5 minute read
Kiddies Kingdom
retailer opinion
Nursery Today caught up with Kiddies Kingdom’s Showroom Store Manager, Jumaimah Hussain, to find out how car seats perform for them within their business, if they feel we have sufficient innovation within this category and a look at sustainability in this sector. Here’s what Jumaimah told us.
Do you feel we are seeing sufficient innovation within the car seat sector?
Yes, we have numerous brands that are leading the way in innovating car seats. Everything from clima flow fabrics to eco-fabrics made from plastic bottles and even folding car seats which are becoming all the rage.
As a legal requirement, do you feel that we send out a universal message to the consumer as to current legislation and requirements or could we do more?
I think we do have the right message but the feedback I get from customers is they are often confused. Mainly as there are a lot of forums and websites as well as older and newer regulation car seats that are still available on the market. All consumers need is for the message to be simplified and for those supplying or informing customers to all sing from the same hymn sheet so to speak.
How do you convey key car seat safety messages to your customers?
We always start with a general chat to get a feel for what the customer is aware of and not. We use a parent to parent way of chatting so we simplify and cut through the jargon. We advise on: ■ Current regulations and the difference between R44.04 and R129(I-size) ■ What groups apply to their infant/toddler/child ■ What seat they require and why ■ What vehicle they have ■ Always check the fitting New parents often rely on coming into the store to speak to one of our car seat gurus. We have many years of experience and knowledge and we are more than happy to assist in checking their vehicle and training them on how to use the car seat and what to look out for when they are ready for another stage.
Sustainability and eco-friendly products are very much in the mind of the consumer. Do you feel that as an industry we place sufficient focus on sustainability?
How important is social media or your website to your business when we look at the car seat sector?
Our website is particularly important to us as it shows all there is to offer in terms of car seats and advises consumers. We explain different regulations and key safety points of the seats and we also highlight our offering of free car seat installation parent training.
As parents want to know what the best car seat is for their budget, the website also provides clarity on the different price points of the seats, which plays a big part in the customers purchasing decision. Social media also allows us to show customers how car seats work and fit in the car.
Do you feel parents are actively researching car seats online prior to purchase?
Parents will often shop online first to see prices, colours or stock availability then come to the showroom to try the display model. Opting to come to the showroom means parents can also have a free fitting of the car seat.
Do you feel that influencers/bloggers can sometime cause confusion with regards to car seat safety?
Yes, they do. Often, they have been sent a car seat and have never been advised on how to use it in the safest way. I have watched many programmes or seen social media videos and pictures and seen that a child’s harness isn’t on correctly or is twisted, or that the child is forwardfacing too early (before 15 months) or in a car seat that is completely not appropriate for the child’s age.
Are new parents understanding the various stages of car seats
and have a clear knowledge of what they require at each age stage prior to purchase?
As an industry I think we are introducing it and it is at the forefront of the suppliers’ minds. I think this will be a slow change and currently, there are a few brands that have done at least one product with eco-friendly and sustainable fabrics. I think over the next year or two we “Parents will often will see more and more products come through. Do you feel that we are experiencing an shop online first to enhanced level of the use of technology when see prices, colours or we look at the development of car seats? stock availability then I can see the enhancement for sure and we have a few key brands that are definitely leading in this department. come to the Have you experienced a particular spike in showroom to try the sales across a specific group car seat? display model. We are currently seeing a lot of 2/3 car seats as people Opting to come to get ready for long journeys in the summer holidays. Also, group car seat awareness is growing and parents are the showroom now more clued up on their car seat knowledge than means parents can ever. also have a free fitting Are your customers looking for a fully recline infant car seat? of the car seat.“ The lie-flat car seat market is very strong. Parents use the car seat more for the first 6/7 months attached to the stroller frame instead of using a carrycot. Parents’ lives are a lot faster than say 10 years ago as we tend to be nipping in and out of places and it is inconvenient for the parent to have to remove their baby from the car seat into the carrycot, especially if they are napping peacefully.
Finally, what type of support do you receive from your suppliers and is there anything further they could do for you?
They are amazing and very supportive. We are trained quarterly, have Facebook groups that we can join and we are also ISOSH car seat trained so we are very confident in what we do. Suppliers are always there to help with any questions or troubleshooting.