Kiddies Kingdom

Jumaimah Hussain

Best wheel forward

We’re talking wheels with Kiddies Kingdom Showroom Store Manager, Jumaimah Hussain. We wanted to find out more on how this nursery category performs for their business and the benefits of this product sector to the nursery retailer.

How important are wheeled goods to your business?

Wheeled goods are essential to our business as this is our strongest category. They are the ultimate essential baby/toddler item and are usually the first item parents start researching before anything else, as it’s often a number one priority ensuring their choice is absolutely right. Parents need to be able to transport their little one around with ease and wheeled goods are a must have.

Over the years, this product category has notably changed – do you feel that this sector has kept up with consumer trends and evolved to reflect customers wants, needs and desires?

Absolutely! We have some amazing innovators in the nursery sector and they really are listening to what customers want and need, always looking at trends and lifestyle changes.

I can say that in 2021 there were some amazing new creations, so it is becoming more and more exciting to shop as a parent. I 100% believe this category will never leave any parent disappointed, they can buy beautiful style, easy functionality and top engineering to suit their lifestyle needs perfectly.

What do you feel has seen the highest level of innovation or change over the years within this category?

Definitely the folding and the weight. It is a work of art to get the right fold and weight on wheeled goods. In all the years I have worked in the nursery sector, I have found people always want the same requirements time and time again, lightweight and easy to fold. Gone are the days when parents just put up with heavy prams with a fold that would get you stuck at a retail park whilst it was pouring down with rain and you couldn’t fold your pram.

How do you display wheeled goods in your store?

Each product has its own space with accessories that are either included or you can buy as an added extra. We have brand allocated areas so the customer can choose what suits them from the brand they like. They are easily accessible so you can feel free to wander around and try the wheeled products to see what drives the best for you and feels comfortable.

Customers are still unaware that eco-credentials are becoming a part of this sector, mainly they will only know by us telling them when purchasing.

Are your customers looking at price compared to safety, comfort and style?

It definitely depends on the customer’s budget, as everyone comes in with an idea of what they would like to spend. However, a lot of the time after seeing the product,

watching demonstrations and comparing it, they would certainly find the extra budget to have the safety, extra comfort and style.

Do travel systems perform well for you as a business, what are your customers looking for when considering their first set of wheels?

Travel systems are our top selling product line, especially among first-time parents. They are looking for an all in one bundle, so something which includes a stroller, carrycot, car seat, Isofix base, rain covers, footmuff, bag and car seat adapters.

Parents also consider if it is lightweight, easy to fold, easy to interchange all the parts, fits their car boot, adaptable for future children and car seat adaptable chassis.

How important is weight and ease of folding to your customers?

It is essential. It is the first question customers will always ask and the first thing they notice when doing a demonstration. This is a significant deciding factor when buying their wheels and can very quickly rule out one brand against another.

Compact Folds have grown to play a role within this sector – how do they perform for you?

This is a seasonal product for us, as we see an uplift around Easter and then before the summer holidays in July.

A lot of customers will look to buy a compact fold mainly for a holiday, whether that’s in the UK or overseas. They will however take into account when they get back from holiday if this can be their new everyday stroller or maybe grandparents/caregivers can use it instead of the big travel systems.

Do you feel we have sufficient innovation when we look at wheeled goods?

Yes, absolutely! As long as brands keep moving with fashion trends and people’s lifestyles then it’s a win-win.

Are your customers starting to look more at the eco credentials when we take a look at wheeled goods?

Customers are still unaware that eco-credentials are becoming a part of this sector, mainly they will only know by us telling them when purchasing. However, when we do talk to the customer about their lifestyle, you can gauge whether they are conscious of the planet and introduce them to the few brands that do have eco-materials in their products.

How important are brands within this category and why?

They are essential as each brand has its own standing within the industry. We depend a lot on how well marketed their products are to then drive the interest.

Do you feel your customers research products online prior to coming in-store?

As soon as they have that positive pregnancy test they are looking online to choose their dream wheels for their newborn. They will then research when their baby gets to the walking age for the next car seat and a smaller stroller, so it is all about milestones and wheels are a significant milestone as it says, “my baby has a big girl/boy wheels” or “I have my babies first wheels”. It is exciting and symbolic for parents.

How do ‘bundles’ perform for you in this category?

They perform well because customers want to know they can

I can say that in 2021 there were some amazing new creations, so it is becoming more and more exciting to shop as a parent. I 100% believe this category will never leave any parent disappointed.

get all this for one price and then they’re done. No hidden extras. Extras turn customers off because you’re adding more and more and it can make them feel confused.

Do wheeled goods offer you the opportunity to upsell?

Oh yes, definitely! As a business, we have a strong proposition and we have all brands on display, as well as other categories so the wheels bring the main sale but then we will end up discussing other items whilst the customer is in-store and they will purchase more.

Finally, do you have any advice you could give to your fellow independent retailers when selling wheeled goods?

Always listen to your customer and what they need. Remain impartial as you may think something is amazing but doesn’t fit their needs. Ask questions but don’t be too personal, never ask for a budget, allow them to walk around and get a gauge of what they take more interest in and then ask them what they like about the product so you can help them. Ask if they have seen anything already or if they have been to another shop and seen anything they liked. Always try the boot of the car. You can’t sell them something that takes over the whole boot. Show them all the features it comes with and get them involved to make it fun.