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Marketing to Multiples
Not only are we "seeing double" these days, but we are seeing triple,
qua- druple and more with the rise in the multiple birth market.
Eve Carton of Carty's Kid Stop in Reno, Nevada says it seems like
she sees multiples in every third customer who enters her store.
This is not surprising when we look at the statistics. In 1996 (latest
statistics), there were 106,689 live births in multiple deliveries; 100,750
twins, 5,298 triplets, 60 quadruplets, and 81 quintuplet and other higher
order multiple births. Since 1980, the number of twins has risen 47% and
the birth rate by 37%. The higher order multiple birth rate climbed 20%
between 1995 and 1996. This rate has doubled since 1990, quadrupled since
1980 and quintupled since 1971. And these were the figures 3 years ago!
When my boy/girl twins were born in 1983 it was still a novelty. The
usual question was, "Do twins run in your family?" That isn't the case
anymore. It is estimated that about one-third of the increase in multiple
births is the result of the shift towards older childbearing. (The risk
of multiple delivery generally increases with maternal age.) Most of the
rise in multiple births since the early 1980s, however, has been attributed
to the increased use of fertility enhancing therapies.
Twins are becoming a normal occurrence, and they are making their presence
known "big-time" in the juvenile industry. Savvy retailers have picked
up on this viable market. The mothers who conceive multiples through fertility
treatments are usually older in age and have a higher discretionary income.
If they have waited several years for the birth of their little bundles
of joy, they will spare no expense to decorate the nursery. Many of these
mothers shop at the independent retailer because they know they can find
specialty items to serve their special needs.
As a new mother of twins 16 years ago, I soon discovered that there were
no such products available. With an overwhelming necessity and a penchant
for design, I went to work designing products to solve problems myself.
When my twins were two weeks old, I developed a large u-shaped nursing
pillow which enabled me to breastfeed both babies simultaneously. If I
nursed them separately, I would be nursing around the clock. Plus, how
can one mother with only two hands hold and position two wiggly babies?
The pillow was a lifesaver for me. It went on to be the first nursing
pillow on the market in 1985. Over the last 13 years, I have seen the
array of "multiple friendly" products increase to serve this niche market.
Parents of multiples choose products that are extremely functional,
practical, easy-to-use, and require no special care. Most importantly,
they must be lightweight and allow hands free or one-hand operation because
their hands are always full! Parents of multiples will seek out products
that are dual purpose and large enough to accommodate two or more babies.
For example, large diaper bags or conjoined bags help parents travel with
two or more. Strollers are a necessity. Many parents will purchase a double
stroller as well as two singles for the versatility. A stroller connector
is also a viable option when traveling. Eve Carton has seen the sales
increase dramatically especially on the twin strollers. She says that
even if a mom does not have twins, but two children close in age, this
stroller proves very helpful. Safety is also an issue, so parents will
seek out gates, cabinet locks and versatile play yards. Can you imagine
triplet toddlers alone in a room for even a few minutes? Furniture brackets
will prevent accidents, and gates to keep all the babies in one place
will give mom time for a quick shower.
Personalized bags, clothes, bottles and more will assist working parents.
Mix and match or coordinated outfits are a plus for parents of multiples.
A good friend of mine used to dress her identical girls in color-coordinated
outfits so people could tell them apart. Kelly would always be dressed
in pink or red, and Kimberly in blue or purple.
Retailers may have to do a little homework to find these specialized
products. Since many are being developed by small manufacturing companies,
the big advertising dollar is not there. As the demand goes up, so will
the volume and soon they will be mainstream in the juvenile industry.
Felicia Mandelbaum with Kids Warehouse in San Diego, CA says they tried
to set up a special section in the store for multiples, but found that
there weren't enough products yet available. So instead, she added the
twin nursing pillow in with the other nursing pillows, etc. The specialist
in each department will direct those parents to the products suited for
them. Mandelbaum says that knowledgeable sales people make the difference
in servicing parents of multiples. Her staff will "bend over backwards"
to make their shopping experience pleasant.
If a mother of multiples is shopping before her babies arrive, she may
need special assistance. She will become a loyal customer if you help
her with her purchases, let her sit down, and carry those purchases to
her car. Imagine carrying 2, 3 or more babies! Also, after the babies
arrive, she may run in for a quick purchase, Again, lend a hand, and realize
she may only have a few minutes before she is required back home.
Many retailers offer a discount to their parents of multiples. Carty's
Kid Stop customers receive a 10% discount off everything except furniture
(there a 7% discount). Carton's moms present a membership card from their
local twins club, the Northern Nevada Mother of Twins Club. Kids Warehouse
gives a 10% discount off the second or third item purchased. Mandelbaum
says that their products are already discounted, so it is a real savings
to families of multiples.
Richard Feinstein with Buy Buy Baby in E. Farmingdale, NY says sales
for multiple baby products have been very steady since they opened their
stores in 1996. He likes to carry a few specialty products that are not
found down the street in the discount stores. He knows that parents of
twins buy two of everything and he wants to keep them coming into his
store.
Denise Duncan is the president of
Four Dee Products in Houston, TX and the mother of three children, including
16 year old boy/girl twins. |
