{"id":232,"date":"2016-12-30T13:40:42","date_gmt":"2016-12-30T10:40:42","guid":{"rendered":"https:\/\/rees46.com\/blog-en\/?p=232"},"modified":"2016-12-30T13:40:42","modified_gmt":"2016-12-30T10:40:42","slug":"niche-solution-that-will-increase-your-baby-kids-products-online-sales","status":"publish","type":"post","link":"https:\/\/rees46.com\/blog-en\/2016\/12\/30\/niche-solution-that-will-increase-your-baby-kids-products-online-sales\/","title":{"rendered":"Niche Solution That Will Increase Your \u201cBaby & Kids Products\u201d Online Sales"},"content":{"rendered":"

Baby & Kids eCommerce is a broad shopping category in online retail. Almost every online store sells baby & kids products \u2014 whether it\u2019s an apparel, toys, furniture, FMCG or any other specialty store (with a few exceptions targeting the adult toy niche). This essentially means that baby & kids products are now sold in regular online stores as well as in specialized online outlets.<\/span><\/p>\n

Even <\/span><\/i>Tesco<\/span><\/i><\/a> sells baby seats<\/span><\/i><\/p>\n

\"REES46_\u201cBaby<\/p>\n

That\u2019s why every <\/span>online business <\/span>should include the specifics of marketing products in the Baby & Kids category into its consumer target strategy.<\/span><\/p>\n

What parameters to consider in your consumer target strategy in the Baby & Kids category<\/b><\/p>\n

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All marketing tools, such as personalized recommendations, marketing emails, display ads and so on, rely on behavioral targeting algorithms. In this context, products from the Baby & Kids category are particularly demanding. Let\u2019s highlight the 3 key factors why.<\/span><\/p>\n

Child\u2019s Gender<\/b><\/p>\n

A blunt mistake to offer the same products equally to the parents of girls and boys. For instance, the success of \u201cHot Sale: Lego Technic construction sets\u201d marketing emails will fall short if you mail them out to your entire customer list, rather than only to \u201cfamilies with boys\u201d.<\/span><\/p>\n

Fun trivia: in the 70s ads in the US didn\u2019t have any gender-specific targeting \u2014 a girl was playing with a carpenter\u2019s set and a boy – with kitchen appliances. Let\u2019s look at two ads below illustrating it:
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\n\"REES46_\u201cBaby<\/span><\/p>\n

Marketing specialists attribute this to the fact that the 70s were the time of the second big wave of the feminist movement – right after the post-World War II baby boom.<\/span><\/p>\n

In 1975, Sears\u2019s catalog positioned only 2% of toys as \u201cboys only\u201d or \u201cgirls only\u201d.<\/span><\/i><\/p>\n

Some retailers, even these days, continue upholding this practice. Be sure, though, most reputable online stores use strict gender differentiation in the Baby & Kids category as it directly affects sales.
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Child\u2019s Age<\/b><\/p>\n

The second important factor to consider \u2014 the age-to-size dependency. That\u2019s why apart from standard labels like S or M, this category can often be further refined based on child\u2019s age:<\/span><\/p>\n

\"REES46_\u201cBaby
\nChild\u2019s Health<\/b><\/p>\n

Child\u2019s health is of the utmost importance to their parents. In result, skin type, current condition, hypoallergenic properties and general quality of the materials play a very significant role in the purchasing decision.<\/span><\/p>\n

These factors are especially important in such categories as baby goods (FMCG) and baby skin care products.<\/span><\/p>\n

Buyer\u2019s profile (Parents)<\/b><\/p>\n

The majority of all the purchases are made by a child\u2019s parents.<\/span><\/p>\n

Consequently, knowing some parameters may be of use in marketing strategy fine-tuning:<\/span><\/p>\n