MARKETING/SOCIAL MEDIA

Analysis: Moms with young kids more digitally engaged

BY Dan Berthiaume

New York — Moms with young kids, defined as children under the age of five, are often more active on social media, more likely to shop using mobile devices and more open to engage with brands across digital touchpoints than other segments of moms and consumers at large. A new analysis from Experian Marketing Services shows that moms with young kids are 62% more likely than the general population to use their mobile phones to look for local coupons while shopping.

Moms with young kids are more than twice as likely as the general population to visit social networking sites three or more times per day. They also are the most participatory, being twice as likely as the general population to post or comment on social networking websites. They are the most habitual social networking users among all mom segments, surpassing moms with kids between the ages of six and 10 and moms with teenagers. In fact, the analysis found a negative correlation between kids’ ages and the moms’ social networking use. As the children grow older, moms are less likely to be socially active online.

In addition, moms with young kids are more than twice as likely as the general population to visit websites on their cell phone, ranking highest among all mom segments for "often" or "very often" browsing websites from their mobile device. At home, moms with young kids are more likely than other segments to access the Internet on a tablet, with the Apple iPad ranking as their tablet of choice. And they rank highest among all moms for the statement, "Advertising helps me to choose products to buy for my children."

"Moms with young kids represent a highly active and digitally sophisticated segment of consumers who are eager to connect with brands and share their experiences through multiple platforms," said Bill Tancer, GM of global research, Experian Marketing Services. "Our research shows that these moms exhibit dramatic differences in both behavior and attitudes from other moms and the general population that marketers need to understand to productively engage with this lucrative segment.”


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MARKETING/SOCIAL MEDIA

Claire’s Stores in partnership with Dylan’s Candy Bar

BY Staff Writer

Chicago — Claire’s Stores has entered into a partnership with Dylan’s Candy Bar, the world’s largest confectionary emporium and lifestyle brand, whereby Claire’s will sell an edited selection of Dylan’s candies. The assortment features nearly 30 items, all under $24 – from lollipops, chocolate bars and fillable gummy bears to cotton candy buckets, cupcake pillows and sweet candy houses

Initially being offered in 260 Claire’s stores, the brand will extend the seasonal product offerings to roughly 1,000 locations by early 2014 with an increased product assortment expected in February.

"We are extremely excited to bring the imagination and prestige of Dylan’s Candy Bar to Claire’s during the spirited holiday season," states Dina Keenan, chief marketing officer, Claire’s. "Offering a curated selection of sweets and treats is our way of bringing something special to the Claire’s girl."


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OPERATIONS

Wegmans awarded green building honor

BY Marianne Wilson

Portland — The Green Building Initiative (GBI) announced that Wegmans Food Markets has been awarded a “two Green Globes” certification for its store in Germantown, Md. Green Globes, which is administered in the United States by the GBI, awards buildings that qualify one through four Globes based on environmental achievements in management, site, energy, water, materials and resources, emissions, and indoor environment.

The newly released version of Green Globes for New Construction incorporates specific refrigeration criteria as outlined by EPA’s GreenChill Certification for grocery stores.

“We are pleased to be recognized by GBI for our efforts to mitigate the environmental impacts of building our Germantown, Maryland store,” said Kevin Marren, Wegmans project manager in store planning. “Our new store design is consistent with our corporate goals of reducing energy consumption and minimizing our carbon footprint while giving our customers and employees a healthy indoor environment to work and shop in.”

Wegmans achieved points within the energy section of the Green Globes tool by a variety of methods, including the use integrated daylight sensors with the lighting fixtures in the general seating area, the café, and in the general merchandise areas where there is natural light from skylights or windows. Depending on the amount of natural light in the areas, the sensors will lower or turn off sections of lighting.

In addition, a building automation system monitors the equipment in the store and alerts Wegmans via email that there are energy spikes when problems occur. Another innovative, energy efficient measure is the usage of a heat exchanger that collects and captures heat from the refrigeration system; in turn this reused heat helps generate hot water within the building.

The Green Building Initiative is a nonprofit organization and ANSI Standards Developer dedicated to accelerating the adoption of building practices that result in energy-efficient, healthier and environmentally sustainable buildings by promoting credible and practical green building approaches. Founded in 2004, the organization is the U.S. provider of the Green Globes and Guiding Principles Compliance building certification programs.

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