The retail world from a child’s perspective

Abstract

Outlines how analysing the way that children think ‐ and shop ‐ will help brand managers and marketers. Focuses on the Strottman Kid Engineers, a US project which gave children from ages 6 to 9 headbands containing video cameras, and assigned them to grocery stores, where they would choose the 20 items they most wanted. Discusses the results: promotions were important, and visual rather than verbal promotional communication was popular; children expect and appreciate innovation in the grocery store; favoured hot‐spots were the cereal, snacks and dairy aisles, plus lunchables; children were influenced by in‐store signage; and the draw of licensed properties is stronger than ever.

Citation

Coughlin, R. and Wong, T. (2002), "The retail world from a child’s perspective", Young Consumers, Vol. 4 No. 1, pp. 3-8. https://doi.org/10.1108/17473610310813654