Recession does not hit baby market

Recession does not hit baby market

It is not all doom and gloom for businesses, despite the talk of recession. In current economic times where most New Zealand businesses are finding things tight, internet business Breastmates.co.nz has increased weekly turnover by 748% in the past year. All this has happened despite higher living costs and mortgage rates, and many of Breastmates’ customers reduced to one parent’s income.

What is the secret? Frances McInnes, Director, attributes the success of the Breastmates Maternity website to the original business concept. Breastmates targets a stable market niche. People are always going to have babies and breastfeeding is so widely advocated by health professionals; therefore Breastmates supplies quality and affordable products to meet the needs of mothers.

Frances has grown Breastmates to be a one-stop-shop. “”We want shoppers to have a worthwhile shopping experience. People are now wanting to use their time and money wisely. We have a wide range of essential products and then a few luxury products which people treat themselves to.” The addition of these luxury products such lacy pretty maternity bras and sleepwear has seen the average order value increase in the past year. The no-fuss returns policy and door to door delivery ensures that customers are always satisfied with their purchases, even if initially dubious about buying online.

Frances goes on to say, “when you have a baby there are always basic products that everyone needs, like breast pads and a maternity bra for breastfeeding, or bottles and sterilisers for formula feeding. We want to offer people a good selection of those products, and combine it with outstanding customer service, to give a positive shopping experience.”

When asked about what was her key to keeping customers happy Frances replied, “treating each customer as a person and not just another order to fill.”

Nicola Dalmedia, a Breastmates customer in Papakura emails, “I have told all my friends about the website, they love my nursing clothing and always ask where it came from. I don’t know how mums cope without you (Breastmates)”

Another example of a happy online Breastmates online is Laura Hastings, who writes in an email “Just wanted to say Thank You very much for your excellent service & speedy delivery!!”

Frances started the website herself and has grown the brand over the past four years, so that it is now widely known amongst pregnant and new mothers, and midwives, around New Zealand. Frances started back in 2005 with one product and $50 for which she brought a domain name and made herself a simple three page website.

Her website and product range has now grown, and the website is averaging over 19,000 visitors per month. Frances jokes “there’s a lot of traffic coming to the website now, maybe I should start selling advertising space too.”

Her website was awarded four Hitwise Website Awards in 2008 due to the amount of traffic the site is receiving. This is quite an accomplishment, which Frances attributes to “continued advertising and lots of mothers talking at coffee groups.”

Breastmates will be exhibiting at the Parent and Child show being held in Christchurch, and are looking forward to meeting South Island customers.

Whats next for Breastmates? “well with over 64,000 babies born during 2008 we have a big market to fill.”

For more information view the www.breastmates.co.nz website

ENDS

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