VIEWPOINT The Important Role of Retailers

Carey Devine, Head of UK Sales at Green Sheep Group reflects on the fundamental partnership between brands and retailers and why working together is so important.

Whilst online shopping is on the rise (as many as 8 in 10 parents buy online), there will always be a place for physical stores – especially when it comes to the nursery industry, as we know parents-to-be value the in-store experience. We often find that buying items for their new arrival is seen as an experience with friends and family joining for a shopping day; they may well visit multiple stores as part of their discovery and decision process.

It’s absolutely true that retailers play a vital part in supporting parents-to-be in making decisions. With such important and for many, first-time purchases, they not only want to be able to touch and feel the product but will benefit from in depth demos from someone with good knowledge of the product, they also feel comforted by being able to ask questions. With so many products on the market, the advice consumers receive in store helps them feel reassured that the products they choose are going to be the very best in term of safety and function - for them and for baby.

I firmly believe that for brand and retailer success, there needs to be a true partnership approach where the brand & retailer are using their respective strengths to support one another - this is the founding principle of our new retailer Retailer Rewards Programme, not only will it enable us to work more closely and collaboratively, but it will also empower our retailers to become our brand ambassadors.

Above all, parents-to-be value functionality and reliability when buying for baby, retailers are uniquely placed to offer a face-to-face experience and a high street presence that is reassuring. Pair this with a reputable brand image and award-winning product and that leads to a powerful combination creating credibility for both retailer and brand.

www.greensheepgroup.com