Shopper Science: Meet Moms

by / Tuesday, 21 January 2014 / Published in Blog, Featured, Shopper Science, User Experience
First things first, meet Kate. She’s a mom of three boys. And a master of making order out of chaos. Kate exemplifies why, how and when moms shop online. She relies on pre-approved choices for the kids, in-the-moment access to selection and delivery to her doorstep.

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,
[Shopper Science]

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