Corner the Market – Cater for Kids
A recent trip to my beloved KikkiK last weekend appealed to a sentiment not often felt when hauling my 3 youngsters through a shopping centre – Peace. Normally running errands for this mother of 3 is nothing short of a nightmare.
According to Australian Bureau of Statistics, the 2007 birth rate was the largest recorded in history (ABS 2009). That was 19,400 more babies than the previous year. There is a mountain of mothers pushing around record numbers of three years.
Research has shown that women are the primary decision makers for consumer goods in 85% of households, and women make 75% of decisions about buying new homes, and 81% of the decisions about groceries.
I am not referring to ‘Parental Yielding’ (Berey & Pollay 1970) which is a term given when parents give into the child’s repeated and persistent requests. What I am saying is that even if the child’s nagging is not a direct influence in the purchase decision, making a visit to your business effortless for her will resonate long after she leaves the store.
However aside from the obvious products that families with small children need to purchase such as nappies or suitable cereal, many other businesses could benefit from catering for this portion of the population. What I am really trying to say is ‘ease of use’ for families. The moment we come through the door at Kikki.K, the shop assistant addressed my kids as if Brad & Angelina had just walked in the door. I was completely at ease while browsing and I bought a number of items because I had the time to flick through everything and fall in love. You can see my daughter in the picture above. She is a Kikki.K girl too!
Just look at iconic global brands MacDonald’s or Ikea. I would pay for Ikea’s momentary childcare – but it just so happens to be free. Businesses should incorporate such elements into their marketing plan now.
I would love to hear other brands that cater well for young families or how others can innovate in the comments section below.
This is so true! Going into Pumpkin Patch was so much easier because they always had a kids dvd playing. My little boy was wrapt to get out of the pram and chill out with Nemo and the gang while I shopped! The hardest part was getting him out of there again! Telling him we were going shopping always resulted in the question “are we going to Patch?” making that shop a necessity rather than an option. If I owned that business I would say that was mission accomplished!
Even my local video store is a joy to visit, they have a few kid size tables set up with colouring pics from whatever the latest kids movies are and pencils/crayons so the kids can sit down and draw while Mummy picks a DVD to hire.
Very thoughtful of the owners, often when looking at the M rated movies there are some with yuk covers that I don’t want my kids to see while I’m looking for a good movie, so they’re occupied, I can browse and not worry my kids are going to see something unsuitable.
There are a few stores that I will happily shop in with my kids as I know they are well catered for, which means I can shop in peace.
One as you mentioned Natalie, is Kikki.K. Thanks to their coloring table and super friendly staff (to me & the kids) my 4 year old always wants to go in when we walk past now. Cotton Kids has DVD too. Its also like the cafes that supply coloring in activities (with sharp pencils!). It really affects my decision of where to go when I take the kids. Yonks ago we used to provide the Saturday papers in our fashion store so the hubby’s could sit comfortably reading the paper while the wives shopped. Everyone was happy, and we made our budget!
It is also interesting how few retail staff actually take the time to be nice to the kids too. There are several stores that do make an effort with my kids, even just acknowledging them, so now my girls always want to go in there – Sportsgirl (Miss 8 wants to work there), Smiggle, Kikki.K
Lots of other retailers could take a few of these lessons to give themselves a point of difference in the crowded marketplace.
Such great input Ladies! Marketing to Mum doesn’t even need to be expensive. How much do colouring in sheets & pencils cost? There is some even better ways too!
Considering that mothers are the ones that do all the background research on major purchases in the home, what an easy way to become front of mind!
If your brand becomes “necessity rather than an option” as Amelia said, then you have done your job.
Natalie, Haircut time was traumatic for us until we found a great local little salon where the boys get a DVD and lollipop while they have their hair cut. Now they want to go all the time…..
A hair dressing salon – we seem to be there all the time with my boys: ) Great idea on their part.
Totally agree. I always wonder why more cafes (especially in areas dominated by families) are not kid friendly. Birdy num num’s (http://www.birdienumnums.com.au/) is one great example of such a cafe. I travel from Geelong to go there if I am meeting friends in Melbourne because I know I can relax and have a great chat without being constantly harrassed about what a ‘boring time’ the kids are having.
Thanks for your comment Michelle – you know you are not the first to make that comment about that place. I actually spoke to Lisa there yesterday because somebody had recommended it for an event.
[...] marketing programs into perspective. Download the study here. We have also recently taken a look at retailers catering for women and their families. We already knew this right now? But there are some staggering figures below. [...]