My mom used to tell stories about my middle brother. He was so rambunctious that when the phone rang, which was just out of sight of the kitchen, he would run in, open all the cupboard doors, and pull all the pots and pans onto the floor… and laugh.
When they went to the store. he wanted to run so much she eventually fashioned a bit of a harness-leash so she could keep track of him. Back in the 50’s, other moms were at first appalled at the sight but applauded her ingenuity.
It’s tough to take small children into new places and expect them to behave like adults when they naturally want to explore. But it is also tough for retailers to deal with parents who have no boundaries for their children’s curiosity. A run-amok kid ruins everyone’s day.
I polled my Facebook followers to ask for their tips about dealing with kids in their stores. One one side, a few retailers offered stories which to me didn’t build bonds but drew battle lines. One owner of a tiny shop told a woman spanking her child this past weekend, “I’m sorry to ask this but perhaps you can return at a time when the kids are having a better day.”
This retailer has ZERO tolerance and feels parents should know better, that her shop is a place of business, not a daycare.
And let’s be honest, some parents use a retail store as a place to park the kids while they do other shopping or have services performed.
But how should you deal with kids who could disrupt your business?
ABT Electronics in Las Vegas has a huge atrium with all kinds of diversions to keep everyone in the family satisfied when someone makes a trip to their store. One of their customers’ favorite attractions is a giant bubble machine. Children and parents alike stand in the center and carefully pull a cord to envelop themselves in a giant bubble.
At another area in the atrium is a digital display which encourages interaction from young viewers. Visitors step into the spotlight and watch as their shadow is cast on the wall and into a world filled with wild butterflies. When you stay still enough, virtual butterflies will warm up to you, landing on the shadow of your head, shoulders, or even an outstretched palm.
Those are good ideas to engage the mind, but not many of you will be installing a 100,000 square foot atrium in your stores…
What to do then? I think you have six types of personas you can become.
The Teacher. Using psychology and forethought, you try to find a way to distract the child towards something else. One local retailer has two play tables set up to keep kids occupied…and from being destructive. For some stores this is a hard one to pull off because they don’t have either room or staff to devote to a table and kids area. For stores that can do this, it can work magic.
The Crabby Uncle. This can be anything from giving the parents, the children, or both a stink eye of disapproval to outright telling the parents they’ll have to leave. If this is your main way to deal with it, your judgmental looks and words will lose you all your former customers with kids…and you cannot afford that.
The Shadow. You stand next to the child – parents and kids don’t like that. But this goes against everything you want to do in your store which is for the shopper to relax and enjoy the space.
The Hall Monitor. Some believe you should caution parents when their kids are out of control by saying, “We wouldn’t want your child to get hurt if they fall into one of our shelves.” If the kids aren’t staying with their parents and touching breakables, the associate might say to the parents, “Oh, that is very fragile and could hurt your child if broken.” While it may seem a gentle nudge, it can still give off a feeling of being judged.
The Grandmother. Engaging a child can work wonders to build their trust and when you get their trust, you get the parents. Many toy stores recommend getting on the floor and playing with a child, but for a photography store or most anyone but a toy store, this could be a time suck for your regular employees.
Pollyanna. While a positive outlook is great, ignoring bad behavior in a store and acting like there’s nothing wrong can affect everyone else shopping in your store. Then your let-it-be attitude becomes one of the reasons customers don’t return.
Most of those types of responses all come from frustration. The key is for you and your associates to always remain in control of the situation.
No matter the demeanor of the parent or the behavior of the kids when they first come in, doing these three things will help you get ahead of any bratty behavior and make sales to parents:
Engage. When you greet every shopper who comes in with an open heart and try to make a connection with not only the parents but the kids, you proactively keep the child from being bored as most of the items in your store aren’t going to appeal to them.
Ask the parent permission. Before giving a gift to a child, always ask the parent for permission so they see you as an ally.
Give the child a distraction. While picture books, coloring books, or toys are good, bubble wrap might just be the most fun and free distraction you can give any kid. Plus kids can be entertained with bubble wrap on their own.
By forming a relationship with the parent first and asking permission, you can help them enjoy shopping in your store. By heading off boredom with a free gift of bubble wrap, you show you want the child to have fun too. If you have the money and inclination to give each child a small age-appropriate gift, that can do even more good than bubble wrap. The key is after you get permission, you tell the child you’re glad they are in your store and ask if they would like a gift now.
If you have the inclination and ability to wait on the parent while engaging the child, ask them questions about things they like.
The key is in planning ahead for how to deal with children, training your employees exactly how to ask for permission from a parent, and where to have pieces of bubble wrap. Don’t let employees get frustrated and then try to deal with kids; that never works.
I’ve heard of retailers giving children small helium balloons which has the bonus of letting you know where they are in your store, but needing helium and fetching balloons off your ceiling can be more of a distraction to your business than the children.
Jenn Sullivan said it best, “If we don’t want families shopping online from the safety of their homes to avoid stink eyes and such – then we better figure out how to embrace all our customers.”
So true. Sell the kids and you sell the parents. And make no mistake, proactively involving the kids is part of customer service and making the sale.
Will this three part method work for all kids? Of course not.
But unless you give thought now for how you want parents to feel when they come into your store, your associates more often than not can give off an unwelcoming attitude which could give your store, your street, and even your town a bad reputation when it comes to parents with children.