Valassis-发现动态的消费者（英文）-2017.10-11页-1mb

CAPTURING THE DYNAMIC RETAIL SHOPPER: A Summary of Parent Behavior

Core Content

This document presents findings from the Valassis Awareness-to-Activation Study, focusing on the shopping behavior of parents and how marketers can better target them through a refined media strategy. It highlights that parents are more engaged in planning and researching purchases compared to the general population, and that their shopping habits differ significantly in terms of timing, location, and media influence.

Main Points

Parents as Extraordinary Planners

• Parents are more likely than the general population to plan and research all purchases, not just expensive items or gifts.
• They are extraordinaire planners, with a higher percentage of planning across all retail categories compared to non-parents.
• Key categories where parents show strong planning behavior include apparel/shoes, electronics/appliances, furniture/mattress, housewares, and home improvement.

Planning Behavior

• Planning days: Parents are more likely to plan on Monday or Tuesday for lower-ticket items, while weekends are preferred for higher-ticket items.
• No preference: A significant portion of shoppers (42%–62%) have no preferred planning day, but parents are less likely to fall into this category.
• Planning location: Parents are more likely to plan at work and on-the-go compared to the general population, even though they still plan most often at home.

Shopping Behavior

• Online shopping: Parents are more likely than others to shop online for certain categories, such as electronics, housewares, and home improvement supplies.
• In-store shopping: Parents are also active in-store shoppers, especially for items that require a "see and touch" experience.
• Omni-channel shoppers: Parents are more likely to use a mix of online and in-store shopping, with a higher tendency to plan and research across all purchase types.

Purchase Timing

• Most likely day to purchase: Saturday is the most popular day for purchase among all shoppers, but parents show a stronger preference for Saturday when buying more expensive items.
• Monday is the most likely day for parents to purchase furniture and electronics/appliances.
• Daypart: While most shoppers prefer shopping throughout the day, afternoons are a common time for purchase. For more expensive items, early mornings are also significant, especially for parents.

Media Influence

• Top media triggers: Coupons are the #1 media trigger for parents to start an online search, and they are more influenced by print and digital media combined.
• Media types: Print (e.g., coupons, direct mail), digital (e.g., email, online ads), and mobile (e.g., text messages, mobile video) all play a role in influencing parent shoppers.
• Cross-channel approach: To effectively reach parents, marketers should use a cross-channel media strategy that covers home, work, and on-the-go environments.

Key Insights

• Parents are more engaged in planning and are more likely to be influenced by coupons and media than the general population.
• Online shopping is increasingly popular, and parents are more likely to use it for less expensive items.
• Timing and location are critical for reaching parents, with weekends and early mornings being particularly effective for higher-ticket purchases.
• Marketing should be consistent across devices and channels to align with parents' dynamic and varied shopping behavior.

Actionable Recommendations

• Focus on planning behavior: Use data to align ad campaigns with the planning phase, especially for parents.
• Leverage cross-channel media: Ensure ads are available across home, work, and on-the-go touchpoints.
• Optimize timing: Schedule ads during weekends for higher-ticket items and early mornings for specific categories.
• Use coupons and digital ads: These are powerful tools for triggering parent purchases and research.
• Adapt to omni-channel habits: Parents often blend online and in-store shopping, so campaigns should support both environments.

Summary Table

Conclusion

Parents are a unique and valuable segment of the dynamic retail shopper. Their behavior is characterized by planning, researching, and using multiple channels and devices to make purchasing decisions. Marketers who understand and adapt to these habits can significantly improve their advertising ROI and customer engagement. A cross-channel, data-driven media strategy is essential to capture the attention and loyalty of this key demographic.