6 minute read
Barking Mad
Image source: pexels.com
This month Pramland’s John Barker takes time to refl ect on the previous month since being able to open their doors and what’s currently hitting the spot in-store with their customers.
And breathe. . . . . .well that was a crazy fi rst month wasn’t it? After another Lockdown we are all fi nally open for business again and I hope everyone’s tills have been ringing. The fi rst month has fl own by, aided by back to back appointments the days pass so quickly, one moment you’re opening the doors and in the blink of an eye it’s time to go home. Last month I told you all how I was a little negative about re-opening, after three months of “doing my own thing” the thought of having customers back in the store was playing on my mind. What was to look forward to? Customers are variable, the thing we need but we don’t want after all. Asking stupid questions – Check. Being generally annoying – Check. Inviting every family member plus neighbours, work colleagues and randomers they pass in the street to “help” them pram shop – Check. I gritted my teeth and entered the Thunderdome. . . .it wasn’t bad at all and within an hour or so it felt like we’d never been closed.
Another concern I had over reopening was the supply change and how demand may aff ect already faltering delivery periods. I need not have worried, so far everything has gone swimmingly and I don’t think we’ve encountered any issues. We’ve continued to see slightly longer than usual deliveries from our EU brands but this is to be expected given the new import procedures.
It may just be us but we have noticed a decline in home items such as furniture and “next to me” cribs. Customers seem to have been happy to wait to pick their wheels but many have already purchased furniture and other home items online. As the month has gone by and we have taken care of customers closer to their due dates we are fi nding that we are once again selling these items. It can’t be a coincidence that our average customers due date is no longer six or eight weeks away but now three or four months away.
Appointments have been the order of the day since the reopening and they continue to be as we end our fi rst month. We are seeing a continued demand for appointments for Friday, Saturday and Sunday but week days are starting to fi ll up less. I have put this down to a number of factors: Firstly, many people have now returned to work and weekday appointments aren’t possible for them. Secondly, many customers want to shop Another concern I had over re-opening was the supply change and how demand may affect already faltering delivery periods. I need not have worried, so far everything has gone swimmingly and I don’t think we’ve encountered any issues.
together, with their co parent to be, which means this will limit their choice of days. For me the weekends are key and we will continue to operate as appointment only for the foreseeable. It helps with staffing and forecasting and makes perfect sense. Weekdays however will be run as a combination of appointment and walk ins as this gives us the flexibility to ensure we remain busy whilst ensuring those that require our help get it.
Since our re-opening we have seen some very good numbers across all our brands but I thought I’d mention a few things that seem to be doing really well:
Joolz – The Joolz May Promo of 10% off plus a free bag has been very popular. Yes it’s strange to run such a promo at a time when it’s a sellers market but hold the door. . . .Joolz are footing the bill here so your margin isn’t affected. It gives customers a feeling of urgency as the promo is timed and it makes Joolz stand out on the shop floor with what is a very sizeable saving. Well done Joolz!
Babab!ng – The 2021 Raffi has been going great guns here at Pramland. The changes that they have made to the product are popular with the customers but the option to buy in to money saving travel bundles is the key. In a market flooded with travel bundles at all prices the Babab!ng offers a VERY high quality product, complete with all the accessories the customer wants at a price point no one else is hitting. During Lockdown the lads worked tirelessly to install some awesome new stands in our stores and they have worked a treat, eye catching and very different to the usual whites and greys. Awesome work Babab!ng bros!
Bugaboo – The launch of the Bugaboo travel bundles has probably been the biggest shift in bundle sales we’ve seen since the reopening. Bugaboo’s bundles offer a HUGE saving to the customer and puts the amazing Fox 2 and all new Lynx in reach of more people than ever. The misconception that Bugaboo’s are expensive has been dwindling over the past few years as other brands and products prices have increased to almost Bugaboo levels. The fact that now you can offer an all in one bundle at such a good price is a real testament to how hard everyone at Bugaboo has been working. Well done Bugaboo!
Egg 2 – The Egg range (Yes! I
managed to avoid an obvious “Free” range pun!) has been popular for many years but the Egg 2 seems to have elevated the Egg to the next level. Customers have been loving the improvements but most of all the fabric choices this year are very strong. Out are the somewhat limiting shenanigans of snake effects and metallic handles and in comes refined elegance. The palette may be subtler but this just means it appeals to a wider audience. I’ll be the first to say Egg sales for us over the years have been good but not to a level we’d like. The Egg 2 is finally letting us get the numbers we are happier with. Thanks BabyStyle!
Max-Cosi – I need to mention a few products here, firstly the Mica. Launching last year the Mica fast became the go to 0/1 rotating seat. With the promotional price we’ve all been benefiting from selling the Mica has never been easier. It’s a staff and customer favourite and thanks to the margin support from Dorel we even make money off it too! In addition to the Mica I must also acknowledge the brilliant Marble – especially now it’s on promo at a ridiculously good £199. It’s a very nice seat offering parents a lie flat, all in one box solution. It allows you to build a very affordable travel bundle from most prams and when you couple it with the Mica parents are set for four years and have the use of the infant carrier back for a second child. Finally I need to mention the 360 family, we’ve been asking for this for so long and it’s finally here. A fantastic system and a real alternative to the Cybex range, fingers crossed this hits the mark with all your customers too.
