RETAIL MATTERS
Retail matters
This month online4baby’s Managing Director, Christy Foster is taking a look at what’s currently trending overall at online4baby with regard to sales.
A
t last some sunshine have proved popular. Especially for - I hope it’s here to pregnant or new mums who are stay for the summer. still wary of going out and about. We saw sales on Over the bank holiday weekends strollers and travel systems pick up we targeted customers with travel considerably as half term essentials and weather relevant approached and holidays in the UK product which worked really well. are booking up fast! We have just It’s also been a great outlet for got back from a well needed break launching new brands we are in Wales with the family. I’m convinced going on holiday abroad is easier Our pushchairs have – limited to 1 suitcase per the most engagement person, whereas the when they include the staycation means cars car seat as part of the crammed to the rafters package. Most of our with everything you need customers have multiple and everything you might cars in the family as well need, for every weather, as grandparents and just in case. childcare. It can add Pop up tents, toys, up to a very pushchairs, travel cots and then realise you still expensive purchase. need to fit the car seats and the kids in! We’ve also seen an increase in working with. We’ve recently sales of bundles which we try to launched with Kinderkraft and it’s a package to suit various needs and great way to showcase products out price points, making it easy for new to our customer base, whilst offering mums to purchase online. full demonstrations and being able We have been continuing our to live interact with customers. Facebook live sessions direct to We can also utilise social media customers with great engagement to help customers on using their and response. Facebook live demo’s purchases correctly, for example
“
“
14
nursery today
how to fit your car seat on the pushchair, how to fit in the car and make all the necessary adjustments. Our pushchairs have the most engagement when they include the car seat as part of the package. Most of our customers have multiple cars in the family as well as grandparents and childcare. It can add up to a very expensive purchase. Offering our customer interest free payments with Klarna can really help spread the payments. Offering a wide range of products to suit every budget is also key. Our best sellers are still the spin car seats, the ease of use and multi age groups that they can span make it attractive for consumers. Regardless of colours available most customers play it safe and black and grey are always the leader. An interesting topic we had in the office this week is how environmentally friendly we are as a business and how our brands and
supply base are becoming more eco conscious. Car seats is an interesting one as they should not be resold/passed on due to the safety element. We counted across the office and on average we had 6 car seats per household - that’s a lot of waste and potential landfill in our current eco conscious climate. Group 0123+ are a much more sustainable option for parents and reduces the amount of overall spend. Many retailers offer more sustainable fabrics and are environmentally conscious on the fillings being used. It would be good to see more advice for customers on how to responsibly dispose of old car seats - we always focus on the buying process with little after thought. As we are entering into summer our thoughts next month are scarily planning Autumn Winter and all those winter products our customers will be purchasing! Lets hope the sun shines for the rest Summer!
