Safeway Adopts “Mother Knows Best” Mentality

May 30, 2008

Lately, we’ve been very excited to notice others realizing and harnessing the power of word of mom.

Safeway LogoRecently, Safeway, a California-based grocer, announced the launch of its new line of store-brand baby products called “mom to mom.”  Based on mommy guidance and insight about what moms value most in baby-care products, Safeway rolled out an 80-item line that includes diapers, baby wipes, toiletries, lotions and infant formula.

The “mom to mom” product line was created after research conducted by Safeway revealed important characteristics of the baby products mothers looked for and valued – gentleness and ease-of-use.  As a result, these key attributes were integrated into Safeway’s product research and development, eventually “giving birth” to the new “mom to mom” product line, which includes items such as hypoallergenic baby wipes and wide-bottom baby wash and lotion bottoms to prevent tipping and spilling.

An added interactive element found on Safeway store displays includes parenting tips from fellow mothers, such as:

Read to your little one every day.  It’s great bonding, and it will help prepare him for school.

One thing’s for certain: the “Mother Knows Best” motto is still the final authority in childcare.

Have you noticed any other ways people are tapping into mommy resources?  Let us know!


Connecting with Alpha Moms

May 13, 2008

Our Mommies Clique members have been enjoying Charlene Li and Josh Bernoff’s new book, Groundswell. Particularly, we’ve been digging into the authors’ research findings and insight on Alpha Moms. About a year ago, buzz about this group of “educated, tech-savvy, Type A moms with a common goal: mommy excellence” began circulating on- and off-line.

Not only does this group have significant purchasing power, they spend about 87 minutes online every day according to ComScore; that’s seven percent more time than most consumers spend online. With good reason, companies have been paying attention and see this group as an incredible audience for new family-friendly products and services.

What we appreciated about the findings presented in Groundswell is that Charlene and Josh show marketers how Alpha Moms are spending their time online by offering a technographic profile of the group. Armed with this insight, any company interested in connecting with them can be sure its doing so in a manner that will be most meaningful to moms and effective in satisfying its business objectives.

Here is a recent presentation Charlene gave and data chart outlining these key findings:

One finding that is particularly interesting to me is that a significant number of Alpha Moms act as critics online. Smartly, Alpha Moms TV has a great product review section to cater to this interest. Additionally, the site is cleanly organized and nicely presented. This will particularly appeal to the 54 percent of Alpha Moms who are primarily spectators online. Any brand interested in connecting with Alpha Moms should consider taking a similar approach.

Are you an Alpha Mom? If so, we’d love to hear your perspective on how Forrester’s technographic profile matches up to your own online habbits.

Data chart source.

Welcome To Mommies Clique!

May 8, 2008