Are big box retailers a part of the problem?

Recently, I gave a short introduction to babywearing to an audience that was marginally interested and somewhat distracted. Many of them were just using the seats to rest. Which is fair. Maybe some of them were thinking the talk wasn't something they needed. I did my best to ask questions, get some engagement, and ask about their problems or the problems they were worried about. After all, many of them were still expecting their baby. This event has raffles and prizes, and one raffle requirement asks people to go to each booth or table and get a stamp on their card; when their card is full, they get an extra raffle entry. This always sounds like a good idea, but it often means the person at the table is really just there for the stamp, not to learn about whatever you are selling. Anyway, that is the way of it. 

So, I gave the audience a question to ask me at the table:

Ask me 'how to soothe a crying baby in seconds,' and I'll give you both the answer and the stamp.

Then I waited at the table to see how many people asked me that question, vs asking me to just give them the stamp. I like to track things, so I had a little piece of paper in my pocket, and I kept a tally. 

This event was hosted at a local big-box store, and the tables were scattered throughout the store among the various products.

And because my table was at the ‘babywearing aisle,’  I ended up helping many people navigate and register for items from that aisle. And oh my, let me tell you, I learn so much from these events! 

• • •

It strikes me how much hasn’t changed over the years. The questions and struggles are similar to what I faced when I started my babywearing journey. I find that both refreshing and kinda frustrating. On one level, I feel like I've been yelling into the wind and that all the effort and hard work has made little impact for those who are expecting today.

Yet, if I look and listen just a bit deeper, that’s not entirely true. Today, many people don’t need to be ‘sold’ on the idea of babywearing - they need informed assistance to find the right carriers. That's definitely improved over the years. But it’s not so easy to find - especially at this store, where the options were all 'variations on a theme,' and the biggest differentiators were price point and fabric feel.

But some people still needed to hear more about the ‘why’ of babywearing before they were willing to commit to registering for a baby carrier.

Some were simply not interested - period. End of story. Yikes.

This last group of people only stopped by the table for the stamp. Hmmm, ok then. In my mind, these are the people that we need to find ways to reach. But how?! That’s the million-dollar question, right? I started playing around with different pitches to see if I could get any interest from this group. But before I share what I found I have to share why I feel we are in this boat still after all these years. 

• • •

I place a large part of the reason we can’t reach them right at the feet of the big-box retailer.

Here is why: they have a serious VISION issue.

• Their lack of understanding of the varied styles of carriers is a part of the problem.
• Their lack of belief in the need for babywearing is another part of the problem.
• They present baby carriers as a ‘nice-to-have item’ and as ‘one-size-fits-all.'
• They place baby carriers in the travel section and don't promote in-home use - because there is a product for that! 
• They want staff to spend time with customers on the larger ROI items: strollers, car seats, and crib/furniture.
• This must also apply to diaper bags, given the floor space allocated to that category.

Yet, we need retailers. People want to see and play with products before they buy them. They are happier with the product when they have that opportunity. But do we really need cavernous big-box stores with option upon option for stuff babies don't really need and families could live without? (Oops, I digress.)

At this event, luckily, customers could get that help, and they now know where to get continued support! But what happens to the customers who come today, though? Too bad for them. This big-box store isn’t going to help you with your baby carrier.

• • •

Imagine how many babies could be carried if the retailer simply invested in training their staff on baby carriers and the ‘why’ behind babywearing. Imagine if they offered as much floor space to baby carriers as they do diaper bags. Imagine if they offered the same variety of carriers they do with strollers or car seats. Imagine.

Imagine if their staff could answer the question: 'How to soothe a crying baby in seconds?' and then show them how to use a baby carrier to achieve their goal.

By the way, it turned out to be a popular question, and many people from my talk asked me for my answer.

Many more than I expected; it was just over 20. They all registered for a baby carrier.

I really don’t understand the short-sightedness of this type of retailer. Maybe it's because the marketing department is too far from the sales floor to really understand the category. Whatever the reason, I just know that we need to keep talking to expecting families. I hope you take the time to get out in your community and interact, demonstrate, and share some of the ‘whys’; then maybe they'll fall in love with babywearing and all it offers, too.