Playing a vital role in child development, nursery education enables babies and toddlers to more confidently communicate in a range of settings. The building blocks for future achievement, well-resourced learning environments open up a whole host of opportunities for individuals keen to progress through the educational system and into work. Parents, childcare providers and nursery retailers can all work together to encourage learning through play, supporting the six areas of development identified by the Early Years Foundation Stage (EYFS).

A topical area, Nursery Industry has learned of a childcare provider in County Durham that impressed Ofsted inspectors with its dedication to communicating with parents. Howletch and Shotton Primary Childcare in Peterlee recently signed up to use Pip, a market research service used to collect and evaluate the views of parents. This information was utilised to improve the centre's service and to provide an evidence base for the self - assessment forms required by Ofsted. Childcare settings subscribing to Pip simply provide parents with a questionnaire and managers can access password protected parent feedback live online 24/7 in addition to receiving a benchmark report which shows how their setting compares with others. "We have already used the feedback from Pip in our prospectus and will be creating a display board to show parents the results and demonstrate how we are using the service to listen to their needs," said Nursery Manager, Alison Leonard.

I visited West Borough Primary School Nursery in Maidstone, Kent to find out how it works with children and parents to provide a full and varied learning environment. An excellent example of how a childcare setting can turn government theory into practice, fully qualified Teacher in Charge Debbie Manser, Nursery Nurse Debra Charman and Teaching Assistant Jacqui Dolan kindly took the time at the end of a long day to talk to me.

West Borough Primary School Nursery opened four years ago and funded by the public sector, looks after children from the age of three. Like all good nurseries, it follows the rules and principles set out in the Early Years Foundation Stage. "We observe every child's progress according to the government's criteria and when an early learning goal is met, a note is made in the individual's record of achievement. Although we very much promote the idea of learning through play, it's actually a very useful tool for us as it helps to identify areas for improvement or a special need that might require attention," said Debbie.

West Borough is the only nursery in the area which is fully maintained by the public sector and as such, a qualified teacher must be in charge. Interestingly, private day care only requires managers to be qualified to NVQ Level 1-8. Debbie accepts that the nursery's status poses some restrictions in that it can only provide 2.5 hours of child care per day, but the quality of care and education offered here is remarkable.

Pictures, paintings and constructions adorn the walls and ceilings. Plastic boxes are neatly and safely stacked within side units and are full of bricks, Lego, puzzles, crayons and paint - everything a child needs to imaginatively communicate. "We are purpose built, so we have no restrictions," explained Nursery Nurse Debra Charman. "I have managed a number of playgroups in the past, often in church halls, and I have never been so able to offer the opportunities for learning that I have in my current role. We have all the resources we need here. The children also have free access to the outside play area, which helps foster independence." A quick look outside confirms that this is a safe and happy environment for children to prosper in and just as you might see in the environs of the home, the shed is full to the brim with bikes, water, sand, pushchairs, prams and safari animals. The PTFA funded the climbing frame and slide, which helps to fulfil the criteria for Physical Development.

"Every morning we put things out that cover each of the six areas of learning development. Each of the areas is of equal importance so the children are given free choice. It was book week this week, so we had children from the school come over to the nursery to show the covers they had made of their favourite books. This was part of the criteria set out in Knowledge and Understanding of the World in which children must be given opportunities to learn how to adapt to changes in environment," explained Teaching Assistant, Jacqui Dolan.

Discussing the learning materials that nursery retailers should look at making more available, Debra commented that parents would benefit from: "Investing in art and craft materials and perhaps a dressing up box would help continue your child's learning. Also, make sure you have plenty of Lego or building/construction toys, buckets and spades. Provide all the opportunities you can for learning through play and make time for your child in doing this."

By helping parents to better understand how they can support their child's learning at home, retailers also have an opportunity to maximise sales. Sourcing good educational products and fully explaining how each will help a child to develop, not only supports this vital learning, but also helps parents to make more informed choices about the educational resources available, spending money with you in the process. In what are cash strapped times for many, your knowledge in this area is your most powerful tool for boosting sales and profits, while adding value to the service you provide.

Retail advice

Have you ever considered creating a microcosm of the pre-school learning environment in store? A small book corner for example, would enable mum or dad to shop for longer content in the knowledge that child is happy sorting shapes or drawing. You could also sell whatever toy, puzzle, game or book that their child has shown an interest in and even the nursery furniture! Add on sales like this will not only help you to optimise every possible revenue stream, but also increase your value. If you don't have the space or financial outlay however, why not start by offering a wider range of stationary, construction toys, books and counting aids? Maybe even look into working more closely with mother and toddler groups and nurseries in your area so that potential customers get to hear about you, while your existing customers don't forget!

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