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<<<Back to Press Releases |
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01 May 2006 SHOPPING MISSIONS: THE SECRET LIFE OF A SHOPPING AGENT It's no secret that women can put almost as much planning into a shopping trip as a secret agent does into a mission, but Brent Cross shopping centre has identified a new behavioural pattern emerging, which reveals the true lengths women go to carry out the perfect 'shopping mission'. From the planning to hiding the evidence, Brent Cross reveals the six stages that women go through when approaching their favourite past time? 1. Planning the attack A seasoned shopper will never leave anything to chance. Like all top secret missions, women will put in an extensive amount of research in order to pinpoint their purchase before going in for the kill. 79% of women* will use fashion magazines or newspapers' style pages as tools to identify the prey. 2. Briefing the team No secret agent would be able to function without their network of trusted fellow spies and the same goes for shopping lovers. Norman Black, head of marketing at Brent Cross says, "It's imperative for a shopper to have a loyal network to accompany them on their missions. When picking a team, it's important to select honest, discreet fellow-shoppers who you can rely on to give you an honest opinion on what you really look like in those trousers. Plus, they often come in useful when trying to conceal the evidence when you get home!" 3. Stalking the target Often to the despair of men, women will hunt through numerous stores until they find exactly what they are looking for, often trying on outfit after outfit until they pinpoint their target. As with all secret agents, a supreme level of fitness is required to see this mission through until the end. It is estimated that a five hour shopping spree will burn around 1000 calories, as well as toning all areas of the body through walking and lifting heavy bags. Those committed to their cause will be at the pinnacle of fitness through their intensive training regime. 4. Going in for the kill This is the highlight of any shopping mission - making the purchase. It's all about the quality of the product, not always the price, as shoppers' bodies release endorphins to make a successful shopping trip that extra bit more pleasurable. 5. Hiding the evidence Although the shopping mission is almost complete, now comes the part which requires the most integrity and skill: getting the items home and dry. Black continues, "We've all done it, haven't we? - and a lot of our customers admit to telling 'white lies' about what they've bought to their partners. Over X% of our customers have said something was in the sale, when it wasn't. Almost all women (X%) have, at some stage, removed the price tag before they even get home." He continues, "However, the best distraction tactic of all is "But I bought you something too?"' Black continues: "Few people realise the lengths women will go to in order to carry out their perfect shopping trip, and it's interesting to see the parallels that can be drawn between that and the work of a top secret agent. Fortunately shoppers' missions won't involve scaling walls and learning a foreign language or jumping from planes, but they can be just as fun! " * TGI DATA, 25-30 year old women, June 2005. For further information please visit the link below |
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