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2012


for 25 years... How America Shops速 forward-thinking research has successfully predicted shopper attitudes and behaviors that have changed retail. This 2012 edition shows you how shoppers have changed, how retail is being transformed and what you need to do to move on to succeed.


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HOW AMERICA SHOPS® MEGATRENDS 2012

MOVING ON

After 4 years of economic, social, political and technological turmoil American shoppers are moving on... They have learned how to cope, how to take control. They are using all the tools at hand (from your discounts to their smartphones). They are moving on... albeit slowly. They are clear about what’s worth it to them. They know which categories and stores they must have; which categories and stores they can do without. Many now shop differently...and, yes, often buy less. In this, the 13th edition of our biennial How America Shops® MegaTrends study, the new shopping order is clear – at least for the next 5 years. • The store as we have known it for the last half a century is being redefined. • Digital tools to access the Internet are dramatically changing the path to purchase. • Social connectivity has put the shopper in charge more now than ever before. • “Value” is the beginning and the end of the shopper conversation – it is universal and transcends gender, age and income. • And one more thing... the middle class is no longer. It’s now all about the affluent and everyone else.

How America Shops® MegaTrends 2012 shows you how to

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WHAT YOU WILL LEARN FROM

MEGATRENDS 2012

the simple truths to move on...

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The Only Shopper Segments You Need to Follow HOUSEHOLD INCOME the Affluent vs. the Others

TECH FUTURISTS those who use technology to shop vs. those who don’t

The economy is the economy.

It will be bad for the next 5 years, maybe longer. Inflation is rampant in the categories shoppers buy most – especially food, grocery, and clothing. Learn how inflation is changing shopping.

Income has divided the shopper universe.

Demographic segmentation has been sliced, diced and over-analyzed. Your future success hinges on just two: affluent and everyone else. Learn the shopping differences between the affluent and others.

Tech adopters will lead you to the future.

Early adopters of the Internet changed retail. Early adopters of Mobile for shopping will change retail again -- faster. Follow tech shoppers to the new world of retail.

There are many, many paths to purchase.

This report takes you down the paths to purchase for several categories and delivers a clear message: You must be agile enough to meet your shoppers wherever and however they go.

Stores will shrink.

As more categories move online, aisles will shrink and more stores will close. Shoppers will help you understand what to do as your category moves out of the store.

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MEGATRENDS 2012

SCOPE OF THE STUDY RETAIL CHANNELS Catalogs Convenience Stores Deep Discount Supermarkets (e.g. Aldi) Department Stores Discount Clothing Stores Dollar Stores Drug Stores Home Improvement Stores Malls/Strip Malls Mass Merchandisers/Supercenters Mobile Online Supermarkets TV Shopping Warehouse Clubs

Specialty Stores »» Beauty »» Books »» Clothing »» Electronics »» Food »» Greeting Cards »» Home »» Liquor/Wine »» Office Supplies »» Pet Supplies »» Toys »» Vintage/Used »» Vitamins/Nutrition

LEADING INDICATOR CATEGORIES Baby Products Clothing Computer/Software Cosmetics Electronics Fashion Accessories Food Fresh Produce Fragrance Greeting Cards

Hair Care Home Décor Home Furnishings/Appliances Household Cleansing Meals at Restaurants OTC Medication Pet Supplies (Food & Accessories) Skin Care Vitamins & Supplements Wine/Liquor

KEY SHOPPER SEGMENTS AGE 18-34 35-54 55-70

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GENDER Men Women

INCOME <$25K $25K - <$40K $40K - <$75K $75K - <$100K $100K - <$150K $150K +

ETHNICITY (WOMEN) African American Caucasian Hispanic

SPECIAL SEGMENT Tech Savvy High Tech Medium Tech Low Tech

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MEGATRENDS 2012

METHODOLOGY & TABLE OF CONTENTS INTERVIEW METHOD SAMPLE

National Internet Survey 2000 shoppers: »»1500 Women - primary shopper in the household »»500 Men - who do some household shopping

HOUSEHOLD INCOME AGE

TABLE OF CONTENTS

$12,000 - $150,000 + 18-70 • Background & Objectives • Methodology • Executive Summary & Action Steps for Your Business • Detailed Findings: WOMEN SHOPPERS 1. Attitudes & Values that Influence Shopping »» The New Value Set »» What Matters Most and Least 2. Shopping Behavior »» How Many Trips »» How Many Stores »» Retailers Shopped in the Last Week »» Retailers Shopped in the Last 3 Months 3. Leading Indicator Categories »» Purchase Trends »» Where Categories are Purchased 4. The Changing Paths to Purchase by Category »» The Affluent »» Shopping Behavior by Sector: Tech Savvy AFRICAN AMERICAN & HISPANIC WOMEN SHOPPERS MEN SHOPPERS

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WSL STRATEGIC RETAIL

RETAIL STRATEGISTS & SHOPPING FUTURISTS Our insightful understanding of shoppers, their behavior and the retail landscape helps us lead our clients to success.

who we are Founded in 1986, WSL/Strategic Retail is the leading authority on shopper behavior and retail trends. Through our unparalleled research, global trend analysis and customized consulting services, we arm brands and retailers with the strategies required to stay ahead of the market and motivate shoppers to purchase. Consulting with clients across multiple retail sectors (including food/beverages, fashion, beauty, health, consumer packaged goods, home, pets, publishing and financial services), we synthesize global shopper intelligence to create customized retail strategies that lead to innovation and growth. We study how people shop, tracking their mindset, attitude and behavior across all shopping destinations – whether traditional retail (brick and mortar), online, mobile, etc. With our unique insight, we predict future shopper behavior and identify emerging industry trends to help clients build their retail strategy to stay ahead.

what makes us different We see the whole shopping picture. It’s all about share of wallet.
 We take a holistic approach. We see it the way shoppers do.
We know that what they learn in one place and one category informs and influences
what they do in others, and where and how they will shop as a result. We study and consult with retailers, manufacturers and service companies
 to deliver all sides of the shopper experience.

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As global retail strategists and shopping futurists, we are recognized for our ability to turn shopper insights into smart retail strategy. Never before has this been so essential. So let us help you navigate this new shopping world and move on.

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REPORT*: $16,500 - early bird price! $18,500 - after December 31st, 2011

RELEASE DATE: JANUARY 31ST, 2012

ADDITIONAL DIVISION: $5,000 Please send check payable in US dollars to: WSL Strategic Retail, 307 Seventh Avenue, Suite 1707, New York NY 10001 NAME:

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For more information or to order by credit card, please contact us at info@wslstrategicretail.com or 212.924.7780 *The price includes a presentation. Travel expenses are not included. (Businesses in NY state, please add 8.375% NY sales tax)

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© WSL MARKETING INC. 2011. NO PART OF THIS DOCUMENT MAY BE REPRODUCED WITHOUT WRITTEN PERMISSION FROM THE PUBLISHER


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