Starbucks UK is Making Its Stores More Accessible to Moms with Young Kids
Katherine Pendrill — July 12, 2016 — Lifestyle
References: businessinsider
In an effort to make its stores more accessible to moms with young children, Starbucks UK recently began offering emergency diaper kits. As the number of millennials with children continues to rise, retailers are increasingly looking to accommodate their changing needs. The latest Starbucks campaign helps the chain position itself as a family-friendly space for young parents.
The new Starbucks UK initiative involves stocking stores with diaper kits that can be used by parents in the case of a bathroom emergency. In addition, the chain has also begun training its baristas to safely warm baby bottles, accommodate women looking for a private place to breastfeed and to help families set up high-chairs at tables. The program was launched as part of a partnership with the UK's National Childbirth Trust in an effort to make the chain more accessible to millennial parents.
Similar to Chick-fil-A's 'Mom's Valet' service, the new Starbucks campaign demonstrates one of the proactive ways that brands can appeal to moms with young children.
The new Starbucks UK initiative involves stocking stores with diaper kits that can be used by parents in the case of a bathroom emergency. In addition, the chain has also begun training its baristas to safely warm baby bottles, accommodate women looking for a private place to breastfeed and to help families set up high-chairs at tables. The program was launched as part of a partnership with the UK's National Childbirth Trust in an effort to make the chain more accessible to millennial parents.
Similar to Chick-fil-A's 'Mom's Valet' service, the new Starbucks campaign demonstrates one of the proactive ways that brands can appeal to moms with young children.
Trend Themes
1. Parent-friendly Retail - Retailers are implementing initiatives to accommodate the needs of parents with young children, such as offering emergency diaper kits and training staff to assist with childcare tasks.
2. Family-focused Marketing - Businesses are leveraging family-friendly initiatives and partnerships to position themselves as welcoming spaces for millennial parents and their children.
3. Convenience for Parents - Brands are finding ways to make the shopping experience more convenient for parents, including providing amenities like warming baby bottles and helping with high-chair setup.
Industry Implications
1. Retail - Retailers in the food and beverage industry, such as Starbucks and Chick-fil-A, are spearheading efforts to cater to the unique needs of parents with young children.
2. Hospitality - Hotels, restaurants, and other hospitality businesses can learn from these initiatives by implementing similar services that make their establishments more accommodating for families.
3. Consumer Goods - Companies in the consumer goods industry, specifically those targeting parents and children, can create innovative products and services that address the challenges faced by millennial parents.
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