Tips to Increase Buys for Baby

Top Customer Service Advice

When it comes to customer service, retailers say a friendly and helpful, but not pushy approach seems to work best.

Becky Salyer, owner of Bumps ‘n Bundles in Billings, Mont., speaks with the customer before making appropriate suggestions. “I ask a lot of questions. It’s easy for customers to have their guard up a little—[sometimes] they just want to browse. I’ll ask them things like, ‘Do you have any kiddos?’, ‘Are there kiddos in your life?’ I get to know them a little bit. Asking questions helps to break that barrier. Find out what their needs are versus telling them what their needs are.” She added, “I always try to remind the gift giver—the mom-to-be will remember who gifted them with a particular item when they dress their baby, so try to put something of your own personality in the gift.” Likewise, asking questions to get a better sense of the parent-to-be can also help with choosing a gift. “If you know them, help them pick out something the parent would like,” said Amie Grubb, owner of Sweet Pea Children’s Shop in Bethlehem, Pa.

Macy Mulligan, owner of Plaid Rabbit Gifts in Nashville, Tenn., said she and her team make a point to greet the customer, and ask what they are looking for. “If they say they are looking for a baby shower gift, I will ask if they are looking for clothing or something unique? I typically start there. If they want clothing, I’ll take them to the apparel section and show them what’s available. If they want a gift, I’ll show them to the gift section.”

Susan Macko, owner of LemonLlama Boutique in Avon, Conn., will advise the shopper on sizing. “If I am asked, I suggest they buy a larger size—9-, 12- or even 18 months. Many baby shower gifts are 3- and 6-month, so the parent may have so much of those sizes. I also suggest a non-seasonal item sometimes so you don’t have to gauge size versus season.” ❖

Merchandise that Is Perfect (From page 115)

are often my biggest customers. Sometimes they have a little more cash flow to buy some of these things.” Grubb points out she is one of the only retailers of her kind in her area. “I have higher quality clothing and different things you won’t find in a big store, and some people want ‘different’. We carry brands no one else does.”

Parents-to-be always appreciate the essentials, but retailers say some companies have taken the “essentials” to new levels. Although comfort and convenience aren’t exactly trends, manufacturers’ response to new parents’ need for both is something new. “People want comfort and ease,” Mulligan stressed. “A few brands offer zippers instead of snaps. Some moms want zippers so they’ll register for items with zippers. There’s a brand called Magnetic Me…dads love it! [The clothing has magnetic closures instead of zippers or snaps]. Between soft for the babies and easy to put on, they’re the two biggest trends I’m seeing.” Salyer said she is noticing a change in how customers purchase apparel as a gift. “People are getting a little more aware of what size they’re buying, and for what season. Previously, we had to educate people a little more on sizes. We’re definitely seeing the customers get smarter about sizing—they’re buying larger sizes, not just something for a newborn. They’re not just going for something cute; they’re going for something practical.” Retailers are also noticing a greater demand—and supply—of gender-neutral apparel and items for baby showers and every day. “Parents aren’t finding out what they’re having as much as they once did,” Grubb said. “They’re looking for more genderneutral items. I am seeing more clothing manufacturers putting, for instance, a dinosaur on girls’ pajamas, or sports-themed appliques. That’s a big change.”

When displaying merchandise for babies, part of the fun is showing off the adorable items in a visu- ally appealing way. Salyer said, for her, merchandising relies heavily on curating the items in the correct way. “People are so visual when they shop in a brick-and-mortar,” she said. “They’ll say, ‘I can pair this with that top’, or ‘I can add a hat’. Merchandising is telling a story without words—in a more visual way.” Mulligan tries to add some color to her displays so they “pop”: “I also love merchandising with themes. [For a bath theme] we might put a hooded baby towel with baby shampoo and some bath squirters. Themed gifts are really cute.” Lacko agreed merchandising is important, but said, “Unfortunately for us, it doesn’t last long. We’ll put up a display, and customers will buy from it and it will look half-empty. It’s a constant chore, everywhere in the store.” Grubb said, “I change my displays every so often, and definitely when I get new product in, I try to display it. I also have a window display that I’ll change. I try to make it fun.”

Grubb mentioned the importance of shopping local, and how many independent retailers have more unique items than larger chains. “It’s fun for someone to come in, shop around, and pick something out you think the other person will like. I probably have things here they’ve never seen.” ❖