In this article, we’ll explore 12 ways in which brands are missing the mark and thus, failing to stay relevant to the Mum shopper today.

To recap, Mumpower recently conducted a 2020 insight shopper survey to discover the consumer habits shaping the future and market uncovered market opportunities for brands to thrive. For a speedy recap on the key insights from this research, check out 5 facts about Mum Shopper habits today and stay up to date with the Mum Shopper; largely in charge of the household spend, be it for baby products, children’s product, home products, health, food, educational and other family essentials.

Read on to discover the 4 main reasons that are turning Mums away from buying your product, and with that the 12 exact ways to elevate and activate demand.

Firstly, there are 4 key reasons that are turning Mums away from buying your product. These include:

1. Too many online roadblocks
2. Ineffective & underutilised influencer marketing
3. Lack of live problem solving
4. Not mum centric enough

We are going to explore the key ways brands can overcome these barriers and 12 exact ways to elevate and activate demand, as told to us by Mums:

1. Improve your offer: Give your consumer something of value (i.e free delivery). This will leave a lasting impression of your brand and will result in you being top of mind when she needs to repurchase.

2. Branding & messaging: you have seconds to capture the attention of the online consumer and speak to them in way they are familiar with. Ensure you optimise brand appeal, and your key messages are impactful.

3. Removing roadblocks to a sale + optimising and leveraging the whole online journey from the moment she steps into google: online consumers expect a seamless purchase from start to finish. The less that is in her way, and the easier it is for her to gather information about the product, the more likely she is to add to her cart and follow through on the purchase.

TIP: Step into your customers shoes and ask for feedback. Be ready for the truth. See what this brand did to become more Mum-centric

Pre-screen and validate: This is one of the most important aspects in the influencer marketing campaign. It is essential to take the time to select well-aligned, advocates to promote your brand. Look for influencers who have a genuine connection to your products or whole heartedly standby and naturally promote your message. If there is a disconnect, it will weaken the effectiveness of compelling campaigns. Check out this campaign

5. Storytelling vs 1 off posts: The influencers/advocates you chose must be able to take potential customers on a journey on behalf of brand. It takes time for customers to get to know you, like you and trust you before they will buy you. If the brand spokesperson shares different messages that are in line with her general messaging, more often it will increase your brand appeal.

6. Leveraging content across all assets to boost ROI: Reach a significantly wider audience by leveraging the powerful content that was created for you. Just because the campaign is over, it doesn’t mean that the content has lost its value. These assets has been created specifically for your brand and designed to talk to your audience. With permission from influencers, incorporate this credible 3rd party content to your social calendar, customer communication, website, stockist pages and more. Appeal to a wider audience, boost SEO and make it easier for potential customers to get to know your brand and key selling features.

TIP: There’s a difference between influencers and advocates. Find the advocates