Winter 2006

Oh Baby! By Emily Lambert

Pushing Strollers

Seth Berger, director of operations for Kids Home Furnishings in Stamford, CT, sells strollers—lots of strollers—approximately 50 different models. When you sell so many strollers, you need to know what you’re talking about. “It’s similar to automobile buying,” he says. He begins the process by finding out what customers are looking for: “Are they in a city? Are they going to the beach? Are they going to be flying?”

With the myriad of products on the market, “Market segmentation has become much more important,” he says. And not only do retailers who sell multiple models need to know the features and benefits of each stroller, with prices approaching $900, they must be able to show them in action—popping them open, closing them and reclining them, for example.

Stroller shopping has become so intense that some retailers, including Magic Beans in Brookline, MA, are conducting their own “stroller consultations.”

“There are so many options out there, and some models are quite expensive,” says Magic Beans founder and buyer Sheri Gurock, a mother herself. “Parents are starting to realize that a stroller isn’t just another baby accessory. It’s a mode of transportation, and it’s really important to choose something that will support your lifestyle. The first few months post partum can be very difficult emotionally, and for new moms, getting out and about is really key to staying healthy, both physically and emotionally. A good stroller is an essential part of that.” Magic Beans does stroller consultations both online and in the store. The five-page online matchmaker survey asks customers to choose feature and style preferences, and to answer questions such as what type of community they live in.

Gurock has a word of caution for those about to add strollers to their offerings. “Selling strollers is a labor of love. The margins are tough, the boxes are enormous and there are major training, customer-service and long-term maintenance issues. Know what you’re getting yourself into and be sure that it’s something that will enhance your business,” she says.

One advantage a gift store has over the big boxes is the personal touch, and that can make a big difference in the sale of a potentially complicated product. “The whole approach that the individual retailer is taking is that, ‘We offer that hand-to-hand touch. We will walk you through this baby experience so it’s not so intimidating,'” says Great Expectations series co-author Sandy Jones.

Emily Lambert

Lambert, a regular writer for GIFT SHOP, resides in Philadelphia. She can be reached at emilylambert@comcast.net.