Marketing to Mums - the Podcast
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EPISODE 14
How Mums Shop Retail
In this episode Wendy Liebmann shows us why Mums, in their role as chief household shoppers, are vitally important to the future of retail around the globe. Wendy discusses the speed at which shoppers are changing right now and shares plenty of insights into how brands and retailers can stay ahead of the game. Wendy shares with us which brands are getting it right across a vast range of industries including apparel, beauty, consumer goods and more, and tells us where opportunity lies.
In this episode we explore:
- ✓ Why Wendy focuses on the shopper rather than the consumer
- ✓ How shoppers are different from what they were six months ago
- ✓ How brands can keep up with rapid changes in shoppers
- ✓ The importance of both formal and informal research
- ✓ Why you marketers need to understand the moments of Mums
- ✓ Why efficient solutions and multi-purpose products win
- ✓ Future Trends to 2030 in Retail
- ✓ Key trends impacting the beauty industry
- ✓ The opportunity in mothers aged 45+
- ✓ Differences between Australian and American shoppers
- ✓ Mums retail experience expectations
- ✓ Companies doing a great job in retail experiences for Mums
Resources discussed in the show:
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About The Guest
In 1986, Wendy founded WSL, a global consultancy that helps clients anticipate change in order to build innovative shopper-led retail strategies. She is recognized as one of the innovators of shopper insights. Her goal: “To get executives out of their ivory towers to meet shoppers on the selling floor – be it physical or digital.”
WSL consults to such industries as retail, health, beauty, fashion, food, beverages, home, personal care, entertainment, publishing, and financial services.
Since 1989, WSL has published How America Shops®, a highly regarded survey that tracks shoppers and retail, and successfully predicts where both are headed.
Wendy has extensive global experience in marketing, retail and research, beginning in her native Australia where she learned to be a passionate shopper. She holds a degree in business and psychology from the University of New South Wales in Sydney. Wendy is noted for her unique combination of Australian earthiness, global shopping vision, provocative viewpoint, and inspirational story telling.
She is frequently called upon by media to provide insight into consumers, retail and shopping. She is cited by The New York Times, Washington Post, Wall Street Journal, and Fortune, appears on CBS, NBC and ABC, CNN, BBC, and Bloomberg Surveillance.
Wendy is a recognized speaker, addressing business and educational organizations around the world.
Wendy has been recognized by the National Retail Federation as one of “The Influencers Shaping Retail’s Future.” She has also been recognized as “One of the 50 Most Powerful Women in Beauty” by Women’s Wear Daily/Beauty Inc. and “A Women of Excellence” by the Path to Purchase Institute.
She is a Distinguished Faculty Member of the Path to Purchase Institute, sits on the board of Cosmetic Executive Women, is vice chairperson of the advisory board of the Fashion Institute of Technology’s Master’s degree program in Cosmetics & Fragrance Marketing and Management, and is a board member emeritus of Women In Need, an organization that helps homeless women and children build, productive lives.
About The Host
Katrina McCarter is the founder and CEO of Marketing to Mums, a marketing and research consultancy based in Melbourne, Australia. She is a Marketing Strategist, Best-Selling Author, Award-Winning Speaker and Advisor who specialises in helping brands sell more effectively to the world’s powerful consumer, Mums (or ‘Moms’ if you are from the US). She holds a Bachelor of Business (Marketing) and an MBA (International Business) and has 18 years sales and marketing experience working across diverse industries including grocery, hardware and online. Katrina can assist you harness the power of Mums to drive sales and profit and gain a commercial advantage for your brand.
Marketing to Mums - the Podcast is powered by Cooperate.
Cooperate is a powerful marketing technology platform that allows marketers to visualise your brands customer journey, deliver great content at each stage of that journey and see how it all performs – all managed from one centralised location.
It’s been built by marketers, for marketers. I’ve had the opportunity to see the platform in action and I genuinely think it’s worth taking a look at if you are a marketer managing large brands which want to attract Mums.
Check them out here: https://www.cooperateplatform.com
