Win Parent Shoppers with a Baby-Friendly Site

March 9, 2016 Christina Stubler

What once was considered a niche market is now a booming billion-dollar industry. Savvy parents are ready to spend a pretty penny to give their bundles of joy the best start in life. Despite declining birth rates in many countries, the global baby care market is growing at a CAGR of 7% and is expected to reach $66.8 billion by 2017, according to Transparency Research (2014).

surfstitchYou don’t have to have a dedicated site for baby products to win these valuable customers. Many health and pharmacy retailers are catering more to the “parent and baby” demographic. Even lifestyle and outdoor retailers are adding infant and toddler items to their product offerings.

Here are a few ways that any online retailer with baby or toddler products can gain a greater share of parents’ and grandparents’ spending.

Focus on Mobile

Browsing the Internet with both hands free is considered a luxury for new parents. Swaying back and forth with a tiny infant in arms and a smartphone in hand is a much more common scene. Consider your site new-parent ready if the desperately sleep deprived can find what they are looking for while only using their thumbs. You’ll want to enhance the real estate of smaller screens while delivering relevant results with speed.

bodenIn addition, think about how best to streamline the purchase process for mobile shoppers. The fewer clicks, the better. Make sure shoppers have the option to save payment and shipping information so they only have to enter it once.

Make the Experience Highly Personal

A few months make a world of difference when it comes to what a baby needs and what parents want to buy. For example, moms and dads of newborns are searching for the perfect swaddle while parents of 6-month-olds are introducing solid foods and encouraging their babies to sit on their own.

When parents sign up to receive emails, gather the dates of birth, sex and names of their children. Tailor email campaigns and curate landing pages with products that match the baby’s age and each exciting developmental stage. In other words, send emails specific to celebrating a baby’s first birthday when the child turns 1, but avoid cluttering up your customers’ inboxes with irrelevant messages about newborns when their baby is already a toddler.

Your clickthrough rate on emails will be higher when parents know you are giving them valuable information specific to their kids. Also, keep in mind that parents will open a majority of those emails on a smartphone or tablet, so make sure both the email and the landing pages are tailored for the mobile experience.

Is it a Binky, Paci, Dummy, Soother or Comforter?

Does your site speak Baby? The pacifier alone has more than 100 pet names. Learning your customers’ language means they will more likely find the products they had in mind. Alternatively, ignoring synonyms, misspellings and popular pet names could lead to search queries ending in a “no results” page by mistake.

In-Store or Curbside Pick Up

Out of diapers and wipes? Need a humidifier for baby’s first cold? Sometimes even overnight delivery isn’t fast enough. If you are a retailer with brick-and-mortar locations, consider allowing customers to complete their purchases online and pick up products the same day at the store. Or even better, deliver their orders curbside to their cars. This will save parents time and keep them from having to wake a sleeping baby.

Chemist Direct Mother & Baby ExampleCater to Moms

Babies aren’t the only ones who need special care. Retailers can gain brand loyalty before the little one even arrives by helping moms-to-be navigate fertility issues, morning sickness, stretch marks and postpartum preparation. These categories are often labeled “conception,” “pregnancy” and “maternity.”

For more tips on delivering an exceptional online shopping experience that will win over parents and grandparents shopping for baby and toddler items, take a look at our E-commerce Baby Boom industry brief.

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