domino Magazine photo source: JC Penny Ad photo source: Bank of America Ad


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FOR AN EVENTThere are also times when we need tobuy for a specific event.This is where the hunt really comesinto play. This purchase has to tick allthe boxes in her spiral shopping

journey. Wedding dress shopping is atraditional milestone. What are someothers we can think of?

photo source: MasterCard Ad


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ONLINESHOPPINGWomen are now 52% of Web users, accordingto Nielsen/ Net Ratings, and their usage hasgrown 19% since 2003 vs. 12% for men.It is easier to shop online and women arealways on the lookout for ways to simplifytheir lives. It is also something they can do inthe privacy of their own home, on a break atwork or anytime that fits into their schedule.

photo source: editorial from a womans magazine


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GENDER POWERROLESYounger mothers, still in their early to mid 20s aremembers of Generation Y. Their attitude can be a bit

more flippant, where objects and sometimes peoplecould be considered disposable. Here, see how Tabhas repositioned their brand to attract femaleGeneration Y consumers via images of retail.

photo source: Tab Ad photo source: Tab Ad


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WHAT WOMEN SHOPFOR?

HOME

FOOD

FASHION

BEAUTY

FAMILY + EVERYDAY


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SPARKPLUG is an information grid weve constructed to spark your

creativity. Youll notice weve outlined all the key points regarding thesubject RETAIL and SUPERMOMonto each side of the grid. The

idea of this application is to breakdown your shoot into bite size pieces.

DIRECTIONS: Choose a square on the grid. Each side of thesquare can be traced back to a piece of information contributing to your

new image. Think of the image as being the sum of an informationalequation. The four pieces of information will set the location, inspire the

models, chose the moment, and define your main character. On thefollowing pages, youll find our Retail SPARKPLUG and examples to

guide your process.

OUR APPLICATION:SPARKPLUG


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SPARKPLUG

Beauty + Identity

5 senses

Independence

Shared experience

caregiver

Supermarket

Boutique

Home dcor

Drugstore

Mall/public area

T

hePride

TheKill

TheTest

T

heHunt

TheFeel

Momrunning

errandswithkids

Momon

vacation

Momshopping

Foranevent

MomandDad

Momwith

Girlfriends

Retail Moments

Sup

ermomDrives

Faces of Supermom

Locationexam

ples


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SPARKPLUGEXAMPLEStest + supermarket + beauty + Mom with girlfriends

= Mom standing in an aisle with a couple girlfriends, giggling as they flirt with the young cutestock boy. The stock boy keeps bending and reaching for products the ladies point to, and theladies continue to check out the stock boy.

hunt + home decor + independence + Mom with Dad= Mom climbing up a ladder to reach the lamp she wants on the top shelf, while Dad holds therest of the shopping stunned by his wifes agility and determination.

feel + boutique + 5 senses + Mom shopping for an event= Mom looking in the mirror while trying on a fancy dress. Her eyes are closed as if shesimagining herself at the party wearing the dress. The furry collar is tickling her neck whichmakes her smile.

kill + Mall + Caregiving + Mom on vacation= Mom proudly strutting through the outdoor market, holding the giant swordfish souvenirshe bought her hard-to-buy-for father.

pride + drugstore + shared experience + Mom and kids= Mom in the cosmetic section with her 2 daughters. Lips puckered, they are all admiring inthe mirror the lipstick they chose to apply.


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Spark*y is the informational property of Spark Visual Research.For information on how to subscribe, please visit our website www.sparkvisualresearch.com

and click on the Spark*y tab.All images used in this document are for visual reference only.

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