August 27, 2015
Is mother-daughter bonding an untapped retail opportunity?
A recent university study found that shopping often leads to mother-daughter bonding and presents opportunities for retailers that can resolve subsequent conflicts.
Research at Texas Christian University reveals that mother-daughter shopping trips consist of three developmental stages:
- Conflict and struggle;
- Education and influence;
- Bonding between mother and daughter.
The first stage, conflict, can be about budget, conflicting shopping styles or disagreements over what mothers might see as revealing clothing, but in the end, it’s about identity.
"The conflict indicates the struggle that the daughter is going through in her efforts to separate from her mother and form her own identity, as displayed through her clothing," said Julie Baker, professor of Marketing at the Texas Christian University Neeley School of Business and co-author of the study, in a statement. "The conflict is complicated, though. Daughters need to feel support and love from their mothers, but they also need to feel a sense of self, distinct from their mothers."
Source: Texas Christian University
The second stage, education and influence, gives mothers and daughters a chance to exchange shopping-related information and learn from one another, the study finds. Lessons about spending money wisely and understanding quality are among lessons mothers teach their daughters during shopping trips. Daughters also influence their mothers by showing them new styles of clothing.
The last stage, bonding, is a strengthening of the mother-daughter relationship through the shopping experience.
To the benefit of retailers, bonding can "lead to both mother and daughter experiencing positive emotions during the shopping experience, causing them to shop longer and spend more money."
Moreover, mother-daughter bonding gives the opportunity for retailers to first make a good impression on adolescents, who do not usually shop alone.
Overall, the study urges retailers to reduce or easily resolve any conflicts that may get in the way of bonding. For instance, associates could recommend more suitable alternatives to any items that had become major sources of conflict, whether over style and price.
"Retailers targeting younger adolescents should focus on identifying what mothers will allow their daughters to purchase and offer merchandise that appeals to both parties," said Prof. Baker. "By better accommodating both mothers’ and daughters’ desires, conflict may be reduced, which can increase sales and potentially improve the mother-daughter relationship."
Researchers conducted 28 interviews with mother-daughter pairs about their shopping habits and experiences, as well as some retail employees, as part of the study.
BrainTrust
Kenneth Leung
Retail and Customer Experience Expert
Recent Discussions
Discussion Questions
Is the “mother-daughter shopping trip” a genuine rite-of-passage phenomenon that retailers can tap into? How can retailers further capitalize on the mother-daughter shopping trip?
Poll
I loved shopping with my mother! There was no rite of passage involved there. She told me what looked good on me and what didn’t. She told me what was appropriate and not. She made it clear what she was willing to spend. Back in those days, we didn’t push back when the rules were stated and clear.
With that said, now I have had the opportunity to shop with some of my nieces while shopping with their mothers. WOW! What a difference. First off, these moms were my sisters! We all shared the same mom. How did they go so far astray? Not once did I hear any rules laid out.
The daughters had no idea the budget, what mom would not be willing to consider, etc. These girls just pushed and pushed. Thank God for the dressing room staff at Anthropologie.
The staff was so good at deciphering what was really going on. They would suggest new pairings for items that mom kinda liked and daughter seemed to liked. They knew what the girls wanted to look like and where the compromises were.
Can retail step in and do better to boost sales in these mother-daughter forays? You betcha. Just plop down on the sofa in the dressing room at Anthropologie and watch for about an hour. You’ll see.
And that’s my 2 cents.
I love how we all see every life situation as a selling opportunity! 😉 Sure, this can definitely be capitalized upon by merchants and brands. Our daughter has a special shopping connection with my wife and they always make an event out of it…to the extreme! So, can retailers leverage this opportunity? Of course. True affinity marketing can help drive synergies among these two shoppers to drive the overall impact to the merchant in a tangible way and see real lift in promotions in this area.
I can see it as a advertising theme for certain categories. The issue I have is that retailers have only so many “triggers” they can tap from a resource and also consumer fatigue as everything becomes an excuse to shop. I see a reality TV show theme coming with this one: “Hidden camera shows what happens when moms and daughters shop after they had a fight….” 🙂
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I loved shopping with my mother! There was no rite of passage involved there. She told me what looked good on me and what didn’t. She told me what was appropriate and not. She made it clear what she was willing to spend. Back in those days, we didn’t push back when the rules were stated and clear.
With that said, now I have had the opportunity to shop with some of my nieces while shopping with their mothers. WOW! What a difference. First off, these moms were my sisters! We all shared the same mom. How did they go so far astray? Not once did I hear any rules laid out.
The daughters had no idea the budget, what mom would not be willing to consider, etc. These girls just pushed and pushed. Thank God for the dressing room staff at Anthropologie.
The staff was so good at deciphering what was really going on. They would suggest new pairings for items that mom kinda liked and daughter seemed to liked. They knew what the girls wanted to look like and where the compromises were.
Can retail step in and do better to boost sales in these mother-daughter forays? You betcha. Just plop down on the sofa in the dressing room at Anthropologie and watch for about an hour. You’ll see.
And that’s my 2 cents.
I love how we all see every life situation as a selling opportunity! 😉 Sure, this can definitely be capitalized upon by merchants and brands. Our daughter has a special shopping connection with my wife and they always make an event out of it…to the extreme! So, can retailers leverage this opportunity? Of course. True affinity marketing can help drive synergies among these two shoppers to drive the overall impact to the merchant in a tangible way and see real lift in promotions in this area.
I can see it as a advertising theme for certain categories. The issue I have is that retailers have only so many “triggers” they can tap from a resource and also consumer fatigue as everything becomes an excuse to shop. I see a reality TV show theme coming with this one: “Hidden camera shows what happens when moms and daughters shop after they had a fight….” 🙂