DOTPS for M2Moms FINAL

Brandon Murphy, EVP Chief Strategy OfficerSaya Heathco, Planning Director

squared

@22squared

22squared © 2014. All Rights Reserved. 2

AMERICAN DADS PITCHING IN

More US fathers are rolling up their sleeves to change diapers and read bedtime stories to their children, a government survey finds.

- Center for Disease Control and Prevention

THE NUMBER OF STAY-AT-HOME-DADS CONTINUES TO RISEAccording to a new report from the Pew Research Center, the number of fathers who stay at home to care for their little ones has nearly doubled since 1989.

- WhatToExpect.com

Washington, D.C. News

MEN ARE MANNING UP AT THE GROCERY STOREAccording 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.

22squared © 2014. All Rights Reserved.

WOMEN’S PURCHASES


MEN’S PURCHASES


They cook together,

drive together, parent together

and share a bathroom.


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


METHODOLOGY

Married men and women with children, with an annual household income of $50K+

Secondary ImmersionMintel, Experian Marketing Services, national news sources

Real-Time Polling StudyNov-Dec 2013 online study among 298 qualified adults

In-Person + Skype Interviews20 in-depth interviews with a nationally diverse sample of adults/couples

Shopping Expert InterviewAli Lipson, Senior Retail & Apparel Analyst at Mintel

Quantitative Studies500 qualified adults per survey (Wave 1: Feb, Wave 2: July)

7


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 opportunityfor any brand or retailer of household products.

8

It’s a subconscious process


72%say: “I am the

primary shopper for our household”


82%of their spouses

share responsibility

when really...

Making it work


Effective teams communicate well and often



57%have to call or text their spouse for clarification

while shopping

16


“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

Emotions driving the team dynamic.


THEYCOMPLEMENT

EACHOTHER

56% of health-focused shoppers have health-focused spouses


THEYBALANCE

EACHOTHER59% of impulsive

shoppersdescribe their

spouses as habitual


THEY KEEP EACH OTHER

ACCOUNTABLE

79% of respondents are satisfied with their spouse's involvement



“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%



of women worry their husbands will get something

wrong when shopping

29%


“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


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


Both teammates want to balance the other’s shopping needs without sacrificing their own.

28



Not all teams look alike.

STRESSED SURVIVORS

LEADERS-FOLLOWERS

INDEPENDENTSAD-

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.”

Being a team-friendly brand.





Improve team communication

Eliminate shopping ambiguity

Make tools more shareable

Encourage joint shopping trips

Manage CRM by team type

Make teamwork fun

Why we care(and you should too).


Those who shop your store as an effective

team are

20%+ more likely to love

shopping there

39


REGARDLESS OF HOUSEHOLD CATEGORY

40

Lift for effective

teams

Mass Electronics Club Home Imp Grocery Furniture C-Store Cars

% who love to shop


Brandon MurphyEVP, Chief Strategy Officer

Saya HeathcoPlanning Director

22squared.com/teamshopping@22squared #TeamShopping #M2Moms

DOTPS for M2Moms FINAL

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