Multiplexes have done it. So have fast food chains. Jewellery retailer Tanishq is now offering to babysit, while moms spend “quality” time shopping.
The retailer has set up ‘kids zones’ – replete with soft toys and colourful balls – at some of its stores in Lucknow, Chandigarh, Kanpur and Hosur.
Although it’s still too early, Tanishq believes this could have an impact on sales in the future, with young mothers forming a sizeable part of its clientele.
Target audience
“We have often noticed that mothers who come with young children, usually between ages two and six, are not able to concentrate on making a purchase; the children are constantly around them seeking attention.
“But the kids zone helps engage them and ensure that the 45 minutes or so at the store is quality time spent,” says Ms Sanober Mannan, Brand Manager, Tanishq. And since it’s an open section, mothers (and even fathers) can always have an eye on their children, she adds.
Good response
The zone has a few women staff from Tanishq overseeing the children.
The concept, which is about eight months old, has been received well, says Ms Mannan, adding that the retailer is looking to roll out these zones to its other outlets as well. (Tanishq, a division of Titan Industries, has 115 stores in 75 cities.)
The concept of kids zones is not new with players such as Sathyam Cinemas and McDonalds having set up play areas inside their premises to engage children while the adults indulge!
Source: The Hindu Business Line
