Posted by Steve Parker, Jr. (@sparkerjr)
Just in time for Mother’s Day, Marketing Charts has released the results of a new study that involves various components of marketing to moms. Among the results, there are two key takeaways regarding marketing to moms in retail.
1. More moms are turning to digital media to find the best deals. In fact, they are 70% more likely to download coupons from a retail marketing website than the general population. Additionally, they are 65% more likely to download coupons from a manufacturer’s website. They are also twice as likely to use social media to get coupons. This is just one area where your online presence can affect your in-store sales.
2. Once they are inside the stores, moms are more than twice as likely to respond to in-store messaging like signs or kiosks and in-store circulars.
In addition to moms, the study also revealed trends with consumers as a whole, finding that 71% of shoppers are more likely to make shopping lists at home in an effort to save money. This statistic is up 6% from last year. Also, 56% of consumers choose stores based predominantly upon their offering of lower prices.
Because of the trends mentioned in this study, you should continue to think of new ways to tailor your digital media as well as in-store messaging to cater to these budget-savvy shoppers. And if you’re looking to market to moms, it seems that this is a great way to do it.
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