Marketing to Dad
Most baby and children's stores are geared toward the mother-to-be's tastes: soft textures, pastels, frilly comforters, and cutesy animals. This proves to be an effective marketing strategy, as most baby items are purchased by the pregnant woman or her female friends or relatives. But make no mistake—the expectant father of today is interested in having a say in what goes into the nursery and the diaper bag. Strategic baby retailers have an opportunity to capitalize on men's interest and carve out a segment of the retail space to cater to this emerging customer.
Guy Gear
The first step in attracting the male customer is to stock products that have guy appeal. Of course this is a vast generalization, as some men are interested in every last little detail, but your Average Joe wants nothing to do with breast pumps.
Some items to consider are books specifically for new dads, newborn care videos (for those guys who'd rather watch TV than read a book!), diaper bags with a masculine design, diaper backpacks, front-loading and backpack baby carriers, high-tech monitors, and jogging strollers. Men generally prefer items with manly, understated colors and appreciate an emphasis on convenience.
Manly Merchandising
When merchandising items to appeal specifically to men, it's a good idea to designate a special area on your floor dedicated to items for the new dad. A relatively small space can make a big impact if the display stands out from the rest of the store. Customers should be able to easily see there's something unique about the collection of items. Consider using a theme for the display that says "guy-oriented" before the customer even examines the products. This will serve to pull in the male customer, as well as pique the interest of the female customer, who will still comprise a good portion of the "guy gear" sales.
Possible Themes Include:
- A sports theme is a natural choice. Consider highlighting your local basketball, football, or hockey team if you live in a region that has great team spirit. Paraphernalia will be readily available and inexpensive.
- A hiking/mountain motif can be easily achieved with natural-colored paper and assorted faux greenery. This look can blend nicely in a boutique setting while still creating a unique space.
- A workshop design is the ultimate in manly. Pegboard, assorted tools, and raw lumber are simple accessories to achieve this look.
If you can find actual baby toys fitting the theme to enhance the display, such as a rattle with sports balls for a sports theme, all the better. Signage along the lines of "Don't Forget Dad!" can also catch your customers' attention. As with all displays in your store, keep them fresh and rotate them often, giving your store a new and interesting look for repeat customers.
The Art of the "Add-On"
Even when the dad-to-be isn't the one who's shopping, a dad-oriented display is still an effective strategy, and here's why: To increase your revenue you can (1) attract more customers, (2) increase the instances when customers actually make a purchase, or (3) increase the average spend per sale. The last option is generally a best bet, given that you have a ready and willing customer who is committed to purchasing something and, simply upon hearing about an additional item, will spend a little more and leave more satisfied.
Dad gear is the ultimate add-on. Arm your sales associates with the following ideas to help boost sales.
Emphasize Creativity
Shower attendees love to bring the most creative gift—the gift that will be met with the coveted "oohs" and "aahs." If the shopper indicates she's looking for something unique, have sales associates suggest a gift for him and a gift for her. Including the dad in their good wishes is a thoughtful and unique way to honor both of the new parents. The customer will be thrilled to have a special gift, and you'll likely see a more lucrative sale.
Involve the New Dad
When a pregnant woman is shopping for herself or placing items on a gift registry, suggest that in addition to all the equipment she knows she wants, she also consider adding something for the new father. The dad will definitely feel more involved if some of the stuff that is suddenly invading his house is especially for him. And involved fathers provide better support to new moms, so everyone wins.
Focus on the "Couple's Shower"
Although the "Couple's Baby Shower" is a relatively new phenomenon, it's becoming more common. If a sales associate is assisting a customer who indicates the gift is for a couple's shower, suggest she also bring something for the father in addition to whatever traditional gift she's buying. A nursing pillow for the mom and bottles for the dad can be a cute one-two punch. His and Her diaper bags are also a great option, hers having a softer, more feminine design, while his is more rugged and durable (something he won't be embarrassed to tote).
By stocking items that appeal to men, merchandising them to effectively attract the male shopper, and creating opportunities to "add on" an additional gift for the dad-to-be, you can look forward to increased revenues and higher customer satisfaction.