2018 shopping report: meet omnichannel mom · source: babycenter brand labs insights, 2018 shopping...
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2018 Shopping Report: Meet Omnichannel Mom
© BabyCenter, LLC. Confidential. All rights reserved.
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*One stop shop or convenient location; Q. What is most important to you when deciding where to shop, before and now that you’re a parent? Please select your top three criteria.
Source: BabyCenter Brand Lab Insights, Shopping Behaviors and Moms’ Path-to-purchase, 2016.
Regardless of generation, price and convenience dictate ideal
shopping experience
52%
46%
35%
Women
Low prices
Convenience*
Coupons/deals
59%
60%
42%
Moms 25-34
65%
51%
43%
Moms 18-24
I just want to get what I need in one place with the best prices, quick,
no stress, and not confusing. – BabyCenter Mom, 22 years-old
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Research methodology
Quantitative Study
• Online survey fielded via
BabyCenter Global Parents’
Panel (Research Now)
• US adults 18+, either
expecting or have at least
one child age 0-5
• 1,061 total qualified
participants
Qualitative Insight
• Open-ended questions
about shopping experiences
allowed for deep insights
into what matters most
• Questions fielded in the
BabyCenter Community for
specific topics
Proprietary Tools &
3rd Party Research
• BabyCenter Talk Tracker®
• CBS Insights Research
Report
• IBIS World
• Deloitte Insights
• eMarketer
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Source: Amazon Strategy Teardown: Amazon’s Barreling Into Physical Retail, Financial Services, Healthcare, And
AI-Led Computing, CBS Insights Research Report
It feels like we are
living in a retail apocalypse
20+ bankruptcies predicted this year
Nearly 4,000 stores expected to close
Amazon accounts for ~4% of all retail and
~44% of all US e-commerce spending
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Source: BabyCenter Community Poll, March 2018. Q: Has the bankruptcy announcement of Toy R Us / Babies R Us impacted your choice where to register?
RIP Toys R’ Us
I am mad... I only stayed with Babies R Us
because I made my registry way before they
announced their issues and a bunch of people
had already ordered off my registry. Luckily, I also
registered with Amazon.
– BabyCenter Mom, due date May 2018
I am beyond bummed. I had literally just finished
creating my registry with them the day before they
announced that they were closing. So I registered
with Target and Amazon.
– BabyCenter Mom, due date August 2018
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Source: IBIS World, The great retail bifurcation: why the retail “apocalypse” is really a renaissance, Deloitte Insights, March 2018.
Retail is experiencing consistent growth
Actual (2012-2016) Predicted (2017-2022)
In-store Online
$30B
$36B$40B
$50B
1.3% 12.5% 1.7% 11.7%
Annual average sales growth
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50% of sales
happen in store
New York and
San Francisco location
Amazon acquires
Whole Foods for $13.7B
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99%
69% 65%
51%
In-Store Desktop Mobile Web Mobile App
Q: Which of these retailers have you shopped at in the past 6 months for yourself or your family, including for household items, personal care products, or groceries? Please indicate all the ways you made a purchase with that retailer.
Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018.
Whether she shops in-store or online, it’s all just commerce
% of moms that shop in-store vs. online
Moms 25-37Moms 18-24
95%
96%
64% 69%48%
94%
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Q. Thinking of purchases you made in-store / online in the past 6 months, which of the following has motivated you most to go inside a store / online to make a purchase? (Choose up to 5)
Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018.
Moms understand the different values and benefits of
shopping in-store vs. online
Online
Shop anytime
Better prices
Save time
Don’t have to leave the house
Take advantage of promotion
49%
41%
40%
37%
29%
In-store
Buy fresh produce
Need something urgently
To touch, see, try before buying
Take advantage of promotion
Get out of the house
51%
40%
36%
36%
33%
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In-store Online
Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018.
Mom’s time is a precious commodity
Kids in bed, shopping on the
couch, buying something that is
next day or same day delivery
with free shipping = one smart
mama.
– BabyCenter Mom of two children
(Ages 2 and 4 years-old)
Shopping online is very fast if
you know exactly what you're
looking for. It becomes very time
consuming if you are only
working with an idea.
– BabyCenter Mom of two children
(Newborn and 2 years-old)
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In-store Online
Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018.
Life stage influences how she shops
I’m trying to do more offline
shopping with my son for things
other than groceries so he gets
that you have to pay for those
boxes that “magically” appear on
our doorstep.
– BabyCenter Mom of 6 year-old
preschooler
It is hard to take a toddler in a
store when it's too busy [so I
shop online a lot more]. Making
isles bigger and keeping items on
higher shelves would help.
– BabyCenter Mom of 1 year-old toddler
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Some days I prefer shopping online and having things delivered. Other
days, I enjoy getting out of the house and seeing what’s new or interesting.
– BabyCenter Mom, 28 years-old
Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018.
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92%
4%
58%
46%38%
Total In-store Desktop MobileWeb
App
86%79%
31%26%
19%
Total In-store Desktop MobileWeb
App
79%
70%
25%21%
13%
Total In-store Desktop MobileWeb
App
Mom’s favorite big names in big box retailers
Q: Which of these retailers have you shopped at in the past 6 months for yourself or your family, including for household items, personal care products, or groceries? Please indicate all the ways you made a purchase with that retailer.
Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018.
Amazon Target Walmart
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52% 46%
5% 4% 2%
Total In-store Desktop MobileWeb
App
43% 38%
8% 6% 2%
Total In-store Desktop MobileWeb
App
28% 23%
3% 4% 3%
Total In-store Desktop MobileWeb
App
46% 42%
3% 2% 2%
Total In-store Desktop Online,phone
App
31% 27%
4% 5% 2%
Total In-store Desktop MobileWeb
App
27% 22%
3% 3% 2%
Total In-store Desktop MobileWeb
App
Other retailers Moms have shopped in the past 6 months
Q: Which of these retailers have you shopped at in the past 6 months for yourself or your family, including for household items, personal care products, or groceries? Please indicate all the ways you made a purchase with that retailer.
Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018.
Pharmacy Warehouse Club Grocery
Walgreens
CVS
Costco
Sam’s Club
Kroger
Whole Foods
ric
Trend No. 1
Mom is recalibrating her
spending mentality
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61% penetration among moms, +3% since 2016
Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018; BabyCenter Brand Labs Insights, Futurecasting Families, April 2018.
Apps for coupons & deals
Gamifying ways to save
74% of moms often comparison shop while in-store
Showrooming
I love having access to an app while shopping where I can pull up
reviews (so important to know when buying something for my 2 year
old) and having the ability to view coupons at the same time. Perfect
example is the cartwheel app. – BabyCenter Mom, 29 years-old
I like going in-store and browsing products. Comparing and figuring
out what I want to purchase. – BabyCenter Mom, 28 years-old
NOW
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Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018; BabyCenter Brand Labs Insights, Futurecasting Families, April 2018.
Compared to Moms 25-37, Moms 18-24
are less likely to:
Groomed to expect the best price NEXT
I shop where I know I will get
the best value for the money. I
love places that can guarantee
their prices, are either equal or
lower than competitors so I
don’t have to shop around on
multiple websites or stores.
– BabyCenter Mom, 22 years-old
Use apps for coupons and deals
(32% Moms 18-24 vs. 64% Moms 25-37)-49%
-34%
-13%
Go into a store as a result of a sale or
special promotion
(25% Moms 18-24 vs. 37% Moms 25-37)
Comparison shop often while aisle
(68% Moms 18-24 vs. 78% Moms 25-37)
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Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018. (Across all baby product categories)
What leads moms to prefer certain types of brands of baby products:
Quality is a prioritity, regardless of type of brand
54%
41%
31% 31%
54% 53%
26%22%
Trust the quality Price orcoupons/discounts
Recommendations fromprofessionals or other
parents
Work better for mybaby/child
Moms 25-37
Moms 18-24
(-22%)
(+19%)(+43%)
Average HHI
Moms 25-37
$83.1K
Moms 18-24
$42.6K
Trend No. 2
Mom is embracing new
technologies
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Q. Have you or would you be interested in using each of the following technology to shop?
Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018.
Maximize convenience, minimize frictionNOW
Buy it online, pick up in-store Online subscription
boxes
of all moms
buy online
and pick up
in-store
30%have used
curbside
pickup, +25%
since 2016
21%
I can’t live without curbside pickup. I like being able to set my shopping
list from home, order, and pick up at my convenience. Much easier than
taking all of the kids shopping.
– BabyCenter Mom of newborn, preschooler, and big kid
33% buy into an online
subscription service,
+26% since 2016
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Q. What is your idea shopping experience?
Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018.
Try before you buy
[My ideal shopping
experience would be] a baby
sample subscription service
with samples of new or
popular items.
– BabyCenter Mom
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. Have you or would you be interested in using each of the following technology to shop?
Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018.
Automatic, anywhere buying
Ubiquitous (and immediate) commerce & servicesNEXT
36%32%
22%19%
Amazon Dash Button Smart appliances
[My ideal shopping experience would be] online + free
shipping + a Dash button! – BabyCenter Mom, 21 years-old
% have used or consider using the following tech to re-order
Moms 25-37
Moms 18-24Moms 18-24 have used
post-integrated services
3x morethan Moms 25-37
(16% vs. 5%)
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Q. Have you or would you be interested in using each of the following technology to shop?
Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018.
Brands are finding new ways to close the imagination gap
% of moms that have used or are
considering using augmented or
virtual reality to shop
21%Moms 18-24
12%Moms 25-37
Trend No. 3
Mom is redefining her circle
of influence
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% of moms that use the following sources
when researching a product
Q: Which three of the following sources do you trust when researching a product?
Source: BabyCenter Brand Lab Insights, Futurecasting Families, April 2018.
50% 48%
27%
45% 44%
24%
In-store Family Online professionalproduct reviews
Moms 25-37
Moms 18-24
+25%
Less likely to rely on
friends IRL
More likely to tap into
social media
-25%
Compared to Moms 25-37, Moms 18-24 are:
Reliance on qualified sources NOW
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Q: Which three of the following sources do you trust when researching a product?
Q: Which of these sites or types of sites are you most likely to use for each of the following activities?
Source: BabyCenter Brand Lab Insights, Futurecasting Families, April, 2018.
Moms 18-24 are 27% less likely to trust
online user reviews from places like Trip
Advisor, Yelp, and even Amazon
44%
20%14%
61%
37%
23%
Find the best price Look for a productrecommendation
Research a product orservice
% of moms that use Amazon
(-29%)
(-46%)
(-39%)
Moms 25-37
Moms 18-24
42%Moms 18-24
57%Moms 25-37
Younger moms are wary, discerning customers
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Q: Which of the sources below have you used for product recommendations and reviews, and which ones do you trust most, when it comes to baby/children products? (% Trust most; % Have Used)
Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018.
Back to her tribe, straight to the source NEXT
Baby gear
Nutrition
Skincare and Diapers
Moms 18-24 trust brands 42% more than
retailers on social media
Direct to Consumer mentions
Use brands on social media for
baby/children’s product
recommendations/reviews
Buy direct from a brand’s site
or app
+21%
+35%
Compared to Moms 25-37, Moms 18-24 are
more likely to:
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Q. Please indicate how much you agree or disagree with the following statements. Results shown are Top 2 Box: Agree / Strongly Agree.
Source: BabyCenter Brand Lab Insights, Futurecasting Families, April, 2018; BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018.
Younger moms understand the value exchange
% of moms that agree: I’d prefer to see ads
relevant / targeted to my interests, even if
that means collecting personal information
39%Moms 18-24
26%Moms 25-37
% of moms that agree: I find
personalization “creepy”
Moms 18-24
Moms 25-37
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Mom is recalibrating her spending mentality. While she’s been groomed to expect the best
price, don’t fall victim to a race to the bottom. Focus on value and quality to win her heart,
mind, and wallet.
Takeaways
Mom is open to new technologies that enable convenience. Already highly attuned to
friction-free ways to shop and buy, lean into her desire to get closer-to-real.
Mom understands the unspoken contract between publishers and advertisers: data
unlocks free content and services. Work with BabyCenter to identify your best customer
and target the Whole Mom.
Mom is a wary, discerning customer. She relies on qualified sources and recommendations
from those that have been-there-done-that. Be transparent – give her insight into who you are
and what you stand for, and access to your brand fans.
We believe in your brand.Trust us to bring your story to parents all over the world.
Contact [email protected] to learn more about this
study and other custom opportunities with BabyCenter Brand Labs