The personal touch

Nursery Today caught up with The Hastings Baby Shop Managers Gemma Wells and Stacey Hayler to find out more about this strong independent nursery retailer in the heart of Hastings.

How have you established yourselves as the ‘go to’ nursery retailer in your area?

We pride ourselves on exceptional one to one service in store. We find our customers like the personal service that a small independent provides, this has established us with a good reputation within a small town.

What are you currently doing as a store that sets you apart from your competitors?

We don’t really have any close Bricks and Mortar competitors, our biggest competition is and always will be the Internet.

We have so many benefits over the internet like boot checks for travel systems, loan pushchairs, one to one personal touches and better aftercare. We just need customers to realise this.

We are also part of the AINR (association of independent nursery retailers) this gives us access to products not sold directly and gives us exclusivity to premium products in a certain radius. This helps give us confidence in selling at RRP and maximising our margins. As a business, how have you grown over the years?

We have grown our social media presence over the last few years which has grown our customer base. We have also moved to bigger premises in a more prominent position which has increased footfall.

Can you tell us a little about how you currently manage your floorspace?

Floorspace is always a challenge for us, we are constantly trying to make use of all the space available. We love our double height stands and slat wall to really maximise our space.

Since first opening what would you say has been your largest challenge and also what has been your biggest success?

The pandemic has probably been our biggest challenge but also our biggest success. Learning new ways to run the shop without having a shop front or website, we completely relied on our social media presence and the community spirit of keeping things local.

We are always looking for new brands and products. However online pricing is a big deciding factor for us as to whether it goes on the shop floor. Also we need more shop floor discounts from suppliers to help support us.

With the cost-of-living crisis continuing have you noticed a change in the way your customers purchase nursery items?

We have noticed that a lot of customers are leaving it much later to purchase the big items and that the bottom to mid-range price points are becoming a lot more popular.

How is this also effecting your own business?

We have re-evaluated the items we have to keep in stock as customers who have left it later want to take on the day of purchase.

We have also had a big increase in our utility bills and delivery charges are always a challenge.

You currently don’t appear to have a website, does this effect how you drive footfall? Do you operate on any social media platforms to gain consumer awareness to your store?

Social media is a massive thing for us as we are not web based. That along with a good reputation and word of mouth work well for us.

With this being an incredibly emotive industry sector, how do you give your customers reassurance when placing orders with you?

Our long-standing reputation in a small town definitely helps reassure customers. We have found our customers since the pandemic are more trusting of shops than purchasing on the internet.

Are your customers brand focussed and how important are brand names to your business?

We have a real mix of customers being in a small deprived town. Some are brand focused, others are all about the features of the products rather than solely brand. Many of ours are price driven.

Do you feel you are a specialist nursery retailer within a particular product category?

Travel systems are our bread and butter product. Customers want to try before they buy.

Are your customers seeking products that carry some level of ecocredentials?

We wouldn’t say its high on the majority of our customers priorities list but we will always promote these features during demonstrations

Do you feel that we have sufficient innovation and new product launches within our industry?

Yes, we feel the manufacturers are always striving for the next best thing and we love that!

Have you spotted any current consumer buying trends, or see any emerging trends on the horizon?

Beige, Beige and more Beige! We are finding a real move in trend from Grey to Beige.

How do you keep abreast of new products that might be of interest to your customers?

We are part of two nursery groups, the NSG & AINR so are in touch with like-minded independent stores. A good working relationship with our reps and manufacturers is also important to us.

We would like to see more local roadshows like the maxi-cosi/BabyStyle from our manufacturers as it can be difficult to get to the ones based abroad.

Are you looking to onboard any new brands?

We are always looking for new brands and products. However online pricing is a big deciding factor for us as to whether it goes on the shop floor. Also we need more shop floor discounts from suppliers to help support us.

Finally, is there any exciting news on the horizon that you would like to share with our readers?

Lots of new 2023 products due in soon which is always exciting and we are hoping for more exclusives throughout the year.