Having an increasing decision-making power over the purchase of their parents, children become the focus of chains’ strategies
Children are the great influencers over their parents purchase decision. Increasingly, kids are changing the family’s consumer habits, as the “Meet the Parents” research demonstrated: 59% of parents affirmed that today children’s opinion have more impact when purchasing than they had at the same age.
That is why companies are paying attention to this behavior and, according to Fernanda Fleury, management and service expert; they already started to design products to attract children’s attention first. Even bars and restaurants have been adapting to receive customers with their small children.
An example is that supermarkets are increasingly investing in play areas in order to offer convenience to the parents and, of course, entertainment for the children. With the purpose of making grocery shopping a fun activity for children, many companies are investing in children play areas with ball pool, costumes and electronic games.
Super Muffato chain counts with play areas in four stores, in São Paulo and Paraná. Before implementing the children play areas in these stores, the administrators made a profile analysis of their regular customers, flow of people and if the area would have a space that is both easy to find and easy to access in the store.