Novel ways nursery brands can support their customers during a cost of living crisis.

FanFinders’ CCO and co-founder Adam Gillett discusses the results of our latest surveys on the costs of living crisis and ties together the themes of support that parents are craving from brands

We regularly survey thousands of mums to keep our finger on the pulse of what’s truly important to them. And with the cost of living crisis upheaving regular routines and throwing uncertainty into daily life, we wanted to find out how brands can give genuine support to parents as they navigate a tough time.

Clear Path Forward

The results were unsurprising. Most parents are deeply concerned about their financial outlook and already having to cut back in major ways with more worry on the horizon.

But there were some unusual trends worth sharing as well as definite pathways for brands to give clear support and build a relationship that translates into long term brand loyalty.

What Parents Want

Parents are calling out for genuine support from brands. An overwhelming majority (90%) appreciated brands that actively helped them to find the best deals for their products. And more than that, 70% wanted brands to be transparent, if they did have to increase prices. The overarching sentiment that we found is that parents wanted to be treated with respect by brands.

Parents also looked to their preferred brands to steady the ship. Only 12% wanted new product ranges, but most (61%) wanted brands not to compromise on their service, even during economic uncertainty.

Connect Early

Ultimately if your brand is in the baby market, you’re going to need to capture the attention of new parents who require the use of these essential products, so why not make your brand the one they want to trust.

By connecting with them early in the product life cycle, you can secure brand loyalty that will translate into long-lasting sales. It’s an opportunity to pivot your brand, to ensure that it stays successful in the long-run.

Despite the climate making it difficult for consumers to engage with brands, there are huge benefits available for the ones that do foster an environment of trust and care towards new parents. Especially when their first few steps are in an atmosphere of austerity across home life.

The UK is Unsteady Austerity is hitting everyone hard. We found only 12% feel certain in their financial outlook. 84% of surveyed parents also reported having to cut back on using preferred branded products. Yours could be one of those unless you change strategy to meet them where they are.

Adam Gillett, Co-founder, FanFinders

Incentives that Work

Regardless of industry, every consumer has felt the pinch. They want incentives and methods from brands to boost loyalty and keep them engaged.

Unsurprisingly, we found that bonuses and discount codes were most effective at retaining customers.

But interestingly, a huge majority (80%) were interested in more sampling options, and said they’d be more likely to buy a greater quantity of a product if they could try it first. It’s a tried and tested method that may be gaining further traction with customers, and an effective competitive advantage, especially in a market where showcasing your brand early can lead to adoption that translates to long-term buying.

In the Hands of New Parents

So, by getting your brands into the hands of new parents then you’re able to directly influence them from an early stage. It’s worth asking yourself if your brand has novel ways of getting a trial or sample of your product out to new customers.

We had wondered the same thing, and in fact last year we launched Your Baby Box in partnership with Amazon which helps brands get their products in the homes of new and expectant parents. It’s low-pressure sampling