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.