Progressive Grocer

AUG 2015

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17 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 Leverage other technology Websites aren't the only way to interact with mom via technology. Brick-and-mortar retailers can leverage apps and other digital tools to engage mom while she's in-store or, just as importantly, to connect with her well before she gets there. A great baby aisle ofers a wide variety of products as well as trusted name brands. Having an array of fea- tures, formats and formulations is especially import- ant for feeding products because mom needs to feel good about what she gives her baby. A wide selection is also advantageous because moms say they prefer to shop in-store rather than online when trying new or unfamiliar products or when switching brands. This means grocers have a key op- portunity to serve as mom's trusted "testing ground." That's especially important for new and soon-to-be moms. When baby's on the way, mom-to-be opts for retailers with a big selection of products she can touch, try and learn about in person. New moms are also more likely than experienced moms to shop around at multiple retailers and invest time in decid- ing what to buy. Source: Molly Johnson 2015 Factors most critical to mom importance ratings: Baby aisle features at the grocery store (% rating top box 7 out of 7) The store ofers the brands I am looking for. 66% The baby aisle shelves are well- stocked; I can get all the products I came for. 65% The store ofers lower prices and good value for baby products. 65% The store ofers high-quality baby products and brands. 56% It ofers baby products made with the safest materials (for example, BPA-free). 55% There is a wide variety of baby products so I can get all I need in one stop. 54% It is easy to find the products I need in the baby aisle. 54% It ofers great sales/ promotions for baby items. 54% The baby aisle is organized to let me quickly grab what I need. 51% It ofers baby foods, drinks and formulas that are more whole- some (organic, natural, simple ingredients, non-GMO). 40% 1 6 2 7 3 8 4 9 5 10

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