If Target was a type of fast food chain, I would be categorized as heavy user. Part of it for me is the convenience. (When I’m home, the store is a quick 10 minute stroller from house and also in the same building as my gym.) But part of the attraction is the fact that whoever it is who does Target’s buying completely knows me, where I am in my life, what I want versus what I necessarily need, and what I am willing to spend.
I can hardly think of a better example than today, when I stopped by the greeting card aisle to pick up something for my sister’s upcoming shower. Forget birthdays, gets wells, new babies, and condolences. Move over graduation, housewarming, and pet death. Turns out there is now a whole greeting card section section dedicated to desperate moms. That’s right, there is a whole segment of the buying population that is comprised of moms willing to spend nearly $4 for a card to send to another mom that basically says something like, “Sorry that your kids are, in one way or another, making your life fall apart.”
This particular incarnation spoke to me:
Doesn’t that just say it all? I feel like I need to send this to every mommy friend I know.
I can’t help but be fascinated with the micro segmentation that’s going on here. It’s brilliant. It’s so much more than female, aged 25 to 34. This actually pinpoints an emotional stage in my life as a mommy and completely capitalizes on it. Again, brilliant.
Interesting enough, I had stumbled across another great example of this kind of niche mom marketing as I popped into the Old Navy before my last Target run. First, I noticed that they had traded their navy blue, mesh shopping bags in for full-on shopping carts with child seats in the front. (Thank you.) Second, I noticed that they had put a pint-sized table with matching chairs at the entrance to the dressing room and left a pile of coloring books and crayons on the table. Way to know your customer, Old Navy. Seriously, who is going to take the time to try stuff on when her kid, or kids, is on the brink of a meltdown?
All this rambling to say that, as a mom, I appreciate when stores actually show in one way or another that they understand what I like and value at this stage in my life. After all, it’s moms that really control the purse strings.