Progressive Grocer

AUG 2015

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18 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 Most moms check prices online before they ever set foot in a store, although moms who shopped grocery on their last trip were less likely to report comparing prices online, in part because they have far fewer online grocery resources to which they can refer. Brick-and-mortar grocers that opt not to expand into e-commerce can still connect with mom in some digital capacity, which might include anything from expanding loyalty programs to ofering credit cards or even mobile apps. Connecting to mom through tools like these, particularly social media, can help demonstrate that you "get" who she is and how she shops. By positioning yourself as a partner in mom's parenting journey, you can establish the trust, confidence and loyalty that will keep mom coming back for her baby care needs. Mom wants to engage with retailers Signed up for a store's shopper loyalty card Signed up to receive email coupons/sales alerts from a retailer Downloaded a specific retailer's mobile app Registered myself for baby gifs at a retailer Signed up to receive catalogues/printed coupons in the mail from a retailer Have a credit card issued by a specific retailer 66% 74% 71% 65% —— 54% 52% 53% 60% 50% 29% 38% 2011 2015 Source: Molly Johnson 2015

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