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Beauty Culture On what initiatives are retail marketing departments spending most of their time right now? Or, the better question might be where aren't they spending enough time, as revealed by Retail Systems Research's latest marketing benchmark, "Retail Marketing 2013: Organizational Drift." In the report, marketing departments indicate that less of their time is being spent focused on the following areas: Acquiring new customers: 52% of successful marketing departments; 48% of average marketing departments; 100% of lagging marketing departments Driving traffic to stores and websites: 40% of successful departments; 32% of average departments; 46% of lagging departments Building customer loyalty: 33% of successful departments; 43% of average departments; 69% of lagging departments Communicating promotions: 28% of successful departments; 17% of average departments; 23% of lagging departments Engaging customers: 27% of successful departments; 38% of average departments; 62% of lagging departments Driving sales: 27% of successful departments; 27% of average departments; 46% of lagging departments Building the brand: 27% of successful departments; 21% of average departments; 46% of lagging departments RSR noted that of those who participated in its research, lagging marketing departments had the most to say about how their marketing departments were doing. The report additionally revealed that lagging retailers are more highly consolidated into central corporate marketing and less involved in more emerging digital channels. 72 January 2014 | beautystorebusiness.com Millennials With Kids Millennials—adults between the ages of 25 and 34—are now parents, accounting for 10.8 million households with children and, essentially, 80% of the 4 million annual U.S. births. The two-part study "Millennials as New Parents" from marketing agency Barkley reveals how starting a family has impacted this demographic—its behavior, values, media consumption and buying habits. The study first analyzed exclusive research records of 10.8 million millennials with children. The second phase included a one-to-one survey of 1,000 American adults aged 25 to 34 who have children living with them. "Millennials are often inaccurately portrayed through the prism of youth and all the character traits that go along with it—narcissism, rebellion and entitlement, to name a few," says Jeff Fromm, executive vice president of Barkley and co-author of the newly released book Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever. "A large portion of millennials have grown up," adds Fromm. "By overlooking the fact that many millennials are now parents, brands could miss changes in behavior and consumption that directly impact their bottom line." The report found that millennials with kids: • If given the choice to shop at one store for the rest need possessions to make them happy (82%). of their life—choosing between Amazon.com, • Continue to remain heavily connected online Wal-Mart and Target—would choose Wal-Mart even after they become parents; with more than brick-and-mortar locations—even as the world's 35% claiming to have posted on Facebook in the most tech-savvy generation. Specifically, highlast day. income millennial parents chose Target, while • As a whole, regularly trade private information middle and low-income brackets chose Wal-Mart. for perks from brands they favor. Though after • Based their buying decisions 57% on quality becoming parents, 48% claim they are less likely before becoming parents, versus slightly more to give up private information about themselves than 50% on quality after becoming parents. in exchange for promotional perks. • When shopping for products, try to buy products • Display distinct differences between men and that support causes or charities (50%). women, with men much more likely to say that • When answering the question of what they since becoming a parent they are the same want most for their kids gave the top answer of person as before they had children (45%), versus wanting their children to know that they don't 30% of women. Demographical information gathered by Barkley concerning millennials includes: • 63% of millennial parents are married • 28% living in urban areas • $50,000 is the median income • 20% live in rural areas • 76% is the total labor force participation rate; • 61% are Caucasian with 61% being women • 16% are Hispanic • 51% live in suburban areas • 12% are African-American ■ Do you have culturally relevant information that our readers ought to know? Send it to senior editor Manyesha Batist at mbatist@creativeage.com. iStockphoto.com Marketing Departments Talk