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Supplying Information and Support for Pre-Nursing Moms Results in Sales

As you well know, mothers-to-be are a very special target audience whose concerns about caring for baby after birth naturally increase as their due date approaches. One of the primary concerns among expectant mothers is breast-feeding: will I be able to nurse my baby sufficiently; will I know how to do it; can I control it or will I be constantly changing my clothing, and where can I turn for help? It is extremely important for you and your staff to be well informed about breast-feeding and to be equipped with information and products that will make your customers more confident about nursing and more comfortable with their breast-feeding purchases.

One way to position your store as a source for breast-feeding information is to partner with healthcare professionals, specifically lactation consultants. Your goal as a retailer is to provide basic information and products that address a real need in the mother-to-be, while the lactation consultant can help explain the physiologic, practical and emotional aspects of breast-feeding. The lactation consultant can also act as an educator to your sales staff, and you might consider inviting her periodically to address both new and experienced sales personnel on the topic of breast-feeding.

In order to introduce healthcare professionals into your store setting in a natural, non-pressured way, you can hold informal talks on topics that are of interest to mothers-to-be, such as breast-feeding basics; how to combine breast and bottle feeding, and how to store breast milk when not with baby. The special in-store presentation can be promoted several weeks before the date by creating a simple flyer that is inserted in each purchase. By including an RSVP number you will have a better sense of the size of your audience, and on the night of the presentation, circulate a guest book so both you and the lactation consultant can follow-up with attendees.

Since it is not feasible to have a lactation consultant on premises constantly, you can work with the healthcare professional to have her create simple handouts on a variety of topics that will be readily available to customers. The benefits are twofold: you, the retailer, will be viewed as a valuable source of information, while the lactation consultant will have her name circulated among potential clients. Another important source of information and referral for your customers is local hospitals and childbirth centers. You might consider creating on your letterhead a resource list of professionals in your area. In return, these locations can circulate information about your store and encourage their clients to make pre-and post-natal purchases at your location.

When it comes to recommending nursing products, try to get a feel for the customer's needs and lifestyle by asking the same type of question you might ask if you were advising a customer on a fashion purchase: will you be going back to work after the baby is born? Are you planning to nurse exclusively, or will you combine bottle and breast-feeding? But regardless of the mother's schedule and working status, all nursing mothers are looking for the same things: convenience, efficiency and comfort when pumping milk. Other key product benefits that you should also be aware of when recommending a breast pump are how easily transportable is the breast pump, and is it compatible with a variety of feeding bottles which will not adversely affect the baby's continued interest in nursing.

Demonstrating that you are concerned with your customer, particularly when she leaves your store armed with important information that will ease her transition to motherhood, builds loyalty and referrals. Creating relationships with professionals in your area who are also in direct contact with mothers-to-be can also be a valuable source of incremental business.

Elizabeth Christie is the Managing Director/CEO of Avent America located in Elk Grove Village, IL.