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Can Retailers Make Embarrassing Purchases Less Embarrassing?
A university study finds that when buying embarrassing products such as condoms or menstrual pads, consumers choose self-checkout or the ”most robotic” cashier to hopefully avoid interactions.
The researchers from UBC Sauder School of Business noted that the findings run counter to the long-held belief that building personal rapport with customers should be the top priority for retail associates.
“When people are buying embarrassing things they don’t seek out conversation,” said Dr. JoAndrea Hoegg, a UBC Sauder Professor and co-author, in a statement. “They don’t want that social interaction. They want to get in and get out—and they want someone who isn’t judging them or reacting to them.”
A 2021 survey of 2,000 Americans taken on behalf of the Depend incontinence undergarment brand found the top ten most embarrassing purchases were condoms, emergency contraceptives, bed bug spray, head lice treatment, hemorrhoid cream, diarrhea relief, pregnancy test, incontinence/bladder leakage products, period products and cold sore treatment.
The study likewise found apprehension around purchasing such items, with 56 percent indicating they’ve avoided purchasing personal care products out of fear of being judged. Younger adults were found to be particularly anxious over such purchases.
Overall, 72 percent worried that other shoppers or store employees judged their purchases, while 67 percent admitted they were judgmental of other shoppers.
A study from researchers at Northwestern University found that when purchasing embarrassing products, consumers often make additional purchases to mitigate the threat of judgment.
Researchers from Jinan University School in Guangzhou, China, found that beyond abandoning a purchase or buying additional non-embarrassing products, coping mechanisms for embarrassing buys include “delaying purchase,” (waiting until the store is less crowded before purchasing), and making a “compensation purchase,” (offsetting the negative emotions from an embarrassing purchase encounter by ”buying products that are highly correlated with attractiveness.”).
For retailers, the only advice across studies came from the UBC Sauder School of Business, which suggested store associates be mindful of shoppers’ purchases and when they’re purposely avoiding engagement. “Don’t try to create a connection. Just get the person out quickly,” Prof. Dr. Hoegg said.
Discussion Questions
DISCUSSION QUESTIONS: Can retailers do anything to reduce the anxiety shoppers may feel around making “embarrassing” purchases? What advice would you give cashiers or store associates to handle such situations?
Poll
Loading …BrainTrust
Neil Saunders
Managing Director, GlobalData
John Lietsch
Chief Operating Officer, Bloo Kanoo
In the early stages of CPG ecommerce and online grocery, I was analyzing drivers of a category’s growth online.
One surprising discovery was that purchases like these over-indexed online.
Today, these categories are great candidates for BOPIS or home delivery. If delivered to the home, discreet packaging is essential.
For conventional transactions, cashiers simply need to be discreet and nonchalant.
Put them in a vending machine and title it something other than “Embarrassing Products You Need To Buy”
“Embarrassing purchases” can be confusing, but shopper education can help. Retailers and manufacturers can arm shoppers with information pre-trip to make informed choices (via digital apps and websites) and can offer QR codes on shelves for shoppers to do in-store research (on another aisle, of course). Shoppers may still rush to buy to avoid scrutiny but an educated shopper is a better shopper.
This is a social and cultural issue which cannot be directly addressed by retail. However, I agree with Sauder’s suggestion and think that training cashiers and store associates how to recognize and behave during these anxiety ridden purchases is the best approach. Store associates should understand that in these situations they can forego their normally chatty ways and not ask the person purchasing condoms what their plans are for the weekend. Just ring ’em up!
So the study was a blinding flash of the obvious! This is not a new problem – shoppers have been buying embarrassing products as long as they’ve been available. Retailers can do two simple things. First, have self-checkout available. Second, train checkout staff to be a little sensitive – to not react to an embarrassing item.
I am not sure that this is a stunning revelation. However, given consumers want minimal contact when buying these personal products it would be sensible to offer and emphasize remote buying options such as online, vending, etc. Self checkout and just-walk-out technology would also help with this.
Wow! I guess this is really an issue. When I owned the Today Contraceptive Sponge, it was never a challenge that we dealt with. Maybe Seinfeld’s Elaine made women comfortable. We did learn that more than half of condom purchases were done by women. I guess that could be embarrassing.
Advice to cashiers and associates: Don’t react. Just handle the interaction as you would any other boring item.
When I worked in a pharmacy and lingerie shop, men in particular avoided eye contact and conversation when buying certain items. I’m sure they wish self-checkouts and Just Walk Out existed in the ‘90s.
Offering e-commerce and efficient in-store checkout support sales in intimate product categories.
Store associates who stay professional and discreet will give shoppers dignity and anonymity and put them at ease.
I was one of those men.
HI Lisa,
I am one of those guys too.
Embarrassment is in the eye of the beholder (or the shopper), I guess. The issue probably goes beyond obvious product categories like condoms and tampons to all sorts of personal care products and OTC “remedies” throughout the store.
While self-checkout is the simplest solution for the customer, it’s surprising to me that there are still plenty of Walgreens stores without it — including the two closest to my house. So it really comes down to good training: Where a good manager might normally encourage engagement between the cashier and shopper, this is a good time to disengage.
I really think now days no one really cares what is purchased. For employees who have mature experience, it becomes rote. For manufacturers’, perhaps more discrete packings would be appropriate.
It doesn’t help that so many products are now being locked up, which automatically require an associate to release the product to the customer. Most of these items are at convenience stores, and I’m not sure convenience items are the type of items to build connection with consumers on anyway.
I was in a Duane Reade two days ago and pretty much everything was locked up. What a shame.
At the same time consumers are embarrassed to purchase certain products retailers like Nordstrom and Saks are already selling sexual wellness merchandise, and not just the things you are thinking about right now. This embarrassing product is so hot “Stimulate”, a new B2B trade show debuts this July in Nashville.
Still, I am with the 72 percent who worry other shoppers or store associates are judging their purchases, but then I also worry about them judging my Hostess Snoballs and Cadbury Cream Eggs addiction, too.
It’s Friday, right? Ok what the world needs is another acronym and an additional multi-channel mode. SISDH (pronounced sizduh) Scan in Store, Deliver Home. Perfect for product that you want to look at, comparison shop, read ingredients, but don’t want to take to a checkout. Actually, I’ve always wondered why bookstores didn’t offer this before they went out of business (might have helped….) but with SISDH you can browse the shelves, scan, and a bit later in the day pick up from your doorstep. Perfect for larger products, big baskets of products you don’t want to carry, and yes embarrassing or any purchases. Royalties please?
I recall my wife buying a pregnancy test over the counter at a pharmacy and the sales associate saying ‘I hope it gives the answer you want’. A neutral comment and arguably empathetic but it may have been better for her to say nothing.
Any perceived issues that consumers face may make them want to buy product online – so coaching of staff on how to ‘operate’ in this area could well be something retailers consider.
Back in the day, us Gen Xers were always being reminded to smile more and make personal connections at checkout. (“But there are six people in line!” “Corporate says we need to ask them questions!”) Turns out our natural apathy and efficiency to get the transaction over with already is what consumers have really wanted all along.
Most cashiers don’t really care or comment on items purchased. Retailers can adopt alternative selling / educating methods (self-checkout, vending machines). CPG companies can improve on packaging.
they’ve avoided purchasing personal care products out of fear of being judged So menstrual pads incur “judgment”…what?!?1
I think this says something about the state of education in America – or really the lack of same – but if we can pull down our cloche over our red ears and get back on topic: no I don’t think there’s really anything that should – or even can – be done to “reduce anxiety”, other than the obvious of not bellowing out into the PR system “Price check on a 4 pack of…” Efforts to “improve” things I fear will only exacerbate them instead.
Two likely situations to avoid this sort of interaction are self-checkout or BOPIS. E-commerce partnerships is another.
But since not all stores can spend on this infrastructure, at minimum, cashiers should be encouraged to have some situational awareness, in being able to focus away from certain items at checkout and towards other topics.
This is just more of the obvious statements, that my colleagues here have already mentioned. Minimize the attention that these products receive on the shelf, as well as in the store, and at the checkstand, and don’t separate them from other everyday items, like diapers, antiperspirant, formula, etc. Condoms should be available in a standard aisle (not behind the counter) along with pads, tampons, etc. There should be nothing special about their placement, nor the attention they receive in the retail environment.
I implemented a unique approach within my category management analyst team by assigning newer members to handle what some may consider “embarrassing categories.” This involved tasks such as interviewing their mothers and sisters about sanitary products and discussing incontinence with their elderly grandparents, among other sensitive subjects. Surprisingly, this approach proved to be valuable in bridging the knowledge gap and transforming uncomfortable moments into insightful ones.
One particular challenge we faced was determining what we could learn from these experiences and pass on to both the consumer packaged goods (CPG) manufacturers and our store associates. The purpose was to educate them about the necessity of these products and foster respect for the purchase occasion. While the strategy itself wasn’t difficult, it wasn’t sustainable for our transient and often young retail store associates.
Although there is no perfect answer to handling these situations, it doesn’t require complex problem-solving either. Sometimes, it’s as simple as encouraging associates to think twice before asking customers, “Did you find everything you needed today?” By learning to engage with gratitude for customers choosing our store to meet their needs and efficiently assisting them, we can make a significant impact.