Profile Angelcare
Movement of
monitors Angelcare was first introduced 1997 with the company winning the TIMES Magazine’s Best Invention of the year with the Angelcare AC101 monitor with 2007 seeing the Angelcare AC401 Baby Movement Monitor with Sound being launched, quickly followed by the world’s first Baby Movement with Video being launched. The AC1100 was dubbed the ultimate baby monitor featuring 2.4GHz digital transmission and touch screen. Since then, the company has continued to show innovation within the baby monitor sector and is now a market leader in this category. This month Nursery Today questions Hardenberg&Co’s Marketing Manager, Eleanor Naden to find out more. Are we seeing a rise in monitors that have additional functions - for example links to phone apps, movement sensors, video capabilities..? Of course new functions and technologies come, and in some cases, quickly disappear. Angelcare has always been known for our innovative movement sensor pads, we are the original baby movement monitor brand in the industry, so we have been at the forefront of monitoring for more than 20 years. What sets us apart is that we know many parents simply want to monitor their baby for their own peace of mind and Angelcare allows them to do just this. We offer that level of extra support with our Movement Sensor Pads but we don’t 32
nursery today
For over 20 years, Angelcare has been at the forefront of parents’ minds, setting the standard in baby monitors.
overwhelm parents with too much information which for many may cause more anxiety and worry.
Do you feel this is a category that might be driven be price?
Price is a key driver in every category, consumers are much savvier than they used to be, we know that they want the best product for the best price. And our research shows that parents will always research as part of their purchase journey.
Is this a product category where dads might be a little more involved in when making the purchasing decision? More than ever dads are getting involved in the purchase process of baby products, and we really see this is the case when it comes to monitors, with the rise of additional
features and functions dads love a bit of tech and all our Angelcare monitors offer that. I had my first baby last October and the Baby Monitor was the only product my partner was really interested in, but of course we used Angelcare.
Are parents looking at monitors that have a level of portability?
Yes, parents want to know that their baby monitor can be used whilst on holiday or at the grandparents at the weekend. The Angelcare monitors all benefit from not needing an internet connection or an app so they can be used anywhere, any time. We know parents love this versatility and the added bonus is there is not a risk of video hacking which unfortunately can be an occurrence with other brands of monitors.
www.angelcarebaby.com
