More Than ‘Just’ A Maternity Store

There is nothing that can make a woman more nervous than becoming a first time mom. Her whole world is changing. She doesn’t sleep well now and after the baby comes – that won’t change. She may feel alone and incompetent in her abilities to “do this.” And a second or third time mom can have many fears as well – how is she going to juggle two kids, or two kids in diapers or a preschooler and a newborn. Let’s face it – moms have lots of questions.

This is where you come in. Make your store into something that will be more than just a place to shop – make it into a community for moms to come and get support, camaraderie and oh yeah – some pretty great products too! The funny thing is – if moms feel like you care about them – they will care about you too – and you will soon be their go-to source for everything maternity and baby!

So where do you begin? That answer will be different for every store. It depends on how much space you have and what types of resources you have available to you. I have listed some options below that might help you – pick one or two and go from there. A happy mom spends money too – so make the moms who come to your shop want to come back again and again!

Be a Resource!

Provide moms with pregnancy and breastfeeding support literature. You can write your own or find some online or even from other local businesses.

Make Mom Feel Comfy

Chances are your pregnant or new mom is going to want to shop to her hearts content – have some water strategically placed so that she can quench her thirst along the way and provide a place for her to change her baby’s diaper and sit and nurse her little one in comfort.

Develop a Community

Have a new moms group or breastfeeding support group meet in your space. You can do this after/before hours or during your open hours – depending on how much space you have. There’s nothing better than meeting other moms when you are a new mom or mom-to-be!

Provide Support

Utilize your local resources to provide resources for moms. You can arrange regularly scheduled events (Breastfeeding support groups) or special events (meet the Doula or meet the Lactation Consultant evenings). These events will help moms to get the resources that they need and will also help them to see you and your boutique as a provider of these resources.

Give the Kiddos Something Special

Many of the moms and moms-to-be who frequent your shop are going to little ones in tow when they do. Have an area set aside for their children to play – making it easier for mom to shop. Be sure to have baby-friendly toys (no choking hazards!) and something fun for the older kids, too. If mom can shop in peace and bring her kids with her – she is going to come to your store often! It’s also a good idea to have rewards to hand out to the kids when they leave. If your play area is really “cool” it might be hard for mom to drag them away – so offering a sticker or small prize when they leave will not only make them feel great – but will be a huge help to mom as she won’t have to have a battle to get them to leave when the time comes. Again – if her other children are happy playing and leave easily – she will be more likely to come back again and again.

Mix It Up!

Have weekly specials so that there is always a reason to come back and see what’s new. Gathering a mailing list of moms who frequent your shop is a great way to stay in touch. Send them weekly or monthly emails with a list of special events and special deals. They will be glad to come by and check out what you have going on. And the more fun, interesting and supportive events you can feature – the more times you will bring them back.
Try it out and see what works for you and your store. And be sure to pass along your success so that other stores like you can learn from what worked for you!

Editorial provided by Dr. Masucci. Dr. Masucci is a Business Owner and Serial Entrepreneur. She manages the North American Sales and Operations for Annee Matthew, a Singapore-based maternity & nursingewear company (http://www.anneematthew.net). In addition, she also runs her own boutique just north of Pittsburgh, PA where she resides with her husband and son.