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Blending content with commerce for the millennial mum

Some may argue it is difficult enough to create a website engaging enough to keep customers coming back to your brand again and again, but try providing that level of engagement while creating “single-handed commerce” – a website that allows a new mum to go through the entire site end-to-end without putting down her baby.

The “millennial mum” is a much more complex consumer than traditional millennial shoppers, argues Aidan Connor, global digital platform manager at Mayborn Group, the parent company of brands including Tommee Tippee and The Gro Company.

“The millennial mum is the first entire generation of digital native mothers who have grown up on social media, connect with a brand like never before, while also facing pressure from the Instagram community to be the perfect mum.”

Mobile first

Connor says these consumers are truly mobile first – with 94% of traffic to its digital platforms coming from touch devices, and an increasing number of customers not even owning a laptop. They also rely on peer-to-peer parenting advice, rather than just asking their own mums.

“What hasn’t changed is how mum feels, she’s hungry for inspiration, confused, proud, excited, worried, and probably a thousand other emotions,” Connor explains to a room full of delegates at the MagentoLive 2019 conference in Amsterdam earlier this week.

“And something that hasn’t changed from a commerce perspective, is that mum is still the primary buyer.”

Connor and his team have conducted in-depth research into their millennial mums, to understand their specific online shopper journey from awareness after that positive pregnancy test where she is brand agnostic and looking for solutions not product, to discovering products, shopping for them, through to purchase and post-purchase. But what is even more unique to this customer is the fact that at any point their baby could cry and they are forced to abandon a purchase, which then requires thoughtful remarketing techniques to nudge her back to the brand’s website.

Right content, right time

Connor also explains how the brands have a short time span to engage the millennial mum due to the rapid pace of change that comes with a baby’s development. And Tommee Tippee and The Gro Company need to be sure they are surfacing the right content at the right time of their baby’s development. “Nothing disengages a mum more than if she has a three year-old and all of the content on the site is about bottle feeding.”

He adds: “If mum visits the site six months after purchasing baby bottles, what’s most important is that she needs to see cups and feeding, because the baby has moved into that new stage and we need to be able to keep up with that. We need to accept our audience will change.”

As new mothers are hungry for information at all of these development stages, Connor’s team created webpages which build empathy between the brand as well as both the mum and the baby. Both Tommee Tippee and The Gro Company’s websites, which once had content on Wordpress alongside eCommerce stores, have been redesigned onto Magento 2 platforms, but it is still this content which is driving engagement and conversion. The brands see 55,000 users every month coming from organic traffic sources, which have a 14.86% lower bounce rate than the site’s average.

Research from parenting network Emma’s Diary backs up this storytelling initiative, with 52% of mums admitting that forming a relationship with a brand based on shared values is enough to sway them away from a competitor product.

Connor explains that when the company drives advertising just because it knows a woman has a baby, they receive less engagement than through the helpful content they publish. For example those customers who spend online with the Gro Company after entering the site via a content source account for 36-40% of turnover.

As well as Magento, the company uses a suite of Adobe products including Adobe Target for CRM and Adobe Experience Manager, while also dipping its toes into artificial intelligence by using Adobe Sensei, which Connor says has given the business new opportunities, but the goal remains the same: “What matters is that we’re still putting mum at the heart of everything we do”.

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