STORES Magazine - June 2011 - (Page 6)

CONSIDER THIS / EDITOR’S PAGE Man, Were We Wrong BY SUSAN REDA W omen control 80 percent or more of spending, right? Wrong! Despite the fact that it’s been a generally accepted statistic for as many decades as I’ve been writing about retailing, several recent surveys suggest that men have a nearly equal say these days on spending. And, as it turns out, industry experts are hard-pressed to definitively corroborate the 80 percent statistic — let alone trace its origin. Aside from the fact that I’m ashamed of myself for glibly passing along this bit of folklore for so many years, I wonder if retailers pay any attention to research about who controls the purse strings. After all, if they’re tapping the business intelligence and predictive analytics tools many have in place, they should already have a pretty solid view of who’s shopping in their stores and what they’re buying. Furthermore, the very notion of what constitutes a household has been radically evolving for decades. Yes, more men are shopping than ever before; they’re also sharing child-rearing responsibilities and occupying more seats at the local PTA meeting. Is this really news to anyone? Let’s face it; any retailer still harboring a “Brady Bunch” view of household dynamics won’t be around much longer. At my house, I continue to do most of the shopping (probably about 75 percent), but I can count on my husband to step up to the plate for some of the supermarket shopping and nearly all “warehouse” runs. I think I could get him to increase his efforts if there were more retailers who indulged his penchant for playing with technology. Case in point: Stop & Shop. The store closest to us allows the shopper to use a handheld scanner as he shops, then hand over the device at checkout, pay and go. Whenever my husband shops there, he uses the scanner; he loves the darned thing and has deemed it “smart and efficient.” I’m not quite as enamored; I tend to be the one tossing things in the cart at record speed and huffing in exasperation as I queue up in the checkout line. I’ve tried using the scanner, but old habits are hard to break. To be honest, I’ve forgotten to scan a few items on occasion. Then I’m foraging through the bags trying to determine what I missed in an effort to elude jail time over a jar of purloined peanut butter. The lesson here is simple: Know who’s shopping in your stores. It’s not the same mix of shoppers it was five years ago — or even two years ago. And pay attention to the shopping experience; it needs to be in sync with the changing dynamics of the shopper. Oh and on a personal note: If the execs at Macy’s could create a smartphone app that mimicked the Stop & Shop scanner, I would be a very happy woman. STORES Magazine STORES Digital Edition STORES Mobile Edition STORES Knowledge Series® STORES Weekly 325 7th St. NW, Suite 1100 Washington, D.C. 20004 202/626-8101 HARRY LISTER Vice President, STORES Media 202/626-8199 FAX: 866/640-8137 E-mail: SUSAN REDA Editor, STORES Media 516/437-1245 FAX: 866/640-8138 E-mail: ELENA CAIOLA Senior Director, Audience Development 202/626-8146 FAX: 866/640-8139 E-mail: SUSAN PATTERSON Senior Director, Business Operations and Development 202/626-8102 FAX: 202/661-3042 E-mail: KRISTINA STEWART Copy Editor/Production Manager 202/661-3047 E-mail: DORIS MASON Circulation Manager 202/626-8172 FAX: 866/640-8140 E-mail: LUCY D. REDDAWAY Creative Director ADVERTISING & MARKETING MIKE GRIBBIN Advertising Director 410/893-8003 Kim Daniele Molly Deise Chris Hodges Dan McClure Tim O’Connell Executive Publishing Inc. 900A Main St., Suite 103 Bel Air, MD 21014 410/893-8003 FAX: 410/893-8004 E-mail: For article reprints, including e-prints, please contact our Reprint Coordinator at Wright’s Reprints 877-652-5295 or Follow STORES Media on twitter at 6 STORES / JUNE 2011 WWW.STORES.ORG http://WWW.STORES.ORG

Table of Contents for the Digital Edition of STORES Magazine - June 2011

Stores - June 2011
Editor’s Page
President’s Page
Retail People
CEO Compensation
Customer Service
Business Strategy
What We’ve Learned
Loss Prevention Supplier Directory
Customer Rewards
Business Management
Social Media
Planning Solutions
Loyalty Programs
Business Intelligence
Store Operations
Divisional Update
NRF News
Point of View
Retail Industry Calendar
End Cap

STORES Magazine - June 2011