Marketing to Mommies

Moms are a busy group of ladies. Between juggling kids, work and the household, we still need to get our shopping done. Whether we’re stocking up on groceries for the week or finding the perfect dress for a night on the town, we’re short on time and want to find helpful stores that make our lives easier.

For business owners, a simple way to grab a portion of this $2 trillion market is to understand just what women want. So I asked a few fellow mommies – how did the stores you love capture your loyalty?

They understand moms are still women. Believe it or not, after having our kids, we didn’t give up our jeans and boots for muumuus and slippers. We still want to feel sexy at times. We still like things like teal stilettos and a trendy purse. And we still read InStyle, even if it’s buried beneath Parenting and American Baby.

When a mom enters a store, please treat her like any other female customer, even if she’s wearing a baby sling. A salesperson’s first words shouldn’t be, “Who are you shopping for today?” Well, I’m in a women’s boutique and my clothes resemble the clothes on your racks, so I would say that would be me.

They realize we control the finances. According to Nielsen, women control 85 percent of the household finances. With the economy the way it is, we watch our family’s money very closely and take large purchases extremely seriously. Really, we are smart and savvy shoppers.

When I was ready to purchase my car a couple of years ago, I asked the salesperson some basic questions. His answer to everything: “Maybe we should discuss that when your husband is with you.”

Uh-uh. This is my car. While our finances are “ours,” I’m the one writing the check. I’m the one that did hours and hours of research to find the ideal car for my needs. I do not need my husband holding my hand. Needless to say, I high-tailed it out of there and found a dealer who bent over backwards and spoke to me even with my husband in the room. Gasp!

They make shopping social. Moms are a communal group. We love to meet our fellow moms and support each other in different aspects of our lives. Stores that bring women together not only provide a value-added service, they build loyalty that lasts for years to come. Babymoon Boutique in St. Charles, for instance, offers numerous classes each month to reach both parents and parents-to-be.

Said Nicole Phillips of Babymoon, “By combining an accepting and supportive environment with specialty items and education, we have been able to help over 3,000 families as we begin our fourth year as a boutique and family enrichment center. Our mission is to empower parents through education and networking opportunities.”

In addition to offering the items parents need, Babymoon hosts events from breastfeeding support groups and parenting classes to drop-in playdates and toddler classes, such as music, Spanish, art and yoga.

“Our purpose is to encourage mothers and fathers to be open and honest about their personal experiences so that expectant parents can gain confidence and be prepared for the challenges that await them as new parents. Our ultimate goal is to offer assistance with acceptance of all parenting styles through easy access of great products and a parenting network that shares resources and advice.”

They offer little touches that make a huge difference. Of course we don’t want special treatment, but any time a store goes above and beyond to help us, they’ve made a customer for life. Lindsay, a teacher and mother of two boys remarked, “As a mom, I tend to go back to stores that are kid-friendly. If they offer a sucker to me, my boys are hooked. Also, play tables let the customer know that kids are welcome.  I feel like I shop in those stores longer. When they acknowledge my children, it’s something I remember.”

NEXT, A Women’s Resale Boutique, for instance, has toys available for kids to enjoy while their moms hit the dressing rooms. I switched oil changing places because one offered the St. Louis Post-Dispatch and People in the waiting room while the other had only motor magazines on hand. Silly, I know, but when I have 10 minutes free in my work day to read the newspaper, it’s a luxury. I actually look forward to getting my oil changed.

Just remember – moms have big mouths, and we’re darn proud of them. When we love a product or store, we spread the word through our blogs, Facebook and chat rooms. We want to help our fellow moms out, so when we find a place we can call home, we let the world know.

By Nicole Plegge, Lifestyle Blogger for SmartParenting