What advice would you give Christian retailers about deciding which types and how much of baby products to carry?
"New parents are spending a remarkable estimate of $6,200 on baby-related goods and services during their baby's first 12 months. Factors encouraging product sales are the strong national birth rate of approximately 4 million babies per year and the open-pocketed spending patterns of mature, dual-income parents-especially working mothers and baby boomer grandparents. Overall, baby product sales are expected to continue their upswing with U.S. births predicted to rise to 4.5 million over the next few years. Therefore, it is imperative to have a nice-size portion of your store dedicated to the baby product category. The size of your store is obviously a very significant factor in how much product you can carry, but items such as new parent guides, toys, garments and baby care products are at the top of a new parent's list and are therefore a must-have in your store."

How important is branding in this category?
"Extremely. You should aim to brand your store as the go-to place for new moms and moms-to-be to be guided through the many delightful challenges of motherhood. You should offer your visiting parents the best possible companies and products out there, in a relaxed and comfortable environment. Keep in mind that the continuous trend is that new parents are seeking ‘only the best' for their little ones and often shun ‘no name' brands in favor of what they perceive as ‘real' brands.

"Another trend that is a part of the market is supplies that are known to be safe. Whether it is a garment or toy, parents are now more inclined to buy products that they know are safe for their children. It is important to brand yourself as a store that is aware of these safety concerns and can assure customers that the products you carry are safe.

"Keep in mind that regular repeat business is difficult to maintain in infant products due to the sheer nature of their specialties. Babies grow up, and quality products are designed to last longer. Hence the real challenge lies in cultivating new customers and creating a reputation to encourage referrals and create continual interest in your baby department. Today's buyers are enjoying greater spending power as baby boomers age and become grandparents, (not to mention) gift-buying relatives and friends. They expect knowledgeable and friendly sales associates to help them choose appropriate products for all occasions and provide suitable suggestions from well-planned displays.

How can baby products be best displayed, especially if a store has more than one line?
"Including merchandising in your marketing plan and budget makes sense. It can make the difference between selling a product or having it sit on the shelf. Mix new products within a coordinating cross-section of merchandise that might not ordinarily be grouped together. These displays can coincide with special store events to increase traffic and boost sales.

"If you don't grow and change, customers assume you have nothing new to offer them. You don't have to overhaul the entire baby section, but rotate merchandise, change displays and change signage to make the customer feel that there is always something new for them to see or experience. And get creative; mix a few baby staples like bibs, plush, onesies and toys in a tote bag with colorful tissue paper and now you have the perfect ‘starter kit' gift."

How can a window display be used to advantage with baby products?
"As a retailer, your display windows are literally your windows to the world. They are the face that you present to the passers-by, the first impression you make with customers and the easiest way to draw attention away from your competitors.

"A good window display should include a theme. Moreover, you want to highlight your store's image. Are you trendy? Cutting edge? High end? Do you offer great bargains? While you can't judge a book by its cover, you can tell a lot about a store by its window displays.

"For baby products, don't overdo it. Make the merchandise the focal point, and highlight it with good lighting and a good backdrop with a nice theme. Mannequins are great at stirring emotions so if you have them, use them. Try to create a mix of product to make your store seem like a one stop shop for newborn gifts."

What can stores do to draw parents and baby gift-givers?
"Host a store ‘Baby Shower' and send out invitations to customers. Advertise the date with the local media, print flyers to use as bag stuffers prior to the event and incorporate signage in front window displays.

"Be creative and enlist the help of local pediatricians or ob/gyns to capitalize on your target audience of new and expectant parents. They can pass out ‘Baby Shower' announcements to their patients, and the store can distribute baby health tips from doctor's office during the event. Invite someone from their staff as a guest speaker. Host workshops where moms and dads will be able to pick up valuable tips and advice about what to expect for the next few years."

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