Marketing to Moms: Amazon Understands What Moms Want
December 7, 2009 § 2 Comments
Ever suffer from “wrap rage”? You know, you get the item you ordered online and it takes a toolbox and Herculean effort to open the clamshell package. The wire ties stab your fingers and the thousands of yards of tape could have held the space shuttle together.
Well, Amazon has solved the problem for Moms. They introduced Frustration-Free Packaging for this holiday season. And have won a place in Mom’s hearts by focusing on the things that are important to us.
Marketers that pay attention to detail are always important to Moms. We care about reusable bags, limited packaging, environmentally safe products, kid-safe products and social responsibility. And marketers are rewarded for their efforts by Mom loyalty.
For the 2009 holiday season, Amazon is likely to benefit from positive online shopping trends. Forrester Research estimates that online retail sales during the holiday shopping season in the U.S. will reach $45 billion, up 8 percent from a year ago. During the 2008 season, online retail sales grew 5 percent, despite the recession. The National Retail Federation is forecasting a 1 percent decline in overall holiday sales.
While online sales are still less than 5 percent of overall retail sales, online is growing fast. And much of the growth can be attributed to improvements in the online shopping experience.
And here is where Amazon shines. The customer experience is so superior to other retailers. The things that Moms appreciate include:
- Easy check out with one-click shopping
- Previews of books and music
- Same Day Shipping in some cities
- Competitive pricing
- Wish Lists (my daughter’s personal favorite)
- And now Frustration-Free Packaging!
Oh, by the way, Amazon is America’s largest online retailer. Fifty-one percent of all Amazon customers are female and 37 percent of customers have children under age 18 in the home.