Tag Archives: parents

Online4Baby’s sales leap after rebrand

Ecommerce retailer Online4Baby has taken another big step forward on its growth journey by rebranding and refreshing its website to emphasise its credentials as a caring yet rebellious disruptor fighting on the side of parents.

Online4Baby’s brand overhaul features a new logo, a ‘Power to Parents’ strapline and a new colour palette, while improvements to the website make it more mobile friendly and give it a more premium appearance.

The overhaul is already paying dividends, with year-on-year conversion rates up 64 per cent in the first two weeks since the launch. Sales have increased by 12 per cent year-on-year and the average order value is up by seven per cent.

The project is the latest phase of a multi-million pound investment programme to effect a digital transformation for the business.

Online4Baby sells a vast array of nursery and baby items directly to consumers across the UK. Its product lines range from prams, buggies and car seats to cots, high chairs, nursery furniture, baby walkers, swings and playpens.

It sells leading brands such as Joie, Graco and Cybex and has its own brands, Puggle and 4Baby.

The website has been re-designed to provide a more premium appearance and a better user experience, with a strong mobile-first emphasis

Managing director Christy Foster said: “Most of our sales come through mobile devices, to it’s important to get the design of the website right for smaller screens.

“Research shows how important visual content is when buying online, and therefore we have overhauled how products are displayed so shoppers can always see the product from all angles.”

Other features of the new look and feel for the brand include:

  • A new strapline of ‘Power to Parents’ as part of a strategy to position Online4Baby as a caring company with a rebellious streak – the ‘revolutionary’ fighting the good fight for parents;
  • A new logo which incorporates an exclamation mark in the number 4;
  • A brighter tone of voice, with a punchy new colour palette of cookie cream, candy pink, yellow and blue;
  • New graphics such as a banner, a flag, a placard and a megaphone – which are all items associated with revolution and rebellion.

Christy said: “Our mission is to bring Power to Parents through exceptional customer service and quality products. We’re building a community where parents from all backgrounds can share their experiences and find support from other parents. Online4Baby is their trusted, one-stop destination for all things baby.

“We aim to be the number one destination for high-quality nursery goods, all sourced by a team whose decades of experience and knowledge enable us to constantly evolve our offering to keep pace with changing consumer tastes and needs.

“Our goal is to ensure that we can be counted on to give our customers a helping hand at a time of great change in their lives, giving them one less thing to worry about when they bring new life into the world.

“We are extremely pleased with our new brand identity and website. They have been well-received by customers, judging by the feedback we have had as well as the improved conversion, revenue and average order value rates we have seen.”

Christy added: “This new brand identity gives us a strong platform for further growth but without losing our human, personal qualities. Customers will always be able to find a real person at the end of the line or over live chat, with product experts on hand to help demystify the world of nursery and baby products.”

Online4Baby, which has its headquarters in Oldham, hopes its investment will also help it achieve greater penetration of target market segments such as parents-to-be and grandparents, as well as reinforcing its standing among new parents.

As part of its digital transformation, the retailer has focused on increasing its number of followers on social media such as Facebook and Instagram, and last year launched a TikTok channel which is attracting over 1.2m monthly views.

Online4Baby has seen revenues surge from £11m in 2018 to £45m in 2021, and aims to reach £100m within three years.

Why parents should feel confident about a return to work

It is no secret that parents can experience a steep decline in confidence after having a child. A huge study on nearly 85,000 mothers conducted by the University of Tilburg showed a direct correlation between childbirth and childrearing and levels of self-esteem. For many of these women, their self-esteem levels still had not risen again three years after giving birth, at which point the study ceased.

Mandy Garner, Managing Editor at workingmums.co.uk, says this drop in self-esteem is a problem which can severely impact a parent’s career prospects.

“We know that loss of confidence is a huge issue for parents after extended periods of leave. There is much work to do to improve recognition among employers of the experience – both in work and life terms – that parents bring.”

Some employers, however, do already recognise the skills that parents possess. Gina Hollands is Commercial Director at creative marketing agency, PMW, and handles hiring.

“Many of our team members are parents, and the skills they have acquired as a result are fundamental for the workplace. In our view, these skills are both highly sought-after and desirable.”

Here PMW takes a look at the top 10 skills parents have – even if they don’t know they have them!

  1. Diplomacy

When your child comes home from school upset because another pupil has called them names, your first thoughts as a parent are usually ones of empathy and annoyance on your child’s behalf. It’s natural to think of the other child as the baddie and to want to be disparaging, but that is likely to lead to even worse consequences the next day if your thoughts are repeated in the playground!

Instead, most parents recognise that the best way to deal with such situations is to try to take a diplomatic approach and suggest avoidance or handling techniques rather than tit-for-tat. Of course, depending on the severity of the situation, the right thing to do might be to speak to the school but, again, that is the parent’s judgement call – another skill parents develop in their nurturing role.

Diplomacy in the workplace is a very handy skill to have. Sometimes tempers among colleagues can fray and that’s when a level-headed interloper can be a welcomed influence.

  1. Patience

Although some parents may feel their children test their patience rather than improve it, once you become a parent, life isn’t quite so simple anymore. Ask any child what they did at school and you may be waiting eons before getting a sensible answer and that’s if you get one at all. Deciphering children’s responses or piecing together bits of information when clear communication is not forthcoming (think: teenagers) is also a new skill parents have to pick up. Code crackers have nothing on parents!

If you work in a team rather than independently, or you’re client-facing, you may find yourself at the mercy of colleagues or customers from whom you’re waiting on information. Their responses may not always be as speedy or thorough as you like, so it’s over to you to prise out the information. Unfortunately, this can be a slow process, in which patience is a virtue. See how, as a parent, this gives you a key advantage!

  1. Compassion

Compassion, understanding and empathy are at the heart of parenting. Trying to comprehend, consider and act on someone else’s feelings, even when you may not necessarily share them, often plays a part in guardianship. These skills are useful in the workplace too. Ever had a colleague who’s upset about something, whether personal or professional? Rather than shrugging off their feelings as silly or an overreaction, people with compassion and empathy (and that’s obviously not just limited to parents) are often best placed to help resolve the situation and achieve a favourable outcome.

  1. Negotiation

When you’re a parent it’s no longer just about you and what you want. Now, there’s someone else’s wants and needs to consider. Sometimes, of course, a no-negotiation stance might be the best course of action – just as it can be at times in the workplace – but on other occasions, reaching a mutually agreeable outcome can be the better way forward. Cue the parent: well-versed in the art of compromise and negotiation, the parent is often the master in dealing with difficult discussions.

  1. Resilience

Ever started on a project but given up before reaching the end because things got tough – too many obstructions and problems along the way? We’re probably all guilty of that at some point, as hurdles have an annoying way of eroding our staying power. But when you have children, there’s no going back or giving up – that’s a lifelong commitment, and one which has more of its fair share of challenges along the way.

Many parents come to realise that resilience, stamina and determination are must-haves when it comes to approaching any challenge, be it child-rearing or a testing work project! Stoicism and developing a rhino hide can also be the side effects of having children, which can be brought into the workplace to great effect!

  1. Leadership

This is of course not to say that all parents automatically make great leaders in a working environment, but bringing a child into the world and helping them navigate all that is thrown at them can certainly do wonders for improving a person’s leadership qualities, sometimes to the point that they’re able to transfer this into the workplace.

Offering mentorship, acting as coach, inspiring and positively influencing another person’s behaviours are all part of being an effective leader. Parents who are composing their CVs for the first time since having children would do well to remember that becoming a parent isn’t the time in life when working skills go out the window – quite the opposite – it can be the time when these skills are most effectively honed.

  1. Creativity

Ever had to think of a way to keep a child entertained on a rainy day when there’s not a lot to do and perhaps affordability is an issue? Chances are, a parent has, and possibly to various degrees of success. Trying different tacks with a small person who is not easily satisfied, kept entertained or indeed impressed at your efforts, has a good way of carving out the important skill of creativity in a person. There are endless opportunities for a creative mind in the working world, and not just within a creative industry such as marketing, fashion or the media. All industries and businesses benefit from a spot of creativity and ingenuity, so don’t be afraid to list it as one of your skills when applying for jobs.

  1. Time management

Any working parent knows how infuriating it can be when a colleague arrives late to work, flustered, claiming they’ve had no time for breakfast and/or no chance to worry about ironing their shirt and/or have forgotten something important as a result of their haste. This is because, as a responsible human being and parent, you have most likely managed to do everything your colleague hasn’t, while getting to work with time to spare. And all that while having to manage a small human being and deposit them promptly to their school or childcare facility.

Time management, while considered the elusive Holy Grail of many an employee, can often be a skill the parent possesses without even realising its value.

This skill is everything in the workplace, especially in a role such as account management or PR. Without it, clients don’t get their projects delivered on time, and the company gets a bad reputation. Never. Never, ever, underestimate the importance of having good time management in your armoury.

  1. Communication

Failing to communicate to other family members in your household can result in children not being picked up from school/friends’ houses/sporting clubs on time and vital paperwork not being filled in, meaning that much looked-forward-to school outing is missed. And that’s without even thinking about greater problems such as family expectations not being properly communicated and making false promises which are inevitably not met.

Effective communication in the workplace is essential if deadlines are to be realistic, toes are not to be stepped on and understanding of expectations are to be gained.

Some people are naturally more communicative than others, whether they have children or not, but as a parent considering a return to the workplace, it is worth considering whether having a family has improved your communication skill. If it has, mention this as a skill you possess when being interviewed.

  1. Reliability

For most parents, the prospect of letting down their children is unthinkable. And that is a moral which can extend beyond the household. Personal reliability aside for a moment, parents are often looking for long-term, permanent employment and many prefer to feel settled in a role if they have no intentions of moving locations while their children are in school. Hiring parents can therefore mean longevity and loyalty for employers, who may be keener to invest in individuals who are planning on sticking around for some years to come.

 

“Parents need to recognise that, far from being less able as a result of parental leave, they have additional skills,” says Mandy Garner. “Parenting is a process of huge change and learning and the ability to adapt to change and to learn are among the most valuable skills in today’s fast-changing workplace.”

 

10 expert tips on how to homeschool children while working from home

With a third national lockdown closing most UK schools, many parents will once again have to balance homeschooling while still doing their own work.

So how do you balance home education and working from home? Oxford Home Schooling, one of the UK’s leading home education providers, has given its ten top tips on how to do just that.

1. Don’t worry about recreating the full school day

When they’re at school, children aren’t learning from the second they arrive until the hometime bell – they walk between lessons, have breaks and spend time settling into classrooms. So don’t worry about making them work non-stop from 9 to 3:30. One-to-one teaching is more efficient than normal group lessons anyway, so even a couple of hours can be really valuable, and these can fit in around your work.

2. Make use of online resources

A great way to keep your child engaged is to utilise the amazing variety of resources available online. Too much screen time is unhealthy, but technology definitely has a place. The BBC, for example, has recently launched an incredible array of educational content on BBC Bitesize and your child can work through the exercises on their own.

3. Encourage independent learning

This is most relevant for older children, but you simply won’t be able to get your own work done if you are supervising your child all day. Whether you invest in workbooks or make use of content their school sent home with them, find some tasks that your child can complete independently. Check-in occasionally, but trust them to get on with it. This helps with self-sufficiency and time management, while also giving you the opportunity to work.

4. Be in the moment

Quality not quantity is the way forward. When helping your child, you need to be completely focused and in the moment, not answering emails at the same time or checking your phone. Give your child your undivided attention and then you’ll both get the most out of that time. Otherwise you’ll spend longer having to re-explain tasks and answering questions.

5. Help them communicate with their friends

There’s more to school than just work and your child will undoubtedly be missing their friends and the social side of normal life. So help them reconnect by setting up video calls. They can catch up, have a laugh and chat about how they’re finding everything, all while you’re being productive.

6. Share responsibilities

This might not be possible in all households, but if there is more than one person capable of overseeing the homeschooling, take it in turns. Split the day up between you so you each have a few dedicated hours where you can get your own work done.

7. Be flexible

One of the benefits of homeschooling is that there’s no strict time schedule, so there’s nothing forcing you to teach your child during normal school hours. If you work 9-5, maybe teach them for an hour at 8am and then do a couple of hours after you’ve finished. Or perhaps do a couple of hours at lunch and push your work back slightly if possible.

8. Talk to other parents

There are millions of parents in the same boat as you so chat to each other and compare notes. See what’s working for them and share tips on how to make the most out of the situation. They may even be able to virtually supervise your child for a while, before you repay the favour.

9. Make lists

Make a to-do list every day of the things you want to achieve before you go to bed, both homeschooling tasks and your own work. This helps you prioritise throughout the day and ensures you at least get the most important things done for both you and your child.

10. Play to your child’s strengths

Your child is more likely to keep themselves entertained if they are good at the task they are doing. So when setting independent activities, tailor them to their strengths, whether that’s reading, writing or drawing.

Dr Nick Smith, Director at Oxford Home Schooling, said: “Homeschooling is still a relatively new experience for many families and, while the routine will certainly take some getting used to, there are lots of benefits and hopefully our tips show that parents don’t need to sacrifice their own work to help their children learn.”

For more advice on how to get the most out of homeschooling, visit: https://www.oxfordhomeschooling.co.uk/revision-techniques/improve-memory-concentration/