focus WHEELED GOODS
The wheeled goods sector continues to move forward, but what is currently driving this sector? We asked those in the know for their thoughts.
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hether it is a pram, pushchair or stroller, overall style is important in this sector - parents want to be proud to push, however are consumers focussing on the practicality of their chosen style/ brand and how a system fits into their lifestyle or is it simply all about the style? Richard Bamforth of UPPABaby feels that independent retailers are perfectly positioned to give invaluable advice with regard to new parents who are fixated with perhaps selecting a first pram based on looks, rather than practicality within this category. “This is one of the many areas where independent retailers are so valuable in offering advice to pregnant couples to help them consider whether the large and heavier pram system is suitable for their 10th floor apartment living, or whether they have a car or good access to public transport, as a couple of examples. Practical product choices are always the most helpful for new parents.” Independent retailer Sara Hubbard of Whites Farm Baby Barn has seen in her store how customers can be determined, although sometimes their choice may not be suitable, to have a particular set of wheels they have seen posted on social media, or to just ‘keep up with the Jones’s! “We try to tailor our service to our customers needs, helping them choose a pram that suits their lifestyle and needs as much as possible; however a lot of customers are still swayed by what the most popular pram on Instagram is, or what their friends and family have had, regardless of whether it is practical for them.” We also asked Joie’s Damon Marriott if he feels lifestyle plays an integral role in how a product is chosen? “Absolutely, lifestyle is a big factor! If a family like to be out and about on adventures and enjoying outdoor activities, then they won’t be looking to use a basic buggy or compact pushchair since those products won’t be able to handle rough terrain. This line of thinking also extends to families living in remote or rural locations - day to day life
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nursery today
Wheeled Goods.indd 1
Image courtesy Ergobaby
Wheelie great The survey says…
Nursery marketing specialists, FanFinders, surveyed 1,000 consumers focussing on wheeled goods. Here’s the results. Q1. Did you buy a travel system?
will be made much easier with a versatile pushchair more fit to perform in potentially tricky conditions. On the flip side, people who live in urban areas or travel a lot will likely see the benefit in owning a pushchair with a smaller footprint that can be stored away quickly and easily.” What about consumer trends, is this category experiencing anything specific at present and are we seeing new trends emerging? Damon feels that trends continue to surface with regard to features. “Rearward and forward-facing seating options remain an important feature once you move past lower priced products. The ability to have your child face and interact with you at a younger age, then switch to enjoy the surroundings at an older age is an appealing and beneficial feature.” comments Damon. “Developing and showcasing new frame designs will always be a constant evolving trend. This is one of the biggest considerations for a consumer since an attractive and robust frame provides a giant step in the right direction - it’s likely one of the initial features of a product which is noticed and if they don’t rate it highly the product will quickly fade.” Ergobaby’s Amanda Loveday feels that awareness of Hip Dysplasia is also being considered by parents and as such have developed their Metro stroller to reflect this. “We are seeing a rise in consumer understanding of health and safety accreditations issued by associations such as the International Hip Dysplasia Institute and AGR-Campaign for Healthier Backs, whose seal helps consumers differentiate between products that are certified ‘back-friendly’ and those that aren’t. The Metro Compact City Stroller is the only stroller on the market to be certified back-friendly by experts at the AGR, highlighting the ergonomic credentials that Ergobaby is particularly known for, to consumers.” Amanda also feels that compact strollers have continued to increase in popularity and as an industry manufacturers have reacted to this over the
Yes: 478 (47.8%) No: 522 (52.2%)
IF ‘YES’ TO QUESTION 1: 478 users Q2. Did you opt for a system that you could select a different brand of car seat by using adaptors?
Yes: 291 (60.9%) No: 187 (39.1%)
Q3. Did you make this purchase online or in store?
Online: 255 (53.3%) In store: 223 (46.7%) Q4. Was this something that you researched online?
Yes: 410 (85.8%) No: 68 (14.2%) Q5. Was the cost of this one part of your decision?
Yes: 381 (79.7%) No: 97 (20.3%)
Q6. Was your decision influenced by other parents chosen pushchair/pram?
Yes: 193 (40.4%) No: 285 (59.6%)
Q7. Did you look for a brand name that you recognised?
Yes: 315 (65.9%) No: 163 (34.1%)
ANSWERS: 1,000 users Q8. Did you buy a second lightweight pushchair?
Yes: 261 (26.1%) No: 739 (73.9%)
IF ‘YES’ TO QUESTION 8: 261 users Q9. Was the size and weight of this important to you?
Yes: 212 (81.2%) No: 49 (18.8%) For more information on FanFinders and the consumer insight they offer, please call: 0203 808 3011 or visit www.fanfinders.com
06/03/2020 12:26