This week on our Friends on Friday guest blog post my colleague, Timi Garai, discusses the power of millennial moms and how to gain their loyalty. This article shares some powerful statistics that will make you sit up and take notice. – Shep Hyken If you have any doubt about why millennial moms are […]
This week on our Friends on Friday guest blog post my colleague, Timi Garai, discusses the power of millennial moms and how to gain their loyalty. This article shares some powerful statistics that will make you sit up and take notice. – Shep Hyken
If you have any doubt about why millennial moms are worth focusing on for your business’s growth, then here is a stat for reinforcement: the whole millennial demographic currently holds $2 trillion buying power globally. And among them, there are currently 9 million millennial moms who are decision influencers when it comes to purchasing. And their numbers are constantly increasing. Convincing, right? So let’s take a look at some smart tactics that can help you earn their long-lasting loyalty!
Think with Google found that 80% of mothers turn to the Internet to search for answers to specific questions, like what kind of toys can improve certain skills when a child plays with them. And 3 out of 5 moms turn to online videos for answers. What’s the takeaway here? Moms want inspiration and they want to see how exactly a product will help. Furthermore, 58% of moms don’t have a certain brand in mind when they are looking for a product. So here’s your chance! BE THERE when they are searching for the best products for their kids!
Getting there is simple: create content. But please, forget about stock images! Millennial moms want real evidence in the form of photos or videos about exactly how the product looks and works. Sure, if your budget allows for it, you can create cool videos like H&M does for each new line of kids’ clothing they introduce. But you can also ask influencers, like vloggers or bloggers, to test your products out in a video or post. It’s great for SEO, builds trust toward your products, and increases your exposure.
Did you know that 68% of millennials would consider changing where they shopped if they knew they could get more rewards elsewhere? Besides this, a loyalty program allows you to give moms another reason to return because by purchasing more from your store, they can get future discounts. And if you’re interested in adding even more value, there’s a special loyalty feature that you can use. Just see how Children’s Place’s rewards program does it: when a child’s birthday is approaching, they offer a 20% discount for the Mom. Why does it work? Because mothers everywhere are searching for the best deals. Once you catch their attention, you have to work to encourage them to keep coming back.
Remember how I mentioned that brands should strike the right balance between appealing to moms at home, and working moms as well? Well, if you target them, make sure you put some effort into getting to know them. For example, investigate what millennial moms care about the most. This is something a super cool mobile app, BabyList, has clearly done. The app allows moms to save money toward their child’s education. That’s an incredibly relevant issue in their lives! London-based Anita House took another approach. They let their customers fund medical research to help those in need. And this concept can be perfectly incorporated into a loyalty program! At Antavo we always recommend that our clients involve a charitable reward in their rewards program. It helps them build a truly emotional connection with their customers. Plus, it also showcases that the brand cares about the same issues as its customers do.
As a closing note, millennial moms spend 12 times more on mobile compared to other generations. Meaning that all of the tactics mentioned here, from creating content to running a loyalty program should be accessible on mobile devices. And besides mobile, let’s never forget just how socially connected millennial moms are. They recommend and share products and brands 10.5 times in a month! That’s why satisfying their needs for helpful and relevant content, special loyalty program features, and rewards that inspire emotion can help you win them as customers in the long run.
Timi Garai has been the Marketing Manager at Antavo Loyalty Software for 3 years now, a true eCommerce & retail sleuth! Over the years she has researched the loyalty strategies at top eCommerce brands and retailers. Fun fact: in her free time, she blogs about the manga and animé subculture.
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