“If we ever move, it had better be to someplace with good grocery delivery, because I’m not sure I can live without online ordering!”—a mom
Here are some of our favorite rituals of the online mom shopper:
1. She’s shopping around, because she knows that options are only a click away. A full three-quarters of moms shopped online in the past 30 days and half would do all of their shopping online. That’s a lot of online shopping! She’s using a variety of tools and services to get the job done: 53% of moms use expert parent sites to get product recommendations and 48% use retailer websites. One mom told us: “I was in the Babies R Us store in the gates aisle and I went on my phone to the BRU website and ordered the gate online, with the “ship-to-store” option, so that I could pick it up while I was at the store. I saved $10!”
Action: Execute complementary digital, mobile, and in-store programs that leverage each medium’s ability to support moms’ needs and behaviors.
2. She’s shopping as a sport, promoting savings to build social currency and seeking discounts and deals before buying items big or small. She uses coupons, barcode scanners, QR codes, and buying services to compete—84% agree with the statement: “When I save money on a shopping trip by using coupons, sales or other deals, I feel like I won.”
Action: Give mom offers at unexpected times and in new places. Enable her to share with others and reward her efforts to create loyalty.
3. She’s reading the labels and is willing to make trade-offs based on price, effort and availability; but she won’t skimp on safety. More than half prefer purchasing organic or natural alternatives when shopping for groceries. Case in point? This mom says: “I will spend a little more at the farmer’s market or Trader Joe’s, because I know I am supporting something I love and believe in.”
Action: Detail Dr. Mom with info & ingredients; educate her on causes in support of children’s health and safety.
4. She’s demanding convenience, rewarding brands that simplify her life and will pay more to make her life easier. Thirty-eight percent would pay for online shipping to save time, and 35% of moms agree that simplicity, multiuse, and convenience are the biggest priorities in the technologies she buys. One of our moms hasn’t shopped in a physical store at Christmas in 10 years: “Let’s put it this way, I recycle A LOT of cardboard!”
Action: Demonstrate that you get her needs by focusing on convenience, ease of use and saving time.
How can you put these steps into action for your brand?