Moms rely on consumer reviews, panel says
Women share opinions at Kids Today Conference
-- Kids Today, 4/24/2008 9:19:00 AM
By Gerri Hunt
SAVANNAH, Ga. – To the chagrin of many of the retailers attending the Kids Today conference here last month, a panel of moms announced that each of their last child-related purchases was made from a big-box store.
Granted, the five women live in small towns, but one said she was willing to drive farther just for a gift-card-with-purchase deal. Another mom said she researches online and then buys from a store; another said she researches in stores where she can try out the product, but then makes her purchase online.
The moms agreed that part of their research included reading consumer reviews. One said she checks the Amazon Web site, which lists prices at various retailers, while another goes directly to the sites of Toys “R” Us, Babies “R” Us, Target and Wal-Mart to compare prices.
Two moms said hands-on research was critical – one mom is tall and one is short, so each of them is concerned about the height of products such as cribs and strollers.
“Let us touch it, let us feel it,” said Liz Stephens. “And don’t act like it’s an inconvenience. I’m in your store to spend money, but I don’t want to be hounded.”
Carey Ferrara agreed.
“I will spend extra money for good customer service.”
One mom pointed out how knowledgeable a salesperson was at a big-box store, and another said adequate stock and variety in smaller stores was a problem.
“There’s too much stuff around me,” said Stephens of one local specialty retailer.
Ferrara said she didn’t feel welcome in that same store. She said she felt out of place because she is a bargain shopper. Mom Holly Conner agreed, and said she heard the store’s prices are high.
“See? Perception is everything,” Ferrara said.
Some of the parents stick with products they learned about from childbirth classes or the hospital. For instance, Conner received Pampers from the hospital, and has stuck with that brand, for no particular reason.
When it came to cribs, the moms had various reasons for their choices: it matched the nursery floor; it was pretty; it didn’t look like it would fall in; it was convertible; it came with a discount; it was touted by Consumer Reports; and how comfortable it was for the baby. But they all agreed that price was not the first factor in their purchase.
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