1. Brandon Murphy, EVP Chief Strategy Officer
Saya Heathco, Planning Director
squared
@22squared

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Washington, D.C. News
MEN ARE MANNING UP
AT THE GROCERY STORE
According to a new survey, the
days of women doing a majority
of the shopping for the family
are over.
Gulf News:
NEW DADS TAKE ON
DIAPER DUTY
USA Today:
DADS WANT MORE DIAPER
CHANGING TABLES
Today.com:
DADS TODAY ARE LESS
CONCERNED WITH
BRINGING HOME THE
BACON AND MORE
INVOLVED WITH FRYING
IT UP IN A PAN.

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WOMEN’S
PURCHASES

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MEN’S
PURCHASES

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They cook
together,
drive together,
parent together
and share a
bathroom.

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CULTURAL REALITY
Household shopping is
an art form - a strategic and
savvy process.
CONSUMER REALITY
Gender no longer dictates
household responsibility.
It’s all hands on deck.
THEY WORK TOGETHER
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METHODOLOGY
Married men and women with children, with an annual household income of $50K+
Secondary Immersion
Mintel, Experian Marketing Services, national news sources
Real-Time Polling Study
Nov-Dec 2013 online study among 298 qualified adults
In-Person + Skype Interviews
20 in-depth interviews with a nationally diverse sample of adults/couples
Shopping Expert Interview
Ali Lipson, Senior Retail & Apparel Analyst at Mintel
Quantitative Studies
500 qualified adults per survey (Wave 1: Feb, Wave 2: July)
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team shopping [teem shop-ping]
noun
1. The shared and often unspoken
process of dividing planning and
shopping responsibilities to survive
in today’s dual-everything lifestyle.
2. The way couples actually shop.
3. A hugely untapped opportunity
for any brand or retailer of
household products.
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9. It’s a subconscious process

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72%say: “I am the
primary shopper for
our household”

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82%
of their spouses
share responsibility
when really...

12. Making it work

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Effective teams
communicate
well and often

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57%have to call or text their
spouse for clarification
while shopping
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“I’m like a computer—
I buy what’s on the list,
and if something isn’t in
the store, I panic. Then
I have to read her mind
on what to buy.”
- Male, 31

17. Emotions driving the team dynamic.

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THEY
COMPLEMENT
EACH
OTHER
56% of health-focused shoppers
have health-focused spouses

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THEY
BALANCE
EACH
OTHER59% of impulsive
shoppers
describe their
spouses as habitual

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THEY KEEP
EACH OTHER
ACCOUNTABLE
79% of respondents are satisfied
with their spouse's involvement

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“IT’S A BADGE OF HONOR TO HELP MY FAMILY”
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would feel sad,
disappointed or guilty if
their spouse did all the
household shopping.
58%

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of women worry their
husbands will get something
wrong when shopping
29%

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“I would like him to
pay more attention
to the actual
brands we use.”
FROM HER PERSPECTIVE
0%
20%
40%
60%
80%
He’s Creative
He’s Impulsive

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0%
30%
60%
90%
I’m Creative
I’m Impulsive
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“She’s a creature of
habit; sticks to the
basics. I’m more willing
to try new things.”
FROM HIS PERSPECTIVE

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Both teammates want to balance the other’s
shopping needs without sacrificing their own.
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Not all teams look alike.

30. STRESSED
SURVIVORS
LEADERS-
FOLLOWERS
INDEPENDENTS
AD-
LIBBERS
SEASONED
VETS
DIVIDE &
CONQUERORS
“We’re pretty
formulaic in how we
tackle the shopping.
Not a lot of mystery
and it works well.”
“I try not to give
him too much—it’s
easier to just do it
myself.”
“We have a great
system—she creates
the list and I shop.
She knows what we
need and when.”
“Whoever is
available to make the
shopping run takes
responsibility.”
“ I just want to get in
and out. He’s rushed
because he hates
being there.”
“He’s bad about
telling me when
he needs something,
so I don’t know
to buy it.”

32. Being a team-friendly brand.

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Improve team communication
Eliminate shopping ambiguity
Make tools more shareable
Encourage joint shopping trips
Manage CRM by team type
Make teamwork fun

37. Why we care
(and you should too).

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Those who shop your
store as an effective
team are
20%+
more likely to love
shopping there
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REGARDLESS OF HOUSEHOLD CATEGORY
40
Lift for
effective
teams
Mass Electronics Club Home Imp Grocery Furniture C-Store Cars
% who love to shop

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Brandon Murphy
EVP, Chief Strategy Officer
Saya Heathco
Planning Director
22squared.com/teamshopping
@22squared #TeamShopping #M2Moms