In this episode of Retail Right Now, Total Retail's Ashley Chiaradio and Kristina Stidham discuss an article recently published by Total Retail’s sister brand, Women in Retail Leadership Circle, titled, “The New Moms on the Block: How Millennial Moms Approach Trying and Buying,” authored by Elizabeth Fogerty, chief strategy officer at EDGE Marketing. This article is right in time for Mother’s Day coming up this weekend, and shares a few key data points about millennial moms' shopping behavior. Technology is a lifeline for new moms today, and brands and retailers now have the ability to understand or identify who she is through massive data intake and targeting abilities.

But the question for retailers is: Are they ready to engage? Fogerty reminds retailers that they need to do more than just sell. To better engage with new millennial moms, retailers and brands can do the following:

  • Engage when they’re in-store. Eighty-four percent of millennial moms reportedly use their smartphones while shopping in stores. Put that data to use by targeting brand messages while they’re inside your brick-and-mortar locations that literally guide them to the right aisle to ease their path to purchase.
  • Tap into influencers. Millennial moms want authenticity in the products they buy and they want to know that someone they trust also trusts a particular brand. Influencers can help you reach the new mom audience and drive traffic to stores in a way that even a useful coupon can’t.

If retailers and brands recognize and understand the priorities and preferences of millennial moms, which are uniquely different from other moms, they can better engage them and gain their loyalty. To read the full article by Elizabeth Fogerty, click here.

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