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The baby and nursery market in the United Kingdom continues to be a solid contributor to the overall economy, with a total value expected to amount to US$51.71b in 2024.
Furthermore, it is expected to experience an ongoing growth trajectory over the next few years with an annual growth rate of 7.71% to 2031 (CAGR 2024-2031).
Such figures will spell positive news for retailers that specialise in the baby and nursery sector, who will want to ensure their products are on trend and are likely to be in demand by parents-to-be and their families. Whether larger items, such as cots, changing tables and nursery furniture, or smaller items such as clothes, toys and accessories, retailers understand that customers are likely to put a lot of effort into choosing baby and nursery products. When it comes to larger furniture, along with the excitement of preparing for a new arrival will often come a desire to decorate a new nursery with brand-new, specific items chosen with a specific image or colour scheme in mind. Furthermore, those who are preparing for the arrival of their first child but are looking to have a large family later down the line, will often also factor in durability into their choice, with many key items, especially cots, expected to be used for future arrivals as and when they appear.
Safety is also vital, with many parents scouring safety ratings and online reviews. There is also a growing trend towards sustainable and eco-friendly materials, such as FSC-certified wood, as parents become more environmentally conscious.
Many parents will also have a specific idea of the type of clothing they want their new arrival to be dressed in, the type of toys they have and what accessories they will need.
However, despite the best planning, sometimes the wrong choice is made, meaning the item needs to be returned. At a time of excitement, sometimes of stress, even of mild panic as the reality of welcoming a new life into the world dawns, the returns process should be as simple and straightforward as possible. However, traditionally, this has not always been the case.
Let us examine the UK market, and the solutions that are available to make the overall buying journey, including the returns process, as easy as it can be.
Market Size and Growth
The UK baby and nursery furniture market reflects consistent demand as the population of young families remains stable.
Online retail has become a significant channel, with many parents preferring to shop online for convenience. Major players like Amazon, John Lewis, and IKEA dominate this space. However, despite the rise in online sales, physical stores remain important, especially for high-ticket items where parents want to see and feel the quality before purchasing.
The nursery furnishings segment has seen moderate growth over recent years, typically around 2-3% annually, driven by new parents’ focus on safety, design, and the quality of nursery furniture. Cots and cribs are the largest product segments, followed by storage units like dressers and changing tables.
The baby clothing market and toys sector also remains healthy, with parents determined to ensure their new arrival dresses to impress and has a range of toys and accessories that will suit them well.
Returning items has traditionally been far from easy
What do nursery furnishings have in common?
If they need to be returned, unlike baby clothes, they cannot simply be put into a jiffy-bag and posted through a letter box. The returns process has historically been a lot more convoluted for consumers and retailers alike when dealing with these unwieldy furnishings, often using cumbersome and manual tools such as email, paper forms and spreadsheets.
This approach can lead to long resolution times, errors, and a lack of visibility into the status of customer issues. Problems include increased administrative workload, slower processing times, and potential loss of customer trust due to inefficiencies in managing returns and claims.
Even returning smaller items can be difficult. Posting a smaller item will often be the start of a long, complex process, one that causes frustrations and delays for all concerned.
Easy returns = happy parents, satisfied retailers and bonny babies
As we have already touched upon, if a consumer needs to return an item, the process should be as simple as possible, allowing them to concentrate on the many other factors that come with preparing for a new baby.
A simple, efficient process will also position the retailer positively in the eyes of their customers, who will associate them with “having their back” when wanting to return an item. It will also impact positively on the bottom line of the retailer and the supplier, who will experience a much more efficient, straightforward process all-round.
With increasing online sales and higher consumer expectations for seamless service, there has been a shift towards more self-service, streamlined, and tech-driven returns management. As a result, retailers and brands are increasingly turning to Claimlane to keep pace with these changes and improve their returns processes.
Since expanding to the UK in 2021, Claimlane has gained significant traction, with over 8,000 users globally benefiting from its commitment to enhancing customer experiences, automating processes, leveraging data insights for operational efficiency, and paving the way towards a sustainable future.
The satisfactory result of any straightforward returns process should surely be the sight of a contented baby, fast asleep in the perfect cot, wearing an outfit that perfectly suits them or enjoying taking its first solids from the most suitable highchair. If there is any other outcome, the existing returns process is likely to not be fit for purpose.
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