focus CAR SEATS
Take a seat As a nursery product category, car seats are not only a core essential product, they are also the one category that is a legal requirement for any infant or child under the age of 12 years old or 135 centimetres tall, whichever comes first., making this a truly unique category. However, this is also a category that can confuse consumers as to what they may require for the various stages, from birth through to potentially the age of 12.
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ar seats are a requirement by Debbie. “However, with the absence of the law, We all know in the nursery experts to advise in stores, there is more industry the importance of car information to be found online than there seats, however during ever has been before. As the older lockdown while retailers weren’t able to legislation is being phased out, the new open their doors did the safety elements requirements are simpler to understand. and requirements get lost in translation Now that stores are open again it is along the way when researched online? important to have a direct dialogue with We asked Warren Stokes, Operations consumers, to ensure that they are Coordindator, Cozy N Safe for his compliant at all stages.” thoughts. “Due to the An area of continual lockdown and swift concern within this adaptation of the digital era, it particular safety has become far more product category is the convenient and more clear presence of common practice for second hand car seats consumers to do their due being sold across many diligence at their ease and online platforms. Are personal leisure.” He said, we putting out adding: “The knowledge of sufficient information legislation and requirements is on the dangers of far more extensive now than it purchasing a second has ever been due to the hand car seat? Cybex’s availability of information from General Manager, Luke the likes of Google and all of Burns gives his the interactive social media thoughts on this networks. Cozy N Safe is subject stating “It can currently running marketing sometimes be campaigns to communicate misconstrued as a sales both regulations to remove tactic when car seat Jumaimah Hussain, areas of confusion for the brands attempt to Kiddies Kingdom retailer and consumer.” communicate this Dorel’s Marketing Manager Debbie message to new parents and those with Wakefield agrees, also commenting that older children. However, working in with the older standards being phased partnership with organisations like the out, the message will become a lot clearer BPA ensures that the consumer has on what is required. “There is no denying credible, third party advice on the dangers that in the past it has been a minefield for of purchasing a second-hand car seat. parents to decipher requirements and Again, specialist parenting platforms and legislation with car seats. It can be publications also have a role to play here daunting, particularly for those who are when it comes to educating their readers.” becoming parents for the first time.” Said Debbie would agree and also feels
“Everyone wants a ‘spin 360’ car seat now as this is a world where the less effort needed the better.”
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nursery today
Image courtesy
Maxi-Cosi
more could be done to strengthen the dangers and possible confusion with regard to purchasing a second hand car seat commenting: “There is still a lot of confusion around this. A lot of parents still aren’t aware of the dangers of using a second-hand car seat, so there is work to be done. “This education usually comes from manufacturers and retailers, but we need to be careful how this is communicated as it needs to come across to the consumer as factual information and not a marketing message. In order to do this we need to come together in the industry as a whole, as it is our responsibility as experts and professionals in our field.” When we take a look at current trends, an area of interest that appears to be emerging is the increase in demand for spin and multi-stage seats with Warren commenting: “The multi stage car seat category of Group 0+/1/2/3 along with iSize models has been sought after in particular due to the economical changes which have affected the consumers and their shopping habits. Both areas for which Cozy N Safe have launched three new iSize car seats Morgan, Tristan, Lancelot and our new Group 0+/1/2/3 - 360 rotation Comet.” Jumaimah Hussain of independent retailer Kiddies Kingdom totally agrees with Spin 360 seats having caught the attention of their customers stating: “Everyone wants a ‘spin 360’ car seat now as this is a world where the less effort needed the better. Spin 360 car seats enable the parent or carer to spin the seat so the child is facing you at the door making access way easier and more controlled, especially if a baby or child is unhappy, asleep or needs attention. Also
this helps all those adults with mobility issues or elderly grandparents.” As with any product, and parents sometimes being fixated with style, are consumers taking into consideration safety elements before aesthetics? “Safety is a number one priority for parents when it comes to choosing a car seat, followed by functionality, ease of use and style,” comments Luke. “Consumers are more likely to choose a car seat that is equipped with enhanced safety features, has been tested to the latest regulations and been awarded for its outstanding performance. With Cybex car seats, consumers don’t have to compromise thanks to our DSF Innovation Principle: a combination of unique Design, unsurpassed Safety and quality and intelligent Functionality.” With this being a safety product category, the car seat sector has also proven extremely innovative with regard to features that truly enhance the safety aspect. Are consumers aware of this and perhaps looking for any ‘additional’ functions the car seat may have? Nursery Today asked Debbie for her throughs. “It seems to be expected as standard that a car seat should incorporate ‘additional’ functions. This is particularly true of the audio/visual aids that help to ensure correct installation. Installing your child in a car seat is nerve-wracking as a parent as you always need to ensure that they are both safe and secure. Added elements such as a ‘beep’ to tell you that your child is installed correctly are helpful. All of our seats have either audio aids, visual aids, or both to ease parents’ concerns. Any additional feature or function that makes using the product easier is always attractive for consumers.”
