I wish I had known then what I know now about good nursery retailers and the range of travel options available. New parents are not experts in baby products and neither should they be. As an industry, it is down to us to ask our customers a range of lifestyle questions and offer an appropriate level of help and advice. In times like these, when the consumer budget is stretched to its limit, allowing the wrong the choice to be made is a financial headache neither you, nor they need. 

Research has revealed that over a third of the market is accounted for by sales of baby carriages, including prams, pushchairs, buggies and travel systems. At the premium end of the market, many mums are still prepared to spend whatever it takes to purchase a pushchair boasting style and functionality in equal measure.  At the cost-saving end of the market, a quality product that offers value for money is still expected - especially in the current economic climate.

In recent years it has become clear just how much the increase in households where both parents work has impacted upon the sale of baby products. A Mintel report revealed that consumers are willing to buy two or even three versions of the same product to make sharing childcare easier. It used the example of a travel system which is used every day, suggesting that a trolley buggy is often an additional purchase for holidays abroad. Grandparents for example, may also wish to purchase a buggy or stroller ‘just in case'. From this point of view, you have several target markets to think about: mums, dads, nans, grandads, and childminders - basically whoever is involved in caring for the child on a regular basis.

Customers buying for a first baby will no doubt need a fair amount of help and guidance from a friendly and patient retailer like you. That said, those buying for a second or third child will still require assistance, as there will no doubt have been product developments since that will impact upon their decision. While you must be careful not to patronise your customer (who has probably had plenty of ‘well meaning' advice from friends and relatives on every aspect of their impending parenthood), you must never presume they know what they want either. A good range that appeals to all tastes and budgets should stand you in good stead with every customer that walks through your door.

A full and varied range of accessories guarding against the elements or making baby's journey more comfortable are sure to sell well too, allowing you to utilise every opportunity to boost profits and maximise sales. When selling a pushchair, be sure to suggest a range of necessary accessories from rain and sun protection, to buggy bags, foot muffs, changing bags and insect repellent, together with pushchair toys, beverage accessories and baby head supports. Customers will be keen to spend money on anything that makes life easier when out and about with baby, increasing sales for you no end.

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