As 900+ exhibitors line up to show off products at the ABC Kids Expo this fall, we started thinking about the people who will ultimately decide what’s a hit and what’s a miss: moms.
Today’s moms are more digitally savvy than ever, and to reach this powerful consumer group, you need to crack the online code. For starters, here are two eye-opening facts from a recent study by BlogHer and Parenting Magazine: 71% of moms don’t let more than one day pass without jumping online or using a mobile phone. 88% describe computers and the Internet as necessities in their lives.
So how do kids’ brands and brand extensions take advantage of this huge sales and marketing opportunity? To find the answers, we asked a new mom how and why she shops online:
Online Saves Time It’s almost a marketing cliché that moms are busy. But it’s one of the big reasons they turn to online shopping. “Going to the actual physical store has become a special occasion, which I enjoy very much,” our new mom says. “But I have to admit, planning for it with a 6-month-old seems far more complicated than opening a browser window.”
Reviews and Prices Matter Our new mom considers a long list of factors when choosing baby goods: quality, safety, price, environmentally friendliness, design, durability, and convenience. To navigate this long list, she and her husband compare goods and read reviews online. They also hunt for online coupons and turn to social shopping sites like Fab.com, LivingSocial.com and Groupon.com to find deals.
Customer Service is King Busy moms don’t have the time to figure out how a clunky website works or navigate a complex return policy when that cute baby dress doesn’t fit. “[Bad] customer service can be a turn-off and web usability a big turn-on,” our new mom says. Do you offer perks like free shipping? How fast and easy is it for moms to find and buy what they need?
It Isn’t All About the Kids There’s a flurry of stocking up on baby gear during pregnancy and the first six months, but then many moms look to bring back a little of pre-kid life. “It hits you: mommy deserves some stuff too!” says our mom. Smart online sites like Totsy.com mix in offers for moms, such as romantic getaways, along with the kids’ fare.
As the saying goes, if mom is happy, everyone is happy. Learn more about this powerful consumer group with our 5 Mom Truths.
abc kids expo, brand marketing, children, consumer research, kids, marketing to moms, moms, moms online
I find Maruchi one of the most interesting and smart women I know. Thanks for sharing, Maruchi. We’re indeed a special market, moms: different generations, cultures, interests, but you know us well. Wise advertising gets me shopping! Ha!