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29/11/2011 -
As new payment technologies and innovations continue to hit the market, consumers are demanding increasingly efficient and convenient purchasing options. The advent of chip-based "smart" credit cards and mobile payment services are a couple examples of emerging demand.Accordingly, merchants need to understand their own customer base and determine how their payment options and point-of-sale terminals match their targeted demographics. Take mothers, for example, a massive consumer demographic that leverages precise buying strategies and habits.
A report released this week by Harris Interactive and Eric Mower and Associates found new moms claim to have less time and need to be more efficient while shopping. Another 35 percent of new moms use their smartphones while shopping, primarily to seek someone's opinion or make price comparisons.
"Our team has uncovered how motherhood shapes a woman's opinions and behaviors toward shopping, saving money, brand and product selection, media use, health, fashion and more," said EMA partner and member of the New Moms group Virginia Bates.
Retailers need to develop payment, marketing and customer service strategies that target these demographics - whether they are new mothers or construction workers.
