Progressive Grocer

AUG 2015

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16 H O W T O W I N I N T H E B A B Y C A T E G O R Y Grow awareness The fact that mom can get what she needs the moment she needs it—with no wait (or cost) for shipping—is a big reason she opts to shop in-store rather than online. Steer mom toward the baby aisle with end caps and displays, as well as educational signage aimed at informing and empowering new and soon-to-be moms. Knowing that she'll be able to find the exact items she's looking for in-stock is also crucial when mom's deciding where to shop. She chooses stores with well-stocked shelves, and if the items she wants aren't immediately available, many moms will walk. What's more, compared with other retail formats, moms shopping grocery are less likely to ask for assistance if they can't find what they're looking for. Source: Molly Johnson 2015 Would defnitely ask for assistance for an out-of-stock baby item Around half of moms will leave the store if they don't find the product they came for. Grocery Mass Drug 27% 41% 58%

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