How Romanian families buy – eMAG customer study illustrated by the Căutărescu family under the brand’s new communication umbrella

In the context where eight out of ten eMAG customers live with a partner, and half of them also have a child, eMAG explored the dynamics of family roles in terms of shopping and launched a new communication umbrella at a regional level, in Romania, Hungary and Bulgaria. The campaign is built around the Căutărescu Family, a family in which each character represents a type of consumer and pursues their own interest when it comes to shopping.

This is how they appeared: Bebe #CautatorulChibzuit, Flori #CautatorulOrganizat, Relu #CautatorulMereuInPriza, Anton #CautatorulDeAltceva, Ema #CautatorulDeNou, David #CautatorulSuperSmart.

“Each of us has different needs and roles in the family, and our data shows that each member has a specific behavior. The same is the case with the Căutărescu Family, with the help of which we aim to communicate in a simple and easy way to tell more about the services and offers we make available to our customers. Anchored in the brand slogan launched more than a year ago, the new communication campaign portrays through life situations interpreted with humor the way in which online shopping penetrates more and more into the daily habits of families”, a declared Irina Pencea, General Manager of eMAG Romania.

Families plan their lives with organized lists and choose books, music and pet food together
According to a study conducted among eMAG customers between August 17-29, 2023, in most families (65%), men make the largest contribution to the family budget, but most purchasing decisions are made by women.

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More than half of families have a well-organized approach with shopping lists and planning the products they want to purchase.

According to the eMAG study, men have higher incomes, but their partners are the ones who take responsibility for regular shopping. Thus, women choose cleaning products, furniture, clothing and accessories, but also hygiene products or dermato-cosmetic products. Men, however, are more involved in choosing purchases from the electro-IT & auto, drink and food, accessories and sports equipment category.

At the same time, the study shows that men prefer more convenient options and always look for the easiest way to purchase a product. On the other hand, women are careful to choose the best price, so they follow promotions and offers.

In the Căutărescu Family, Flori is the pillar of the house, the type of organized mother who walks around with shopping lists and is attentive to prices and offers, but from time to time she indulges in something for herself, while her husband, Relu, documented himself with the help of reviews and knows everything that moves online.

Children are the ones who always know where to find information about products and keep an eye on the latest in technology, according to the eMAG study, and David, the boy from the Căutărescu Family, is the genius of the family, passionate about construction games, robots and science. Next to him, Ema, his sister, is in her pre-teens, so she’s constantly looking for new things and trying to get what interests her from the other family members.

Rounding out the core family is Grandpa Bebe, who plays the thoughtful and thrifty seeker, but who likes to look cool and keep up with technology. Next to him, uncle Anton, the family buffoon, makes impulsive purchases and always seems to be on the verge of coming up with new project and business ideas.

Along with the eMAG marketing team, the creative campaign was made by Jam Session Agency, in collaboration with ABATOR, FAMILY FILM and director Radu Munteanu.