4 minute read
The wheels of industry
The Wheeled goods sector continues to be refreshed, with the industry keeping up with consumer trends. Nursery Today spoke to a number of key brands to find out more.
When we look at wheeled goods, this is often a great staple product category for many retailers, with bundles proving exceptionally popular. We asked Dorel’s, UK & Ireland’s Marketing Manager, Debbie Wakefield whether we are experiencing any particular consumer trends? “For the past year or so we have seen a big move towards compact fold pushchairs that can also be used as part of a complete travel system. This is particularly true of second-time parents.’However, the comfort pushchair also forms a key part of our collection where parents are not restricted by size and weight. The pushchair is a heavily researched purchase and consumers take a lot of time to consider their choice to fit with their lifestyle.”
With compact folds continuing to see great growth, we also asked Joie’s Head of Product Development, Damon Marriott, for his thoughts on what is driving consumers more toward lightweight and compact solutions. “There is certainly a demand for these products, especially in urban areas where families are using public transport more frequently and may want to store their pushchair away in the home. Compact and lightweight solutions are always popular for holidays but as that isn’t an option at the moment there is sure to be a slight decrease in demand – albeit temporarily.”
Bundles are also a great addition for sales within this category with Debbie adding: “We have definitely seen an increase in consumer demand for bundles within this category. Consumers are certainly very budget conscious during the current climate, and this gives them the option to purchase all the essential travel products in one go, with the assurance of compatibility. For example, we have recently launched the Maxi-Cosi Adorra Luxe Travel System Bundle with this in mind and we have received a great response from both retailers and parents.“
This is a product category that is steeped in choice, we asked JuniorJone’s CEO, Graham Stewart if he felt this is a sector that is researched online prior to purchase? “We know from parent feedback that during the first 3 or 4 months of pregnancy a lot of research is done online before a demonstration is booked in-store or at a baby show. Like those looking to buy a car, the build quality, handling, and safety features are pivotal prior to purchase.
“Parents-to-be tell us they like to feel and push the stroller and test out the features for themselves and in-store the retailers can pass on their product knowledge face to face, helping their customers make an informed decision.”
What about lifestyle? Does this play a role in how a product is selected? “If it doesn’t then it absolutely should!” Said Bebecar’s UK Commercial Director, Kevin Golding. “There is nothing more frustrating than reading a bad product review because the reviewer could not get their pram up the stairs to their flat. Good retailers will always seek to determine the consumers’ lifestyle before offering a selection of prams to them.”
There is also a huge shift in attitudes toward products that have eco-credentials, are we perhaps seeing this shift within the wheeled category? Kevin thinks this may be the case, although price is still huge on the buying agenda commenting “Consumers these days are becoming increasingly aware of the need to look after our planet, but for the majority price will always win. It is the responsibility of manufacturers to invest in eco-friendly products.” Damon also commented stating: “This is definitely a current and ongoing shift but it will be a gradual one – we have seen a steady increase already in soft-goods. We anticipate we will see new materials being used and highlighted over time.”
Nursery Today also asked Debbie and Kevin what type of benefits can retailers expect by stocking product in this category?
“As this is an essential purchase for parents, it will obviously drive footfall and sales with it.” Said Debbie. “At Dorel, we offer great POS displays, incentives, and training for retailers across our portfolio. This means that they are fully equipped to expertly advise parents in choosing the correct product to best suit their lifestyle. For their online offering, we supply regular promotional digital assets that showcase our fantastic products and great offers. These help ensure that they are giving the consumer the best experience, regardless of the circumstances.”
Kevin feels as these are perhaps one of the first items that consumer look at the ranges on offer instore can often hold the key to success. “Wheeled goods are probably the first item the consumer will look at. Shops displaying a good range of wheeled goods from major brands will attract the consumer into store.“ Said Kevin. “At this point it is up to the experienced retailer to discuss other items such as furniture, hi-chairs, bedding and other nursery products.”
You can find a whole host of products over the following pages that are available to order now.
