Making News

(October 2008)

The Chief Purchasing Officer (CPO) of the Home

BIG Purchasing Influence Making a BIG Splash

 

The immense buying power and market influence of the home’s CPO is creating waves in the media and marketplace. Who exactly is the media and market maven? The woman.

Introduced by K&A more than a year ago, today’s CPOs of the Home are not only revamping decision-making throughout the home marketplace (as they are responsible for an estimated 80 percent of all household related decisions), but they’re also changing their perception among industries predominately focused on men.

Reported last week by the Associated Press, electronics giant Best Buy has created a store in the Denver area to better serve women. Complete with flat-screen TVs and appliances displayed in home-like settings, the store’s décor features skylights, blue and earth tone carpeting, wood paneling and even includes a private room for moms with free diapers and rocking chairs . . . a far cry from the retailer’s warehouse setting. Why? Best Buy considers women the holy grail of increased market share and sales, as they are believed to make about 45 percent of all electronic purchases.

If that’s not enough, today’s women, specifically moms, are actually changing the way they interact about products and services in a variety of industries. According to Nielsen Online, women ages 25-54 with at least one child are nearly twice as likely as the average Web user to provide frequent advice about Parenting/Family, Non-food Household Products and Beauty/Cosmetics, as reported today by the Center for Media Research.

These “Power Moms” are showing off there social networking skills throughout a widespread number of industries.

Topics about which U.S. "Power Moms"* Provide Frequent Advice

Provides Frequent Advice About:

Audience Composition Index (vs. avg. 100)

Parenting / Family

188

Household Products - Non-food

184

Beauty / Cosmetics

182

Clothes / Fashion

151

Household Products - Food & Beverages

139

Home Decorating / Interior Design

136

Health / Dieting / Exercising

127

Source: Nielsen Online, September 2008 (Women 25-54 with at least one child. Average composition index is 100.)

   

The Bottom Line

Business owners beware! The woman is taking over more than just the home. Armed with our latest research, we also know that women hold a vast online presence, meaning they’re using social networking sites for general information gathering, relationship building, testimonials, consumer advice, tips and support, among other uses. Respect women for the valuable consumers they are, no matter what your industry.

Want more advice on how to best reach today’s CPOs of the Home. Click here to download K&A’s CPO white paper or email bizdevelopment@kleberandassociates.com. 

                                                                                                                                    

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