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

Lindsay Jurist-RosnerMicrosoft Advertising

COUNTRIES

SHOPPERS

MOMS

Seek better value

More advance purchase research

Using different channels

Reduced volume

Word-of-mouth

New shoppers’ behaviors

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 makers

Grocery: 90%Home electronics: 52%Home improvement:

54%

Store loyal

Grocery: 95%Home electronics: 74%Apparel: 85%Home improvement:

91%Fast food: 82%

Moms’ purchase decisions are no longer linear,

they’re more dynamic than ever.

Need state Research

The new shopper paradigm

‘Pre-tailing’ Retailing ‘Post-tailing’

PurchasePost

purchase

In-store experience

Word of mouth feedback loop

3 core shopping patterns emerged

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

Habitual ResearchImpulse

62% 59%

15%

39% 33%

23%36%

23%

46%

28%

15%

4%

62%

16%

38%

Re-search

Impulse

Habitual

Purchase patterns differ by purchase type

The new shopper paradigm

Need state Research

‘Pre-tailing’ Retailing ‘Post-tailing’

PurchasePost

purchase

In-store experience

Word of mouth feedback loop

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

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.

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.

Moms talk

Need statePost

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.

Moms more likely to buy apparel on impulse

Heavier researchers

Most WOM

More frequent shoppers

Most impulse shoppers

Shopper paths around the world

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

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

Thank youlindsajr@microsoft.com