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Ni Viewpoints Heading heading heading The right product, at the right time Xhead


Standing out in the nursery market when there is such strong competition is always a challenge, says Harriet Blanchett of JoJo Maman Bébé….


Finding new and exciting products is extremely important at JoJo and spotting new products early really helps. We can move quite quickly to include a product in our ranges and I look for inspiration everywhere, from parents I see in the street and in restaurants, to recommendations from friends with babies. Fortunately JoJo has a reputation for being approachable which means I am regularly contacted by small suppliers with new product, either because they have just come to market or because they need some advice on how to get there.


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Trade fairs are an obvious place to find new product and over the last few years there has been a real increase in the number of entrepreneurs attending. Judging the ‘Rattles to Riches’ competition at the Baby Show for Trade has been a great experience – everyone is given the same opportunity, and I always keep an eye out for the products that take to the stage on a different day from when I’m judging, just to make sure I don’t miss anything. So far at JoJo we’ve gone on to sell at least one product from every competition (and interestingly not always the winners). It’s a great opportunity for everyone involved as well as being enormous fun, plus I love meeting the other buyers as it’s so rare that we get the chance to talk.


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However, just because a product is new, it doesn’t automatically mean it will sell. Parents have more information available to them than ever before and make informed choices about what they actually need, and anyway everything is new to first time parents. At JoJo we can’t stock everything that the larger retailer does, so it’s even more important that I choose well. Our customer expects us to have looked at everything in the market and chosen the best of what is available, which is what I strive to do. Product choices also have to reflect our brand identity and this is an important part of the selection process. When you are potentially looking at exactly the same products as your competitor, you have to be clear about what your brand says to your customer. It’s not unknown for me to look at products that I know sell well for other retailers but reject them because they are not a good fit with the JoJo brand. Basically, old or new, the same criteria applies - every product chosen has to be well designed, must fulfil a specific need and be good value for money.


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Meeting the needs of a more price driven consumer


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Debra Tucker of The Red Kite Baby Co, explains how this can be achieved without compromising on quality We are all consumers and therefore the current economic climate affects us all irrespective of whether we are suppliers, retailers or simply consumers. However, we all still expect great value for our hard earned money and this therefore puts more pressure on retailers already struggling with increased operating costs. The demise of the traditional high street has been well documented recently in the press with high profile celebrities such as Mary Portas being commissioned by the Government to advise on ways to drive more footfall and business into our retailers. Giveaways and sales seem to be a permanent feature now in most retailers, not the old winter and summer sales to clear out old stock and ranges. But as consumers, are we also part of the cycle that expects to get a bargain at all times? Is it not a depressing sight to see nothing but 50% off signs everywhere? What message is that actually giving? For manufacturers there are constant cost of good increases due to changing economic pressures at production level and escalating rises in fuel which impacts product, carriage and freight. The manufacturer needs to be competitive to attract business and yet still supply quality products and operate a viable business in order to survive. Value for money is a strong message to pledge but cheap poor quality will only reflect badly on the brands and retailers. So for the


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foreseeable future, we all need to be realistic and not demand the impossible ‘something for nothing’ and appreciate that at the end of the day, we are all faced with similar challenges whether we are manufacturers, retailers or consumers. As times continue to be challenging, and both retailers and consumers strive to work hard to keep their houses in order, here at the Red Kite Baby Co Ltd we know how important it is to strike a happy medium when it comes to offering excellent products, at excellent prices in terms of value for money. We have worked tirelessly over the past few years to grow our brand and enhance our collection, without these changes having a negative impact on the prices we are able to offer our customers. As a company this has led to us growing steadily, whilst maintaining a well-respected position and reputation in an extremely competitive industry. We ensure our products meet the highest safety standards, offer a 1 year warranty with every item we produce, and we have a dedicated service department to ensure our after sales service is both reliable and customer friendly. This approach to both pricing and service has meant our customers not only trust our brand, but continue to use us again and again when looking for top quality products, at extremely competitive prices. Those who were able to visit our stand at the Harrogate Nursery Fair would also have seen our fantastic new 2012-13 collection, including stylish updates to our popular Push Me, Feed Me, and Baby Go Round collections, and we also introduced a designer inspired new interior collection which has received some very positive feedback in anticipation of its forthcoming release. For more information on The Red Kite Baby Co Ltd, please call our team on 01454 326 555 and we will be happy to help.


14 • NURSERY INDUSTRY • APRIL 2012 • www.nursery-industry.co.uk


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