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Recession-Rewired

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Leaner times hit home for moms and younger millennials …

Leaner times hit home for moms and younger millennials

As Americans ride out the nation’s protracted economic recovery, they are retaining some of the consumerist values and habits acquired during one of the worst of the downturns in U.S. history, when choices were tougher than usual. Kelly Mooney, President and Chief Experience Officer of Resource Interactive, shows some interesting shifts in the shopping decisions and brand affinities of the new consumer. Looking specifically at two of the most influential cohorts, Moms and their at-home Millennials, Kelly debuts new modes of digital engagement and ecommerce amenities to help marketers make the most of the increasingly powerful digital channel.

Published in: Business, Self Improvement

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  • 1. RECESSION-REWIRED: Leaner times hit home for moms and younger millennials KELLY MOONEY President, Resource Interactive and co-author of The Open Brand PRESENTED BY: SPONSORED BY:
  • 2.  
  • 3. RECESSION OBSESSION
  • 4. DEPRESSION DEPRESSION THE LOST DECADE? Median household income in 2008 slipped to $50,303 from $51,295 in 1998. Source: U.S. Census Bureau, 2009
  • 5. Real Personal Consumption per Capita vs. Savings YEAR OVER YEAR CHANGE / PERCENT Source: EconomPic Data, June 2009 Shifting gears... CONSUMPTION SAVINGS
  • 6. CONSPICUOUS CONSUMPTION CONSPICUOUS CURTAILING “ After completing a shopping trip…23% of those surveyed admitted to feeling relieved…But 5.3% felt guilty and 20% said they were downright depressed.” — WWD , April 2009
  • 7.
    • “ 90% of the U.S. respondents said that their households had reduced spending as a result of the recession. 45% of those who reduced spending did so by necessity, 55% by choice .” — McKinsey Quarterly, March 2009
    CONSPICUOUS CONSUMPTION CONSPICUOUS CURTAILING
  • 8.  
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  • 10. Abercrombie & Fitch Percent Change Same Store Sales August 2009 vs. August 2008 Aeropostale American Eagle Buckle Costco Gap, Inc. Hot Topic JCPenney Kohl's Limited Brands Macy’s Neiman Marcus Nordstrom Target TJX Companies Source: Retail Forward, August 2009
  • 11.
    • Sales at Goodwill stores open at least a year rose 7.1% in the first three months of 2009 over the same period a year earlier.
    • Source: NYT, June 10, 2009
  • 12. Q. How has the consumer changed? Will the changes be enduring? Is there untapped opportunity in this crisis for online retailers?
  • 13. Remember the 1990 s?
  • 14. During the early ‘90s recession, teens were discovered as a valuable demo and peer pressure emerged as a powerful market force.
  • 15. “ Their parents might have gone bargain basement but kids, it turned out, were still willing to pay up to fit in .” Source: No Logo , Naomi Klein
  • 16. GEN Y: The prematurely affluent generation
  • 17. 1 st wave feel recession is unfair My generation is being dealt an unfair blow because of this recession The current situation with housing prices actually makes me feel optimistic about buying a home All of the online resources for jobs searches and networking make me feel less anxious about losing/finding a job If the employment situation worsens, I may have to move back in with my parents Most of the people my age that I know are not that worried about the recession My friends are doing interesting entrepreneurial things to make more money If I lose/have trouble finding a job, I’ll just start my own business % who agree Among young adults 18-29 Besides fear, how do most Millennials feel about the recession? A narcissistic sense of being unfairly burdened. Yet some optimism emerges as well. NO FAIR! Source: JWT, 2009
  • 18. Thrift is an alien virtue
  • 19. 73% of women said the recession has fundamentally changed the way they think about saving and spending money vs. 57% of men . Source: Performics Survey, April 2009
  • 20.
    • +
    • PRIMARY RESEARCH
    • 20 in-person interviews
    • 50 online participants in a 10-day forum discussion with Harris Interactive
    • Tested 3 RI visual prototypes
    • Conducted survey with BIGresearch
    • Partnered with ExpoTV
    • Tapped RI Trendwatching practice
    OUR METHODOLOGY SECONDARY SYNTHESIS 150+ articles, Forrester, Nielsen, McKinsey, ExactTarget, JWT, Gen Buy
  • 21.
    • DIGITAL TEEN
    • Age 13-18, mix of race, income-earning/non-income-earning
    • Shops online, regular internet and email user, use of social networking and SMS and owns cell phone.
    • DIGITAL MOM
    • Age 30-55, mix of married/single, income, and race
    • Shops and purchases online; frequent email user; some use of blogs, social networks, and/or Twitter, online reviews and texting.
  • 22. UNDERSTAND THE REWIRING
  • 23. RECESSION BRAND SHOPPING DIGITAL
  • 24. RECESSION BRAND SHOPPING DIGITAL
  • 25.
    • Forced to grow up faster
    • Typical teen egocentric worries displaced.
    Reconciled yet feeling fortunate Chance to reset family values, become more resourceful, prepare for the future. DIGITAL TEENS DIGITAL MOMS
  • 26. “ It’s the fault of the previous generations who over-consumed. So I hope we can learn from their mistakes and be the generation that lives within their means.” 81% of household heads say that kids are aware of the recession and the impact it is having on household budgets. Source: Ad Age , April 2009 — Alicia, 18
  • 27. Recession-related issues have replaced more typical teenage ego-centric worries as their top concerns. (Among teenagers 13-19) 2 nd wave facing recession head-on If there will be good jobs when I graduate Whether I’ll have to give up some of the things I like because of the recession How my parents are doing money-wise The condition of planet Earth that will be left to my generation How attractive I am to others How I’m doing in school Which college I/my family can afford Source: JWT, 2009 Which college will accept me How many friends I have How popular I am at school How I’m doing in extracurricular activities Keeping up with what other kids my age have Base = 100 293 251 249 221 201 180 151 143 92 78 75 73
  • 28. 75% are getting more or the same allowance as last year parents grandparents, aunts & uncles jobs (babysitting, dog walking, etc.) eBay, Craigslist allowance Source: Seventeen survey, 2009
  • 29. “ I’ve now seen how quickly a recession can come on and how long it can take to get out of one. I’d like to set a good example for my children and teach them to be smarter with their money.” “ It has been a tremendous lesson in how to live within your means and separate wants from needs. ” — Pamela, 47 — Alanna, 34
  • 30. RECESSION BRAND SHOPPING DIGITAL
  • 31.
    • Savvier about financing their purchases
    • Have discovered online research, coupons, clearance racks, selling and swapping.
    Smarter, prouder about living with less Distinguishing between needs vs. wants, relying on codes and coupons, shopping clearance first. DIGITAL TEENS DIGITAL MOMS
  • 32. “ I feel good because I can actually save my money before I make a purchase. I feel that I’m handling my business as a young man should.” 69% of young people now research all purchases before they buy anything. Source: OTX, May 2009 — John, 16 — Luke, 13
  • 33. Over the next five years , moms of teens plan to: 57% consider purchases carefully 57% be more price conscious 55% stick to a budget 57% dine out less Source: BIGresearch, July 2009
  • 34. “ My shopping habits will not change back once the recession is over. We are not lacking for the basics and still have a wonderful life. Less is more in our family now.” Coupon sites have been the second-most-visited category on the Internet—behind job sites—for about a year. Source: eMarketer, May 2009 — Blanca, 43
  • 35. RECESSION BRAND SHOPPING DIGITAL
  • 36.
    • Holding out
    • Deferring purchases and selectively trading down or changing channels
    Trading WAY down More than ever, putting the family’s needs before their own; rethinking luxury DIGITAL TEEN DIGITAL MOM
  • 37. Brand loyalty is increasingly important among 13-21 year olds, as 73% now shop at a fixed group of stores . “ I’m pretty picky about clothes. They’re the hardest to give up. I notice the difference in quality so I usually compromise by buying good brands on sale. ” Source: Euro RSCG Discovery survey, May, 2009 “ I haven’t really given up any brands. I maybe don’t buy quite as much, but I still buy the same brands I always did.” — Alicia, 18 — David, 17
  • 38. Favorite Brands During the Recession, Resource Interactive and Harris Interactive, 2009
  • 39. SHOPPING DIGITAL MOMS Favorite Brands During the Recession, Resource Interactive and Harris Interactive, 2009
  • 40. “ I’m not really into any specific brands anymore. I realized that I don’t need a $300 purse as much as my kids need clothes and food.” “ Definitely more Target shopping going now .... previously it was Nordstrom, Coach, Dior.” 43% are buying store brands instead of national or high-end brands. Source: TNS Retail Forward, August 2008 — Keri-Anne, 32 — Sheryl, 49
  • 41. RECESSION BRAND SHOPPING DIGITAL
  • 42.
    • Seeking independence from adults through digital devices
    • As the first true digital “natives,” teens have more ways to experience freedom
    Seeking control and connection A means of getting answers and more value, monitoring kids, finding social fulfillment DIGITAL TEENS DIGITAL MOMS
  • 43. “ There’s a mini-generation gap between under-twenty and over-twenty Gen Y’rs, due to the swift progression of technology in the past two decades.” — GenBuy, October 8, 2009
  • 44. % NET CHANGE IN USAGE Net Change in Communication Usage by 15-17 year olds in last 6 months Source: Exact Target, July 2009 Text Social Network Email Instant Message % more often - % less often
    • Texting, social networking grow at IM’s expense
    • Email usage rising slightly, significantly more among smartphone owners (25% of teens)
    44 25 4 (7) Reliance on texting and SNing
  • 45. “ Today’s teens are so focused on communication that iPhones are the new jean. ” Most of 8-14 year olds report having online chores including sharing pictures with relatives (38%) and getting driving directions (35%). Source: GenBuY, October 8, 2009 DIGITAL = Teenage Freedom Source: AdAge.com, April 2009
  • 46. “ I will almost always check online ….even if I’m going to buy it in the store.” — Louise, 49 “ I’m a serial Googler.” “ SECRET” SHOPPERS 40% of total online spending came from $100K HH consumers, who increased shopping by 17% in Q4, 2008. Source: comScore, 2009 — Tracee, 51
  • 47. Moms with teens said the internet... 46% Helped me save money through access to easier price comparisons, coupons, and deal alerts. 41% Helped me become a smarter shopper; product reviews and ratings, blogs, and product information has helped me make more informed purchases. 21% Helped me make money through selling things I no longer need on sites like Craigslist, eBay, etc. SHOPPING DIGITAL MOMS Source: BIGresearch and Resource Interactive, August 2009
  • 48. UNDERSTAND THE REWIRING
    • Listen with a new ear—let go of truisms!
    • Seek to understand the clashing value systems
    • Identify new segments to serve or new ways to deliver value
  • 49. UNDERSTAND THE REWIRING DECONSTRUCT THE (CO-) SHOPPING JOURNEY
  • 50. I WANT I NEED I WANT TEENS: MOMS: EVALUATE RATIONALE NEGOTIATE COORDINATE PURCHASE OBSERVE & RE-ARM DESIRE BUILD THE CASE PRESENT THE CASE NEGOTIATE ACQUIRE SHARE & SWAP DIFFUSE SELF- EDUCATE Check Lucky at Your Service app Earmark magazine ad Stream fave TV show on Hulu Check out comparison shopping sites Search past emails for promo codes Google “coupon” + brand name Post Q. on favorite mom blog Google item Poll friends on Facebook wall Check Mobile SMS Visit the web site Text friends about meeting at mall Downloadfilm trailer to iPhone Visit brand/store site and build wish list Check teen’s shopping cart Check her PayPal Student Account Check store for clearance Review items held in cart Assign more chores in exchange for $ Send phone pix to Mom from store Discuss upcoming gift cards Post outfit on Polyvore Upload pix to Facebook fan page Ratings & reviews List new item on Craigslist Wear to game & take snaps Say yes on Bill My Parents
  • 51. DECONSTRUCT THE (CO-) SHOPPING JOURNEY
    • Create new hooks that support needs-based shopping and teens’ fact-finding zeal
    • Allow moms and teens to shop together without being together
    • Look for ways to help moms help teens become financially responsible
  • 52. UNDERSTAND THE REWIRING DECONSTRUCT THE (CO-) SHOPPING JOURNEY INNOVATE YOUR WAY OUT
  • 53. TEENS (still) want a continuous stream of new items in their lives because they are overstimulated and they care what their friends think and have. However , they often have to justify their desires to parents. MOMS want to teach their kids smart shopping because they have learned valuable lessons from the recession. However , they feel guilty bringing more stuff into the household.
  • 54.  
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  • 60. Generally receptive overall —“neat,” “cool” and “useful” Reuse concept is unique and appealing with strong interest in swapping with others Option of setting communication preferences or having offers consolidated didn’t seem unique (not fully understood) Generally receptive overall – “cool,” “helpful” and “user-friendly” Reduce/reuse appealing; perceived as reducing waste Appreciates how the personalized experience makes finding her promotions easier and ensures she’ll not miss out on a good deal. TEENS MOMS
  • 61. MOMS do not enjoy shopping with their teens because they are unfocused and inefficient. However , moms need to see what teens have in mind to provide guidance, consent and payment assistance. TEENS do not enjoy shopping with their moms because they crave independence and time with friends. However , connectivity with mom is essential to getting timely consent and access to funds.
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  • 72. Receptive overall – “cool,” “fun” and “something new” Downloading a brand-specific app for this purpose was too time-consuming, complicated Like that they can get pre-approval from Mom and solicit input from friends Mixed overall – “cool” and “innovative,” but “too many steps’’ Good way to participate in bigger purchases “ Get the OK to buy” and "Bill My Parents" was perceived to be irritating, potentially unsecure or encouraging more shopping TEENS MOMS
  • 73. MOMS want to feel smart about how they maximize their shopping because they have budget limitations. However , this isn’t much fun because there’s no room for impulse. TEENS are impressively savvy with their OWN money because they “feel” the transaction more fully. However , they need help shopping within a budget.
  • 74.  
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  • 78. Very receptive overall – “cool,” “creative” and “handy” Most indicated this saves time and makes it easier (and more fun) to shop within their budget Some suggested it makes them smarter about money Very receptive overall – “more efficient,” and “helps me get the most for my money” Some questions/concerns about shipping, “hold it” details and in-store pick-up See the promise for their teens, as it would teach spending within their means; and ideal for holiday shopping TEENS MOMS
  • 79. INNOVATE YOUR WAY OUT
    • Begin with an Insight Formula
    • Create rapid prototypes
    • Test, (fail quickly), learn, launch – agility is key!
  • 80. Support consumers as marketers and merchandisers! ??? Autofill codes, points, and special offers; deal expiration alerts Support social marketing and merchandising Monetize your Facebook page Add Raves to your Ratings & Reviews Get more relevant at the shelf level
  • 81. Use messaging to tap into thrift mentality Make meaningful service changes based on feedback Use social networks to share shipping codes or offers Introduce new products and price points Shift the dialog Offer new utility/fun
  • 82.
    • A crisis is a terrible thing to waste.
    — Paul Romer, Stanford economist
  • 83. thank you. COMPLIMENTARY PRESENTATION FILE: [email_address] www.resource.com by Kit Yarrow and Jayne O'Donnell Special thanks to our research partners: