Shopper Science: Meet Moms
Seriously meet her.
Kate is the qualitative to our Fluid Shopper Science quantitative. Fluid did a survey of 3000+ digital shoppers and then honed in on moms. There were a few stand-outs in the data. The three things you need to know now about moms + digital shopping….
1. Why moms buy online: Convenience, more choice, less chaos + cheaper.
These lead the reasons why moms purchase online vs. in-store. This “Select all that apply” question reveals the busy everyday lives of moms. Convenience is queen – with 61% answering they shop online because “It’s more convenient to get items shipped to my home.”
The full set of answers:
Implication for retailers: Streamline shopping paths to maximize the limited time moms have to make purchases. Moms don’t want to sit down, have coffee with you and chat. They want to make a purchase and get on with their day.
2. Top purchase triggers: Out grown, new season + wearing out the old.
When asked “Please rank the top 3 reasons for shopping for children’s stuff (non-essential items)” the top three were:
#1 27% “My children grew out of their old things”
#2 22% “It was the beginning of the season/back to school”
#3 15% “My children wore out their old things”
Of note: The answer chosen most was “My children needed something for a specific activity.”
The details of the responses can be seen here:
Implication for retailers: Past purchases hint at future purchases – especially when it comes to kids. Personalization and intelligent recommendations give you an advantage.
3. Kids + purchases: Yes kids influence purchase decisions.
75% of moms involve their children in the process of deciding what to buy. While ~30% decide together, the other ~44% put parameters around the choices they ask kids to make.
The chart details:
Implication for retailers: Curate collections of items to make decisions easier. Even better, suggest items based on triggers and information at hand – “back-to-school clothes for an 8-year-old boy” takes work out of the process for mom.
Given their purchasing power and influence we’ll hear more from, and about, moms this year. Stay tuned…
Go moms go,