IMRA study probes changing customers - International Mass Retail Association

Discount Store News, August 3, 1992

ORLANDO -- Identifying today's primary shopper isn't as easy as it was 20 or 30 years ago when everyone recognized the full-time wife and mother as the typical shopper.

Now, the female homemaker accounts for just 10% of a retailer's primary customer base. Designing a store today to fit her needs could possibly alienate the other 90% of a retailer's customer base.

Those findings, along with definitions of primary shopping groups and suggestions on how to better meet their shopping needs, are part of a new study, sponsored by the International Mass Retail Association's Associate Member Committee and unveiled at the association's trade show earlier this year. The study. "Stop, Look & Buy... Where & Why," was prepared and researched by Deloitte & Touche/TRADE Retail & Distribution Services Group. It included interviews with 1,006 adults.

The report focused on primary shoppers in six separate categories and detailed ways to appeal to each group. The groups are: working women with and without children; working men with and without children; homemakers; and retirees, the fastest growing segment.

Motivating a primary shopper to buy is based on a combination of factors, the study noted, and depends largely on a shopper's daily responsibilities. Gender, as a determinant of shopping behavior is no longer as important as it's been in the past. For example, the study reported that the primary motivators for each group of shopper remains low price and selection. However, individually, shoppers react differently to the five key shopping motivators which are: low price, but not necessarily the lowest price; selection, important to working shoppers regardless of gender, location, a consideration for most consumers; quality, important for all but especially so for homemakers; and in-stock position, very important to working men.

Succeeding with consumers is linked to developing a clear customer profile; knowing what their "hot buttons" are; attracting them with focused promotional campaigns; and sustaining their loyalty with tailored marketing and merchandising programs.

For example, the largest individual shopping group is the working mother with children (26%). The hot buttons for this time-poor consumer, according to the survey, are low prices and merchandise selection.

To attract her attention, the study suggests that mass marketers advertise to her during prime time TV dramas and situation comedies, afternoon radio and evening news programs. In store, she likes easily communicated departmental signs.

This shopper also looks for consistently low prices and broad selections. Focusing on such product categories as children's apparel, cosmetics, fragrances, crafts, shoes, hair products, women's dresses and casual attire, is likely to win her. Cross-merchandising will probably increase ticket sales. Inexpensive and fast-service eating areas also are winners with this group. (The same goes for working men with children, now 8% of primary shoppers.)

For retirees, a group representing 12% of the shopper base and growing, the hot buttons are frequent sales and convenience. To attract them the study suggests retailers direct advertising and promotion campaigns to them, perhaps with a special discount day--Wednesday, "their favorite shopping day." Also, advertising on early morning and early evening network news programs, plus on nature and ecology programs. Placing coupons in the mature category of magazines also would reach them. In-store, hang tags with large print.

According to the study, the profile of the overall primary shopper is still female (73%). However, now 70% are employed (43% as professionals or managers); 59% are married; 54% are baby boomers, aged 25 to 44; 61% are high school graduates or attended some college; and 58% have no children under age 18 at home. Saturday is the most popular shopping day, followed by Friday. Monday is the least favorite.

Other findings include: * Food is the most frequently planned purchase followed by household supplies, drugs/toiletries and women's apparel. * Half of the survey respondents said they planned to only shop on their next shopping trip. * Strip centers (51%) are the most popular planned shopping location followed by malls (44%) and free-standing stores (43%). * Most shoppers said they planned to visit one shopping area and take less than 20 minutes to get there. * Mass merchants (26%) were identified most often as the type of retail outlet shoppers sought. Of that, discount department stores (18%) ranked the highest, especially among low income Southerners. Warehouse clubs were second with 3% of the responses.