{"id":5927,"date":"2023-01-25T09:47:24","date_gmt":"2023-01-25T08:47:24","guid":{"rendered":"https:\/\/thecxacademy.org\/?p=5927"},"modified":"2023-01-25T09:47:24","modified_gmt":"2023-01-25T08:47:24","slug":"cx-for-children","status":"publish","type":"post","link":"https:\/\/thecxacademy.org\/cx-for-children\/","title":{"rendered":"CX for Children"},"content":{"rendered":"

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When you think of CX you think of the experience a person is having when buying a car, clothes or a new home. However, what if this person is buying a toy? Moreover what if this person is 5 and not 50?\u00a0<\/span><\/p>\n

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Today\u2019s blog will shed a light on an area of Customer Experience that perhaps is not as prominent as others. Toy stores, children\u2019s museums, candy, comic book or game shops all target children. While adults will make purchases in these stores, customer experience needs to take into account that children now are able to make their own purchasing decisions and choose between different brands as well as largely influencing their guardians.\u00a0<\/span><\/p>\n

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Children becoming consumers<\/b><\/h3>\n

Not long ago children were considered consumers of the future. Any advertising of products that would ultimately be used by children, was directed towards their parents or guardians. Children, even when they received money, were only considered as \u2018savers\u2019.\u00a0<\/span><\/p>\n

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Their parents gave them pocket money that was to be saved up for some bigger purchase later on or to teach them financial responsibility. This resulted in children buying 10 cent candy and as such, being disregarded as a valuable customer.\u00a0<\/span><\/p>\n

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However, with the baby boom, came the realisation that all these children, who spend 10 cents, add up. Marketers and business owners began understanding that children – even though they wouldn\u2019t be making huge purchases, make a difference.<\/span><\/p>\n

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As well as this James U. McNeal states in his <\/span>article<\/span><\/a> that, \u201cKids are marching toward adulthood at a much brisker pace than they used to and are wanting more mature things to go with this accelerated growth.\u201d Parents want their kids to become financially responsible and therefore are giving their children opportunities to become consumers from an early age.\u00a0<\/span><\/p>\n

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NRF <\/span><\/a>(National Retail Federation) concluded in a study that 90% of parents admitted that children influence their purchase decisions. On top of that, <\/span>the most important decision<\/span><\/a> that children influence is the choice of the brand.\u00a0<\/span><\/p>\n

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Chances are, that even if children are not the direct target audience, they will influence your potential customers (ie. their parents or guardians).<\/span><\/p>\n

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Children as Target Audience – What to think about?\u00a0<\/b><\/h3>\n

If your target audience are children, ensure that you do the same amount of research into what they need as you would with a specific adult group.\u00a0<\/span><\/p>\n

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Shawn McCoy, VP of Business Development, from JRA, lists <\/span>core design philosophies<\/span><\/a> that he uses when designing the experience in children\u2019s museums.\u00a0<\/span><\/p>\n

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Children\u2019s Museum Design Philosophies<\/b><\/h4>\n