Integer's Craig Elston, Senior Vice President, Insight & Strategy spoke at PMA's - BLUR last week in Chicago. Craig presented Beyond Mom, a look at behaviors and trends among male shoppers.

1. BEYOND MOM
PMA – BLUR
MARCH 23RD, 2010
Craig Elston
Matt Tumminello,
SVP, Insight Strategy
President
The Integer Group®
Target 10
(c) The Integer Group, 2010

2. NOT ALL MEN ARE
CREATED EQUAL
(c) The Integer Group, 2010

3. SOME SIMPLE FACTS ABOUT MEN…
IN LIFE
Men are staying single longer
Men are divorcing earlier
Men are increasingly becoming the secondary income earner
for their household
IN SHOPPING
51% of grocery spend is accounted for by men – Meyers Research Centre
Men are the primary shopper in 31% of households (up from
14% in 1985).
Men buy 75% of men’s products (3X that in 1975).
(c) The Integer Group, 2010

4. IN‐STORE SHOPPING EXPERIENCE STUDY
Monthly
1,200 respondents
RepresentaNve U.S. sample
Data from 2009
(c) The Integer Group, 2010

5. TIME ORIENTATION MATTERS
(c) The Integer Group, 2010

6. UNATTACHED MEN: HAVE MORE FUN SHOPPING
Single Men
38%
33%
Married Men
25% Women
23%
15% 13% 12%
8%
I like to explore stores Shopping is a chore Shopping is one of the Shopping is a fun,
when I go into them ways I relax and have everyday activity
fun
N = 10,098
Source: The Integer Group®, M/A/R/C® Research, The Checkout. February to December, 2009
(c) The Integer Group, 2010

7. UNATTACHED MEN = MORE AFFINITY FOR BRANDS
Single Men
Married Men
Women
21% 20%
19%
19%
12%
10%
What I buy has to say a lot Brand names are extremely I will pay more if my life is
about me important to me made easier
N = 10,098
Source: The Integer Group®, M/A/R/C® Research, The Checkout. February to December, 2009
(c) The Integer Group, 2010

8. UNATTACHED MEN: WANT A PLEASANT EXPERIENCE
SHOPPING; EXPECT TO FIND HIGH QUALITY GOODS
Q) When it comes to everyday shopping, what is your Primary Shopping Goal?
26% Single Men
25% 25%
Married Men
Women
20%
15%
13%
13%
11%
9% 9% 9%
7%
5% 5% 5%
2%
Get To spend as Quick fill-in Restock To find the To satisfy Be Spend as
everything little money trips items best quality the needs of entertained little time in
in a single as possible items my family and have a the store as
trip fun time possible
N = 10,098
Source: The Integer Group®, M/A/R/C® Research, The Checkout. February to December, 2009
(c) The Integer Group, 2010

9. UNATTACHED MEN = LESS AFFECTED BY RECESSION
Q) In the past three months how has your shopping behavior changed?
Single Men 48.5% 46% 6%
Married Men 51.5% 46% 2%
Women 59.6% 38% 2%
I am buying fewer and/or cheaper items now
My shopping behavior has not changed
I am buying more and buying more expensive items now
N = 598
Source: The Integer Group®, M/A/R/C® Research, The Checkout, December, 2009
(c) The Integer Group, 2010

10. UNATTACHED MEN: LESS PRICE SENSITIVE;
MORE PICKY WHEN IT COMES TO BRAND SELECTION
Q) Why Did You Walk Away From Shelf?
Single Men
58.5% Married Men
54.8%
49.0% 50.7%
Women
36.3%
33.1%
16.0%
11.8%13.2% 12.6%
The price was more I couldn’t find the I couldn’t find the The aisle was too I always purchase
than I wanted to pay exact item, product specific brand I was crowded/too many what I go to the store
or size I was looking looking for people in the aisle looking for
for
N = 4,880
Source: The Integer Group®, M/A/R/C® Research, The Checkout, February to December, 2009
(c) The Integer Group, 2010

11. SO, UNNATTACHED MEN
Exhibit greater brand affinity
But are more picky about brands
Have experienced less recessionary pressure
And as such are less price sensiNve
Have higher expectaNons of high quality goods
And are more demanding for a pleasant
shopping experience
(c) The Integer Group, 2010

12. SO, UNNATTACHED MEN
Exhibit greater brand affinity
But are more picky about brands
Have more fun shopping than
Have experienced less recessionary pressure
And as such are less price sensiNve
their acached counter parts
Have higher expectaNons of high quality goods
And are more demanding for a pleasant
shopping experience
(c) The Integer Group, 2010

13. STRAIGHT TALK
ABOUT GAY MEN

14. SOME STRAIGHT FACTS ABOUT GAY MEN…
Nearly 50% of gay men 25-54 always look for a brand name
vs. 33% of straight men and 31% of straight women
Less inclined to change shopping habits due to the recession
than straight men
In a recent Target 10/Socratic Technologies consumer survey,
42% report a household income of $100K+
60% of gay men are married/partnered or living together
And they love shopping
Sources: 2009 Target 10/Socratic Technologies Home Improvement Survey; SMRB Gay and Lesbian Consumer Study 2006

15. GAY MEN LOVE TO SHOP
Respondents who “agree a lot” or “agree a little” with each statement
Source: SMRB Gay and Lesbian Consumer Study 2006

16. WHY BRANDS TARGET GAY MEN
Respond strongly to targeted efforts
Over-index in many categories: such as grooming,
technology, home improvement, fashion, travel,
entertainment, alcohol…
Are the ultimate influencers influencing trends, styles and
tastes that extend well beyond their own community
Reached efficiently
Can be tracked and measured through research

17. SIMILARITIES
DIFFERENCES
When is it a “guy thing”
vs. a “gay thing?”

18. ACCOMODATION
ACTIVATION
AUTHENTIFICATION
(c) The Integer Group, 2010

19. ACCOMODATION
Case: Home Depot
“You can do it, we can help”
(c) The Integer Group, 2010

20. ACCOMODATION
Case: Home Depot
(c) The Integer Group, 2010

21. ACCOMODATION
Functionality and way-finding are beneficial
It’s more than just speeding them up
Edited assortments and solution centers
Proper levels of customer service are key
Training and tutoring help inform an engaged experience
(c) The Integer Group, 2010

22. ACCOMMODATION
Gay men are less inclined to have a “get in and get out” mentality than
straight men. They enjoy the shopping experience.
They are also inclined to work hard at finding what they want at the
best price and will keep on shopping till they find it.
The desire for proper levels of customer service is similar, however, if
not more for gay men. When asked to rank desired features in stores
like Lowe’s, Home Depot and Sears, knowledgeable staff ranked
higher among gay. Straight consumers put more importance on lower
prices.

23. “We found that gay consumers are
shopping in more places than straight
consumers to find the items that they want.
This includes both retail stores and online.
They are savvy shoppers who are
determined to find exactly what they want
and at the best price.”
– Jeff Kerr, Vice President, Socratic Technologies

24. ACTIVATION
Case: Best Buy

25. ACTIVATION
Case: Best Buy

26. ACTIVATION
Gadgets and gizmos
Interaction with the brand
Spirited competition
Sensorial experiences
Key moments of truth in-store
(c) The Integer Group, 2010

27. ACTIVATION
In this instance, it’s not a “gay or straight thing,” it’s a “guy thing.”
It’s all about gadgets, gizmos, brand interaction and sensorial
experiences. Guys want to try stuff out and give it a whirl.
In fact, gay men might like this even more than straight.
According to Simmons Market Research Bureau’s Gay
Consumer Study, gay men are 66% more likely to agree that they
“love to buy new gadgets and appliances” than straight men,
Source: SMRB Gay and Lesbian Consumer Study 2006

28. AUTHENTIFICATION
Case: J Crew Liquor Store
(c) The Integer Group, 2010

29. AUTHENTIFICATION
Case: J Crew Liquor Store
(c) The Integer Group, 2010

30. AUTHENTIFICATION
Case: J Crew Liquor Store
(c) The Integer Group, 2010

31. AUTHENTIFICATION
Connect with higher order needs
Clearly it’s his domain
Less than a store is more
(c) The Integer Group, 2010

32. AUTHENTIFICATION
Being authentic means connecting with shoppers on a
higher order of needs and emotions.
For gay men, this means demonstrating how products
and services are relevant to their lives based on consumer
insights and emotional connections.
If you want their attention, make it gay relevant.
(c) The Integer Group, 2010

33. 33

34. AUTHENTIFICATION
While major retailers and brands serve all men, there are
ways to make gay men feel welcome, comfortable and
valued.
Being authentic to the gay experience can earn strong
brand loyalty, for which the market is famous.
• Targeted or inclusive advertising
• In-store displays
• Targeted or inclusive websites
• Connections to the community (support)
(c) The Integer Group, 2010

36. Thank you
(c) The Integer Group, 2010

37. CONTACT US…
Craig Elston
Matt Tumminello
SVP, Insight Strategy
President
The Integer Group®
Target 10
+1.303.393.3474
+1.212.245.6040
celston@integer.com
matt@target-10.com
twitter.com/shopperculture
twitter.com/Target10NYC
Download or subscribe to our presentations, white Become a fan of Target 10 on Facebook
papers and editions of The Checkout at
www.shopperculture.com
(c) The Integer Group, 2010