Faced with numerous media stories about the UK’s struggling retail market, the recent closure of Toys R Us and the struggles faced by Mothercare et al, it all sounds pretty bleak out there on the high street. So who better to ask about the future of preschool retail than those on the very front line? We speak to Gael Bootman, owner of BushBabes BabyStore in Cheshunt, Hertfordshire.
What does the closure of Toys R Us/Babies R mean to you? Will it affect your business at all (either positively or negatively)?
“It can only be a positive for the rest of the industry. The close down period was messy and difficult to handle, with some brands being heavily discounted. TRU Were always a big discounter especially around baby show times, as they always discounted by 20% and were very behind the times, no wonder they went under!”
What do you think of the situation Mothercare has found itself in? Could it have been avoided?
“Again, Mothercare have had their heads in the sand for some time now. Their customer service in store is abysmal and again this can only have positive repercussions for the rest of the industry.”
In your experience, what are most consumers looking for – service? cost? convenience?
“All of those things. Price drives the impulse to buy but they also want the service and convenience to go with it. Anyone heavily discounting out there, online especially, has just created the pricing monster that we now have to accept and live with day-to-day.”
What do you think retailers need to do to stay relevant within the preschool industry?
“Stay price competitive within reason, ditch the brands who supply and encourage the price cutters, embrace the smartphone price checkers and openly promote price matching (within reason) or the consumer will just walk! Keep up with the latest products and see new products as an opportunity to make full margin while its relatively new and not been attacked by the online price cutters.”
How have you kept up with (or fought against!) the changing face of retail? And has it worked?
“Yes, we have gone with the flow and openly embraced it as a way to retain custom. We have kept an online presence but purely to encourage customers into store. Exorbitant ever-increasing rent and rates have been hard to justify to add to the problem of low margin.”
What do you think all this will mean for the future of preschool retailers?
“Sink or swim! Its as simple as that.”
