Published on: March 24, 2011
by Kevin Coupe
Content Guy’s Note: Below is a commentary on the same subject as the video piece, but it isn’t word-for-word the same. You can look at both, or either...it is up to you. I look forward to hearing from you.
Hi, I’m Kevin Coupe and this is what’s on my mind this morning...
There was a nice piece in the Boston Globe this week about so-called “Men’s Zones” that Procter & Gamble is testing in various retailers - including HEB and Target - around the country. The concept is to create male-specific aisles in stores where men can find and select grooming products especially for them - ranging from razors to hair coloring products to body washes to shampoos and deodorants.
And it isn’t just P&G that has its eye on the male market. Duane Reade, the NY drugstore chain owned by Walgreen, also is testing a Men’s Zone concept, and Unilever has rolled out a variety of men’s grooming products designed to appeal to us guys.
The thinking behind these concepts is simple - that guys like to buy stuff, while women like to shop. And therefore, the departments designed to appeal to them should be laid out differently, have a different approach to SKU rationalization, and even have a different decor package to make us guys feel at home.
But it occurs to me that this approach ought not be reserved for the HBC area of the store. The fact is that guys, because we’ve been disproportionately affected by the recession, have more time to do the food shopping these days, and are undertaking more of those responsibilities. Plus, we’re doing more of the cooking.
So maybe stores ought to think about food sections that are designed specifically for guys, with products that appeal to us - not just the way we shop, but also the way we cook and eat. They could go beyond what traditionally has been described as “meal solutions,” and be specifically developed to help guys meet new and expanding responsibilities. In fact, stores could get guys to help them design such sections - “Man Caves,” if you will - that would gives stores a differential advantage with a target demographic.
It’s just an idea ... but I think that anything stores can do to reach out to different, even non-traditional customer groups, is a good thing.
That’s what’s on my mind this Thursday morning. As always, I want to hear what’s on your mind.
- KC's View: