I couldn't wait to be far enough into my pregnancy to be ‘ready' to hit the shops.  I had an idealised vision of going to my local nursery store and coming home with my pram all sorted. I assumed it would be a simple and wholly enjoyable task but, instead, confronted by an unexpected mass of four and three wheeled objects all boasting varying functions and features, I returned home deflated and confused not to mention exhausted and this was only my first trip.

With no pram to speak of, armed only with a hefty pile of pushchair brochures, I changed tactic and set about wading through said pile with the intention of figuring out which pram to buy that way.  This only led to further disappointment and frustration... I couldn't understand the brochures. ‘This pram is a fabulous 3 in 1'; ‘This model is of the 2 in 1 variety'; ‘Introducing our 2 in 1 plus option.' 

As I said this was eight years ago and thankfully things have moved on somewhat.  Pushchair brochures for one, have, in the most part, undergone a welcome transformation and translated the then ‘pram speak' into a language a first time parent-to-be, as opposed to an industry insider, can understand.

That being said, the choice of pushchairs, not to mention the choice in all other nursery related gear, has continued to grow and with it, consequently, has the need for improved guidance and direction.

Consumer choice is a great thing.  Choice is, by definition, liberating but immense choice without any direction and little knowledge, is overpowering and downright stressful. 

Most first time parents nowadays are overwhelmed by the choices available and advice from well meaning friends or, an often out of touch parent or parent-in-law isn't always satisfactory.  Most people want to understand the choices for themselves and be able to make informed decisions accordingly.

It was my own experience of this that initially led me to set up Baby Concierge, a personal baby shopping service, in 2002.  I would have loved to have had someone really well informed to help me understand the choices out there, thus empowering me to make sensible choices for myself and I set about creating a service led retail experience that did just that.

In the current climate where retailers are battling a) discount websites and b) the credit crunch, creating a value out of "product knowledge" is an easy way to stand out from the crowd and something that anyone who owns a nursery store and, by definition, makes buying decisions on the back of experience and knowledge, can offer.   The extra level of service that comes from making customers aware that you and your staff are experts in this field and can help navigate them through the maze makes all the difference, especially in this market.  

The baby gear market is unlike any other in that grown adults suddenly find themselves needing a whole lot of equipment that they have no previous experience of.  They are hungry for information and guidance and this is the perfect opportunity for retailers to establish a personal relationship of trust and advice and consequently reap the rewards. The opportunity to turn an indifferent customer who may just be browsing into a loyal returning customer through the element of personal advice is unique to the nursery market and, I feel, underestimated and undervalued.  Choice is not everything, choice needs to be accompanied by guidance and whereas choice in the market has exploded, the service level required to accompany its growth is lagging behind.

Another thing that I looked for when pregnant was a book explaining what I needed, what was out there and what it was all for.  I, like many first time parents-to-be, headed straight for a bookshop as soon as I discovered I was pregnant to get information and read up on what happens next.  There are many well established staples on pregnancy and birth, but there is nothing that focuses on what to buy.  I thought my ante natal classes might shed more light on this but they too focused on labour and birth and didn't have time to cover products and so like everyone else, I muddled through, cobbling together various recommended lists from friends and friends of friends, making endless trips to the shops and spending hours deliberating over what to choose, and inevitably making numerous mistake purchases along the way.

When a past Baby Concierge client approached me with the idea of writing a book on the subject, I jumped at the opportunity of working with parenting journalist and former management consultant Liat Joshi.  I could never have untangled and sorted out all the information in my head and translated it into an orderly guide on paper but together we were able to sort it and ‘What to Buy for Your Baby', a guide to choosing the right equipment, was born.

Published in September 2008, the book is more about helping the consumer figure out which type of first bed (moses basket, carrycot, crib, hammock or other) they want or, if, in fact, they need one at all.  What style of pushchair would suit them best; What options they have when it comes to bathing a baby etc rather than cataloguing and profiling specific brands and models.  The book went into the bookshops in September and now nursery distributor, Cheeky Rascals, have taken on the distribution for the nursery sector.

Before taking on the book, Simon Russell of Cheeky Rascals, gave it to a number of nursery retailers for feedback and found that they identified with the advice given and felt that it was a good thing to introduce customers to as a first step in giving them some guidance.  The view was, that at £9.99 it is an easy add on purchase (especially if positioned strategically by a till point) it saves the retailer going into the level of detail offered in the book with each customer which would be an impossible task, but as a recommended read, reflects well on the retailer and can form the beginning of that relationship of trust and advice, while at the same time, saving time and encouraging purchases.

The book also works well as a training tool for new staff as it covers all the key areas of interest and helps answer most commonly asked questions. In so many cases the nursery shop owner knows all there is to know but their support staff are less well informed.  By making sure all staff are confident in their knowledge and can really take on the ‘guidance role' required by the customers, is, in my mind the real key to survival.

The book offers tips for customers who want to make greener choices, for customers who are on a tighter budget, for customers expecting more than one baby etc

Determining where a customer's interests lay and being able to tailor advice accordingly is critical in establishing a relationship of trust.

A heightened level of service and a personal service is something the web can't do and is something that, in a time of the cautious consumer, can help you stand out from the crowd and warrant ongoing and increased business.

'What to Buy for your Baby', written by Caroline Cosgrove (left) and Liat Joshi, published by White Ladder press, is available to trade from Cheeky Rascals: telephone:  01730 895 761

email: info@cheekyrascals.co.uk

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