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Navigating Consumer Loyalty: Insights on Targeting Young Parents and Pregnant Women

This case study explores the challenges and opportunities in targeting young parents and pregnant women through loyalty marketing. A father's frustration over irrelevant promotions highlights the importance of understanding consumer demographics. By focusing on life changes, such as impending parenthood, brands can effectively identify and cater to consumers with heightened purchasing power. Key products purchased during pregnancy, such as vitamins and baby care items, present significant marketing opportunities. Data mining and targeted strategies are essential for maximizing loyalty and sales in this demographic.

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Navigating Consumer Loyalty: Insights on Targeting Young Parents and Pregnant Women

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Presentation Transcript

  1. Case study by journal Trend How to function loyalty cards

  2. Why are you still sending my daughter this leaflets about jumpers and infant food???? furious father not understanding target manager

  3. She is 16 years old, is still in high school and you could suggest it

  4. 3 days later

  5. BIG apologize Father called to target manager Father spoke to daughter. It seems that in his house have become things of which he knew nothing. In August, she will have child.

  6. Golden Grail: young parents and pregnant mothers • From this mass of consumers uncover customers who have the greatest potential for shopping. • Found that it is the customers who are going through some life changes. • young parents and pregnant women, they feel the responsibility and buy in huge amount

  7. Very important is birthday of baby Statistics found that around the beginning of the second trimester expectant mothers have started buying lotion, or the first twenty weeks of pregnancy put to basket vitamins, which have so far not buy: calcium, magnesium and zinc. Later in shopping trolleys began to appear more frequently soaps and cotton swabs. Target estimated as 25 key products, which signaled during pregnancy.

  8. That`s data mining.

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