Digital Concepts: More and more pushchairs are being ordered online
Changing tables, baby clothes, toys – parents can order it all online with just one click, then have it delivered to their home. For pushchairs, the picture is a bit different. Pushchairs demand an in-store inspection, a test-push and a test-fold. But with innovative digital concepts, manufacturers are increasingly moving the pushchair business online.
In search of the perfect pushchair
Parents already like to use the Internet to research pushchairs. However, they usually buy in-store because that’s where they can test how the pushchair handles. That is important so they can find out if the model suits their family’s needs and situation. For some, it is more important that the pushchair is light and easy to manoeuvre, while others attach more importance to the speed with which the pushchair can be folded up and stored in the car boot. The Berlin brothers Markus and Niklas Ott began a survey of parents-to-be and those who already use a pushchair. They wanted to know what makes a perfect pushchair. The results show that customers pay attention to the design as well as to a good price-performance ratio and the security certificates. If they bought again, parents who had already been using their pushchair for a few weeks would pay attention to functionality in everyday life, to the pushchair’s size, weight, and robustness. Together with a midwife, the Ott brothers developed the Bonavi pushchair to meet these criteria.
Order online, test at home
In addition to the demands for design, safety, functionality, and a good price-performance ratio, the survey also revealed another wish: parents wanted to test the pushchair in their home environment to see how practical it would be in everyday life. The Bonavi founders agreed. They sell their pushchairs exclusively online, and offer buyers a 30-day test at home. Without feeling rushed, parents can try out whether the pushchair fits into their car or in their stairwell, how it handles, and whether the carry cot is still easy to carry after two flights of stairs. The manufacturer offers a 100% money-back guarantee should parents be dissatisfied with the Bonavi stroller. The company says that the pushchairs pass the everyday test 93% of the time, so the return rate is very low. Bonavi’s customers also benefit financially through pure online sales. The manufacturer is not dependent on intermediaries and so can offer the end-consumer a lower price than competitors with products of comparable quality.
Everything with one click
The “My Junior” start-up follows a similar concept. In their store in Aachen, expectant parents can test the pushchairs and get advice. My Junior also has two shops in Münster and Meiningen, with eight more stores in northern Italy. However, the sale takes place primarily online. With this manufacturer too, customers can test the pushchair for 30 days at home. With My Junior, there is always a suitable changing bag for the pushchair with a carry cot and sports seat. Upon request, the 3-in-1 package also includes a baby seat. Expecting parents can thus get everything for easy mobility with baby – with one click and from a single source.
Parents become designers
With an online configurator, the manufacturer “Dubatti” offers parents the chance to make all the decisions about how their pushchair will look. On the company’s homepage or in the shop of a dealer, parents can decide which features they desire. Should the wheels be designed for the city or difficult terrain? Would the parents prefer the frame in black, white, or aluminium? Parents can also choose the colours for the seat, shopping basket, the bottom of the carry cot, the additional cover, and the leather elements. In total, 425 combinations are possible! The configurator is designed clearly and fun to use. Parents can see the result immediately, both with the carry cot and with the seat unit. Design-savvy parents love the tool and can easily create the pushchair of their imagination, one that also has the potential to be unique.
Image: My Junior, Dubatti, Bonavi