focus MONITORS
Monitoring success Julie Ebrey
Managing Director, Hardenberg&Co
This month Nursery Today had the pleasure to question two key monitor brands to find out their thoughts on how this sector is currently performing.
Karina Scriven Babymoov Are we seeing a rise in monitors that have additional functions? Parents want the ultimate surveillance kit for their babies safety but that can mean differently to different parents. Some want phone connected and some don’t want to run the risk of hacking, but yes in this category the better the technology the better the product. They also want secure portability of the monitor in and out of the house. Do you feel this is a category that might be driven be price? I think the vast majority of parents see the benefit in video monitors and that has become the preferred choice over simple audio monitors. I think with video monitors parents acknowledge that is pays to spend a little more in this category. How important are brand names in this category? Brand names are important but reviews and awards are more important. I feel this is a category that is very large in terms of choice and parents turn to platforms like MadeforMums to hear what parents have to say about different monitors before making the right choice for them. What about innovation, is this a category that continues to look at product development? As new, more secure technology emerges, development in this area will always be moving.
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Is this a product category where dads might be a little more involved in when making the purchasing decision? Where technology is concerned I definitely think dad’s like to be involved with this type of purchase. Are parents looking at monitors that have a level of portability? Wireless yet long lasting connection is very important to a lot of parents for ease, convenience and being able to take on holiday/out of the house too. Babymoov YOO Travel video monitor is a bestseller for this reason. What benefits can retailers expect by stocking this type of product? Baby monitors are seen as essentials to have by the time baby is 5/6 months old as they start to move more and perhaps sleep in their own room. There will always be a need for reliable monitors and the majority of parents do opt for video monitors. Is this a category that is well researched prior to purchase? I think family needs and situations are adapting all the time and so for brands to understand these challenges when developing their own particular monitor technology is very important for relevance and safety of the technology. Baby monitors are becoming more complex electricals and so safety and testing is also very important.
Is this a category that is well researched by the consumer prior to purchase? We know that new parents will always talk to other parents and do their own research online before purchasing, so it is really important that we communicate the benefits of purchasing an Angelcare Baby Movement Monitor in a way that the consumer will understand. And to put it simply when a consumer purchases an Angelcare monitor they will benefit from our 3-in-1 monitor offering which includes movement, video and sound so the consumer will feel complete peace of mind and reassurance that baby is being monitored. Are we seeing a rise in monitors that have additional functions? Angelcare monitors have always been known for our innovative movement sensor pads, we are the original baby movement monitor brand in the industry, so we have been at the forefront of monitoring for many years. What sets us apart is that we know parents simply want to monitor their baby for their own peace of mind and Angelcare allows them to do just this. We are always looking at ways to improve our current features as well as looking at the latest trends and technology for our new monitors. Do you feel this is a category that might be driven be price? Price is a key driver in every category, consumers are much savvier than they used to be, we know that they want the best product for the best price. And our research shows that parents will always research as part of their purchase journey. Is this a product category where dads might be a little more involved in when making the purchasing decision? More than ever dads are getting involved in the purchase process of baby products, and we really see this is the case when it comes to monitors, with the rise of additional features and functions dads love a bit of tech and all our Angelcare monitors offer that. Are parents looking at monitors that have a level of portability? Yes, parents want to know that their baby monitor can be used whilst on holiday or at the grandparents at the weekend. The Angelcare monitors all benefit from not needing an internet connection or an app so they can be used anywhere at any time, we know parents love this versatility and the added bonus is there is not a risk of video hacking which unfortunately can be an occurrence with other brands of monitors.
nursery today
Feature Monitors.indd 1
07/08/2020 10:02