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 Philip Smith, research manager for Environmetrics , has studied how male purchasing behaviour has evolved, and the impact these shopper behaviours will have on the retail sector. In particular, he has identified four distinct sub-segments to take note of.
Nurturing Dads
Young fathers are now taking a much more active role in raising their children. You see fathers, often without their partner, pushing the baby stroller or taking children to school. This trend is not just in inner-city areas but also across the suburbs. And this male interaction is affecting retail in various ways.
Shopping is becoming an interactive and shared process. Shopping, is often shared by both partners and it is undertaken together, with children in tow. And so the in-store stimulus has to appeal to both partners as well as cater to the needs of a family.
This combined shopping behaviour also allows the children to learn and observe shopping debates. When two people shop, there is often discussion, whereas if someone shops alone the decision-making process is not verbalised. Shopping will become more considered and discerning. This will have massive impacts on shopping behaviours in the future.
Ikea stores are a good example of where this behaviour is well catered for, with child-minding, cafes and interactive room-like displays. Supermarkets in Australia have not strongly addressed this trend yet.
Teenagers
Males and females are shopping together and making decisions for the opposite sex: boys/young males aren't standing in front of the store these days. Stores that blur the sexes and jumble product together create ideal shopping environments for young people. Cotton On, Giordano and many surfware shops are doing this successfully, and many more stores will 'blur' gender demarcations in the future.
Teenagers, it appears, don't want to do anything alone. And even when they are alone, you see them sending text messages constantly from their phones. Shopping activities in a group are becoming the norm. A major impact on retailing is that you now have the group helping to make decisions, at the expense of the shop assistant or parent.
“Look at Me” Buying Guys
This is not a trend as much as a phenomenon. Driven by popular culture (such as David Beckham and the Queer Eye guys), this market offers unlimited potential. In the last 10 years men - at least those under 45 - have responded to men's cosmetics and fashion like no generation before them. The male cares about how he looks and has grown up knowing how to shop. Males will shop with their girlfriend but are just as likely to be seen shopping with mates.
Baby Boomers
The baby boomer generation has driven retail for the last 50 years. This group is now becoming independent of their children; most are still in the workforce but are planning for their retirement.
The biggest purchases this group has made are in real estate, with many buying city apartments and driving the coastal sea-change market as they act to secure their future. Many will happily work for many years to maintain the lifestyle they desire.
This group's retail philosophy is, "I will only buy if I can eat it, drink it or wear it". This group is indulgent as most of their spend is on themselves, be it the freshest and best ingredients, fine wines or interesting clothes. Baby boomers enjoy retail experiences - wine tasting and lunch, heading for the produce market on the weekend, and shopping centre visits with a cafes experience.
The biggest trend this group has created in retailing is eating out of home. This group has been the driving force in this behaviour and will maintain this trend in the future, whether it is alone, with partners, with friends and family.
What has emerged is, eating often accompanies a shopping activity, usually food related, be it grocery shopping or hunting for cooking utensils (cookware/homeware retail outlets have grown significantly and look sure to continue to do so). Retailers who integrate shopping and eating such as Bay Swiss and David Jones Food Hall currently cater to this trend.
Consumer behaviours related to retail are constantly changing and though retailers appear to often direct the change, it is the consumer who will ensure success. It is important for retailers to acknowledge consumer behaviours related to shopping and socialising. Many shoppers tend to be gregarious and retail activities have become occasions to share. And, as the generations mix differently, retailers creating environments that cater to these trends will help build loyalty and sales.
Adapted From “The Changing Shopper” DSB Magazine
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