SOME LITTLE THINGS PAY OFF IN SHOPPER LOYALTY

STEPHANIE LOUGHRAN

MATTHEWS, N.C. -- Grocery retailers are instituting family-friendly accommodations to help build long-term customer loyalty.

Harris Teeter here is among the chains that are providing such perks as child-sized grocery carts, reserved parking spots for expecting mothers, and "kid club" membership.

Although corporate officials at the chain declined to comment, Allen Henderson, co-manager at a Ponte Vedra Beach, Fla., store described customer feedback as "good" on such marketing strategies.

"It's just an added convenience to the customers," he said. Henderson pointed to eight parking spots for expecting mothers, and he especially praised services like the kid carts.

"It's something to make the child feel important," Henderson said. "Parents would be devastated if we took away the kid carts -- if we run out, they are always asking for them." He said the carts are housed in a vestibule near the entrance. He also said there are extra seats that strap onto the back of the carts for additional room.

Jon Hauptman, vice president, Willard Bishop Consulting, Barrington, Ill., said such strategies are a prudent way to enhance store image at little or no cost to the retailer.

"[These services] are making the shopping experience more tolerable for the parents, and more fun for the kids," he said. Shoppers view the retailer as one that is "willing to deliver strong service and make shopping easier," said Hauptman. "It's a key driver of store choice."

Families with small children are among the most attractive shoppers, simply because they spend more money in the stores, Hauptman pointed out. Services such as miniature shopping carts for children "occupy the kids, promote a family atmosphere, and allow the parent to spend more time in the store," he said, noting that this inevitably leads to larger receipts at the checkout.

Other convenience services that retailers provide are cookie clubs, which give children membership cards they can present at the bakery counter to receive a free cookie; giving out stickers at the customer service counter; and providing extended shopping carts to seat older children.

"It's something that's free, but builds tremendous goodwill among your best-spending shoppers and helps your bottom line," said Hauptman.

He singled out retailers such as Dorothy Lane Markets, Dayton, Ohio; Lunds Bylerly's, Edina, Minn.; and Genuardi's Family Markets and Dominick's Finer Foods (two banners owned by Safeway, Pleasanton, Calif.) for contributing such service-oriented family tactics.

Corporate officials at these chains were unavailable for comment.

However, Mike Panvica, assistant store manager at an Edina, Minn., Bylery's store unit, said their customers really enjoy their family-friendly services, such as child seats that resemble racing cars, electric-powered carts for senior citizens and Kids' Day promotions.

"Customers overall are satisfied, because we can accommodate their kids," he said.

On Kids' Day, children receive their own membership card with their name and picture on it, and they get a cookie each time they show it at the bakery department. He said children always want to go back to get their cookie.

At a Dominick's Finer Foods store in Elmhurst, Ill., one store manager told SN that several customers comment on their child-sized shopping carts.

"Customers love it," he said. "They'd rather shop us than go to [the competitor], because of the little carts."

The manager also said the stores set up field trips with area schools to teach children about nutritional eating, and they conclude each tour with a pizza party.

"Kids remember the girl on the tour and want to go back [to the store because of it]," he said.

Hauptman said alternative shopping formats such as mass merchandisers are providing these services to attract grocery shoppers to their stores, and grocery stores are copying it, or doing it better.

"Everyone is looking to drive profitable growth," he said. "When the trend is to shop elsewhere, supermarkets are getting more creative."