WSL_HAS_Lifestyle_Sample

MORE DETAILON NEXT PAGE

HOW AMERICA SHOPS® LIFESTYLE REPORTSShoppers are ready to move into Recovery after The Great Recession,

but their lifestage and lifestyle will influence their future Shopping Behavior.Find the New Whitespaces of Opportunity in each Lifestyle.

THE AFFLUENT >> compared to Upper and Middle Income shoppersMOMS >> Women with children under 6 vs. with children 6-17 vs. Women without children at homeGENERATIONALS >> Boomers vs. Gen X vs. MillenialsMEN >> compared to Women

4 LIFESTYLE REPORTS:

SHOPPER VALUESAfter the fear and worry of the recession, how have

shopper attitudes changed toward health and wellness,

eco-friendly, financial responsibility?

Are shopping and browsing passé?

SHOPPER SPENDINGWhen will the shoppers’

recession end? (Hint: At least 2 years)

When will they go back to spending? What are their post-recession spending attitudes?

What are shoppers spending more on?* Cutting back?

*reporting on 19 Leading Indicator Categories

SHOPPING BEHAVIORShoppers changed their retail choices during the recession.

How many shopping trips are they making each week/month? Where

are they going*?

Internet shopping moves into the #3 ranked channel shopped. Where are

they going? Why Online?

Where are they buying essentials and discretionary items?

*reporting on 23 channels

Each report defines how the recession has impacted the SHOPPER VALUES, SHOPPER SPENDING and RETAILER CHOICES

SUCCESS STORIES

How America Shops® is delivered in a format that our customer teams can quickly turn into action plans.

Senior Director, CPG Company

307 Seventh Avenue Suite 1707, New York NY 10001T 212.924.7780 C 845.657.8278 E [email protected]

METHODOLOGY AND SAMPLE

•Quantified National Data

• Internet Surveys conducted quarterly

• National Sample: 1500 adults 18+ (includes all income and ethnic groups)

• Updated at time of purchase with current data

ANALYSIS

Each report provides comparative analysis.

TABLE OF CONTENTS About WSL Strategic RetailObjective & MethodologyExecutive SummaryMeet the Shoppers

• Emotions & Attitudes that Influence Shopping

•New Shopper Values

• Channels Shopped in the Past Week

•Quarterly Shopping Profile

• Internet Shopping

• Trends in Shopping for Leading Indicator Categories

•Where Categories are Purchased “Most Often”Appendix (Questionnaire)

SMART MOVES - Gift with PurchasePurchase a How America Shops® Lifestyle report and receive a one year subscription to Smart Moves –

examples of how smart companies are changing their marketing and selling practices to connect to the post-recession shopper.

SUCCESS STORIES

Let me reinforce the value I’m finding in the WSL reports. WSL is one of a very small group that break out shopper insights by gender, age and income. This

distinction allows us to get one level deeper into understanding where the heads of our retailer’s shoppers are. Also, the breakdown to category and channel level of many reports also makes the insights more relevant to understanding the specific

shoppers we are concerned with.

CMM, Leading Drug Store

SUCCESS STORIES

We are well-known for terrific marketing, but we also know the power of smart ideas from external sources, and

that is when we call WSL/SR..

VP Creative Director, Leading Mass Merchandiser Retailer

Please send me the following report(s):

THE AFFLUENT MOMS GENERATIONALS MEN

NAME TITLE

COMPANY PHONE

EMAIL FAX

ADDRESS

Please send check payable in U.S. Dollars to: WSL STRATEGIC RETAIL, 307 Seventh Avenue Suite 1707, New York NY 10001

TO DISCUSS HOW WE MIGHT WORK TOGETHER, CALL US.

ORDER NOW

HOW AMERICA SHOPS® LIFESTYLE REPORTMOMS COPYRIGHT 2010

11

© WSL MARKETING INC. 2010. NO PART OF THIS DOCUMENT MAY BE REPRODUCED WITHOUT WRITTEN PERMISSION FROM THE PUBLISHER

WHEN WILL THE RECESSION END? WHEN WILL THEIR FINANCES IMPROVE?

Half of all women, Moms included, feel the recession will be over within two years, which would be 2011. However, another 45% feel it will last at least three more years. So it’s a half-full/half-empty picture.

Just a few more Moms are optimistic about their personal finances: 43% feel they will have recovered financially by the end of 2010 vs. 37% of women without kids at home. However, this finding probably has more to do with age than having kids at home. Child-free households include retirees who may never recover, as well as people whose finances were not impacted by the recession (10% of Moms vs. 15% of child-free women.)

SHOPPING LIFE AFTER THE RECESSION

Where Moms are different from child-free women is that more Moms look forward to shopping again when their finances are more secure. (In the next few pages we will see that more Moms cut spending on products for themselves and their husbands in order to buy things for the children, so it is not surprising that more are anxious to get back to shopping.)

• Of concern to manufacturers and retailers alike is that a solid 2/5 of all women, Moms or not, have discovered that the recession forced them to cut back their spending --- and they don’t want to go back to buying as they used to.

• Another 1/5 of Moms and child-free women alike admit that the recession didn’t really change the way they shop.

• That leaves 40% of women, and there are more Moms in that group, who are anxious to get back to spending– again by a 10-point margin over child-free women.

NEW VALUES

The health of the earth and the health of their family are equally important to Moms and child-free women.

• 2/5 of both groups buy products that are good for the environment

• Almost 40% of both groups will spend more on products that are healthier.

The majority of women do check where products are made. However, what is surprising is that many more Moms don’t bother to check where a product is made before they buy it (46% of Moms vs. 34% of other women). You might hypothesize, as we did, that the reports of dangerous toys and formula bottles coming from Chinese manufacturers would have more Moms on the alert, but that is not the case. What is probably driving the difference here is that Moms are younger, and we know from the general How America Shops® report that younger people are less concerned about country of origin, because in the world they grew up in just about everything is made outside the US.

HOW AMERICA SHOPS® 2010 LIFESTYLE REPORTS: EXECUTIVE SUMMARY


12


SHOPPING BEHAVIOR

WEEKLY SHOPPING

What we see in shopping behavior is that more Moms shop more often, which is no surprise since their household averages twice as many people.

• Moms make more trips to stores in a week: 4.2 vs. 3.7 for other women.

• Almost half of Moms get by on 2 to 3 trips to the store a week: 48%, but,

• More Moms are “heavy” shoppers, making 4 or more trips a week: 42% vs. 37%. (Perhaps this says more about the 1/3 of women in child-free homes who need to go to the store 4+ times a week.)

On average, all women are in the same number of stores in a week, 3.7, and the stores Moms are in during a week are the same as other women --- with one big and one small exception. More Moms (71%) are in a Mass Merchandiser than child-free women (58%). On a smaller scale, but important to consider, is that 17% of Moms are in a Dollar store like Family Dollar or Dollar General each week.

Beyond that channel shopping is similar, and the big news is that online shopping is ranked #3, ahead of Drug stores for all women.

SHOPPED IN THE LAST WEEK

MOMS WOMEN W/O KIDS @ HOME

% %

Mass Merchandiser 71 58

Supermarket 63 66

Internet 23 25

Drug Store 19 21

Department Store 17 19

Dollar Store 17 13

Warehouse Club 12 11

QUARTERLY SHOPPING

Over the course of 3 months, the average number of outlets women shop more than doubles to 8.5 for Moms and 8.0 for other women.

• Mass Merchandisers are still #1 attracting 78% of Moms, and 70% of child-free women, many of whom did not need to be in a Mass Merchandiser every week, are now there at least once in three months.

• There’s still a gap between Mass Merchandisers and Supermarkets for Moms (78% vs. 71%); while equal percents of women without kids are in both channels.

• Drug stores catch up on a three-month shop basis --- 67% for all women.



13


• Dollar Stores rank 4th for Moms, just ahead of Department stores, and both channels attract more Moms than child-free women.

• In a three month time period more bricks and mortar stores like Drug and Department stores catch up, and the Internet drops to 6th place for all (44% of Moms and 49% of other women).

• 3/4 of all women are in some Specialty Store in 3 months, and similar percents shop all the types of Specialty stores with one predictable difference: Toy stores - 22% Moms vs. 7% other women.

CHANNELS SHOPPED IN 3 MONTHSTOTAL MOMS WOMEN W/O KIDS @ HOME

A D% %

Mass Merchandiser 78 D 70

Supermarket 71 71

Drug Store 67 67

Dollar Store 57 D 47

Department Store 50 D 45

Internet 44 49 AC

Warehouse Club 43 41

Home Improvement Store 41 42

Specialty Store (Net) 72 74

AVERAGE # OF OUTLET SHOPPED IN 3 MONTHS 8.5 D 8.0

REASONS FOR SHOPPING ONLINE

One quarter of all women are shopping Online in a week, and almost half are shopping online in 3 months. However, Moms use the Internet for more reasons than other women. The enthusiasm Moms have for online is partially because of their age; being 11 years younger than child-free women they started their online habits earlier. However, it is also because the Internet helps their commitment to find the lowest prices to stretch their budget.

There is about a 10-point difference between Moms and other women on the various reasons for choosing to shop online.

MOMS WOMEN W/O KIDS @ HOME% %

Free shipping 80 74

Saves time 74 69

I can read reviews from other shoppers 70 59

Selection is better 66 55

Lower prices 61 52

Free samples and coupons 47 31


Documents

WSL_HAS_Lifestyle_Sample