focus STROLLERS & PUSHCHAIRS Image featuring Libelle from Cybex
Coffee Break Nursery takes a break with Silver Cross’s Independent UK Sales Manager Phil Beck to find out what is currently pushing the strollers sector.
Simply strolling Strollers and compact folds are bought as a second pushchair, so is price, function and style as important?
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reviously strollers were a clear category within the wheeled goods sector, however with the introduction of the compact folds the line between the definition and difference between these may have ‘blurred’ slightly. However, the underlining difference that potentially separates these is the price tag compact folds offer many key benefits, with many having the ability to be used also as a travel system with the included bonus of easy to store and transport, with strollers in the main being bought as a much cheaper option for when simply needing a quick and prehaps lower price when out and about. As strollers are often bought without the need for additional features, we asked Johnston Prams Marketing Manager, Donna McCollough what she felt consumers were currently seeking when looking at this type of product. “The consumer wants a light stroller. Often, they are bought for going on holiday so it is important that they are compact when they fold. Rocket by JANE meets these two key requirements and can be taken on a plane as carry-on luggage. The more discerning shopper will look at other features such as the comfort of the child and the quality and safety features of the product.” Joie’s Head of Product Development, Damon Marriot agrees and with the easing of current travel restrictions due to the pandemic, we could experience a rise in demand for strollers or compact folds. “With the prospect of more domestic holidays on the horizon, compact folds seem to have taken off again,” Said Damon. “Consumers are clearly thinking of space saving solutions but for some price still plays a huge part, as they
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have spent a lot on the primary pram.” With this in mind, we also asked Damon why price may be a driving factor when consumers are looking at purchasing a second pushchair? “Price does form a key part of the decision making for this category. This is why we still see a large number of sales in umbrella folds as they are able to offer a fairly compact fold at a keen price. That said, the compact category is growing for sure.” As strollers in particular are bought as a second pushchair purchase, how important is lie flat within the overall design? “Lie-flat is a nice extra feature as an older child will also benefit if he or she wants a nap.” Comments Donna, adding “And if the stroller is used from birth, lie-flat will be an important factor and this is highlighted on the JANE Rocket.” Brands clearly see the benefit of keeping a recline feature on strollers, with Damon stating: “All Joie prams and strollers are suitable from birth, so offer a great recline position – but we know that this is still important for older children who will also want a comfy snooze position, especially if they are out for the day or on holiday.” Nursery Today also asked Damon if this a category that is brand focussed or are second pushchairs or strollers bought as a impulse buy? “Brands still command a large portion of this sector. Consumers want that reassurance from an established and trusted brand – it gives them the confidence that they are getting quality and longevity from the product.” Nursery Today highlights a number of options across the following pages that are available to order now within this product category.
Strollers are a clear category within wheels, what features are consumers seeking? Consumers want something that’s quick and easy to use. Managing a toddler is difficult enough without having to deal with a complicated stroller as well. Lightweight and compact are important features too, and we’ve seen more and more consumers are looking for a product that’s easy to carry. The new Silver Cross Clic has an integrated shoulder strap, that pulls out from the seat when folded and lets you sling the stroller over your shoulder – simple! Are they looking at price as these are often bought as a second pushchair for when out and about? Price is always important, because let’s face it, who doesn’t love a bargain? But strollers are still an expression of the parents’ style. Silver Cross consumers won’t compromise on quality or getting the right look, at any cost. They’re still looking for a practical, everyday stroller, that looks special. As children who these are bought for are generally older, is lie flat within these as important? Lie-flat seats are important as even toddlers enjoy naps on-the-go. The Silver Cross stroller range features lie-flat seats as we want to offer the best in baby comfort. Even if a stroller is suitable from birth, a lot of parents will avoid using it with their newborn. The Silver Cross Reflex and Jet are car seat compatible to allow parents to use their stroller with their infant carrier – perfect for trips out with a newborn, when a full travel system isn’t practical. Are these researched online prior to purchase? With any product they’re choosing for their baby, consumers want to be sure they’re making the right choice. Although they may not spend as much time researching their stroller as they have done on their travel system or car seat, consumers will still look for the right features, style and price. Reviews are also crucial, and we often see parents coming to us already knowing exactly what they want.
