Hold on to your hat! Are you sitting down? You know the long forgotten “old” people outside the 18-34 demo? The ones who have always been the afterthought when it comes to brand messaging? Guess what, they count. As I noted in several prior posts, the notion that retailers, especially teen and youth product and service companies, must pay some, if not equal attention, to the folks with the wallet to that which they devote to their actual consumer demo. Marketing to teens AND their banks, er, uh, moms.
In today’s WSJ online, Elizabeth Holmes, writes about how teen retailers like Aeropostale are starting to do a deep bow towards those with the purse strings. They are adding chairs for Mom so she can more comfortably survive the teen shopping frenzy. They are creating personal shopping programs, available at mom-friendly times. Wow. They understand that their consumer needs to (a) get to the store and (b) have money before they can make a purchase. Hope springs eternal.
Now, all we have to do is broaden this marketing epiphany and start to apply this power-of-the-purse recognition to all aspects of branding and marketing. Moms and Dads are as much part of the fragmented digital space as anyone. They too have a ton of choices. They too don’t want to be “sold”. They too exist on line and in self-selected pods on the social networks and passion sites. As I have noted in the past, Moms buy jeans, TVs, skateboards, cars, and the offerings under virtually every vertical.
If Mom is more likely to embrace Aeropostale thanks to a place to sit, imagine what would happen if they installed a Man Cave. A back room, flat screen, BIG chairs, etc. I can see it now. Saturday morning, I wake up, have my coffee and excitedly wake up my girls and say “Hey kids! Let’s go to Abercrombie!” I’d be loyal to that brand.
My wife (we’re old enough to have a teen, though we don’t) still buys some stuff at Aeropostale and we both occasionally shop at what would be considered “teen and youth” retailers. Following the philosophy that servicing “mom” is beneficial could be a double edged sword for some. For instance, Hot Topic or Zumiez create a clearly youth-defining atmosphere that would be subverted by any capitulation to adult comfort; they are an ersatz club house for the kids. Mom needs to wait outside, or the atmosphere is shot.
Macy’s, however, always understood the shopping subject’s companion and has installed flat panel TVs near the couches outside their dressing rooms (I am proud to have had FOX news switched off the set during one visit to the Simi store!).
The very narrow line that must be walked is between the retailers keeping mom happy and keeping their “cool.”
Steve—well said sir. Yes, not all stores need to follow suit, but I am betting, by and large, that it should be the focus for most. Given the economy, I am betting Mom is being viewed as “cooler” these days and her wallet even cooler.
As for my personal shopping issues, once the stores can cure the narcolepsy that immediately comes upon me upon entering any clothing store, they are really in business.