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What Men Want

Men are the ‘forgotten shoppers’. With single person households in Australia now 23%, a recent US study points to a trend that is also happening here: men are shopping more than ever before. So what do men want?

According to the US ‘Men in Grocery Stores’ report, 71% of men in the US said they had shopped in a grocery store in the past three months – up from 61% in 2004 and only 41% in 2002. Some 56% said they had shopped in the past seven days.*

The report also showed that retailers were losing sales because men were having trouble finding what they wanted and were reluctant to ask for help. Which brings us to what men want!

Of course, one size does not fit all as with any group, but in general the three key drivers for the choices male shoppers make are (in order of priority):

1. Category – what they need to buy and why (the shopping ‘mission’ e.g. stock up or top up shop in grocery, or ‘need to buy new shoes’ etc.)
2. Channel – the quickest, easiest place to find it that is nearest to where they live or work
3. Ease in store – finding the item they are looking for, fast. Men tend not to browse. Convenience is more important to most men shopping than price is. Ease will also generally outrank brand. Which means opportunities for suppliers that know how to keep it simple, stupid.

Let’s look at grocery. Have you EVER tried to find a male grooming product like deodorant or shaving products in the female-oriented, extremely dense and cluttered personal care aisle? Yet, despite this, male personal care turned out to be one of the fastest-growing grocery categories in 2006 – because men are taking better care of themselves.

Imagine how big this opportunity could be if supermarkets created a ‘FOR MEN’ section in this aisle, where all the male products could be found, that looks and feels masculine, where everything is simple, easy to find and tells you exactly what it is for (instead of the female approach – sanitary napkins that promise to take you surfing and shavers that instantly turn you into a goddess).

Given the growth of male single person households, supermarkets could create such havens for men throughout the store. Like meal solutions. Easy, healthy meal solutions for one. Make a chilled gondola end out of it (Coles has done this to some extent). ‘Easy eating’ brochures to take from the display – simple eating plans for the week – the ‘this goes with that’ variety, mostly pictures – with all the items displayed on the gondola end. Fresh basics packs. A selection of the basic fruit & veg items you need for one week (the kind that go with the easy meals like ready made salads or quick-steam vegies), all in one handy pack. Just pick it up and throw it in your basket. You could even display them with the ready to eat meals on that same magic gondola end. And then be nice and help them find it with good, clear directional signage.

What about outside grocery? One thing male shoppers often hate is clothes shopping (particularly the 40+ men). Once upon a time ‘wives’ did it. Now single men – particularly divorced single men – must do it themselves. We know that men are reluctant to ask for help, but some don’t actually know what their correct size is, in the same way that women often get their bra size wrong. Some of it is wishful thinking (!), some just a lack of knowledge about what a good fit looks and feels like. So how about a private dressing room with a tool that allows men to measure themselves for best fit without being hassled by a sales person? Something like the ’30 second good fit test’. With references to it throughout the store. And sizing that is obvious on the hanger instead of having to rummage around the neck or waist to find it. Clear ‘this goes with that’ displays and package deals. And a store promise of ‘deck yourself out in quality attire in under ten minutes’. Surely it’s an oasis in a desert of too hard baskets?

Another dreaded task is the ‘buying for her’ gift mission. Can we make this easier? ESPECIALLY lingerie. Have you ever been witness to an incredibly uncomfortable man fidgeting around in a lingerie store among the women staring at him accusingly? How about a ‘Gents: buying for her’ section, clearly signed, with the ‘top 10 lingerie gifts’ displayed, a ‘this goes with that’ display, a ‘how to know her size’ ready reference and a ‘great gift ideas’ display with all the other add-ons he might want to put in the box. A gift wrapping service, and men-friendly staff who direct men to the section when they enter the store (without pouncing on them the minute their foot crosses the threshold, that is).

Suddenly men in these stores might feel like nice blokes trying to do the right thing instead of sickos poring over underwear in the presence of complete strangers….

But what can you do as a SUPPLIER to help the male shopper? Some handy hints:

1. Shout out loudly that your brand / product is especially FOR MEN
2. Keep your packaging clear and simple
3. Make the function / uses of the product obvious on the pack
4. Use point of sale to your advantage – be the brand that is the easiest to see and the quickest to find. This will get you more sales from men than a price promotion ever will.
5. When planning your promotional mix, consider POP and in store media (where available) as a high priority – it’s in store that you will lose them
6. Where possible, work with the retailer to make recommendations about directional signage and layout in store. Back it up with shopper research. Trial it to show them it works. Retailers rely on suppliers for shopper insights, particularly in relation to specific categories. So you may have an opportunity to lead rather than be led if you can show value to the retailer.
7. What is the role of price in your category? Is there an opportunity to charge a price premium if you’re in a male shopper dominant category and it’s the convenience and ease of service/supply that’s important?

So to recap – what men want? Quick, easy, hassle-free shopping!! And the dividends will be there for retailers and suppliers who can make that happen.

* source: Inside Retailing Weekly

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