Ni Aug09 PG12.PASSED:NOV_08_p.6-13_News_legal.qxd 23/07/2009 09:19 Page 12
Ni Retail Spotlight
A dream shop on her doorstep
This month we talk to Josie Turner owner of
suppliers favour us over the multiples as we can offer something different -
that in itself keeps customers coming back.
Lullaby Lane in Maidstone, Kent.
5. Describe your customer base and how you compete with the
multiples?
1. How long have you been established?
As a good independent retailer, we have a great relationship with many of our
I have been running the nursery side of the business for three years.
suppliers and can often get hold of styles and colours that the multiples can
not, enabling us to offer a totally different range of products. Also, we pride
2. Why did you set up Lullaby Lane?
ourselves on the high level of customer service we offer. We will spend time
It’s a lovely, interesting industry to be in. I was already running a dolls house
with customers talking through the features and benefits of each and every
business here, while the baby shop was owned by someone else and based
product. Last Friday I spent 1 ½ hours with a customer and it resulted in a
next door. It went up for sale four years ago and I wanted to buy it then, but
successful sale and a happy and reassured customer. Product demonstrations
somebody beat me to it. That person ran it for a year but then it closed. I
definitely work and no pram ever leaves this shop in a box, it is always
knew that was the time to take it over; it seemed a natural progression and
wheeled out as we make sure that the customer is totally confident using
made a nice mix so Lullaby Lane was born and the rest, as they say is history.
it first.
It’s great to run, we have a nice rapport with our customers and it’s good to be
Our target market is very broad; we get all types of customer in here, young
able to put people’s minds at rest during what is often a very anxious time. I
mums, older mums, stay-at-home mums, working mums - all ages and
have four children myself, so I’ve been there and got the tee-shirt!
demographics. As a result, we cater for all tastes and budgets. Customers
spend anything from 20 minutes upwards in here and we will always give
3. What products do you stock?
someone as long as is needed to make the right choice.
What don’t we stock?! We supply all those essential things for baby around
the clock; bedding, playthings, educational toys, prams, safety harnesses, car
6. What about aftercare – what is your returns policy?
seats, carriers, gifts for baby and much more. We also sell gift vouchers.
If there is a problem we will get it sorted straight way. The majority of our
Customers can browse through our online shop if they prefer to see what baby
suppliers are very good – if they are not, we will stop working with them. After
products we have to offer. We also have a range of toys and products for older
care is everything in this business.
children.
7. Finally, are you attending BPA Baby&Child?
4. So, you set up three years ago, just as the economy was taking a
Yes we registered today! I really am looking forward to it and am so pleased it
turn for the worse – has this impacted on the business?
is at ExCel as it is not as far to travel for us. We always attend BPA Baby&Child
What we have found is that a couple of years ago a customer would always
– it’s our preferred show. I love seeing all the new inventions and even if I can’t
buy a new pram for baby, now they tend to keep hold of it to use again next
afford to buy everything I want, I will always make a note of products and look
time. So, it’s mainly first - time Mum’s or those with a large age gap between
to buy them when I can.
children that come in for prams and they tend to want everything else brand
new too. I think people are ‘making do’ more now, but that is largely
Tel: 01622 755116
dependent upon age and income. However, as an independent retailer many Web: www.lullaby-lane-babyshop.co.uk
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NURSERY INDUSTRY
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AUGUST 2009
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www.nursery-industry.co.uk
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