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Cape Town - If retailers want to truly add value to the lives of mothers, they need to forget their preconceptions of "what moms want", according to Karin Lombard-de Kock, mom of two and customer insights manager at Ackermans.

A genuine understanding of the priorities and challenges faced by mothers within their target market is critical – and if this is not taken to heart, retailers run the risk of alienating this powerful group.

“We conduct focus groups and a lot of other research to gain an in-depth understanding of our customers’ evolving needs. It’s a regular exercise to ensure that we’re not guilty of making assumptions about shoppers based on misinformed notions," she explains.

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