Debra Tucker

COMMERCIAL DIRECTOR, RED KITE BABY

Why are strollers so popular with parents?

Strollers are classed as an essential purchase and is likely to be one of the first purchases a new parent considers. The vast spectrum of models, designs and functions now available gives a wide range of choice to suit all demands of lifestyle and costs.

Are these seen by the consumer as a value item?

Not necessarily but the large choice available does provide simple and practical functional strollers that are great for shorter term usage and are amazing. Strollers that can be used from birth still include many features and functions that larger more traditional prams provide.

With the continued cost-of-living crisis do you feel we might experience an increase in the demand for more value ranges in the stroller category?

Very likely as this is a trend we are already seeing with a high demand for value strollers that consumers can rely on but at a keen price point. As there continue to be cost increases impacting inflation and the cost of living crisis, purchases for new parents will be more considered.

What are consumers looking for with regards to features when considering which stroller to purchase?

Some parents may want a simple and practical stroller for ease of use when travelling around town, easy to fold, carry on public transport etc and ideal for holidays. Others may wish to invest into a more mid range stroller with additional features and functions which will very much depend on lifestyle and budgets.

Do you feel consumers are looking for similar features that a larger pram/pushchair might offer, for example, lie flat capabilities, one hand fold, etc.?

Everyone wants the best they can afford and I think lifestyle expectations will affect any decision when choosing a stroller. There are some amazing budget strollers which can offer extra features that all help the function of a stroller such as one hand fold, and multi seat positions etc. Of course there are also models which include a whole range of accessories so a great all in 1 purchase.

How important is the weight/size to consumers when looking at strollers?

Weight and size is more relevant these days as parents are always trying to juggle lifestyle and having a lightweight and compact stroller will help when travelling and storage especially if using a stroller with another toddler or child as well.

Do brand names play a role within this product sector?

Most brand names are well known by consumers and parents are also very tuned into online presence of brands which means products can easily be researched in advance. But that’s not to say that in the current climate especially, parents will be considering the more economical brands as these brands can offer the same quality and functions at more affordable price points.

By stocking strollers, what type of benefits can retailers expect?

I would assume that all nursery retailers would automatically stock strollers as this is usually a basic purchase so to exclude any from a range would mean a loss sales opportunity as consumers will then move to another retailer to find a suitable solution.

Book for bedtime

Discover the mysterious and fascinating sleeping habits of more than twenty bird species from around the world in this gorgeously illustrated read-aloud picture book, perfect for bedtime, or any time. Have you ever seen a bird sleep? Or wondered just when it is that migrating cranes find the time to catch Z’s as they cross the ocean? From the parrots of Thailand to the ostriches of Australia and even the pigeons of New York City, every bird sleeps — but they do it in ways that will surprise and delight you. How Birds Sleep is illustrated by Sarah Pedry and written by David Obuchowski and published by mineditionsUS.

orders@thegmcgroup.com www.gmcdistribution.com/