retailer opinion Nursery Today caught up with Snuggle & Stroll co-owners Sophie Dembrey & Jess Munn and My Baby Stroller owners Richard & Laura Smerdon to find out their thoughts on the wheeled goods sector and how this category performs for them as a business.
Jess Munn & Sophie Dembrey
SNUGGLE & STROLL How have your customer preferences in the pram and pushchair market evolved over the past few years, are they focussed on added features such as compact folding or multifunctionality in travel systems?
There seems to be a real shift in people focussing on functionality and features over accessories. Our customers are mainly looking at all terrain pushchairs, so definitely multifunctionality over everything.
Do you feel that your customers are cost conscious when it comes to purchasing their chosen set of wheels?
Recently we have found that our customers are really looking at value as a real key element of their buying and decision making, when considering overall cost.
We have found that our customers are really looking at value as a real key element of their buying and decision making
MY BABY STROLLER How have your customer preferences in the pram and pushchair market evolved over the past few years, are they focussed on added features such as compact folding or multifunctionality in travel systems?
We have found over the last year that people are really keen on lightweight travel systems, the lighter the better. They love a one hand fold and a carrycot that that has overnight sleeping.
Do you feel that your customers are cost conscious when it comes to purchasing their chosen set of wheels? Yes, over the last few months people are definitely more aware of costs, they are always looking for the best price or a price match. The sales of lower priced prams have increased recently.
Is this a category where you are asked to perhaps price-match items that they have seen online? Is this something you consider and how does it affect your business?
Is this a category where you are asked to perhaps price-match items that they have seen online? Is this something you consider and how does it affect your business?
How important are product demonstrations for your customers?
How important are product demonstrations for your customers?
Yes, we have seen a real increase in this. We are seeing that after promo periods have ended, online retailers are still keeping the pricing low. We are having to consider when we price match the prices online whether we offer the same full in store service e.g. store, build, remove all the packaging and flexible payment options, so that it is truly like for like.
Incredibly important. We want our customers to feel confident using a product and also use it correctly. Customers love to have a play with the products and have a go themselves before buying!
Are brand names important when we look at this category – are your customers brand focussed?
Some are and come in set on a particular brand, but the majority of our customers come in looking at what will fit their lifestyle and what they like best over the brand name.
Is there a particular set of wheels that are performing well for you, for example, travel systems, compact folds, strollers, magic fold, etc?
Definitely travel systems for us. With our demographic of customers wanting an all terrain pram, bigger wheels and good suspension is always top of their list when looking. With stroller season here, we have seen an increase in compact strollers but that does tend to be quite seasonal for us. 14
Richard & Laura Smerdon
We get price matched nearly every single day. You can see the customer googling while you are talking to them. Price matching has definitely increased in the last few months. We do offer price matching, but we have a few conditions to match to agree to it, and we don’t always accept it if its ridiculously low. Obviously, this negatively affects our business– and it is frustrating because small businesses suffer and there is room for everyone to do well without it. I feel the customer really makes their mind up after seeing the product and testing it out. Most of the time they come instore wanting a pram they have seen online, but after testing it they go for something more suited to their lifestyle
Are you customers looking at eco-friendly credentials when making this purchase decision? Generally, with larger purchases we see customers are prioritising price over eco, which is a shame. Although, when people hear about the eco-friendly aspects of a product, it definitely creates a good impression of that brand, and might have weight when making a decision. We do see with sales of smaller items (gifts, weaning, toys etc) the eco-friendly aspect is a massively important thing for a lot of customers.
Is there a particular set of wheels that are performing well for you, for example, travel systems, compact folds, strollers, magic fold, etc? Travel systems are always doing well, especially lightweight ones. Also, compact strollers are selling fast, especially ones with one hand magic fold, all you have to do is show the fold and its sold.
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Retailer Opinion.indd 1
14/03/2025 18:41