While parents make the ultimate buying decisions, children do have quite an influence on many purchases. Researchers at the University of Vienna in Austria found that twice as many purchases in supermarkets are triggered by children than their parents are aware of. As retailers, it is important to cater to the parent while also making sure that children are not only addressed, but that they have access to the right products in the right ways.
If your store caters to families or parents, remember that lower shelves are at eye level for inquisitive children eyes and hands. So make sure that lower items are targeted to children. Also, remember that busy hands could easier grab and break anything on lower shelves. So even if you aren’t directly marketing to children, make sure you protect your merchandise by stocking lower shelves with items that are durable or soft.
If you are going to have merchandise that is targeted to children, keep in mind that children like to touch and move merchandise. We recommend keeping items in baskets, boxes or other enclosures so that children can easily pick up and choose items that are low. Children also are drawn to displays that encourage interaction. Mix bright colors, shapes, sizes and display types and children will be drawn to these areas.
If your store mostly caters to moms, consider having an activity or play corner for children that is easily visible from most areas of the store. That way mom can shop while her children safely play within her sight.
Remember that there is a fine line between offering items to children and pushing them to the point that you upset your customers. Make sure that you have items within reach of the counter that are at lower price point as well. Parents will be more likely to say yes to these items and the parent and child will both be happy.
How do you create child friendly displays in your store?
