Feature WHEELED GOODS Image courtesy Maxi-Cosi
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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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he purchase of those ‘first wheels’ speak volumes as a first travel system, pram or pushchair is often referred to as a trophy item and as such it has to feature a lot of ‘wants’ and ‘desires’. Brands play a pivotal role in this category – but why are brand names so important in this sector? “Consumer and retailer confidence in brands must be rewarded in quantifiable terms. This means brands are undeniably seen as the more confident purchase when this can be quantified.” Commented Ergobaby’s Marketing Manager Holly Brewer. “Based upon an Independent study of 1,500 parents commissioned by Ergobaby UK in August 2019, 83 percent of new parents prefer to invest in quality products that had long-lasting guarantees meaning quality and longevity are two symbiotic areas that brands need to deliver on.” Some could feel that products that fall within wheeled goods might create a slightly oversaturated category, however, this just isn’t the case as brands offer a great variety that meet the appetite of the consumer. As Joie’s Head of Product Development, Damon Marriott tells us: “For sure there is an everexpanding selection of items within this category, but with channel management and variable features offering different price options, there is room for all.” The selection that is currently on offer is fantastic, but with so much
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nursery today
choice available, does this confuse the consumer? We asked Dorel’s Marketing Manager (UKI & DACH) Debbie Wakefield for her thoughts. “It can be confusing given that there are so many different options around for pushchairs, but there is a lot of help available both online and instore. A lot of websites now have questionnaires that consumers can take to point them in the right direction to narrow the choices down.” Said Debbie adding “Retailers also have the expertise across all product ranges and are able to answer questions if a consumer is uncertain of what pushchair will suit their lifestyle and requirements.” Damon feels that this is also dependent on what the consumer is searching for, adding: “If they are focusing on one particular brand the set up tends to be fairly logical - a compact fold with a lightweight design or opulent luxury with the sacrifice of heavier weight at a higher budget. With a broad range internet search then for sure the choice could be extremely overwhelming for the new parent; many will seek out the local specialist nursery retailer, who will help to them to choose the right product based on their lifestyle.” While on the subject of online searches, with an increased level of online activity since the start of the pandamic with lockdowns, how important is social media for brands within the wheeled goods category? “Social media content is one of our
direct communications with our audience as a brand and was a significant tool in our marketing during the past few years when all other avenues were closed.” Said Debbie. “We know that consumers now use it heavily to aid their purchase decision. Be that wanting a specific pushchair because it is the one that all of the celebrities have, or because they saw someone write an amazing review, it is really important. That’s why our campaigns will always have a big focus on social, whether it be influencer activity, the content that we put out organically or in our digital advertising. Consumers are a lot more confident online now, so it’s a place that we need to be too.” We also asked Holly if she feels we are seeing any particular trends with regard to wheeled goods? “The major trend we’re seeing is the demand for compact, lightweight strollers and the subsequent improvement in design in this category. It is no longer the case that compact strollers are only favoured by those with small living spaces or looking for a cheap ‘spare’ stroller, they are becoming the first choice for a broad range of consumers. Improvements in comfort and sturdiness, while maintaining minimum weight and size, mean consumers don’t need to compromise between comfort and function.” Another notable trend at present (and one which isn’t likely to
disappear), is the desire for products that carry eco-friendly credentials. Has this also had an impact on the wheeled goods sector? “We’re seeing customers delve into brand’s eco credentials more and more, with a focus on sustainable practices and processes.” Said Holly. “As just one of our steps to create fewer impacts on the planet, we are committed to reducing the environmental impact of making our products through better designs, more sustainable raw materials, innovative manufacturing techniques, and simplified packaging.” With many brands looking closely now at the materials used and their own carbon footprints, what about innovation when we look at prams, pushchairs and strollers? What are the challenges faced by brands? “The biggest challenge we have is finding new ways to make pushchairs more visually appealing in a way that sets them apart from others on the market.” Comments Damon. “The functionality of these products is a big focus for parents so we are always looking for new ways to make them more adaptable and user friendly. Having said that, the disruption caused by the pandemic has meant we are a little bit behind where we wanted to be in terms of driving new ideas forward.” You will find across the following pages a great selection of products that are all available to order now.
