To sell children’s products online, we need to think about three basics: design, target audience and sales strategy. We need to consider not only the design but the whole website, which must be built to match the type of product we offer. We’ll need to study how to connect with our target audience. And, of course, work on the store’s entire development strategy so it converts well, something we take great care of at TRILOGI (TLG).
In an online store for children’s products, it’s essential to try to recreate what we find in street stores. In physical stores, we visually recognize that they sell children’s products through the decor or the color of the walls; we need to achieve the same result in our eCommerce.
What should a children’s products store look like?
In terms of design, an online store for children’s products must meet three basic requirements:
- the design must be eye-catching, colorful and bold.
- the store’s images and colors must match those of the products.
- it must appeal to children, even though adults are the ones who make the purchases
How do you attract buyers of children’s products?
Most of the products in our online store will probably be for children, but that shouldn’t stop us from catching the attention of parents, who will be the ones buying. To reach our target audience, we need to know where to find them.
Parents are very likely to be young millennials. This opens up a whole host of advantages:
- they’re completely at home with new technologies
- they shop online
- they buy on impulse if the product convinces them
- they use social media
That’s why the actions carried out on social media:
- will have a very prominent presence
- will aim to turn parents into followers of the store’s social media
- will focus on networks where images play a leading role: Instagram, Pinterest, Facebook
- will ultimately aim to gather as much user data as possible to run personalized email marketing campaigns
How can you make the product more accessible?
When users look for a children’s product, they know exactly who it’s for, for example: “my 4-year-old son Daniel, who wants a scooter like his 12-year-old cousin Sergio’s.” But not all toys are suitable for every age, and children’s clothing isn’t made in every size.
When buying a toy online, we need to be sure we’re buying a product that won’t put any child at risk, so products must be well organized and labeled, showing the minimum age for playing with them. A very clear and easy way to do this is to filter by category or use age filters to make the selection.
Another aspect to consider is the size guide. It should be as clear and detailed as possible. If necessary, consider a size guide for each clothing brand you sell. Poor product information can lead to a return, so we must give users every tool to avoid getting to that point.
Finally, an essential element for our online children’s store is the internal search engine. It must be very easy to spot, since children’s products can often fall into different categories: by age, brand, size and so on. This element lets shoppers quickly find the product they want within the store.
All this work, done well, will deliver surprising results, since children’s products are bought again and again. Nothing new here: kids grow and need clothes, shoes, accessories… Don’t wait any longer: if you sell children’s products and haven’t moved online yet, go for it and you’ll see results you never imagined.
