MZ Consumer Survey Results, NRF DESiGN STUDiO

In 2008 the American economy was buffeted by economic headwinds the likes of which have not been experience since the 1930’s,” reads the opening line of Miller Zell’s 2009 Shopper Behavior Survey. Miller Zell surveyed 801 shoppers just before the Christmas holiday to determine if the economy was impacting male and female shoppers differently. The results of the study will be presented on Monday, January 12 at the National Retail Federation (NRF) Big Show Expo in New York at 10:30 am.  

“As economic conditions change rapidly, it is important that retailers and manufacturers continue to have their finger on the pulse of changing shopper behavior,” said Steven Skinner, Miller Zell Vice President of Consumer Products. “Our survey indicated unexpected divergence in shopping behavior by gender and wage. We believe this holds great importance for how retailers and manufacturers design their stores and market their products to consumers in mass media and inside of the store.”  

Miller Zell’s 2009 Shopper Behavior Survey provides actionable insights for retailers who are struggling to survive the economic storm. “This was the worst holiday shopping season in recent history. Getting an understanding of the consumer, their motivations and translating that to the retail environment is more important than ever before,” said Peter Stamos, Executive Vice President, Chief Sales and Marketing Officer for Miller Zell.  

Key findings of the study include: 

• Pre-planning is way up.  This coupled with a big increase in internet research indicate shoppers are coming to the retail store more armed than ever with knowledge of pricing, product capabilities and competitor products.  

• Wage earners exceeding $100K were far more negative about the economy than all other wage earning categories 

• Females are drivers of tighter fiscal discipline in the household including the reduction of family night out 

•  The general trend across age, gender and income was to reduce spending, trade down and brand switch to private label product.  

Keith Curtis, Vice President Director of Design for Miller Zell, Inc. and Lisa Klauser, Vice President of Consumer and Customer Solutions for Unilever, North America will co-present results and implications from the study at the NRF DESiGN STUDiO. Keith Curtis is an authority on retail design and has won awards and recognition for his work from VM&SD, AIA, and the American Society of Interior Designers. He has been instrumental in the creative success of campaigns for Coca-Cola, Volvo/Mack and The HoneyBaked Ham and Marriot.    

Lisa Klauser is known for her excellence in consumer marketing and leads several key divisions for Unilever including, Integrated and Multicultural Marketing, Visual Branding, Shopper Marketing and Consumer Market Insight.   

Men are From Mars, Women are from Aisle 3 

Monday, January 12, 2009 

10:30 am – 11:15 am 

DESiGN STUDiO – 4^TH Floor 

NRF 98^TH Annual Convention and EXPO 

Jacob K. Javits Convention Center, New York  

The NRF DESiGN STUDiO offers two days of educational sessions on store design and store planning, to explore current design and industry challenges and share new solutions and successes. The retail design community welcomes BIG Show attendees to the NRF DESiGN STUDiO Networking Receptions. These informal receptions allow attendees to converse with leading experts about current design trends.   

Please stop by booth #20 on the 4^th Level to meet with Miller Zell’s creative and strategic teams.