Making the Case for Cloth Diapering
Simple Strategies to Help You Sell More Diapers and Convert More Moms to Cloth
As new parents are bombarded with various baby gear options – from strollers to bottles and crib bumpers – the one task that every thought to is diapering. Good or bad, most new parents still opt for the convenience of disposable diapers because they are unaware that there are practical and easy-to-use cloth diapering options. Plus, many mainstream baby stores don’t offer a wide variety of reusable diapering brands for parents to choose from.
What might surprise many of today’s new parents is that there are many reusable diapering options. In fact, most of the clunky cloth diapers of yesteryear have given way to what is now coined the “modern cloth diaper.” Most new-age cloth diapers are made with high tech materials that are easy to clean and are super absorbent, leak-proof and trim fitting. No more pins that poke, Velcro that scratches, and plastic pants that crunch.
As a baby products retailer, you probably know just how far cloth diapering has come. But the real question is: Do your customers know, too? The answer is “probably not,” simply because not enough major baby products retailers have caught on to the cloth diapering trend. While this may soon change, especially as environmental issues peak and as selling cloth diapers becomes more financially lucrative for a retailer, for now, it is mainly up to the specialty baby boutiques – both on- and off-line – to set the tone that today’s cloth diapers are a worthy choice to throw-away diapers. To help you make the case for cloth (and thus help you sell more diapers), we have compiled some simple strategies to help you make your customer’s cloth diapering experience a little more successful.
For physical retailers, be sure to create a colorful and modern-looking cloth diapering section in your store. A nice display of diapers, rather than diapers strewn about, will likely attract the attention of a new mom; this is an important first step to changing any negative preconceived notions she holds about cloth diapering.
Many new parents are unsure of how many diapers they will need and what accessories they should purchase to make their cloth diapering experience a little easier. To simplify the process, suggest that a new parent purchase anywhere between 12-20 diapers (encourage them to try one on their baby before washing the lot), and then suggest they also purchase a washable diaper pail, a travel tote bag and the proper detergent needed to clean their diapers - all before leaving your store. Having these accessories on hand will ensure a more successful experience with their new purchase and may deter returns.
Be sure to offer your customers a phone number where they can reach you to discuss any questions or problems they're having. While you can't offer the caliber call center that the Butterball Thanksgiving Turkey Hotline offers, you can provide a simple and personal way to have an ongoing dialogue with your customers.
Because few moms are aware of their cloth diapering options, it's important that you offer educational materials, if possible. Materials could include brochures about cloth diapering or simple print-outs that list different diapering options, pros and cons of each brand, etc.
If one of your customers is raving about her cloth diapering experience, ask her if you can feature her story on your website or on a sign in your store. Many moms get most of their "baby" information from their friends and neighbors (many who have been there and done that) and if someone sees a friendly face in their neighborhood having a positive experience with a cloth diaper they bought in your store, it's likely others will follow in their footsteps.
Physical retailers can host regular cloth diapering seminars and online retailers can host chat-session to discuss all things cloth. Invite customers to your store (or chat session) and then take them step-by-step through the cloth diapering process and address any lingering questions they have about cloth. This strategy not only brings moms to your store, but also enables you to become their authoritative and trusted source on cloth diapering.
While it's easy to talk the talk, it's just as important that you walk the walk. Use cloth diapers on your baby (or a friend's baby) so that you understand what these moms are feeling and what kind of experiences they're having. This exercise will help you relate to your customers on a personal level so they view you as a legitimate source.
As with any new venture, cloth diapering gets easier with time. Reinforce this message to your customers; reassure them that they're "doing the right thing," and encourage them to check-in with you if they need any assistance. Your customers will appreciate that you want to go the extra mile to ensure a positive experience.
Reassure customers about any upfront costs they may be concerned about. While many customers balk at what they perceive is a high price to pay for diapers, be prepared to reassure them that the upfront investment may result in savings of thousands of dollars over time. Do the math yourself so you're prepared to make a strong case for cloth diapering. Also, offer expecting moms the opportunity to register for cloth diapers and accessories at your store. Remind her that if she receives the diapers as a gift, she may never spend a dime on diapers - ever!
While navigating the world of cloth diapering can be difficult for first-time parents, these simple strategies can help you can make their experiences a little easier. And best of all, such strategies can help you create a world filled not only with happy baby bottoms but also happy bottom lines.
Editorial provided by Tereson Dupuy. Tereson is the inventor of Fuzzi Bunz pocket diapers (www.fuzzibunz.com) and the CEO of Mother of Eden. She is based in New Iberia, Louisiana, and has been a cloth diapering authority for more than eight years.
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