Ni Sep09 PG12:NOV_08_p.6-13_News_legal.qxd 21/08/2009 14:26 Page 12
Ni Retail Spotlight
Customer feedback is our driving force
This month we talk to Chris Jordan, owner of Sugar and Spice
in East Grinstead, Sussex
How long have you been established and how has the industry
changed in that time?
We have been established for four and a half years. I think the biggest change
we have noticed in the industry even in this short time, is the decline of the
small high street independant retailer and the increase of the online retailer; a
bit of a worrying change but I guess times and shopping habits are changing,
so we will have to adapt.
Why did you set up Sugar and Spice?
We noticed a gap in the market locally whilst having our first child Erin - there
wasn't anywhere nearby to buy nursery items, for almost a 10 mile radius
in fact!
What products do you stock?
We stock most major brands including Bugaboo, Icandy, Quinny, Phil & Teds,
Baby Jogger, Maxi-cosi, Britax, Kaloo, Gro-Group, Cheeky Rascals, Trunki,
Steadyco, Fun to See, Skibz, DK Bedding and various safety and gift related
products. We also work closely with local crafts people that hand make items
such as wooden storage boxes (personalised with artwork and the child's
name), hair accessories, cards, jewellery etc. We feel by doing this it gives local
people with creative talent an outlet to display and sell their items - but all
must be baby related.
We also provide a hire service for people going on holiday. We offer a range
of small lightweight products i.e. Quinny Zapp, Petite Star Zia, Phil & Teds travel
carrycot, Handysitt and Holidoze, that are better suited for travel than the
items they may have purchased for home use. This is very popular and also
eliminates the worry of their larger pushchair being damaged by the airlines
etc. It also helps that we are very close to Gatwick airport!
Describe your customer base
Our customer base is varied; from the very affluent to the middle market. That
said, we try to cater for most on the basis that if we haven’t got something we
can probably still get it. We have a good base of loyal customers, some that
were unknown to us have now become customers and good friends that we
will see until the child reaches 3-4yrs. Occasionally they will pop-in just to say
hello or we see them again when baby number two is on the way!
How long does a customer typically spend in store?
We can spend up to an hour or more with first time parents to be, giving
demonstrations and explaining pushchairs and car seats, even taking the
pushchair out to the customers car to make sure it fits in the boot!! We have
an honest and open approach in the store and any feedback on products from
previous customers is passed on to future customers. We feel the customer
appreciates this approach as they find buying baby items for the first time very
daunting with so many products available on the market to choose from.
What about after sales - what is your returns policy?
We try to rectify issues and problems as efficiently and quickly as possible, we
carry out minor repairs in store and should a pushchair need to go back to the
supplier for repair we offer a free of charge loan pushchair suitable to the age
of the child.
Do you have an online platform and how effective is it as a source of
revenue?
Yes we do have an online platform, unfortunately it's not a great source of
revenue, although revenue is increasing all the time and it does get our name
out to a wider audience.
127 London Rd, East Grinstead, West Sussex, RH19 1EQ
01342 313700
www.sugarandspicebaby.co.uk
12
•
NURSERY INDUSTRY
•
SEPTEMBER 2009
•
www.nursery-industry.co.uk
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62