Why Kids are so relevant for marketers during buying process? If you paid attention to your kids, you would have heard about these reasons. From "Why We Buy" - Paco Underhill

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K.I.D.S.
(Kids In Daily Service)

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CHANGE HABITS
PURCHASING/BUYING PROCESS
LIFE
Studies are relative to U.S.A.
KIDS

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CONSIDER KIDS AS AN ECONOMIC FORCE
Four-year-old American child
• Identify more than hundred
brands
• Consume even more mass media
than adults do
Marketplace wants kids, needs kids
And that’s what counts!

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HOW MARKETERS COULD TAKE ADVANTAGE OF (EXPLOIT) THIS VARIABLE?

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1. Create a kid-friendly area whitin the store
2. Consider kids like enthusiastic consumer or a co-consumer
3. Find a way to divert kid attention

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KIDS HAVE HEAVY EFFECT ON “ADULT WORLD”
WHY?

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they touch everything!

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American parents are more paranoid than others

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“Toddler, Left Outside Restaurant, Is Returned to He

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There are few principles of desining a good area for children:
• Gaze line must be clear without obstacles
• The area, ideally, would allow children of different ages to be segregated,
so older kids will not dominate without create unhappy experiences for small ones.
If you go to merchandise your store for kids audience, it must be baby-proof in order to
protect kids as you were at home

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ADULTS ARE THE ONES WHO SELECT AND BUY TOYS
KIDS ARE THE REAL DECISION-MAKERS

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CASE STUDIES

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• Low shelves
• Miniature seating, tables
• Kid tailored stuff

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NISSAN BLUENISSAN RED

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Lexter
Åhléns City Stockholms barnavdelning

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HAPPY KIDS = HAPPY PARENTS = HAPPY CUSTOMERS