I recently enjoyed a road trip to Adelaide as my son was playing in a basketball tournament. On the journey home to Melbourne, I stopped in a local town to stretch my legs and pick up a chai latte. Listed as $4.50 on the menu I was told that would be $6.70. On querying the increased price, I was told that there were additional charges for having soy milk (normally standard in chai), that it was a public holiday and before she could explain any more of the extras I cancelled the order and bought a chai in the café across the road.
This experience reinforced one of the key findings in the Marketing to Mums Survey report of more than 1800 Australian mums; that mums hate hidden extras, additional clicks and any detour from what you say you are going to do.
Here are four things you can do to keep mums happy.