Families have specific needs for each step of a trip to the store. For instance, some retailers have paid attention to the fact that some mothers visiting the establishment have to breastfeed while in the store, so they are creating specific areas to feed babies. As dads on the other side, encounter issues when they need to change their babies’ diapers, there has been an increase of changing stations in men’s restrooms. Others have realized that parents with strollers require more space for parking, so they have designated more spacious areas for families parking a car.
Once in the store, many parents feel overwhelmed by having to do their shopping with little ones in tow. It is common to see children freaking out and parents getting very upset. Some distributors are trying to solve this problem by offering a supervised nursery-playroom. While kids play there, parents can go shopping efficiently.
An area where parents and children can actually spend time together, mainly playing, reading or doing other fun activities is another idea for family-friendly shopping. A good example is “The playroom from Fatherly”, a pop-up store in New York that focused on promoting the dad-child relationship.
In the last few years, more stores acknowledged the need of adults to rest and relax a moment. While shopping you find more areas with couches, TV, water and coffee, some stores even facilitate areas for people to work with their computers or mobile devices. The store becomes much more than a place to buy things. By establishing shopping locations as places to hang out and enjoy, stores develop a relevant strategy to improve customer loyalty.
Point of Sales turns into Point of Entertainment
No doubt, children and adults will have a better experience in a store if they have fun. However, shopping is not always easy, especially for little ones. Noting this issue, retailers are being very creative trying to engage children into having more fun time while in the stores.
You can experience different approaches while shopping. In some cases the action is simple but effective, for instance offering children little treats such as candy or balloons. Some retailers have even changed part of its store to accommodate new areas for children to interact with products freely.
I certainly like what the French hypermarket Carrefour is implementing. Last time I visited one of its stores they were giving children the option to have their own little carts to go shopping around. Moreover they were offering bikes for kids to ride around the store. I couldn’t help but notice the face of happiness some children had on their faces, and how they were asking their parents to come back soon.