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4 tips to supersize dads’ in-store spend – featured in MediaPost

4 tips to supersize dads’ in-store spend – featured in MediaPost

iModerate Author

Nov 09, 2015

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Historically, marketers have explicitly tried to tempt moms in store. But brands have stepped up their ‘dadvertising,’ and for good reason – a new Y&R study found that 80% of millennial dads claim shared or primary shopping responsibility. With dad spending more and more time between the aisles shopping for his family, what can brands do to increase his in-store spend, particularly when he’s shopping for his kids? We recently conducted an extensive qualitative study to see how brands and retailers could bolster these impulse buys.

Check out the MediaPost article for 4 tips to supersizing dads’ in-store spend.

iModerate Author

Our relationship with iModerate has enabled us to quickly and efficiently seek the voice of the consumer or customer, and incorporate it into our business decisions, allowing us to become smarter and faster to market. The team iModerate is, in essence, a virtual extension of the Abbott research team – from them, I know that when I pick up the phone and call, on the other end will be someone who understands my business, knows my target consumer, and will always deliver high quality results.

Kristen McLane, Manager, Shopper Insights & Category Development, Abbott Nutrition