Information as to what parents want is always difficult to come by but in this issue, we’re delighted to introduce the Wilkinet Survey. Wilkinet carriers have been around for many years and are one of the most comfortable. It was designed by Sally Wilkins who has recently passed the company to her son, Gideon. As you will read in the News pages, Gideon has extensive experience in the market research industry and is naturally applying his knowledge to his new role and has set up the Wilkinet survey to poll mums. He has very generously agreed to share some of his findings with us here at Nursery Industry.

In this issue, we report on how customers view Consultations, whether free or paid for. Gideon has also generously agreed to let retailers pose their own questions, so if you have always wanted to know how many grandmothers are influencing the decisions as to what to buy, or some other burning question, then either contact Gideon direct or let us know and we will pass it on. If any suppliers want to make use of the survey by asking their own questions, then contact Gideon on 01239 841844. We will be running a regular feature on the results of the survey.

We are also able to bring some interesting survey information into our features so you will find lots of information on what mums are looking for when choosing their pushchair. One interesting finding is where mums who have yet to buy, are planning to purchase their pushchair. When this is compared with where Mums actually bought their pushchair there are some significant differences. Also interesting are the influences on her decision. As expected, friends and family are important but it’s the influence of the shop assistant that is so interesting. How the product is demonstrated and what advice is given is still vital to securing the sale. The bricks and mortar shop is an essential part of success.

As hinted at above, in this issue we will be looking at pushchairs and accessories. Which pushchair a mum buys is often the subject of much research – searching the internet, talking to friends and retailers – and therefore the mum is likely to know how much the different types cost. So it is very interesting to see that a significant number of mums end up spending less than they thought they would. In other words, they are not nearly so price sensitive as we all have been thinking. In my own experience when shopping, it’s not the absolute price that matters, it’s whether I’m getting value for money. In other words, am I getting more if I spend more? Perhaps retailers might like to look at whether they are getting this message across. For many retailers the pushchair is the key purchase. It is often the first one considered, if not bought, by prospective parents. For this reason how a retailer is perceived in this sale can influence what further purchases are made.

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