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This month we had the pleasure of catching up with Jolly Tots owner, Lorretta Owen to gain her insights on how Compact Folds and Strollers are viewed by their customers, including trends and popularity of this continually growing product category.
Have you experienced Compact Folds becoming increasingly popular with your customers in recent years and if so, what do you feel is driving this? We feel that consumers are looking for a stroller that folds smaller and smaller. They are almost looking for something that doesn’t exist. The days of selling the customer a kick up McLaren stroller are gone! We currently stock around four umbrella fold strollers and are finding that this is not what the customer is looking for. We feel this is down to the size and shape of modern boots often not being able to accommodate such a fold and them being viewed as a little “dated”. During the summer months we find that “stroller season” explodes. With the booking of summer holidays and babies not needing all the extras of the heavier travel systems.
Are you finding that Compact Folds are now also growing in popularity when we look at a complete Travel System? We find that the customer who are looking for a compact stroller is not usually looking for the ability to use it as a travel system. The purchase of a compact stroller is usually in addition to the travel system purchase, which works in our favour as it means they are two potential sales. The addition of car seat adapters can be seen as an added bonus but not the driving force behind the purchase.
Do Compact Folds enable you to engage more with your customers and showcase your knowledge when we consider instore demonstration of product? We love to demonstrate compact strollers as often 34
the customer is impressed with the quick fold. Posting them folding on socials is always a great interaction tool. Especially the ones with the gravity fold - it’s almost like magic. We find that the customer is offer fixated with the words “cabin approved” or “cabin friendly” . We often have to explain that very few strollers are approved to go in the cabin in airlines. We always advise them to check with their airline if it’s important for it to go in the cabin.
Is this a category that you feel we have ample innovation and new product launches throughout the year? I think that the compact stroller market has exploded in recent years! So much so that I find that we have to limit the number of models we have on display as we find it bombards the customer with too much choice and often presents confusion and they don’t purchase. We are finding that more customers are looking for the compact strollers from birth-22kg. The Nuna Trvl is a great luxury option. As is the new edition the Joie Pact pro. Both of these are very popular instore. I’m also impressed with the Red Kite Astro in the beautiful safe green and the Kinderkraft Apino. The black and gold colour is a personal favourite.
Have Compact Folds become a staple product within your business? We call it stroller season. We find that it runs from around June until October. We sell so many strollers during this time. We also offer a much bigger selection than most other stores. I would say currently we have around 30 different models on display at the Evesham and Birmingham store. We
could easily display more too!
Do you feel that your customers are aware of what they are looking for prior to entering your stores? Some customers come in and know exactly what they want. Others need lots of help and guidance. This is especially true if they have specific requirements such as “cabin friendly”. We are finding more and more customers are also asking for the weight limit on strollers than we have experienced in the past. We feel that this is due to often having another child that they would like to use the stroller for when on holiday if the older child becomes tired. We are also experiencing customers list of wants from the compact stroller growing ever longer but their budgets becoming less. When I look at what the customer can get for £120 now compared to the past it’s quite astounding. We find that they are particularly fond of a travel bag and given the amazing British weather a raincover included is a must.
How do you monitor trends? We keep a constant watch on social media. What brand or models celebrities are pushing. We also get opinions from the younger members of staff as to what they would purchase and what the “vibe” is currently as they are the age group that are purchasing our goods. Sage green has been HUGE this year along with beiges. We are finding this is the best selling colour in the compact stroller market. The Silver Cross Clic in Cobble has been a fantastic seller in our Evesham store.
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Retail Int JollyTots.indd 1
14/08/2024 13:30