A happy child equals a happy parent and a mum that has the freedom to shop in a retail store is more likely to spend. However, Child Friendly Solutions director, Michelle Barraclough told www.connectedaustralia.com that a common complaint from mothers this Christmas is that they are being avoided by retail staff when entering the store with a pram or young child.

"When a customer comes in to the store with children, it is often difficult to engage them in the sales process because they are distracted by their kids. Because some sales staff believe they won't get a sale from a customer with kids in tow, parents can sometimes feel ignored or unwelcome," Barraclough (pictured right) said.

She outlined five tips that retailers can implement to make it easier for parents shopping, especially around the "silly season".

1. Greeting
A friendly greeting to both parent and child goes a long way towards creating a favourable first impression with the parent and doesn't take much effort.

When store owner/manager or staff member greets a child, Barraclough advises to get down to their level and say hi with a big smile, without getting too close. Children respond to a smile but shy away or get upset if you get "in their face".
 

2. Get a play solution and use it as a sales tool
Having a safe play solution in-store gives a sales team the opportunity to open a dialogue with the customer whilst simultaneously offering a greatly appreciated customer service.

According to Barraclough by introducing a parent to the play solution is one way to turn a browser into a buyer.
"Without the play solution, that opportunity wouldn't exist. A play solution keeps the parent in the store and we all know the longer a customer stays in the store, the more likely they are to make a purchase," she said.

"The parent can at least know that they can shop while their child is being supervised and having fun," she added.
A good introduction might be:

"Hello, how are you. I just want to let you know we have a play panel over here which the children may like to play with while you browse."

3. Bratty behavior
It's important to be aware of a child's behavior in store, Barraclough advised if a child starts to create havoc, politely let the parent know and ask them to take the child's hand.

"Unfortunately, if someone is injured in your store because of the actions of an unruly child, the liability rests with you - the store owner - so it's in your interests to ensure the parent controls the child. Never touch a child yourself unless the parent has given you permission," she said.

4. Fifty cent gifts for a $50 sale?
"An easy way to get kids on side is to keep a jar of little gifts you can give away. Remember, they are your customers of the future so you want them to associate your store with pleasant memories," Barraclough said.

However, she added that lollies aren't always appreciated by parents, but recommends fun stickers or similar inexpensive novelties. Always ensure you ask the parent's permission before giving.
 

5. A great reason to contact your customers
The final step of advice is to communicate your new store addition to consumers through your customer database.

"Most fabby (a quicker way of saying fabulous) retailers will have a customer database and you should always look at communicating new additions or services in your store in that way. Use your new play solution as a sales tool and not just think about it as a toy out the back. Use it to bring and keep people in the store because parents will often come back if it's not 'all too hard'," Barraclough told Connected.

"Trust me, when a parent understands they will be able to shop in your store knowing their child is going to be occupied by something, they will flock to your door," she added.

Michelle Barraclough is a director of Child Friendly Solutions Pty Ltd which specialises in in-store play solutions - http://www.childfriendly.com.au.