Translation Instore Communication

It is a fact, the influence of today’s children is much more then ever. The have influence on where their parents go shopping, what they buy and if they go to the store or not. The value of brands is well know by young children. Therefore it is important for a retailer that he realises and creates changes out of this. Instore communication makes this possible.

Not everyone thinks about a kids corners straight away, but it is a fact that you can reach children the best with something they think is super cool. Instore Kids Corners delivers a concept so a kids corner is not only entertainment for the children but also helps the entrepreneur to increase profit, work on customer binding and to create a child friendly image.

Big influence

Children have a big influence on the decision making progress. In 91% of the cases parents will leave the store when they got distracted by their children, hereby you can think of yelling, running or screaming through the store. An entrepreneur who loses lets say; 50 euro a day because parents leave the store early, misses a profit of 15.000 euro a year. When he is investing in a kids corner this will return it selves because parents can shop at ease, stay longer in the store, spend more and will return because of the child friendly image of the store.

Routing

Instore Kids Corners knows parents do not like to leave their children without supervising. By creating a route through the store with different play systems you can guide your customers through the store and let them pass several products. This can be margin rich products or products that need promotion: thanks to the deliberate routing it is made possible to bring these more in to the attention. Two good examples are IKEA and sports clothing store Telstar (nominee for the ING retail year price 2009). Through the whole IKEA you find special made play systems. There are several games mounted to these play systems so multiple children from different ages can play when their parents are, for example, looking for a kitchen. It is not only an advantage for the child and the parent, but also for the IKEA employee. It is nice that he has the time to explain the customers the advantages and disadvantages of the kitchen which increases the chance of selling the kitchen.

Impulsive buying

In sports clothing store Telstar you find play modules mounted on the pillars through the whole store. This is creating a route through the store that can work in two ways. The first one is that children follow their parents through the store and can play quietly when their parents are looking at the products at ease. The other way round is also possible: The child guides its parents through the store so when the child stops to play parents will look at the products around the play modules and perhaps make a purchase. For the supermarkets there is the MiniMike, a small touch screen computer that fits perfectly between the shelves en pulls the attention of children and to the products around it.

Custom made

Because of Instore Kids Corners own plant and design department it is possible for Instore Kids Corners to develop products after the customers wishes. This way it is possible to communicate even stronger with the customer. Also it is possible to customize the software on the interactive modules so this matches the design of the store. In consultation with the entrepreneur the brand of the company can be submitted or an whole own design can be made. This happened for MotoPort. Motoport sells motorcycles and accessories. In the software are not just motorcycles, no they are all motorcycles that are for sale at MotoPort. When children see the logo while playing they start recognizing it and make a positive link.

Branding

Because children have such a big influence on the decision making process it is important that they got understood and be approached. Through the positioning of a kids corner in the company in places with high margin products the sales will be stimulated. When the product gets customized after the brand of the company the child will make an clear link between de company and the positive experience of playing. At the HEMA the play modules which are placed in the restaurant are customized with the characters of the HEMA. When the children have played with the play modules and see the products with the same characters afterwards they will make an link between the playing and the product with the character and would want to have this product.