© 2011 BabyCenter LLC. Confidential. All rights reserved.
A
December 2011
2011 Shopping Rituals
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Methodology
BabyCentre
community:
• Social Listening in BabyC...
© 2011 BabyCenter LLC. Confidential. All rights reserved.
1. The transformation of motherhood
2. Her impact across categor...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Use butterfly image
Transformation
of motherhood
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Motherhood creates new shopping
rituals
£210K Average cost of...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Meet your customer
4.3M Mums online (spending an average of
3...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Q: Before & after becoming a mum, how much time do/did
you sp...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
8% 5%
20% 20%
45%
31%
28%
55%
52%
36%
27%
15% 13% 13%
© BabyC...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Having a baby triggers a series of
purchases
Source: 2011 com...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Shopping mindset – faster, cheaper,
smarter
Q: Which of these...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
68%
78%
70%
42%
Having a baby changes her purchase
criteria f...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Importance of each
purchase criteria
THEN NOW
78% Design /sty...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Importance of each
purchase criteria
THEN NOW
87% Reliability...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Importance of each
purchase criteria
THEN NOW
69% Performance...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Spending to
support new
roles
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
94% of Mums use
social media
Meet her sidekicks
Mum is a shop...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Motherhood is a trigger for mobile
adoption
Most important sm...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Complements the rhythm of motherhood
Mobile is literally her ...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Mums feel more connected and
social with their mobile device
...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
0% 20% 40% 60% 80%
Social and online are her key
shopping too...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum21
The 2011 Shopping
Rituals of The 21st
Century Mum™
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
RITUAL
She shops around
Mum knows options are only a click aw...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Social and mobile are her key tools
Websites Retail stores Tr...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Mums respond well to mobile
messages
Q: Which action did you ...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Shopping online is mainstream
88% Shopped online past 30 days...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
53%
48% 46%
29%
21%
Consumer
review
sites
Retailer
websites
P...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Mums shop in a wide
variety of places
75%
27%
20%
16%
12%
Vis...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Shopping Mum Insight:
She shops around
Mum’s path to purchase...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
RITUAL
She shops for sport
Mum has a passion for saving
2
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
The voucher economy
44% Regularly print vouchers
87% Agree th...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Mums are hooked on daily deals
90% Subscribe to a daily deal ...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Mobile and online as deal makers
13%
27%
49%
I have or would ...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Mums will scan a barcode for even
low ticket items
18%
35%
22...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Shopping Mum Insight:
She shops for sport
Saving builds socia...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
RITUAL
She reads the labels
Dr. Mum feels responsible for the...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Eating healthy
47% Read the labels on almost
everything they ...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Mums are more likely to consider impact of purchases
across c...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Shopping Mum Insight:
She’s reading the labels
Above all, saf...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
RITUAL
She demands convenience
Mum will put her money where h...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Mums demand a personal shopping
experience
70%
56%
51%
40%
Q:...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Despite pressure to save, many
mums don’t skimp on convenienc...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Shopping Mum Insight:
She demands convenience
She rewards ret...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
RITUAL
She enlists new help
Mums are putting pixels, platform...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Online reviews and crowd-sourced
discount codes make it easie...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Mobile makes it easier for you to
shop with friends
Q: What h...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Increasingly, dads play equal or primary role in
purchasing a...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
Shopping Mum Insight:
She enlists new support
Mum is outsourc...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
1RITUAL Mum shops around
2RITUAL Mum shops for sport
3RITUAL ...
© BabyCenter LLC. Confidential. All rights reserved. #21CMum
What have these rituals taught us?
Motherhood triggers change...
© 2011 BabyCenter LLC. Confidential. All rights reserved.
Questions?
Please contact us.
Email bcsolutions@babycentre.co.uk...
Upcoming SlideShare
Loading in …5
×

BabyCentre Shopping Rituals of the UK Mum

667 views

Published on

When Mum shops, she plays to win, leveraging new technology to the hilt. We reveal the seven rituals mums use to serve their unique and forever-changed shopping needs, and how marketers can influence their buying decisions.

Published in: Business, Self Improvement
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
667
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

BabyCentre Shopping Rituals of the UK Mum

  1. 1. © 2011 BabyCenter LLC. Confidential. All rights reserved. A December 2011 2011 Shopping Rituals
  2. 2. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Methodology BabyCentre community: • Social Listening in BabyCentre community • Guided online discussions • Analysis of conversations across Mums stages using our TalkTrackerTM tool which measures trends in aggregate across specific product categories In-depth surveys: 1,000 Respondents • 21st Century Shopping Rituals Survey of mums vs. general online population • 21st Century Mum® Shopping Rituals Series of mums specifically Desk Research: • Secondary research sources on market sizing and purchasing power of mums
  3. 3. © 2011 BabyCenter LLC. Confidential. All rights reserved. 1. The transformation of motherhood 2. Her impact across categories 3. 5 shopping rituals of The 21st Century Mum™ 4. Marketing implications 1 2 3 4
  4. 4. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Use butterfly image Transformation of motherhood
  5. 5. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Motherhood creates new shopping rituals £210K Average cost of raising a child She’s not just buying for herself anymore 68% Change purchasing criteria when becoming a mum She’s reconsidering her needs…and brands New roles require faster, cheaper & smarter solutions She’s leveraging digital tools in new ways Source: The Guardian
  6. 6. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Meet your customer 4.3M Mums online (spending an average of 37 hours online monthly) 700K Births annually (43% to first time mums) 80% Household shopping decisions made by mums Sources: 4.3 - Comscore PlanMetrix, September 2011; UK Census; BabyCentre 21st Century Mum™ Insight Series
  7. 7. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Q: Before & after becoming a mum, how much time do/did you spend on average per day doing these activities? Becoming a mum It changes everything forever…especially how she spends her time Source: BabyCentre 21st Century Mum™ Insight Series Now ThenWorking Quality time with spouse Socialising with friends Sleeping Personal hobbies TV Exercising Laundry Cooking Cleaning the house Getting children ready in the morning Kids activities Putting your children to bed Feeding your children +2.9 hours +2.5 +1.1 +0.9 +0.5 +0.4 +0.3 -0.4 -0.6 -0.8 -0.8 -1.1 -1.2 -4.3 The Facts: Over 8+ hours of parenting time added
  8. 8. © BabyCenter LLC. Confidential. All rights reserved. #21CMum 8% 5% 20% 20% 45% 31% 28% 55% 52% 36% 27% 15% 13% 13% © BabyCenter LLC. Confidential. All rights reserved.© BabyCenter LLC. Confidential. All rights reserved. #21CMom It changes the way she uses media Q: Which of these are you using more or less, since becoming a mum? Source: BabyCentre 21st Century Mum™ Insight Series More Less Mobile
  9. 9. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Having a baby triggers a series of purchases Source: 2011 comScore; % of Mums by child’s age buying online / category indexed against total Internet THE PRODUCTS THAT INDEX HIGH ALONG THE JOURNEY MOTHERHOOD 173 Rocking chair 146 Cot 148 Hardware 127 Changing table 197 Car seat 192 Savings 169 Refrigerator 141 Automobile 146 Camcorder 136 Laptop 126 Mobile phone 118 Web cam 136 Dishwasher 136 House 116 Travel 114 Stove Big Ticket 3rd Trimester Sharing 0-6 Months Planning 6-12 Months Nursery 2nd Trimester The Facts: During months 0-6, Mums index high for mobile phones (126) and camcorders (146), as they capture and share special moments
  10. 10. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Shopping mindset – faster, cheaper, smarter Q: Which of these words describes the way you feel when shopping? + NOWTHEN RUSHED GUILTY STRESSED +186% +39% +121% RELAXED FUN ENERGETIC GENERAL POPULATION MOMS VSMUMS
  11. 11. © BabyCenter LLC. Confidential. All rights reserved. #21CMum 68% 78% 70% 42% Having a baby changes her purchase criteria for everything she buys Q: Have you changed your purchase criteria or the brands you buy since becoming a mum? The Facts: 67% will buy a new car to accommodate her new family 54% changed or amended their personal care routine Overall Apparel Cars Beauty Did you change your purchase criteria?
  12. 12. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Importance of each purchase criteria THEN NOW 78% Design /style 91% Comfortable Fit 77% Color options 89% Price 72% Reflects personality 84% On sale / discounts 62% Price 83% Durability 61% Sex appeal 79% Ease of cleaning 56% Head turning, trendy, hip 73% Versatility 53% Comfortable Fit 68% Color options 53% On sale / discounts 67% Design /style 52% Durability 61% Reflects personality 45% Versatility 37% Eco-friendly 41% Ease of cleaning 28% Sex appeal 26% Designer brands 22% Head turning, trendy, hip 24% Eco-friendly 12% Designer brands From design to comfort +86% +49% -57% -65% Compared to before, which brands do mums feel reflect their personality? Having children has coincided with (caused?) a change in my physical self, and for the first time I have a fear of appearing as 'mutton dressed as a lamb'. I must consider carefully what to wear now. -BabyCentre Mum © BabyCenter LLC. Confidential. All rights reserved.Source: BabyCentre 21st Century Mum™ Insight Series 78% Design /style 91% Comfortable Fit 77% Color options 89% Price 72% Reflects personality 84% On sale / discounts 62% Price 83% Durability 61% Sex appeal 79% Ease of cleaning 41% Ease of cleaning 28% Sex appeal
  13. 13. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Importance of each purchase criteria THEN NOW 87% Reliability & quality 96% Reliability & quality 78% Price 92% Safety Ratings 70% Design / style 86% Price 70% Performance 83% Seating, cargo 66% Safety Ratings 81% Fuel mileage 66% Fuel mileage 63% Performance 55% Interior options 54% Design / style 48% Brand of manufacturer 41% Brand of manufacturer 43% Reflects my personality 39% Interior options 36% Colour options 38% Family friendly options 32% Seating, cargo 24% Colour options 25% Rich Features 22% Reflects my personality 24% Luxury car brand 14% Rich Features 13% Family friendly options 12% Luxury car brand From style to safety +625% +433% -82% -83% Compared to before, which automotive types best fit mum’s lifestyle and reflect her personal identity? I now need a 5 door car which can fit a child seat in the back and a good sized boot to fit a buggy and shopping. -BabyCentre Mum © BabyCenter LLC. Confidential. All rights reserved.Source: BabyCentre 21st Century Mum™ Insight Series 87% Reliability & quality 96% Reliability & quality 78% Price 92% Safety Ratings 70% Design / style 86% Price 70% Performance 83% Seating, cargo People Carrier MPV Coupe 3 Door Hatchback
  14. 14. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Importance of each purchase criteria THEN NOW 69% Performance 78% Moisturising 64% Moisturising 76% Price 57% Smell 74% Special offer 56% Sun protection 73% Sun protection 51% Brand 71% Performance 51% Price 51% Smell 50% Special offer 43% Best for coverage 39% Best for coverage 39% Brand 26% Environmental credentials 37% Anti ageing 25% Toning 37% Environmental credentials 22% Anti ageing 33% Toning +117% +97% -27% -48% Compared to before, which brands do mums feel reflects their personal care and beauty routine? I use tinted moisturiser now & not foundation. It's funny as I used to wear it all the time....... -BabyCentre Mum © BabyCenter LLC. Confidential. All rights reserved.Source: BabyCentre 21st Century Mum™ Insight Series From self-expression to low maintenance 69% Performance 78% Moisturising 64% Moisturising 76% Price 57% Smell 74% Special offer 56% Sun protection 73% Sun protection 51% Brand 39% Brand Pharmacy/ Supermarket Own Brand Anti-aging
  15. 15. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Spending to support new roles
  16. 16. © BabyCenter LLC. Confidential. All rights reserved. #21CMum 94% of Mums use social media Meet her sidekicks Mum is a shopping super-hero 48% say their time online is the most peaceful time of their day More than 50% of Mums have a smartphone
  17. 17. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Motherhood is a trigger for mobile adoption Most important smartphone features BEFORE AFTER Text messaging Camera Voice calling Video camera Clock / alarm Calendar Contacts / address book Notes/lists Internet browser Apps Music player (iPod app) Internet browsing Email Voice calling Calendar Clock / alarm Apps Text messaging GPS Contacts / address book Camera Video camera +222% +96% The Facts: 36% purchased a smartphone as a result of become a mum Nearly all Mums with smartphones have used them to shop or research products vs. two-thirds of the gen pop Source: BabyCentre 21st Century Mum™ Insight Series
  18. 18. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Complements the rhythm of motherhood Mobile is literally her helping hand 47% Let their children play with their mobile phone 22% Nearly a quarter of the apps on her phone are for her children 59% Say it’s their do-everything device – both fun AND efficient
  19. 19. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Mums feel more connected and social with their mobile device The Facts: 46% said they LOVE their smartphone 1 in 5 are “addicted” Q: Which of these words describes the way you feel about your smartphone? 17% 20% 26% 27% 37% 67% Cool Friendly Engaging Happy Fun Social Source: BabyCentre 21st Century Mum™ Insight Series
  20. 20. © BabyCenter LLC. Confidential. All rights reserved. #21CMum 0% 20% 40% 60% 80% Social and online are her key shopping tools When researching purchases, which do you generally use? Q: Gen pop Mums % Difference Recommendations from friends and family Consumer review sites TV Parenting social media recommendations Mainstream Social media recommendations +40% +15% -12% +160% +46% +
  21. 21. © BabyCenter LLC. Confidential. All rights reserved. #21CMum21 The 2011 Shopping Rituals of The 21st Century Mum™
  22. 22. © BabyCenter LLC. Confidential. All rights reserved. #21CMum RITUAL She shops around Mum knows options are only a click away 1
  23. 23. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Social and mobile are her key tools Websites Retail stores Traditional media Mobile phone Get product IDEAS Get product/brand RECOMMENDATIONS Compare FEATURES Compare PRICES Find VOUCHERS or deals Decide WHERE to buy Find STORES AWARENESS PURCHASECONSIDERATION Q: How did you use or do you plan to use each of the following resources throughout the shopping process? + 90 80 70 60 50 40 30 20 10 36% 20% 11% 14% 10% 14% 9% Traditional Media 55% 21% 41% 16% 32% 22% 32% Retail Stores 78% 63% 67% 76% 52% 67% 61% Websites 26% 17% 20% 23% 13% 16% 31% Mobile Phone Source: BabyCentre 21st Century Mum™ Insight Series
  24. 24. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Mums respond well to mobile messages Q: Which action did you take after seeing an ad on your mobile device? (of those who took an action) 55% 49% 43% 12% 11% 7% 6% 4% Researched product later Tapped on it to visit a mobile site Talked to someone else about it Purchased it online through phone later Purchased it through another device Tapped to buy Purchased it in a shop later Tapped to call Mums The Facts: 38% of mums have taken an action after seeing an ad on their smartphone Source: BabyCentre 21st Century Mum™ Insight Series
  25. 25. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Shopping online is mainstream 88% Shopped online past 30 days 87% Made an online purchase past 30 days 62% Would do all shopping online Since my LO has arrived I have started to do all my shopping online. It’s brilliant! It really removes a lot of stress and I can get what we need delivered right to my door. I highly recommend it to all new mummies out there! - BabyCentre Mum
  26. 26. © BabyCenter LLC. Confidential. All rights reserved. #21CMum 53% 48% 46% 29% 21% Consumer review sites Retailer websites Parent- focused social network Mainstream social media Email from Manufacturer/ retailer Web and social are her recommendation engines Q: When researching products/services to buy, which of these sources do you generally use? Source: BabyCentre 21st Century Mum™ Insight Series 45% 44% 38% 35% 19%
  27. 27. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Mums shop in a wide variety of places 75% 27% 20% 16% 12% Visit a website to get more information Scan a barcode or QR code to get a coupon, using an app on a smartphone Download an app to shop or get more information Scan a barcode or QR code to get more information, using an app on a smartphone Ask a question in social media Q: Regarding your purchases of low ticket items, such as grocery or personal care, is it worth your time to: Source: BabyCentre 21st Century Mum™ Insight Series
  28. 28. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Shopping Mum Insight: She shops around Mum’s path to purchase has evolved She’s using a variety of tools and services to get the job done Insight: Plan digital, mobile and in-store marketing as complementary Execute programs that leverage each medium’s ability to support mums’ needs and behaviours Action:
  29. 29. © BabyCenter LLC. Confidential. All rights reserved. #21CMum RITUAL She shops for sport Mum has a passion for saving 2
  30. 30. © BabyCenter LLC. Confidential. All rights reserved. #21CMum The voucher economy 44% Regularly print vouchers 87% Agree that using vouchers is more acceptable 77% Are more interested in deals Does anyone have any Mothercare codes please? I need to buy a buggy and the discount would really help... - BabyCentre Mum
  31. 31. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Mums are hooked on daily deals 90% Subscribe to a daily deal or discount service 36% Agree “I feel like I won!” when they get a great daily deal 35% Access deal sites monthly on their phone (159 index)
  32. 32. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Mobile and online as deal makers 13% 27% 49% I have or would scan a barcode at a grocery store to save money I have a barcode scanner app downloaded on my mobile phone I look for discount codes/ coupons online/mobile Q: Percentage who agree with each statement The Facts: 55% look for discount codes online. 26% do so every time they make a purchase; 52% of mums tell others about deals they’ve found by posting discount codes online Source: BabyCentre 21st Century Mum™ Insight Series
  33. 33. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Mums will scan a barcode for even low ticket items 18% 35% 22% 19% 6% < £1 £2-£5 £5-£10 £10+ Wouldn’t use Q: How much money would you need to save before using your smartphone to scan a barcode to compare prices and/or check for discounts? The Facts: 53% of mums will scan a barcode to save £5 or less Source: BabyCenter 21st Century Mum® Insight Series
  34. 34. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Shopping Mum Insight: She shops for sport Saving builds social currency Mums seek discounts and deals before buying items big or small Insight: Lean into mum’s desire for the deal Give her offers at unexpected times, in new places; enable her to share with others; reward her efforts to create loyalty Action:
  35. 35. © BabyCenter LLC. Confidential. All rights reserved. #21CMum RITUAL She reads the labels Dr. Mum feels responsible for the wellness of her family3
  36. 36. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Eating healthy 47% Read the labels on almost everything they buy 24% Try to buy only organic I’m starting my LO on solids this week and want to start him on organic fruits and veggies. Especially for the purees and definitely porridge. - BabyCentre Mum
  37. 37. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Mums are more likely to consider impact of purchases across categories Eco extends beyond pantry 20% Say they are more likely to consider hybrid vehicles after becoming a mum 36% Are more likely to agree that energy efficiency important for electronics after becoming a mum 1 in 2 Look for low VOC paints
  38. 38. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Shopping Mum Insight: She’s reading the labels Above all, safety and wellness are mum’s top priority She’s willing to make trade-offs based on price, effort and availability; she won’t skimp on safety; peer opinions matter Insight: Make health and sustainability a part of your message Detail Dr. Mum with info & ingredients; educate her on causes in support of children’s health and safety Action:
  39. 39. © BabyCenter LLC. Confidential. All rights reserved. #21CMum RITUAL She demands convenience Mum will put her money where her mouth is 4
  40. 40. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Mums demand a personal shopping experience 70% 56% 51% 40% Q: How important are the following when shopping? I went to a store on Oxford Street and they said I needed to put my name on a waiting list for a pram. Like I was at a night club or restaurant. I was a bit put off by it. Can anyone suggest some reputable retailers to get luxury prams such as the Cameleon or the Stokke Xplory? -BabyCentre Mum Helpful salespeople/ representatives Changing tables in restrooms Child-friendly store Seamless interchange between website and store (e.g. can return online order in store) Source: BabyCentre 21st Century Mum™ Insight Series
  41. 41. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Despite pressure to save, many mums don’t skimp on convenience 58% Willing to pay for online shipping for convenience and time saving 48% Agree they will pay more for products if it saves time and hassle (vs. 37% gen pop) 34% Are interested in subscribing to services that automatically ship basic household items each month
  42. 42. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Shopping Mum Insight: She demands convenience She rewards retailers and brands that simplify her life Mum will pay more for convenience if it buys her time Insight: Create an environment of hospitality and convenience She’ll reward you with more trips, more aisles, and bigger baskets Action:
  43. 43. © BabyCenter LLC. Confidential. All rights reserved. #21CMum RITUAL She enlists new help Mums are putting pixels, platforms and partners to work for her5
  44. 44. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Online reviews and crowd-sourced discount codes make it easier 75% 48% 35% Q: Percentage who have posted or read product reviews/discounts online: In the past 30 days, I have read an online product review I have posted reviews of different products/services online I tell others about deals I have found online by posting discount codes online My BabyCentre time (while the kids are sleeping) is time for me to interact with grown ups! -BabyCentre Mum Source: BabyCentre 21st Century Mum™ Insight Series
  45. 45. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Mobile makes it easier for you to shop with friends Q: What have you done using your mobile phone while out shopping? 60% 38% 24% 28% 14% 14% Called someone about a product/service I was shopping for Texted a picture or video of a product I was considering Texted a shopping request/question BabyCenter 21 Century Mum® Insight Series The Facts: Mums are almost 3X more likely to text a picture of a product while shopping + Mums Gen pop
  46. 46. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Increasingly, dads play equal or primary role in purchasing across categories: There’s a new guy in line 30% spouse or shared Apparel27% spouse or shared Groceries Personal care 26% spouse or shared Thank goodness my DH will dash off to the market when he sees the pantry is low. He also makes sure our oldest son has shoes that fit! He grows so fast, I lose track. -BabyCentre Mum Q: Who generally triggers or starts the shopping process?
  47. 47. © BabyCenter LLC. Confidential. All rights reserved. #21CMum Shopping Mum Insight: She enlists new support Mum is outsourcing and delegating parts of the purchase process She is quick to embrace new services that enable her to get the job done faster and smarter Insight: Develop tools allowing her to easily activate her network She’ll reward you with increased brand engagement and loyalty Action:
  48. 48. © BabyCenter LLC. Confidential. All rights reserved. #21CMum 1RITUAL Mum shops around 2RITUAL Mum shops for sport 3RITUAL Mum reads the labels 4RITUAL Mum demands convenience 5RITUAL Mum enlists new support
  49. 49. © BabyCenter LLC. Confidential. All rights reserved. #21CMum What have these rituals taught us? Motherhood triggers change - from how she spends her time and how she consumes media to how she shops. Her influence and purchase power is growing across all categories – from Financial Services and Technology to Motoring and Beauty. She’s empowered and charting new paths to the register – innovating her own rituals with confidence. Mums have become the leading indicator for the future of shopping. Watch them…
  50. 50. © 2011 BabyCenter LLC. Confidential. All rights reserved. Questions? Please contact us. Email bcsolutions@babycentre.co.uk Marketing Manager first.last@babycenter.com (XXX) XXX-XXXX

×