cover story Chicco
Embracing uncertainty
together for a successful 2021 It’s safe to say that over the past 12 months, the nursery market has certainly faced a number of challenges.
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ollowing the closure of Mothercare and Covid-19 impacting operations for many, the nursery market saw double-digit decline. However, Artsana is incredibly proud to have bucked this trend, achieving 27% growth over the past year in the nursery sector. Much of this can be attributed to the ongoing partnership with retailers and continued investment in product innovation and marketing strategies.
Retail partner support For Artsana, retailers are not just customers, they are valuable members of its extended family. As part of this ethos, 2020 saw Artsana further enhance this relationship, rewarding those who have played an essential role in the business’ growth and
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nursery today
To further strengthen Chicco’s position as the sleeptime experts in the nursery market, Artsana has a number of activities planned throughout 2021, from virtual events helping to position the relevant retailers as ‘Education Centres’ to dedicated social media campaigns.
development. Artsana’s famous ‘Play & Pay’ strategy offered to its partners continues to be a success, rewarding those who support its brands with strong product presence and gold standard in-store and online support. Another important tool for supporting retailers is the number of exclusive bundles developed across the Chicco, Boppy and RECARO ranges, providing consumers with an added incentive to shop with Artsana’s partners. Amongst these additional campaigns and activities, Artsana has also provided ongoing social media support. As well as providing retailers with tailored assets to use on their own channels, Artsana has also rewarded those retailers who continue to support the business with strong
in-store and online activation for Chicco’s range by including retailer tags and links in its own social media content, signposting consumers to relevant points of purchase. Even more importantly, Artsana has always been and will continue to be a top media spender in the market. In 2021, a substantial holistic and fully integrated digital campaign will support hero products and key launches, presenting another opportunity to work together with its partners to reach expectant parents. This ongoing support for its partners has had a hugely positive impact. For example, independent nursery retailers grew almost 70% with Chicco, Boppy and RECARO in 2020; a figure that Artsana fully expects to exceed in 2021.
