Men are making quick trips to the store, buying clothes online and influencing household purchases. How well does your brand know how to engage him? Our research reveals key behaviors of today’s shopping man, and how some brands are talking to them.
He may not ask for directions to your store, but when it comes to his shopping behavior, today’s man is likely to plan his trips, compare the lettuces and yes, even ask if those pants make him look fat.
With more women in the workplace and a range of tech tools streamlining the buying experience, men are increasingly taking on the role of day-to-day shopper. In doing so, they are assuming more influence over household purchase decisions, from cleaning products to curtains.
Unclear still is if men feel well received in the aisles, both physical and digital. While some retailers and brands have taken notice of his unfolding presence and are learning to talk to men as shoppers, they may not be acting fast enough.
Based on our 2018 survey for our How America Shops® report, Super Metrics: Benchmarking the Future, men are taking more control of the trip.
These insights suggest retailers should focus not so much on what to sell men, but how to sell to them. Among key examples:
Note these retailers all target different demographics, but the younger you can engage the increasingly influential male shopper across categories, the better. Those that are not sure how should just ask for directions. It’s evident in their behavior.