newly renovated baby and toddler section at Shopko
integrates all baby care needs in one department with
clothing, diapers, hygiene, furniture, toys and more in a
- With most mothers a part of the millennial generation (born
between the early 1980s and late 1990s), stores are taking notice
and tweaking their marketing strategies, including Wisconsin-based
Shopko, which has redone all of its baby sections to appeal to
that age group.
Hansen, manager of public relations for Shopko and the Shopko
Foundation, said after talking to customers, Shopko learned that
mothers felt there were a few areas about their shopping
experience that could be improved by the retailer: expanding its
assortment of products and centralizing them.
said they listened and recently redid the baby sections in all 131
stores. In the baby shop, mothers and other customers can find
everything they need to take care of baby: bathing items, diapers,
clothing, food, etc.
the change? Because we wanted to enhance
our moms’ shopping trip to find what they need,” Hansen said.
“We’re conducting focus groups all of the time. A need that we
saw is how do we get the moms in the store? What can we do to
improve their experience?”
addition to relocating all of the baby-related items to one space
in the store, Hansen said Shopko has expanded its amount of items
for sale. Shopko is also refreshing the beauty departments in its
stores with new signage.
are just freshening up our stores and making them more
relevant,” Hansen said.
Pew Research Center estimates there are roughly 75 million
Americans between the ages of 18 and 34.
National Retail Federation interviewed research Jason Dorsey for
an article it published earlier this year on millennial shoppers.
Dorsey told the NRF that discussion about millennials needs to
start with recognition of the generation’s diversity.
(millennial) could be married
in a two-income household with two kids, or they could be living
at home with mom or three roommates,” he said. “You can’t
speak to them in the same way.”
surprisingly, a lot of millennials make decisions on where they
shop based on what they learn via mobile technology. They are also
more likely to use a self-checkout at a store and make a purchase
using same-day delivery, according to the NRF report.
and quality of life can be more important than money for
millennials,” Willy Kruh, global chairman of consumer markets at
KPMG, told the NRF. “If you don’t grab them in three seconds,
and if you can’t (provide) next-day delivery, they’re gone.”
said she views millennials as being busy moms who are “always
trying to do more with less.”
with the centralized baby department, shoppers need a shorter
amount of time to get what they need, Hansen said. In addition,
Shopko now offers a baby registry and more value packs of items
such as diapers.