Influence children on supermarket purchases

An article in the Dutch supermarket magazine “Supermarkt Actueel” shows the amount of influence children have on their parents when it comes to purchasing products. Most supermarkets already use this in their marketing plan, most products already have a child-version ready.

Different designs for products, often with popular characters, extra’s like stickers and adjusted sizes for children draw the attention for both parents and the children themselves. Another form of popular child-marketing are the premium collecting campaigns; “collect 20 stamps and get a miniature Disney character”. All these methods have one thing in common; generate extra traffic and bind consumers.

MiniMike

Instore Kids Corners has developed a special product for supermarkets. The MiniMike is an interactive playsystem which is designed to be placed on a shelf between the products. The MiniMike hardly requires any room, and needs only one outlet. By effective placing, for example at the products with high margin, it is possible to guide the consumers through the supermarket. The parents will follow the children around. This leads to an increase in impulse purchases and will increase the turnover.

Consumers

The placement of a play area is interesting for everyone. The children are entertained on an interactive and educational way with fun games, this makes shopping fun and attractive again. Parents can do their shopping without worries knowing that their kids are entertained on a safe and educational way. Because the games are only short, the parents can take their kids away from the system whenever they would like to. The play area gives a very child friendly impression, which is also good for binding the little consumers and their parents.

Innovative

Instore Kids Corners uses a concept close to the child marketing. The use of a well placed play area, kids corner or several playsystems generates the same result; increased turnover, customer binding for both young children and parents and a child friendly impression.This embodies Instore Kids Corners principle of "Turning Play Into Profit".