feature WHEELED GOODS
Best wheel forward! The wheeled goods sector continues to show signs of growth, with this being a staple category for many Nursery Retailers.
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rams, pushchairs and strollers have long been essential items for parents, serving as both functional tools for transporting infants and toddlers and as status symbols. These items often become trophy possessions for parents, symbolising their commitment to providing the best for their children and showcasing their sense of style and taste. In recent years, however, the cost of living has perhaps become a factor influencing purchasing decisions in the pram and pushchair market. While parents still desire high-quality, stylish products, they are increasingly conscious of balancing cost with functionality. Many parents are opting for mid-range options that offer a good balance of features without breaking the bank. This shift has led to a rise in demand for affordable yet durable prams and pushchairs that not only meet the needs of modern families but also offer a level of longevity. As Dorel’s Senior Field Marketeer Nicola Coletti told us “Price versus function is indeed a significant consideration among new parents when choosing baby products, including strollers. Parents often seek a balance between affordability and functionality, looking for strollers that offer the features they need at a price point that suits them. They’re willing to invest in strollers that offer versatility, durability, and safety features, even if it means spending a bit more upfront to avoid having to replace the stroller prematurely.” There is definitely a shift in focus on versatility and adaptability. Many parents are looking for prams and pushchairs that can grow with their child, offering multiple configurations to accommodate different stages of development. Modular designs that allow for easy customisation and add-on accessories are particularly popular, as they offer flexibility and convenience for busy parents on the go. As an example, Independent Retailer, Gary Watts, WH Watts informed us that for their store It is incredibly rare to sell a pram without a car seat as this adaptability is definitely seen as better value when purchased as a complete travel system. Despite this emphasis on affordability, brand names continue to play a crucial role in the pram and 16
pushchair market. Established brands are often associated with quality, reliability, and innovation, instilling confidence in parents that they are making a wise investment for their child’s comfort and safety. Moreover, brand reputation can signal social status within parenting circles, with certain brands carrying prestige and exclusivity. Ergobaby’s Key Account Manager, Claire Morris agrees commenting “Brand names are a key marker for quality consumers can trust in this sector. They can help signpost consumers to a product that meets the standards they are looking for. For example, the Ergobaby brand name is synonymous with ergonomics and comfort and our strollers are the only ones on the market certified ‘back-healthy’ by the AGR. This becomes even more apparent in store. By feeling the thickness of the seat padding or experiencing the ease of the adjustable handlebar, customers can experience this quality for themselves.” For example, Gary views brand names in this sector important to his business stating: “Branded products are worth their weight in gold as they most definitely draw people into the store. Customers expect to see well-known brands and be given a wide choice of items and products.” This product category continues to show signs of growth. We asked Nicola what she felt was the reason behind this. “The main driver behind the growth and innovation in the wheeled goods category is the evolving needs and preferences of modern parents. Several factors contribute to this growth such as urbanisation and lifestyle changes. With more people living in urban areas, there’s a growing demand for strollers that are lightweight, compact, and manoeuvrable, suitable for navigating city streets, crowded sidewalks, and public transportation. Also, modern parents lead busy lifestyles and seek strollers that can adapt to their on-the-go needs. They require versatile strollers that can transition seamlessly between different modes. From carrycot to car seat, and seat units that both parent and world-face, they should accommodate various activities and environments. They also value convenient features like one-hand folding mechanisms and ample storage space.”
When we look at growth social media also assists drive this category forward. With wheeled goods being a non-static product, content generated can gain traction and interaction with consumers. Nursery Today asked Clare for her thoughts on what type of impact social media can have on this product category? “Social media can turn a product into a must-have item and seeing a product in action via brand or retailer channels, or in ‘real life’ with a favoured influencer, can help persuade those considering a product to purchase. We work closely with our retailer partners to share UGC (user generated content) and educational content to help demonstrate our products to their audience. Demonstrations of a product on social media encourage interested consumers to visit a retail store to see and test them in person.” Trends in the pram and pushchair industry constantly reflect the ever changing consumer preferences when we look at style, colourways and design. Perhaps one significant trend is the rise of eco-friendly and sustainable options that are now also available by way of fabrics used, which has been mainly driven by growing environmental consciousness among consumers. Modern parents are increasingly seeking products made from sustainable and eco friendly materials with this now perhaps overflowing also into the wheeled category. With so many factors, we asked Clare what are the main benefits retailers can gain by stocking wheeled goods or accessories? “Retailers stand to gain several benefits by stocking wheeled goods, such as increased foot traffic and higher revenues, as strollers tend to be a high-ticket item. Retailers who stock wheeled goods and accessories can provide a comprehensive range of baby products, catering to the diverse needs and preferences of parents. This allows them to position themselves as one-stop shops for baby essentials, enhancing customer satisfaction and loyalty. There are also cross-selling opportunities as wheeled goods often require accessories and add-ons, such as footmuffs, rain covers, parasols, cup holders, and travel bags.”
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feature WheledGoods.indd 1
12/03/2024 16:16