2018 Shopping Report: Meet Omnichannel Mom · Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018; BabyCenter Brand Labs Insights, Futurecasting

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2018 Shopping Report: Meet Omnichannel Mom


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*One stop shop or convenient location; Q. What is most important to you when deciding where to shop, before and now that you’re a parent? Please select your top three criteria.

Source: BabyCenter Brand Lab Insights, Shopping Behaviors and Moms’ Path-to-purchase, 2016.

Regardless of generation, price and convenience dictate ideal

shopping experience

52%

46%

35%

Women

Low prices

Convenience*

Coupons/deals

59%

60%

42%

Moms 25-34

65%

51%

43%

Moms 18-24

I just want to get what I need in one place with the best prices, quick,

no stress, and not confusing. – BabyCenter Mom, 22 years-old


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Research methodology

Quantitative Study

• Online survey fielded via

BabyCenter Global Parents’

Panel (Research Now)

• US adults 18+, either

expecting or have at least

one child age 0-5

• 1,061 total qualified

participants

Qualitative Insight

• Open-ended questions

about shopping experiences

allowed for deep insights

into what matters most

• Questions fielded in the

BabyCenter Community for

specific topics

Proprietary Tools &

3rd Party Research

• BabyCenter Talk Tracker®

• CBS Insights Research

Report

• IBIS World

• Deloitte Insights

• eMarketer


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Source: Amazon Strategy Teardown: Amazon’s Barreling Into Physical Retail, Financial Services, Healthcare, And

AI-Led Computing, CBS Insights Research Report

It feels like we are

living in a retail apocalypse

20+ bankruptcies predicted this year

Nearly 4,000 stores expected to close

Amazon accounts for ~4% of all retail and

~44% of all US e-commerce spending


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Source: BabyCenter Community Poll, March 2018. Q: Has the bankruptcy announcement of Toy R Us / Babies R Us impacted your choice where to register?

RIP Toys R’ Us

I am mad... I only stayed with Babies R Us

because I made my registry way before they

announced their issues and a bunch of people

had already ordered off my registry. Luckily, I also

registered with Amazon.

– BabyCenter Mom, due date May 2018

I am beyond bummed. I had literally just finished

creating my registry with them the day before they

announced that they were closing. So I registered

with Target and Amazon.

– BabyCenter Mom, due date August 2018


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Source: IBIS World, The great retail bifurcation: why the retail “apocalypse” is really a renaissance, Deloitte Insights, March 2018.

Retail is experiencing consistent growth

Actual (2012-2016) Predicted (2017-2022)

In-store Online

$30B

$36B$40B

$50B

1.3% 12.5% 1.7% 11.7%

Annual average sales growth


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50% of sales

happen in store

New York and

San Francisco location

Amazon acquires

Whole Foods for $13.7B


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99%

69% 65%

51%

In-Store Desktop Mobile Web Mobile App

Q: Which of these retailers have you shopped at in the past 6 months for yourself or your family, including for household items, personal care products, or groceries? Please indicate all the ways you made a purchase with that retailer.

Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018.

Whether she shops in-store or online, it’s all just commerce

% of moms that shop in-store vs. online

Moms 25-37Moms 18-24

95%

96%

64% 69%48%

94%


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Q. Thinking of purchases you made in-store / online in the past 6 months, which of the following has motivated you most to go inside a store / online to make a purchase? (Choose up to 5)


Moms understand the different values and benefits of

shopping in-store vs. online

Online

Shop anytime

Better prices

Save time

Don’t have to leave the house

Take advantage of promotion

49%

41%

40%

37%

29%

In-store

Buy fresh produce

Need something urgently

To touch, see, try before buying

Take advantage of promotion

Get out of the house

51%

40%

36%

36%

33%


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In-store Online


Mom’s time is a precious commodity

Kids in bed, shopping on the

couch, buying something that is

next day or same day delivery

with free shipping = one smart

mama.

– BabyCenter Mom of two children

(Ages 2 and 4 years-old)

Shopping online is very fast if

you know exactly what you're

looking for. It becomes very time

consuming if you are only

working with an idea.

– BabyCenter Mom of two children

(Newborn and 2 years-old)


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In-store Online


Life stage influences how she shops

I’m trying to do more offline

shopping with my son for things

other than groceries so he gets

that you have to pay for those

boxes that “magically” appear on

our doorstep.

– BabyCenter Mom of 6 year-old

preschooler

It is hard to take a toddler in a

store when it's too busy [so I

shop online a lot more]. Making

isles bigger and keeping items on

higher shelves would help.

– BabyCenter Mom of 1 year-old toddler


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Some days I prefer shopping online and having things delivered. Other

days, I enjoy getting out of the house and seeing what’s new or interesting.

– BabyCenter Mom, 28 years-old



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92%

4%

58%

46%38%

Total In-store Desktop MobileWeb

App

86%79%

31%26%

19%


App

79%

70%

25%21%

13%


App

Mom’s favorite big names in big box retailers



Amazon Target Walmart


.

52% 46%

5% 4% 2%


App

43% 38%

8% 6% 2%


App

28% 23%

3% 4% 3%


App

46% 42%

3% 2% 2%

Total In-store Desktop Online,phone

App

31% 27%

4% 5% 2%


App

27% 22%

3% 3% 2%


App

Other retailers Moms have shopped in the past 6 months



Pharmacy Warehouse Club Grocery

Walgreens

CVS

Costco

Sam’s Club

Kroger

Whole Foods

ric

Trend No. 1

Mom is recalibrating her

spending mentality


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61% penetration among moms, +3% since 2016

Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018; BabyCenter Brand Labs Insights, Futurecasting Families, April 2018.

Apps for coupons & deals

Gamifying ways to save

74% of moms often comparison shop while in-store

Showrooming

I love having access to an app while shopping where I can pull up

reviews (so important to know when buying something for my 2 year

old) and having the ability to view coupons at the same time. Perfect

example is the cartwheel app. – BabyCenter Mom, 29 years-old

I like going in-store and browsing products. Comparing and figuring

out what I want to purchase. – BabyCenter Mom, 28 years-old

NOW


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Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018; BabyCenter Brand Labs Insights, Futurecasting Families, April 2018.

Compared to Moms 25-37, Moms 18-24

are less likely to:

Groomed to expect the best price NEXT

I shop where I know I will get

the best value for the money. I

love places that can guarantee

their prices, are either equal or

lower than competitors so I

don’t have to shop around on

multiple websites or stores.

– BabyCenter Mom, 22 years-old

Use apps for coupons and deals

(32% Moms 18-24 vs. 64% Moms 25-37)-49%

-34%

-13%

Go into a store as a result of a sale or

special promotion

(25% Moms 18-24 vs. 37% Moms 25-37)

Comparison shop often while aisle

(68% Moms 18-24 vs. 78% Moms 25-37)


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Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018. (Across all baby product categories)

What leads moms to prefer certain types of brands of baby products:

Quality is a prioritity, regardless of type of brand

54%

41%

31% 31%

54% 53%

26%22%

Trust the quality Price orcoupons/discounts

Recommendations fromprofessionals or other

parents

Work better for mybaby/child

Moms 25-37

Moms 18-24

(-22%)

(+19%)(+43%)

Average HHI

Moms 25-37

$83.1K

Moms 18-24

$42.6K

Trend No. 2

Mom is embracing new

technologies


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Q. Have you or would you be interested in using each of the following technology to shop?


Maximize convenience, minimize frictionNOW

Buy it online, pick up in-store Online subscription

boxes

of all moms

buy online

and pick up

in-store

30%have used

curbside

pickup, +25%

since 2016

21%

I can’t live without curbside pickup. I like being able to set my shopping

list from home, order, and pick up at my convenience. Much easier than

taking all of the kids shopping.

– BabyCenter Mom of newborn, preschooler, and big kid

33% buy into an online

subscription service,

+26% since 2016


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Q. What is your idea shopping experience?


Try before you buy

[My ideal shopping

experience would be] a baby

sample subscription service

with samples of new or

popular items.

– BabyCenter Mom


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. Have you or would you be interested in using each of the following technology to shop?


Automatic, anywhere buying

Ubiquitous (and immediate) commerce & servicesNEXT

36%32%

22%19%

Amazon Dash Button Smart appliances

[My ideal shopping experience would be] online + free

shipping + a Dash button! – BabyCenter Mom, 21 years-old

% have used or consider using the following tech to re-order

Moms 25-37

Moms 18-24Moms 18-24 have used

post-integrated services

3x morethan Moms 25-37

(16% vs. 5%)


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Q. Have you or would you be interested in using each of the following technology to shop?


Brands are finding new ways to close the imagination gap

% of moms that have used or are

considering using augmented or

virtual reality to shop

21%Moms 18-24

12%Moms 25-37

Trend No. 3

Mom is redefining her circle

of influence


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% of moms that use the following sources

when researching a product

Q: Which three of the following sources do you trust when researching a product?

Source: BabyCenter Brand Lab Insights, Futurecasting Families, April 2018.

50% 48%

27%

45% 44%

24%

In-store Family Online professionalproduct reviews

Moms 25-37

Moms 18-24

+25%

Less likely to rely on

friends IRL

More likely to tap into

social media

-25%

Compared to Moms 25-37, Moms 18-24 are:

Reliance on qualified sources NOW


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Q: Which three of the following sources do you trust when researching a product?

Q: Which of these sites or types of sites are you most likely to use for each of the following activities?

Source: BabyCenter Brand Lab Insights, Futurecasting Families, April, 2018.

Moms 18-24 are 27% less likely to trust

online user reviews from places like Trip

Advisor, Yelp, and even Amazon

44%

20%14%

61%

37%

23%

Find the best price Look for a productrecommendation

Research a product orservice

% of moms that use Amazon

(-29%)

(-46%)

(-39%)

Moms 25-37

Moms 18-24

42%Moms 18-24

57%Moms 25-37

Younger moms are wary, discerning customers


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Q: Which of the sources below have you used for product recommendations and reviews, and which ones do you trust most, when it comes to baby/children products? (% Trust most; % Have Used)


Back to her tribe, straight to the source NEXT

Baby gear

Nutrition

Skincare and Diapers

Moms 18-24 trust brands 42% more than

retailers on social media

Direct to Consumer mentions

Use brands on social media for

baby/children’s product

recommendations/reviews

Buy direct from a brand’s site

or app

+21%

+35%

Compared to Moms 25-37, Moms 18-24 are

more likely to:


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Q. Please indicate how much you agree or disagree with the following statements. Results shown are Top 2 Box: Agree / Strongly Agree.

Source: BabyCenter Brand Lab Insights, Futurecasting Families, April, 2018; BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018.

Younger moms understand the value exchange

% of moms that agree: I’d prefer to see ads

relevant / targeted to my interests, even if

that means collecting personal information

39%Moms 18-24

26%Moms 25-37

% of moms that agree: I find

personalization “creepy”

Moms 18-24

Moms 25-37


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Mom is recalibrating her spending mentality. While she’s been groomed to expect the best

price, don’t fall victim to a race to the bottom. Focus on value and quality to win her heart,

mind, and wallet.

Takeaways

Mom is open to new technologies that enable convenience. Already highly attuned to

friction-free ways to shop and buy, lean into her desire to get closer-to-real.

Mom understands the unspoken contract between publishers and advertisers: data

unlocks free content and services. Work with BabyCenter to identify your best customer

and target the Whole Mom.

Mom is a wary, discerning customer. She relies on qualified sources and recommendations

from those that have been-there-done-that. Be transparent – give her insight into who you are

and what you stand for, and access to your brand fans.

We believe in your brand.Trust us to bring your story to parents all over the world.

Contact [email protected] to learn more about this

study and other custom opportunities with BabyCenter Brand Labs

Documents

2018 Shopping Report: Meet Omnichannel Mom · Source: BabyCenter Brand Labs Insights, 2018 Shopping Report: Meet Omnichannel Mom, June 2018; BabyCenter Brand Labs Insights, Futurecasting