Although many marketers still think that women are responsible for the lion’s share of household purchasing decisions, a recent study about male shopping habits proves otherwise. Tanya Irwin of MediaPost’s Marketing Daily (April 25, 2011) reports on a new survey which shows that men play a crucial role in purchasing decisions, defying many of the stereotypes about them.
A web-based survey of 13,000 American adults who listen to rock, alternative, classic rock and sports radio stations, reveals that companies targeting mass audiences need to reconsider their long-held views about the value of men in their marketing communications’ and media buying strategies. (more…)
Filed under: FASHION, RETAIL | Tags: Alexander McQueen, American Express, Bain & Co, Balmain, Brad Pitt, Brooks Brothers, Cary Grant, Ermenegildo Zegna, Gene Kelly, Gilt Groupe, Gilt Man, Golden Globes, J. Crew, Jeremy Langmead, John Lobb, Mr. Porter, Natalie Massenet, Neiman Marcus, Net-A-Porter, NPD Group, Richemont, Saks Fifth Avenue, The Wall Street Journal, Toby Bateman
A herd of new websites have hit the e-commerce trail targeting the elusive male shopper. As Ray A. Smith and Paul Stone reported in The Wall Street Journal (February 10, 2011), websites like Mr Porter are “aiming to crack the notoriously tough men’s market when it comes to clothes shopping.”
Mr Porter, a cousin of Natalie Massenet’s widely successful Net-a-Porter site for women, plans to appeal to men by featuring profiles of men from real life, including a banker, a painter, a motorbike designer, all of whom are wearing stylish clothes. Marketing efforts will differ from the Net-a-Porter women’s site which features “must-have” items and magazine style spreads. Mr Porter will only offer a select number of brands to men, based on their own internal research which suggests that men prefer a quicker, more selective shopping experience. (more…)
Filed under: RETAIL | Tags: Business Week, gillette, JWT, Ken Featherston, Ogilvy, The Hub, Tide, Wharton, Yahoo
Ken Featherston, senior partner, activation strategy and planning for JWT/OgilvyAction writes in the March/April 2011 edition of the marketing newsletter The Hub that the male shopper has evolved because of changing societal roles and perceptions, and therefore, needs to play a greater role in retailers’ marketing mix.
Mr. Featherston implores brands to open the aperture and include men in their marketing messaging, citing the missed opportunity as men too frequently are a marketing afterthought. “This is a big miss if you look at the important role that men play in today’s household tasks, decision making and routine shopping,” writes Mr. Featherston. “Changing spending habits due to the recession and the ever-evolving male shopping role, marketers must think beyond conventional wisdom to succeed. Marketers have the opportunity to empathize with these men and their new roles in the household, empowering them to be successful without sacrificing their masculine qualities.” (more…)
Filed under: RETAIL
In a survey among nearly 9,300 shoppers, Zappos.com was selected as the top retailer for customer service in the sixth annual NRF Foundation/American Express Customers’ Choice Survey, conducted by BIGresearch in Sepember 2010.
“In a time when many retailers are competing on price, customer service becomes an oustanding way to stand out in the eyes of the consumer,” said Kathy Mance, Executive Director of the NRF Foundation. “These retailers have done a great job of distinguishing themselves from their competition.”
“One of the most interesting trends we’ve seen is that the list of retailers continues to evolve as customer service changes with the times,” added Christopher Hollins, Vice President, American Express Global Merchant Services.
Top 10 Retailers in Customer Service
- Zappos.com
- Amazon.com
- LL Bean
- Overstock.com
- Lands’ End
- JC Penney
- Kohl’s
- QVC
- Nordstrom
- Newegg
Source: NRF/American Express 2010 Customer Service survey, conducted by BIGresearch (September 2010) among 9,291 respondents
Filed under: RETAIL, TECHNOLOGY | Tags: Best Buy, Dunkin' Donuts, Home Depot, Interpublic Group of Cos., IPG Media Lab, J.C. Penney, Shopkick, Stop & Shop Supermarkets, Veronis Suhler Stevenson Partners
Emily Steel of The Wall Street Journal (August 26, 2010) reports that marketing companies are experimenting with a host of new digital technologies to pitch to consumers while they shop, including interactive dressing room mirrors, kiosks with virtual customer-service agents, and digital scanners that offer personalized discounts.
Interpublic Group of Cos. (IPG) new retail center at its Media Lab in Los Angeles is testing ways for marketers to develop deeper connections with consumers, and to better understand what activates consumers to buy products and services. Interpublic is trying to help companies think differently about the role of the retail store, in order to better compete against the interactive experiences that consumers engage in when shopping online. (more…)
Filed under: RETAIL, TECHNOLOGY | Tags: Forrester, geo-fencing, Paul Gelb, Placecast, Publicis Groupe, Razorfish, The New York Times, the North Face
As part of its new marketing campaign, the North Face, the outdoor apparel and gear company, is sending mobile users text messages as soon as they get near one of their stores.
For years marketers have been fascinated by the advertising potential of the mobile channel because of cell phones’ ubiquity, over 230 million Americans own a cell phone, and because they send signals about shoppers’ locations. Claire Cain Miller of The New York Times (February 23, 2010) reports that “the dream has been to send people ads tailored to their location, like a coupon for a cappuccino when passing a coffee shop.” (more…)
Filed under: RETAIL | Tags: Coach, Dolce & Gabbana, Hermès, NPD Group, Ralph Lauren, Rhinelander Museum, Salvatore Ferragamo, The Wall Street Journal
In the February 11, 2010 edition of The Wall Street Journal, Christina Passariello and Ray Smith report that an increasing number of high-end fashion houses are opening men’s stores. Hermès opened its first men’s store in February, and Coach plans to open its first men’s boutique in May. Meanwhile, Ralph Lauren is converting its Rhinelander Mansion into a men’s store this fall, while Dolce & Gabbana and Salvatore Ferragamo have been creating stores specifically designed for men in recent years. (more…)
Filed under: RETAIL
According to a recent study commissioned by GQ magazine, “What Men Are Buying,” male consumers are scaling back the volume of their purchases, but almost unanimously they are refusing to compromise on quality. Men may be lingering longer at the sale racks, and learning to seek out the best deals through comparison-shopping, but ultimately they are still purchasing the same quality goods they always have, rejecting the idea that higher quality should be sacrificed just to save a buck.
