From clicks to bricks

We had the pleasure to catch up with Babyandchildstore’s Managing Director, Liz Smart to find out more about this successful online business together with the exciting news of the opening of their first bricks and mortar store.

As a business you have over 25 years’ experience as an International multi-channel nursery retailer – what was the inspiration behind Baby and Child Store?

The true inspiration came from my background working for a similar company that unfortunately no longer exists. Drawing from my valuable insights and experience in the industry, I firmly believed that we could deliver a better and more comprehensive service to parents and families worldwide. Driven by this conviction, we took the leap and established Baby and Child Store to offer an online shopping experience with a wide range of products to cater to the needs of our customers.

Being an online business, how have you driven the consumer to your website and developed over the years?

While the specific channels and strategies have evolved with time, one of our strongest and most consistent platforms has been Google ads. Undoubtedly, it requires a significant investment, but we firmly believe in the importance of allocating resources to reach our target audience effectively.

Understanding the intricacies of how Google ads work is crucial for optimizing our campaigns and achieving the desired results. While there are companies that offer advertising services for a fee, we have found that no one knows our business as intimately as we do. Therefore, we have taken the initiative to develop our expertise and knowledge of online advertising to maintain a direct and personalized approach.

In the last 3 years we have grown over 400% and throughout our journey, we have adapted to changes in the digital landscape and explored various marketing channels to supplement our efforts. However, we remain dedicated to leveraging the power of Google ads as a central pillar of our consumer outreach strategy.

How important is social media to you and does this have a positive impact on the business?

Yes, it has a positive impact, it’s difficult to measure how much but it’s part of the wider marketing strategy.

As we operate in an extremely emotive industry, is customer service at the heart of the business? Indeed, customer service is at the very core of our business. We understand the significance of timely and efficient customer support, which is why we have set a target to respond to customer queries within one working day and normally a lot quicker than this. In today’s fast-paced world, where customer expectations are higher than ever, providing a quick response is paramount. Our team is dedicated to going the extra mile to ensure that every customer’s needs are met, and we actively listen to feedback to continually improve our processes.

You stock a multitude of leading nursery brands – how do you manage which brands you feature on your website to offer to your customers?

To offer our customers a wide selection of leading nursery brands, we carefully manage our partnerships based on a two-fold approach.

Firstly, we prioritise working with brands that align with our values and ethos. We seek out manufacturers and suppliers who share our commitment to quality, safety, and customer satisfaction. By collaborating with like-minded brands, we ensure that the products we feature on our website meet our high standards and resonate with our customer base.

Secondly, our brand selection process is a collaborative effort. We value partnerships with brands that see the value in working with us as much as we do with them. It is essential for us to establish mutually beneficial relationships where both parties can thrive and contribute to each other’s success.

Do you also look for new products from fledgling companies that might offer something different for you to offer your customers?

Absolutely! We believe in supporting and nurturing fledgling companies, just as we were once in that position ourselves. Exploring new and innovative products is an essential part of our commitment to offering unique and exciting options to our customers.

However, before introducing any new product from a fledgling company, we thoroughly assess the company’s values and principles. It is crucial for us to ensure that their work ethos aligns with our own and that they share our commitment to quality, safety, and customer satisfaction.

How do you source new products and keep up with any emerging nursery trends?

Through several avenues. Occasionally we get customer enquiries about certain products which leads us to look further into the brand. Nursery Today is also a great avenue for brands to bring their products to our attention. Lastly, attending events like Harrogate Nursery Fair allows us to explore a wide range of new products and innovations in the nursery industry. These events offer valuable opportunities to connect with manufacturers, suppliers, and other industry professionals, enabling us to stay ahead of the curve with the latest trends.

While on the subject of new products, do you feel we have sufficient innovation and which product category do you feel has seen the largest change over time?

Absolutely, the nursery industry is experiencing constant innovation in all sectors. Probably the best innovation that we are seeing is around the longevity of products. We have bedside cribs that can now expand as your little one grows, along with highchairs that can be changed into seats for older children.

With the on-going cost-of-living crisis, have you noticed a change in the spending behaviour of your customers?

We have observed an increase in sales at the value end of our product range. Customers seem to be more conscious of their budgets and are opting for more affordable options to manage their expenses during these challenging times.

On the other hand, sales have remained steady at the higher end of our product offerings. Some customers still prioritize quality and are willing to invest in premium products despite the economic challenges.

However, we have noticed that products in the mid-price bracket have suffered a slight slow down. As spending has been somewhat squeezed, customers are taking a more cautious approach to spending.

We’ve heard that you have some great news on the horizon with the opening of a store shortly. What was the decision behind this and where will this be located?

We are excited to announce that we will be opening our first store shortly, located in Bromley, South East London. The decision behind this expansion is driven by the ever changing buying habits of customers, over the life of suitable products for their needs?

Babyandchildstore there has been a move away from stores and onto online, this has now stabilised to a degree and there is a slight shift back to specialist stores that offer an extension of the online model. There is a percentage of customers who want to see an expensive item prior to purchase. Therefore, we see the first of our shops as an extension of the online experience.

Absolutely, we believe that the store will provide us with a fantastic opportunity to demonstrate products and guide consumers in a more hands-on and personalised manner. All of our staff have been with is for many years and have an amazing amount of knowledge and while we currently offer advice and expertise over the phone to assist customers, an in-person demonstration offers a unique advantage for certain products.

Did you receive support by the brands that you stock with regards to the new store?

All of our partner brands (new or old) view it as an exciting opportunity to enhance their presence in the south-east region. It is an area that has few nursery stores and it offers a great opportunity, especially for the premium products.

How are you promoting the store – will you be featuring a celebratory open day?

Can you tell us a little about the store – how will this be managed and will you offer the same products in-store as you currently feature online?

The new store will serve as an extension of our online business, providing a physical space where customers can explore our premium products firsthand. It will be open 5 days a week and the customer base will be driven from our website but provide an opportunity for people to travel to see the premium brands that the industry offers. Do you feel the store will provide you with an opportunity to demonstrate products and guide the consumer better towards perhaps more

To a certain degree the store doesn’t need promoting, we know that the demand is already there, but we will optimise our marketing opportunities to promote it further. We would never miss an opportunity to have a celebration on the opening day.

Finally, do you have any other exciting news you would like to share with our readers?

Earlier this year we launched the Baby and Child product of the month. Which we advertise across our various channels. This is a way of rewarding our brand partners who provide both excellent products and service to support us. The award is based on popular products that have great customer feedback and durability, along with the after sales support that the brand provides. Therefore, we can recommend these products to consumers with confidence.