This presents an amazing opportunity for marketers – IF they spend the time to learn how to best market to Mom. When done well, Mom’s can be your biggest advocate. When not done well, Mom’s can be a thorn in your side.
Let me give you a couple tips. I have said it before, and I’ll say it again – Moms are busy. We have a lot to do and not a lot of time to do it. We appreciate it when you respect our time. We appreciate it when you listen to us, because (guess what?!) we have a lot to say. Pay attention to us, we’ll tell you what we want.
Save us time and save us money. Make the shopping experience easy for us. Offer us reasons to buy from you. Offer us savings.
I’m going to pick on Victoria Secret for a minute. I chose Victoria’s Secret because there are a couple of things they do that I like, and a couple of things I don’t care for.
First off, when I abandon my shopping cart on victoriassecret.com they remind me. They send me an email reminding me of what I was looking to purchase from them. I like this because it shows me they are paying attention to me. Victoria’s Secret also lets me know when they have free shipping offers or sales. What I would like to see is a coupon or a free shipping offer associated with my abandoned cart email. An additional incentive would likely convince me to buy right then and there.
On the flip side, while shopping on victoriassecret.com, I’ve seen an area on the page that includes “recommendations for you.” These products should be based on what Victoria’s Secret knows about me from on my past purchases. But they are not. The products shown in this section seem to be completely random. It’s not based on anything I’ve purchased in the past. Seems to me it’s based on a recent promotion or inventory they need to get rid of. I understand the need to do that, but if that’s what they are trying to accomplish, just call it an inventory sale and offer me a discount. Don’t pretend to make it about me. Don’t pretend you are presenting options to me, for me.
With all the capabilities available with direct digital marketing, it would be so easy for Victoria’s Secret to be smart and recommend products to me using technology like onsite targeting. Take that one extra step and match inventory based on customer behavior. Mom’s will tell you how much they like it. Then they’ll tell their friends.