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Holly Brewer

MARKETING MANAGER, ERGOBABY UK

Why are strollers so popular with parents?

With the recent advances in innovation in this category, it’s possible to offer consumers strollers that give them all the benefits and features of full-size strollers without the bulk and without the price tag.

Are these seen by the consumer as a value item? With the continued cost-ofliving crisis do you feel we might experience an increase in the demand for more value ranges in the stroller category?

More and more consumers are choosing strollers as their first choice of buggy as even the most premium stroller works out as more cost-effective than a full travel system or pushchair when they choose one that will last them from birth to age four without needing to purchase extra parts and pieces, particularly if it offers all the comfort and features of a full-size system. This means they can afford, and are more likely to choose, higher quality products that will last. What are consumers looking for with regards to features when considering which stroller to purchase? Do you feel consumers are looking for similar features that a larger pram/pushchair might offer, for example, lie flat capabilities, one hand fold, etc.?

As innovation in the stroller category grows, consumers are looking for the best of both worlds, with all the features of a full-size pushchairs with the compactness and ease-of-use of a stroller. Adaptability for parent and child is key, particularly for those only intending to purchase one product to last; meaning features like an extendable handlebar for parents and suitability from birth through toddlerhood for baby are top of parents’ wish lists. This is closely followed by compact size and weight measurements and additionally available accessories and colour choices etc. to suit a range of lifestyles and usage.

By stocking strollers, what type of benefits can retailers expect?

Stocking strollers is an opportunity retailers can’t afford to miss out on. Full size pushchairs and travel systems aren’t the first choice for all consumers so not only does stocking strollers allow them to cater to different lifestyles, but most parents who buy a full-size system move onto a stroller at some point which gives retailers the opportunity to secure repeat custom. And, by diversifying their range, they increase their likelihood of being considered a one-stop-shop.

Steven Smith

BRAND MANAGER - NUNA

Why are strollers so popular with parents?

Every parent needs a trusty travel companion to enjoy those everyday adventures that are waiting around the corner. The Nuna TRIV next stroller is a perfect city dweller that quickly converts to a travel system, packs up easily, and stands on its own when folded, becoming the perfect sidekick to parents’ everyday journeys. They are popular thanks to being lightweight with easy manoeuvrability providing cushiony smooth city strolls.

With the continued cost-of-living crisis do you feel we might experience an increase in the demand for more value ranges in the stroller category?

When it comes to value, parents reflect on durability, safety and style, as well as price point to find a stroller that suits their lifestyle and budget. There’s a range of products available to suit and a broad consumer base requiring baby gear.

What are consumers looking for with regards to features when considering which stroller to purchase?

Some of the key features consumers look for in a stroller include product weight, ease of fold, material comfort within the seat, manoeuvrability, the fabrics used, suspension, and being travel system ready. At Nuna we work tirelessly to ensure we tick all of these boxes, ensuring we create products that parents and children love!

How important is the weight/size to consumers when looking at strollers?

The importance of weight and size of the stroller is dependent on the lifestyle of the consumer, for instance if the stroller will need to be easily folded on public transport or if it will need to be carried upstairs. The Nuna TRIV next stroller is lightweight, folds up quickly one handed with the seat in place and stands on its own.

Vicky Morley

CREATIVE AND MARKETING DIRECTOR, COSATTO

Why are strollers so popular with parents?

Strollers are super easy to use, lightweight and convenient too. Once baby is able to sit up, at the age of around six months, they are a lot more practical for parents than a travel system. Not only are they more compact, so take up a lot less room in terms of storage, they are easier to fit in the boot of a car too. It also means that they literally have one mode of transport that covers a multitude of journeys... from holidays to days out and shopping trips to the school run, just one stroller covers it all and it’s this convenience that consumers are looking for.

Are these seen by the consumer as a value item?

For us, this really depends on the customer demographic, because the current climate is seeing a growth in parents taking price into consideration. However, there are also a lot of parents who will value quality and design over price. A lot of parents really put the time in to research the product they want and then look for a retailer via Google Shopping to find the best price. In accommodating this, digital advertising has become a huge part of our marketing strategy at Cosatto.

Do you feel consumers are looking for similar features that a larger pram/pushchair might offer, for example, lie flat capabilities, one hand fold, etc.?

They do; however, weight and convenience are way more important at this stage as it needs to be a one-size fits all situations kind of scenario. They want one stroller that they can use both at the supermarket and on holiday. When they are looking for a pram for newborn, comfort and suspension are much higher up the list.

How important is the weight/size to consumers when looking at strollers?

I would say these are absolutely the key considerations when looking for a compact fold. However, with so many options on the market, they do want a product that will last them for years, up until their child is at least three years old, if not for their next child too. This is why design is also a consideration as well as functionality, as they want a stroller that looks good too.

By stocking strollers, what type of benefits can retailers expect?

Our retailer relationships are really important to us. That is why we offer great benefits and support across the board. We also offer eye-catching POS display materials and around the clock training support through our dedicated Facebook group. This bond also means that our retailers can look to extend the lifetime value of a customer and keep them coming back as the child grows.