»  Shoppercentricity

Traditionally, in-store marketing has been targeted at female heads of household, as they have been the primary shopper for their families. However, as the traditional family shifts away from traditional marketing stereotypes, a significant shift is the more active role of men in family decision making.

A recent Ad Age article found that more than half of men now believe they control their family's shopping cart. While that number might be a bit exaggerated (industry numbers tend to be around 1/3 of men), the impact is nonetheless significant for marketers. 

This chart shows the variety of activities where men are getting, playing a more influential role than traditionally. Given this, have you shifted your approach to gaining and understanding shopper insights? How will you make sure you get a gender balanced perspective. How are you approaching packaging design and point of sale differently given these shifts? 

Shopper marketing is ultimately about creating a relevant connection and the most critical aspect of relevance is an understanding of your audience. As your audience shifts, so should your approach and understanding.