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Data Provides Insight Into What Motivates Moms and how Marketers
can Appeal to Them

LIVONIA, Mich.–(BUSINESS WIRE)–lt;a href=”” target=”_blank”gt;#Momslt;/agt;–With Mother’s Day just around the corner, Valassis,
a leader in marketing technology and consumer engagement, released new
research on how today’s moms shop and make purchase decisions for food,
household goods and health and beauty care (HBC) items. Interestingly,
amid the changing grocery landscape and with the growing availability of
shopper-friendly technology, 2K19
Coupon Intelligence Report
findings show moms are still
shopping brick-and-mortar retail.

When it comes to food purchases, 52% of moms do most or all of their
shopping in-store, compared to 27% of dads. For household items, 50% of
moms demonstrate this same behavior, versus 24% of dads. But when it
comes to HBC items, only 36% of moms opt for brick-and-mortar, compared
to 24% of dads. Since over half of moms indicate they need better
solutions to save more time (53%) and money (58%), retailers and brands
should consider this an opportunity to make improvements.

Overall, 79% said going to stores with the lowest prices is critical,
while almost 60% want to save the most money through the use of coupons
and discounts. One-in-three moms cites the highest priority when it
comes to grocery shopping is saving time, while over one-in-four says
the same about ease and convenience.

“Our data shows brick-and-mortar is still a first stop for moms,
although ecommerce is bringing an entirely new level of accessibility
and convenience – through innovations like our Add to Cart offering – to
modern online shoppers,” said Julie Companey, Director – Grocery,
“Moms are balancing the need for speed, convenience and
savings. Retailers and brands that can deliver on these three
components, while also providing unique, personalized experiences, will
help win moms over.”

With saving time and money as core motivators for moms, brands
and retailers can entice them by:

  • Providing a mix of savings and convenience.

    • Over one in three moms are increasingly shopping via
      brick-and-mortar with the added convenience delivery and pick-up
      options bring.

      • 40% have increased their shopping at stores other than their
        main retailer of choice because they advertise better deals.
    • 51% of moms always or very often search online for coupons they
      can use during their shopping trips.
  • Appealing to the evolving omnichannel shopper.

    • As the digital and physical environments continue to blend,
      approximately one-in-five moms orders groceries online for
      delivery or in-store pickup.
    • With technology continuing to integrate with the path to purchase,
      over one-in-four moms now use a smartphone app to scan barcodes as
      they shop.
  • Offering unique experiences.

    • 36% of moms have increased their shopping at stores that offer
      prepared foods/meals versus last year.

      • The same percentage say they are doing more shopping at stores
        that focus on organic, natural and fresh products compared to
        last year.

For more findings, download Valassis’ 2K19
Coupon Intelligence Report

About the Study:

The study was fielded in the third quarter of 2018 in conjunction with a
global, third-party market research firm with proficiency in internet
surveys. The sample was derived from an online consumer opinion panel,
and all participants were at least 18 years of age and living in the
contiguous United States. Consumers were emailed an invitation to
participate in the survey and were given three days to complete it. The
survey was closed once 1,000 completed responses had been reached. The
responses were weighted by factors obtained from national census data to
provide appropriate representations of demographic groups at summary

About Valassis

Valassis helps
thousands of local and national brands tap the potential of
industry-leading data – understanding, engaging and inspiring millions
of consumers to action with smarter cross-channel campaigns. We’ve been
a part of consumers’ lives for decades, introducing new ways to deliver
offers and messages that activate them – whether via mail, digital or
the newspaper. NCH Marketing Services, Inc. and Clipper Magazine are
Valassis subsidiaries, and RetailMeNot Everyday™ is its consumer brand.
Its signature Have You Seen Me?® program delivers hope to
missing children and their familiesValassis and RetailMeNot are
wholly owned subsidiaries of Harland
Clarke Holdings


Mary Broaddus
[email protected]