35 years ago it was unheard of that a father would carry his child in a baby carrier, insists BabyBjörn. Indeed, the role of fathers has changed dramatically since then and this is a fine example of product innovation shaping the way in which we parent. Today carriers and slings are a ‘must-have' mode of transport, popular with dads in particular. Appealing to the male target market is therefore vital - dads should not be forgotten when selecting stock for your shelves as they are actively involved in all purchase decisions nowadays.

There are many types of baby carrier available, falling into three main categories: slings, front packs and backpacks.

Slings are made of fabric and available in a variety of styles, they sling sash style over the shoulder to hold baby in front. Online consumer portal www.pregnancy.org highlights a number of benefits that we believe are well worth passing on to your customers: they are perfect for the newborn months when baby needs to be held often; great for carrying baby around the house while leaving two arms free to go about daily tasks; create privacy for breast feeding and can be used as a blanket or cover-up when need be. What's more says the site, you can even get baby in and out of a sling without waking her and being small, lightweight and easy to transport, they are great to use when a stroller would be inconvenient, such as up stairs, through large crowds or narrow aisle ways. They also have longevity in that they can be used right up to toddlerhood, when baby gets tired of walking.

Front Packs meanwhile, have a seat that attaches to the front of mum or dad with straps that criss cross behind, securing the carrier. While the benefits are similar to those of a sling, it is worth advising customers that getting baby in and out of one of these will require slightly more effort and that moving a sleeping baby can be difficult, unless the seat unbuckles separately from the harness. However, they are very well suited to older babies who are able to hold their heads upright, allowing for greater opportunities to engage with the world around them.

A back carrier is similar to a camping back pack - it has a seat for baby that attaches to your back with a frame and straps that cross over the shoulders. Back packs are great for outdoors types who love walking and rambling, as many have integral storage facilities.  They are ideal for an older baby who loves to look around and be carried high on mum or dad's shoulders.

Asking a range of lifestyle questions is vital if you are to ascertain which type of carrier will be of benefit to your customer most, ensuring repeat business in the process. Apply many of the principles used in the sale of a stroller or travel system - ask how often the carrier will be used, by whom and where, explaining the features and benefits of each type of product on the basis of the answers you receive.

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