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Maxi-Cosi
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The sound of a good lullaby
This month we had the pleasure of catching up with Adele Brunt, Owner of Lullaby’s Baby Den located in Scunthorpe to fi nd out how business has been during the pandemic and the launch of their new website.
Can you tell us a little about Lullaby’s Baby Den - what was the inspiration behind opening your doors?
I fell into it really, it was my best friends business, she had young children and didn’t have the time for it. I worked for her and decided to take it on and the rest is history!
How do you manage your showroom fl oor space?
No rhythm or rhyme to it, I just go with what the customers seem to love - or at least try to.
Since fi rst opening, what has been your largest challenge to date?
I think surviving Covid has to be the biggest challenge and I would think most would agree, especially when you are just a bricks and mortar store! Hence the reason for us starting up on line. Footfall is a big issue, customers have defi nitely changed how they shop.
Have you managed to successfully open your doors for business and have you altered the way you operate?
The fi rst lockdown appointments worked amazingly for us, then after that people just seemed to not be bothered. They were happy to just walk in, so when it came to this year I had no choice but to do walk-ins while adhering to the standard Covid measures.
Do you feel your customers have altered the way they shop for products since the start of the Pandemic?
Defi nitely without a doubt, although we still have some customers that like to come in store, but most seem to shop for everything online.
Are your customers seeking a price match service and if so, is this something you off er?
That’s a strange one really, I think most are scared to ask, or they would rather you do all the work then message you and say they have purchased it cheaper elsewhere having not even given you the chance to price match fi rst!
How important has your online presence been - do you operate successfully across social media and what impact has this had on your business?
I think it’s very important as people still need to know you’re out there! Again I think being shut because of lockdowns made customers look to the online shopping platforms, so it’s defi nitely something you need to keep on top off .
Which social media platform has brought you the highest level of success?
I would say it’s Facebook, but Instagram is defi nitely on its way up for me.
How important are brands to you as a business?
Very important! Some brands for instance I sell day in day out so would be lost without them. Also for me I fi nd that the more well known brands are what people want and actively look for.
Are you starting to experience price increases from your suppliers or perhaps expect these to drift through soon due to rising import costs?
These are dropping into my mail box daily, I think it was to be expected anyway with the ridiculous cost of shipping at the moment.
With this in mind, are you stocking any British made products that are manufactured here in the UK?
I would love too but I don’t think there are that many are there? If there are any out there feel free to get in touch!
Is there a particular product category that has been performing well for you lately?
For me Egg2 and the oyster3. If they don’t walk in asking for these by the time I have demonstrated them they order them!
What would you say is your favourite product category to demonstrate to your customers and why?
It’s always going to be the wheels side as that is what makes our business and what we are known for as a trusted pram shop.
With trade exhibitions having to shut their doors last year to visitors, how are you sourcing new products?
Mostly by keeping an eye on social media, what the influencers are showing and reading Nursery Today magazine.
Do you feel we have sufficient new products being launched and that we have ample innovation within our industry?
At the moment, no not really. But I think that’s all due to Covid , hopefully this will change in the coming year.
Do you feel that you receive sufficient support from your suppliers, or is there anything further they could offer to assist you?
Yes I do think they have all done everything in their power to help us but this pandemic wasn’t expected andI I hope we never have to deal with it again.
Are you experiencing any stock issues at present?
I think this goes without saying, I feel most people are in the same boat, the shipping costs are just stupid and effecting everyone.
When we look at car seats, do you feel that consumers are now better educated on their requirements and also legislation?
Again I think they are - lockeddown gave people lots of time to research products thoroughly online.
As we operate in an extremely emotive industry, how do you manage your customer’s expectations and how important is customer service to your business?
Customer service has always been something I pride myself on. I think we probably all go above and beyond for our customers, but it’s something we have to do. As long as the customer is happy then I’m happy.
You recently announced that you have launched your first website, can you tell us a little more about this?
Well this is something I have thought about for years, and during the first lockdown I should of really sorted it then. However, not being very technical it really was something I kept putting off but after being pushed into it by my fiancé I am glad I have. The new website is just the beginning and I expect this to grow over time.
With this currently focussing on clothing and dolls prams - what was the decision behind placing these products online first?
Due to the footfall really. The amount of clothing I currently having available due to having to order so far in advance coupled with the shop being closed it made more sense, plus clothing can be posted so easily. The dolls prams are just great as Roma drop ship them so it’s a no brainer for me to also feature these online.
How are you driving traffic to the new website?
At the minute we’re using social media and tagging the website. I am aware this is something that takes time with the google side of it so we will see what the future brings.
What impact do you envisage the new website will have on your existing business?
I would like to think a positive one with the fact people seem to be focusing more online. However, for me my heart will always be in store dealing with customers face to face.
Finally, do you have any other news or plans on the horizon you would like to share with us?
To be honest not really, my website is the big thing for me at the minute. Sorting all the products out is a job on its own and can be quite time consuming.
