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Busy moms have lots of specific needs. They need someplace to put all their and their children’s stuff. They require easy access to information. They demand convenient purchase channels. And they really want some advice and help in addressing their challenges. The Container Store is trying to meet all those needs for one of its most important customer segments.

For example, on The Container Store’s Web site, consumers can watch video demonstrations and check on product reviews and ratings. These product reviews in turn create a sense of community, in that the customers who post them reveal new product uses and real-life solutions. For moms actively seeking ways to address their everyday problems, this source is a boon. Furthermore, those who come up with the solutions feel pride in their accomplishment and likely share their experiences. For The Container Store, moms provide a sea of information that constantly provides feedback about new products and ways to market them.

The Web site also offers personalized product recommendations to customers based on their browsing and purchasing history. This capability is especially helpful for those busy customers who feel overwhelmed by the many types of shelving or various storage options. They want to be able to find what they need fast.

Moms tend to be more active online at night, after the kids have gone to bed and they have some time to research products online. Even if they do not purchase right then, they likely prepare themselves for a visit to the brick-and-mortar store. By giving them a means to perform this search easily and enjoyably, The Container Store is working to appeal to this important and very busy customer segment by solving all their storage needs.

Discussion Questions:

1. Why are moms an important customer segment for The Container Store?

2. What other tactics might The Container Store use to appeal to this consumer segment?

“At Container Store, Mothers Get Royal Treatment,” eMarketer, February 5, 2010.

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