The parent trap

The millennial generation has grown up: they now represent more than 80% of new parents.

As you might expect, this generation has a different approach towards parenting. Shaped by the era of rapidly changing technology, online shopping and social media, millennials bring new behaviours and expectations to the children and baby market.

While some retailers such as H&M Kids, and supermarkets such as Sainsbury's Tu, are performing well, some specialists such as Mothercare and Mamas & Papas have struggled. So, how can retailers stay attuned to the evolving needs of millennial parents and seize this period of opportunity?

Create products that create moments
Millennials look for products that inspire and guide them to connect and create meaningful moments with their children.

IKEA, regarded as one of the most emotionally connected brands, engages young parents with a warm store setting and streamlined range of products for children's bedrooms (seen above). The addition of stylish, baby-friendly cafes and play-zones makes parents feel welcomed and cared for by the store, whilst allowing them to carve out more time for shopping.

One of the reasons for Mothercare's poor performance and ultimate closure was the lack of emotional connection with modern parents and their children. A reliance on physical stores with low personalisation and traditional branding meant parents didn't have a compelling reason to visit the retailer amongst the competing choices.

Standing out in the age of Amazon
Online shopping is par for the course for millennials, with convenience, instant gratification and fluid post-sale services now an expectation for these young parents. More than 75% of Millennial parents research products online before buying, so it is no surprise that Amazon and Argos perform well in the children's clothing and toys markets. However, retailers do not need to become an e-commerce giant to make a name in the market.

The key for retailers is to provide experiences and values that do not rely on being the cheapest or the fastest. Differentiators include unique products and colour variations, offering practical advice, post-purchase services and identifying with certain ethical values. In one consumer survey, 44% of millennial shoppers said they only purchase brands that reflect their personal values: whether this means organic, vegan, locally produced, cruelty-free or research backed.

For example, John Lewis, a bastion of the traditional department store model, now looks to be 'on the journey with you' through its Nursery Advice service, which guides new parents through the unfamiliar yet all-important set of initial buying decisions for their infants.

Social media marketing
Millennial parents are digital natives that use the internet to first identify products and services that will help them be a successful parent, and then find out where to best purchase them. 75% of millennial parents open videos produced by brands or companies when seeking guidance on parenting topics.

Retailers and brands need to be socially active and talking to customers online, whether it is through an active Instagram account, YouTube videos and podcasts, or simply making sure their products are well-reviewed and supported in the online community.

SpearmintLOVE is an American baby and children's soft goods online retailer started by a popular blogger in 2013. With its distinct aesthetic and easy to shop Instagram page, "made in USA" and "eco-friendly" taglines, SpearmintLOVE has since grown to more than 500K followers on Instagram driving annualised growth of 200-300%.

More locally, Primark has been a high street success. Despite opting not to sell online, Primark has 8M followers on Instagram and connects its customers with what's in store through innovative social media campaigns and product collaborations creating the latest children's favorites; lately, Frozen merchandise and LOL Surprise.

With millennials driving changing buying patterns in the parental market, now is the time for businesses to ensure that they are consciously engaging with these customers and positioning well for the future.

Shelley Guo