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<<<Back to Press Releases |
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17 August 2006 THE RISE OF THE STRATEGIC SHOPPER A new behavioural pattern has emerged in women shoppers who now spend less time, but more money, in shops. The behaviour, known as Strategic Shopping, has been identified by Brent Cross Shopping Centre when it interviewed over 2,000 women who attribute the trend to their hectic lifestyles. As the school run, household chores and day jobs take over, a shopping trip has turned into a well executed event, which requires strategic planning. Here, Brent Cross identifies the five stages of the strategy women go through whilst approaching their favourite pastime: 1. Planning the attack Women will put an extensive amount of research in to shopping so they can pinpoint their purchases before even leaving the house or the office. Seventy-nine percent of women* will use the internet or fashion magazines as a tool to identify their purchases. Using the internet enables them to save time by either pre-ordering or checking the item is available before shopping. 2. Identifying the target Once at the shopping centre, women will know exactly which shops they will and won't visit and what shops will have the items they are looking for. Once the item has been found, it's a quick sprint to the changing room to make sure it fits - according to Corinne Sweet, shopping psychologist and working mother, strategic shoppers will view themselves as failures if they have to find extra time to return items. 3. Going in for the kill This is the most critical part of the event as the purchase represents 'success' - a shopping expedition would be considered a disaster if the shopper left without her purchase as it would be seen as 'a waste of time'. But, due to the meticulous planning involved, nearly all strategic shopping missions are successful. 4. Covering your tracks Depending on what has been bought, Brent Cross shoppers admit that they don't often 'declare' their shopping trips or purchases. Norman Black, head of marketing at Brent Cross says, "Women do not want to create a fuss when returning with lots of bags after a shopping expedition - they will often avoid the subject of what they've spent and what they've bought - they have shopping down to an art!" ..2/ 5. Surviving the interrogation The strategic shopper has a plan in place for pretty much everything to do with shopping, so, if she were unlucky enough to get caught and questioned, she will already have her responses ready. Corinne adds, "Calmness and clarity of mind are imperative in seeing the perfect shopping mission through to the end and a variety of excuses will aid the strategic shopper in any situation." For example: 'I bought it in the sale and am therefore saving money' 'I've put on / lost weight and need something to wear' 'I have an important meeting and need to look my best' However, the best distraction tactic of all is 'But I bought you something too?' Corinne explains, "Women are brilliant multitaskers and are now more strategic in maximising the time available. Brent Cross research shows that, despite spending less time in the centre (down by 17% in the past two years), women are spending more on a single shopping trip (up by 18.5% compared with two years ago). However, a trip to the shops, particularly for a treat or to spend time with family and friends, is still an invaluable part of women's working lives." Black adds: "Few people realise the lengths women will go to in order to carry out their perfect shopping trip. With families and careers to think about, women don't have enough spare time to "window shop" and must execute a shopping expedition with precision and care. The "strategic shopper" is another example of our increasingly busy society, but it's good to see that women still find time to indulge themselves in a little retail therapy - however planned it is!" * TGI DATA, 25-30 year old women, June 2005. For further information please visit the link below |
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