Should You be Offering Classes for Mom in Your Maternity Store?

When opening any specialty boutique, one has to create an environment and services that set them apart from any other retail store. The maternity sector is competitive, especially when your clients can find similar products at large retail chains like Target or Babies R Us.

Offering free prenatal and postnatal classes in a maternity boutique setting has several benefits and advantages over the competitor. Once the client experiences this special attention, they are a captive audience.

A huge difference between a large retail chain and a boutique is the one on one service and education of products. Most moms are overwhelmed by the information and need someone to direct them in what to buy and why. If a mom is able to experience amazing customer service, they are more willing to become a loyal customer, more willing to give a personal referral and positive reviews of your store on line. In the maternity sector, word of mouth is your best marketing. The difference is that you are building a relationship with the client over time and helping them through all of their pregnancies and postpartum experiences.

Providing education and support prenatal and continuing through the postpartum transition can expand a client base and create loyalty with clients that otherwise wouldn’t be there. The key is finding classes that appeal to the moms and finding teachers that will do it at a very little cost to you since there is little to no cost to the client.

Some suggestions for prenatal are: Prenatal Breastfeeding, Baby Care, Baby Safety, Infant Massage, Prenatal Yoga and a Sibling class to prepare big brother or sister for the new baby. A Certified Lactation Educator can teach all breastfeeding classes, and a Registered Nurse could teach Baby Safety Classes. Special Certifications are needed to teach certain classes that involve infants, so be sure to check for the teacher’s credentials.

Breastfeeding, although it would seem to be a natural and easy process, often turns out to be very difficult for new mothers. Statistics show that over 75 percent of new mothers begin breastfeeding, and that number drops to 11 percent when the baby reaches 5 months old. Lack of support for new mothers seems to be a very important missing link and a small retail store can offer some postpartum classes or workshops to fill this void. Some suggestions are: Breastfeeding support group/workshops, baby sign, infant development stages, baby wearing and soothing and mommy/baby exercise options.

Breastfeeding workshops also give your customer a reason to come back to your store every week, and the new mom will usually pick up an item or two when they are there. Baby wearing classes open the opportunity to sell the items you are demonstrating, opening the door to additional revenue opportunities.

As a specialty retail store you have more than just an opportunity to sell products. Classes in a boutique setting are more personal and create customer loyalty. It gives a new mother a place to go week after week before and after their baby is born, and will create solid repeat customers.

Editorial Provided by: Jennifer Ritchie, IBCLC, Internationally Board Certified Lactation Consultant of Milkalicious in Aliso Viejo, CA.