Latest / Omni Talk Retail / Why Timing Is Everything in Baby Retail with Sarah Ashby | RTS 2026

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Why Timing Is Everything in Baby Retail with Sarah Ashby | RTS 2026 · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  everyone.
• 0:00
  This
• 0:01
  is
• 0:01
  Omnitalk
• 0:01
  Retail.
• 0:02
  I'm
• 0:02
  Chris
• 0:02
  Walton
• 0:02
  and
• 0:02
  we
• 0:03
  are
• 0:03
  coming
• 0:03
  to
• 0:03
  you
• 0:03
  live
• 0:03
  from
• 0:03
  the
• 0:04
  Retail
• 0:04
  Technology
• 0:04
  show
• 0:05
  in
• 0:05
  London
• 0:06
  in
• 0:06
  the
• 0:06
  Vusion
• 0:07
  Podcast
• 0:07
  studio.
• 0:07
  And
• 0:08
  joining
• 0:08
  me
• 0:08
  now
• 0:08
  is
• 0:09
  Sarah
• 0:09
  Ashby.
• 0:10
  Sarah
• 0:10
  is
• 0:10
  the
• 0:10
  interim
• 0:11
  CEO
• 0:12
  and
• 0:12
  COO
• 0:13
  at
• 0:13
  Mamas
• 0:14
  and
• 0:14
  Papas.
• 0:15
  Sarah,
• 0:15
  welcome
• 0:15
  to
• 0:15
  omnitalk.
• 0:16
  Thanks
• 0:16
  for
• 0:16
  joining
• 0:16
  us.
• 0:17
  Thank
• 0:17
  you
• 0:17
  for
• 0:17
  having
• 0:17
  me.
• 0:18
  Now,
• 0:18
  I've
• 0:18
  been
• 0:18
  a.
• 0:18
  You
• 0:19
  know,
• 0:19
  my
• 0:19
  history
• 0:20
  with
• 0:20
  Mamas
• 0:20
  and
• 0:20
  Papas
• 0:21
  goes
• 0:21
  back
• 0:21
  a
• 0:21
  long
• 0:21
  ways.
• 0:22
  I
• 0:22
  remember
• 0:23
  first
• 0:23
  visiting
• 0:24
  one
• 0:24
  of
• 0:24
  your
• 0:24
  stores
• 0:25
  back
• 0:25
  in
• 0:25
  2009
• 0:27
  when
• 0:27
  I
• 0:27
  was
• 0:27
  in
• 0:28
  charge
• 0:28
  of
• 0:28
  the
• 0:28
  baby
• 0:28
  department
• 0:28
  for
• 0:29
  Target.
• 0:29
  So
• 0:29
  please
• 0:30
  tell
• 0:30
  our
• 0:30
  audience
• 0:30
  back
• 0:31
  home.
• 0:31
  Yes.
• 0:32
  About
• 0:32
  what
• 0:33
  it
• 0:33
  is
• 0:33
  that
• 0:33
  makes
• 0:33
  the
• 0:33
  brand
• 0:34
  so
• 0:34
  special
• 0:34
  and
• 0:34
  unique.
• 0:35
  I
• 0:36
  think
• 0:36
  first
• 0:36
  is
• 0:36
  our
• 0:37
  heritage,
• 0:37
  our
• 0:38
  British
• 0:38
  heritage.
• 0:39
  So
• 0:39
  we
• 0:39
  are
• 0:39
  over
• 0:40
  40
• 0:40
  years
• 0:40
  old
• 0:41
  and
• 0:42
  every
• 0:42
  Mamas
• 0:43
  and
• 0:43
  Papa's
• 0:43
  branded
• 0:44
  product
• 0:44
  is
• 0:44
  designed
• 0:46
  in
• 0:46
  the
• 0:46
  uk,
• 0:46
  so
• 0:47
  very
• 0:47
  much
• 0:47
  kind
• 0:47
  of
• 0:48
  British
• 0:48
  design
• 0:48
  credentials
• 0:49
  and
• 0:49
  engineering.
• 0:50
  So
• 0:50
  I
• 0:50
  think
• 0:51
  that's
• 0:51
  number
• 0:51
  one
• 0:51
  of
• 0:51
  why
• 0:52
  our
• 0:52
  brand
• 0:53
  is
• 0:53
  quite
• 0:54
  famous
• 0:54
  at
• 0:54
  Heritage
• 0:54
  and
• 0:55
  Trust.
• 0:55
  I
• 0:55
  think
• 0:56
  the
• 0:56
  second
• 0:56
  thing
• 0:56
  is
• 0:56
  we
• 0:56
  actually
• 0:57
  do
• 0:57
  loads
• 0:57
  of
• 0:58
  different
• 0:58
  categories,
• 0:58
  so
• 0:59
  we
• 0:59
  are,
• 0:59
  I
• 1:00
  think,
• 1:00
  one
• 1:00
  of
• 1:00
  the
• 1:00
  only
• 1:01
  really
• 1:01
  credible
• 1:02
  nursery
• 1:02
  brands
• 1:02
  that
• 1:03
  has
• 1:03
  authority
• 1:03
  in
• 1:03
  multi
• 1:04
  categories.
• 1:04
  So
• 1:04
  we
• 1:04
  do
• 1:05
  push
• 1:05
  chairs,
• 1:05
  we
• 1:06
  do
• 1:06
  nursery
• 1:06
  furniture,
• 1:07
  we
• 1:07
  do
• 1:07
  clothing,
• 1:07
  we
• 1:08
  do
• 1:08
  blankets,
• 1:08
  we
• 1:08
  do
• 1:09
  toys,
• 1:09
  etc.
• 1:10
  And
• 1:10
  then
• 1:10
  we
• 1:10
  also
• 1:11
  have
• 1:11
  the
• 1:11
  Superpower
• 1:12
  as
• 1:12
  a
• 1:12
  brand
• 1:12
  that
• 1:12
  we
• 1:12
  have
• 1:12
  our
• 1:13
  own
• 1:13
  stores.
• 1:14
  So
• 1:14
  we
• 1:14
  have
• 1:14
  64
• 1:15
  shops
• 1:16
  in
• 1:16
  the
• 1:16
  UK
• 1:17
  and
• 1:17
  we
• 1:17
  have
• 1:17
  25
• 1:18
  outside
• 1:18
  of
• 1:19
  the
• 1:19
  UK
• 1:19
  with
• 1:20
  some
• 1:20
  of
• 1:20
  our
• 1:20
  partners.
• 1:21
  And
• 1:21
  so
• 1:21
  that's
• 1:21
  pretty
• 1:21
  unique
• 1:22
  in
• 1:22
  the
• 1:22
  baby
• 1:22
  business.
• 1:23
  Right.
• 1:23
  Because
• 1:23
  of
• 1:23
  the
• 1:23
  dynamics
• 1:24
  of
• 1:24
  how
• 1:24
  that
• 1:24
  business
• 1:24
  works.
• 1:25
  Can
• 1:25
  you
• 1:25
  explain
• 1:25
  that?
• 1:26
  It
• 1:26
  is
• 1:26
  unique
• 1:27
  and
• 1:27
  I
• 1:27
  think
• 1:28
  there's
• 1:28
  a
• 1:28
  lot
• 1:28
  of
• 1:28
  opportunity
• 1:29
  for
• 1:29
  us
• 1:29
  to
• 1:29
  grow
• 1:30
  on
• 1:30
  the
• 1:30
  back
• 1:30
  of
• 1:31
  that.
• 1:31
  So,
• 1:31
  I
• 1:32
  mean,
• 1:32
  the
• 1:32
  business
• 1:32
  started
• 1:33
  as
• 1:33
  a
• 1:33
  brand
• 1:33
  and
• 1:33
  as
• 1:34
  a
• 1:34
  wholesaler.
• 1:34
  And
• 1:35
  I
• 1:35
  think
• 1:35
  early
• 1:36
  on
• 1:36
  in
• 1:36
  the
• 1:36
  journey,
• 1:37
  there
• 1:37
  was
• 1:37
  definitely
• 1:38
  a
• 1:38
  gap
• 1:38
  in
• 1:39
  the
• 1:39
  market
• 1:39
  for
• 1:40
  Mamas
• 1:40
  and
• 1:40
  Papa's
• 1:41
  then
• 1:41
  to
• 1:41
  have
• 1:41
  some
• 1:41
  stores.
• 1:42
  But
• 1:42
  if
• 1:42
  you
• 1:42
  go
• 1:43
  to
• 1:43
  a
• 1:43
  Mamas
• 1:43
  and
• 1:43
  Papa's
• 1:44
  store,
• 1:44
  you
• 1:44
  will
• 1:44
  see
• 1:45
  plenty
• 1:45
  of
• 1:45
  our
• 1:46
  own
• 1:46
  brand.
• 1:46
  But
• 1:46
  what
• 1:47
  is
• 1:47
  so
• 1:47
  important
• 1:47
  is
• 1:47
  our
• 1:48
  customer
• 1:48
  and
• 1:48
  offering
• 1:49
  choice
• 1:49
  and
• 1:50
  a
• 1:50
  good
• 1:50
  range.
• 1:50
  You
• 1:51
  know,
• 1:51
  she
• 1:51
  wants
• 1:52
  to
• 1:52
  have
• 1:53
  a
• 1:53
  level
• 1:53
  of
• 1:53
  choice
• 1:54
  when
• 1:54
  buying
• 1:54
  things
• 1:54
  like
• 1:54
  a
• 1:55
  push
• 1:55
  chair.
• 1:55
  Right.
• 1:55
  So
• 1:56
  70
• 1:57
  of
• 1:57
  our
• 1:57
  products
• 1:57
  are
• 1:57
  Mamas
• 1:58
  and
• 1:58
  Papas,
• 1:58
  but
• 1:59
  we
• 1:59
  do
• 1:59
  sell
• 1:59
  30
• 2:00
  as
• 2:00
  other
• 2:00
  brands.
• 2:01
  So
• 2:01
  like
• 2:01
  a
• 2:01
  bugaboo,
• 2:02
  an
• 2:02
  eye
• 2:02
  candy,
• 2:03
  noona,
• 2:04
  etc.
• 2:04
  So
• 2:05
  all
• 2:05
  the
• 2:05
  best
• 2:05
  of
• 2:06
  breed
• 2:06
  nursery
• 2:06
  brands,
• 2:07
  they
• 2:08
  work
• 2:08
  in
• 2:08
  tandem
• 2:09
  with
• 2:09
  Mamas
• 2:09
  and
• 2:09
  Peppers.
• 2:10
  Got
• 2:10
  it.
• 2:10
  Okay.
• 2:11
  All
• 2:11
  right,
• 2:11
  good
• 2:11
  to
• 2:11
  know.
• 2:12
  All
• 2:12
  right,
• 2:12
  so
• 2:12
  interim
• 2:13
  CEO
• 2:14
  and
• 2:14
  COO
• 2:15
  at
• 2:15
  the
• 2:15
  time.
• 2:15
  Same.
• 2:15
  Same
• 2:15
  time.
• 2:16
  So.
• 2:16
  So
• 2:16
  tell
• 2:17
  us
• 2:17
  about
• 2:17
  that.
• 2:17
  What
• 2:17
  led
• 2:17
  you
• 2:18
  to
• 2:18
  take
• 2:18
  on
• 2:18
  that
• 2:18
  challenge.
• 2:19
  Well,
• 2:19
  I
• 2:19
  joined
• 2:20
  the
• 2:20
  business
• 2:20
  in
• 2:21
  January
• 2:21
  2024
• 2:22
  actually
• 2:22
  with,
• 2:23
  with
• 2:23
  another
• 2:23
  title
• 2:23
  is
• 2:24
  CFO.
• 2:24
  Oh
• 2:25
  my
• 2:25
  God.
• 2:25
  All
• 2:25
  season
• 2:26
  you
• 2:26
  got
• 2:26
  them
• 2:26
  all
• 2:27
  covered.
• 2:27
  Got
• 2:27
  them
• 2:27
  all
• 2:28
  covered.
• 2:28
  Just
• 2:29
  ticking,
• 2:29
  ticking
• 2:29
  boxes
• 2:30
  along
• 2:30
  the
• 2:30
  way.
• 2:31
  So
• 2:32
  yeah,
• 2:32
  I
• 2:32
  joined
• 2:32
  as
• 2:32
  the
• 2:32
  CFO
• 2:33
  and
• 2:34
  we
• 2:34
  are
• 2:34
  at
• 2:34
  a
• 2:35
  point
• 2:35
  where
• 2:35
  we
• 2:35
  have
• 2:36
  sort
• 2:36
  of
• 2:36
  written
• 2:36
  a
• 2:36
  new
• 2:36
  four
• 2:37
  year
• 2:37
  strategy
• 2:37
  and
• 2:38
  be
• 2:38
  great
• 2:38
  to
• 2:38
  talk
• 2:38
  to
• 2:38
  you
• 2:38
  a
• 2:38
  bit
• 2:38
  about
• 2:39
  what
• 2:39
  we're
• 2:39
  up
• 2:39
  to.
• 2:39
  Yeah.
• 2:40
  And
• 2:40
  as
• 2:40
  part
• 2:40
  of
• 2:40
  that
• 2:41
  we
• 2:41
  have
• 2:41
  made
• 2:41
  a
• 2:41
  number
• 2:42
  of
• 2:42
  changes
• 2:43
  which
• 2:43
  is
• 2:43
  super
• 2:43
  exciting
• 2:44
  and
• 2:44
  I've
• 2:44
  had
• 2:44
  the
• 2:45
  opportunity
• 2:45
  over
• 2:45
  the
• 2:45
  last
• 2:45
  of
• 2:46
  nine
• 2:46
  months
• 2:46
  to
• 2:46
  be
• 2:46
  lead
• 2:48
  which
• 2:48
  is
• 2:48
  such
• 2:49
  a
• 2:49
  joy.
• 2:49
  I
• 2:50
  mean
• 2:50
  at
• 2:50
  my
• 2:51
  core
• 2:51
  I
• 2:51
  am
• 2:51
  a
• 2:52
  mamas
• 2:52
  and
• 2:52
  papa's
• 2:53
  die
• 2:53
  hard
• 2:53
  fan.
• 2:54
  I
• 2:55
  am
• 2:55
  a
• 2:55
  customer.
• 2:56
  I
• 2:56
  have
• 2:56
  two
• 2:57
  daughters,
• 2:58
  a
• 2:58
  5
• 2:58
  and
• 2:58
  a
• 2:58
  7
• 2:59
  year
• 2:59
  old
• 2:59
  and
• 2:59
  I
• 2:59
  had
• 3:00
  the
• 3:00
  best
• 3:00
  experience
• 3:00
  when
• 3:00
  I
• 3:00
  was
• 3:01
  pregnant.
• 3:01
  Mamas
• 3:02
  and
• 3:02
  papas
• 3:02
  were
• 3:02
  by
• 3:02
  my
• 3:02
  side.
• 3:03
  So
• 3:03
  to
• 3:04
  now
• 3:04
  be
• 3:04
  leading
• 3:04
  this
• 3:04
  brand
• 3:05
  and
• 3:05
  this
• 3:05
  business
• 3:05
  is
• 3:06
  such
• 3:06
  a
• 3:06
  joy.
• 3:07
  Yeah.
• 3:07
  So
• 3:07
  I
• 3:08
  mean
• 3:08
  you
• 3:08
  mentioned
• 3:08
  it.
• 3:08
  Let's
• 3:08
  just
• 3:08
  go
• 3:09
  right
• 3:09
  there,
• 3:09
  right
• 3:09
  now.
• 3:09
  So
• 3:10
  what,
• 3:10
  what
• 3:10
  are
• 3:10
  the,
• 3:10
  what
• 3:11
  are
• 3:11
  you
• 3:11
  focused
• 3:12
  on
• 3:12
  strategically
• 3:12
  as
• 3:13
  you
• 3:13
  look
• 3:13
  forward?
• 3:14
  So
• 3:14
  I
• 3:14
  think
• 3:14
  there's
• 3:14
  a
• 3:14
  few
• 3:14
  things
• 3:15
  that
• 3:15
  we
• 3:15
  want
• 3:15
  to
• 3:15
  be
• 3:15
  famous
• 3:16
  for.
• 3:16
  Number
• 3:16
  one
• 3:17
  is
• 3:17
  to
• 3:18
  be
• 3:18
  destination
• 3:19
  for
• 3:19
  first
• 3:19
  time
• 3:19
  parents
• 3:20
  and
• 3:20
  to
• 3:21
  help
• 3:21
  that
• 3:21
  really
• 3:22
  overwhelming
• 3:22
  experience
• 3:23
  when
• 3:23
  you
• 3:23
  become
• 3:23
  a
• 3:23
  parent
• 3:24
  and
• 3:24
  when
• 3:24
  you
• 3:25
  know
• 3:25
  a
• 3:25
  woman
• 3:25
  is
• 3:25
  pregnant,
• 3:27
  unless
• 3:27
  you're
• 3:27
  in
• 3:27
  that
• 3:27
  world,
• 3:28
  you
• 3:28
  don't
• 3:28
  really
• 3:28
  know
• 3:28
  what
• 3:28
  you
• 3:28
  need
• 3:29
  and
• 3:29
  you
• 3:29
  also
• 3:30
  get
• 3:30
  served
• 3:30
  up
• 3:31
  loads
• 3:31
  of
• 3:31
  things
• 3:31
  that
• 3:31
  you
• 3:31
  actually
• 3:32
  don't
• 3:32
  need.
• 3:33
  So
• 3:33
  we
• 3:33
  are
• 3:34
  famous
• 3:34
  for
• 3:36
  advice
• 3:36
  and
• 3:36
  support
• 3:37
  as
• 3:37
  well
• 3:38
  as,
• 3:38
  you
• 3:38
  know,
• 3:38
  the
• 3:38
  journey,
• 3:39
  the
• 3:39
  shopping
• 3:39
  journey
• 3:40
  and
• 3:40
  what
• 3:40
  a
• 3:40
  customer
• 3:40
  actually
• 3:40
  needs
• 3:41
  to
• 3:41
  buy.
• 3:41
  So
• 3:42
  you
• 3:42
  know,
• 3:42
  I
• 3:42
  spend
• 3:42
  a
• 3:43
  lot
• 3:43
  of
• 3:43
  time
• 3:43
  and
• 3:43
  money
• 3:44
  training
• 3:44
  our
• 3:45
  store
• 3:45
  colleagues
• 3:45
  on
• 3:46
  how
• 3:46
  to
• 3:46
  sort
• 3:46
  of
• 3:46
  emotionally
• 3:47
  storytell,
• 3:48
  understand
• 3:48
  a
• 3:49
  customer's
• 3:49
  journey
• 3:50
  and
• 3:50
  be
• 3:51
  there
• 3:51
  to
• 3:51
  be
• 3:51
  actually
• 3:51
  quite
• 3:52
  helpful
• 3:52
  and
• 3:52
  fairly
• 3:53
  impartial
• 3:54
  to
• 3:54
  make
• 3:54
  sure
• 3:54
  that
• 3:55
  you
• 3:55
  know,
• 3:55
  a
• 3:55
  customer
• 3:56
  is
• 3:56
  leaving
• 3:56
  having
• 3:57
  the
• 3:57
  best
• 3:57
  experience,
• 3:58
  feeling
• 3:59
  great
• 3:59
  but
• 3:59
  also
• 4:00
  buying
• 4:00
  the
• 4:00
  things
• 4:00
  that
• 4:00
  they
• 4:00
  actually
• 4:01
  need.
• 4:02
  So
• 4:02
  that's
• 4:02
  number
• 4:02
  one.
• 4:03
  Number
• 4:03
  one,
• 4:03
  advice,
• 4:04
  support.
• 4:04
  I
• 4:05
  think
• 4:05
  number
• 4:05
  two
• 4:05
  is,
• 4:06
  you
• 4:06
  know,
• 4:07
  we
• 4:07
  are,
• 4:07
  we're
• 4:07
  quite
• 4:08
  fortunate
• 4:08
  that
• 4:08
  it's
• 4:09
  a
• 4:09
  very
• 4:09
  time
• 4:09
  bound,
• 4:11
  predictable
• 4:11
  customer
• 4:12
  journey
• 4:12
  right
• 4:12
  from
• 4:13
  pregnancy,
• 4:13
  birth,
• 4:14
  newborn
• 4:14
  weaning
• 4:15
  to
• 4:15
  the
• 4:15
  joys
• 4:15
  of
• 4:16
  toddlers
• 4:17
  and
• 4:17
  then
• 4:17
  actually
• 4:17
  mamas
• 4:18
  and
• 4:18
  papas
• 4:18
  becomes
• 4:18
  unhelpful
• 4:20
  because
• 4:20
  we
• 4:20
  don't
• 4:20
  have
• 4:21
  products
• 4:21
  post
• 4:22
  sort
• 4:22
  of
• 4:22
  toddler
• 4:22
  age.
• 4:23
  So
• 4:24
  how
• 4:24
  do
• 4:24
  we
• 4:24
  look
• 4:25
  at
• 4:25
  lifetime
• 4:25
  value?
• 4:26
  I
• 4:26
  think
• 4:26
  we
• 4:27
  should
• 4:27
  be
• 4:27
  more
• 4:27
  famous
• 4:28
  for
• 4:28
  gifting.
• 4:29
  So
• 4:29
  that
• 4:29
  is
• 4:29
  another
• 4:29
  area
• 4:30
  where
• 4:30
  we're
• 4:31
  looking
• 4:31
  strategically
• 4:31
  about
• 4:32
  how
• 4:32
  we,
• 4:33
  you
• 4:33
  know,
• 4:34
  support
• 4:34
  customers
• 4:34
  and
• 4:35
  extend
• 4:35
  that
• 4:35
  sort
• 4:35
  of
• 4:35
  lifetime
• 4:36
  that
• 4:36
  Lifetime
• 4:37
  journey.
• 4:37
  So
• 4:38
  advice
• 4:38
  and
• 4:38
  service,
• 4:39
  gifting.
• 4:41
  And
• 4:41
  then
• 4:41
  the
• 4:41
  other
• 4:41
  thing
• 4:42
  that
• 4:42
  we
• 4:42
  are
• 4:42
  doing
• 4:42
  is
• 4:42
  we
• 4:43
  are
• 4:43
  scaling
• 4:43
  our
• 4:43
  brand
• 4:44
  outside
• 4:44
  of
• 4:44
  the
• 4:44
  uk.
• 4:45
  It's
• 4:46
  not
• 4:46
  sort
• 4:46
  of
• 4:46
  global
• 4:46
  domination
• 4:47
  yet,
• 4:48
  but
• 4:48
  as
• 4:48
  you
• 4:48
  said,
• 4:49
  you
• 4:49
  know,
• 4:49
  it's
• 4:49
  quite
• 4:49
  unique
• 4:50
  business
• 4:50
  model.
• 4:51
  There's
• 4:51
  more
• 4:51
  we
• 4:51
  can
• 4:51
  be
• 4:52
  doing
• 4:52
  outside
• 4:52
  of
• 4:52
  the
• 4:52
  uk,
• 4:53
  so
• 4:53
  we're
• 4:53
  putting
• 4:53
  down
• 4:54
  sort
• 4:54
  of
• 4:54
  more
• 4:54
  foundations
• 4:55
  outside
• 4:56
  of
• 4:56
  the
• 4:57
  uk.
• 4:57
  How,
• 4:57
  how
• 4:58
  are
• 4:58
  those
• 4:58
  international
• 4:58
  market
• 4:59
  dynamics
• 4:59
  different
• 5:00
  for
• 5:00
  you?
• 5:00
  Like,
• 5:00
  what
• 5:00
  have
• 5:00
  you
• 5:01
  had
• 5:01
  to
• 5:01
  think
• 5:01
  about
• 5:01
  that
• 5:01
  you
• 5:01
  haven't
• 5:02
  had
• 5:02
  to
• 5:02
  do,
• 5:02
  say,
• 5:03
  in
• 5:03
  the
• 5:03
  uk?
• 5:04
  I
• 5:04
  think
• 5:04
  a
• 5:04
  number
• 5:04
  of
• 5:05
  things.
• 5:05
  Firstly,
• 5:05
  starting,
• 5:05
  I
• 5:05
  suppose,
• 5:06
  with
• 5:06
  a
• 5:06
  customer
• 5:06
  and
• 5:06
  choice,
• 5:07
  it's
• 5:07
  amazing.
• 5:08
  Depending
• 5:09
  on
• 5:09
  the
• 5:09
  territory,
• 5:10
  the,
• 5:10
  the
• 5:11
  almost
• 5:11
  the,
• 5:13
  the
• 5:14
  rank
• 5:14
  list,
• 5:14
  the
• 5:14
  hit
• 5:14
  list
• 5:15
  of
• 5:15
  the
• 5:15
  best
• 5:15
  sellers
• 5:16
  of
• 5:16
  brands,
• 5:17
  you'd
• 5:17
  think
• 5:17
  it'd
• 5:17
  be
• 5:17
  the
• 5:17
  same
• 5:18
  brand
• 5:18
  no
• 5:18
  matter
• 5:18
  which
• 5:19
  other
• 5:19
  country.
• 5:19
  And
• 5:20
  it's
• 5:20
  wildly
• 5:20
  different.
• 5:21
  I
• 5:21
  mean,
• 5:21
  I
• 5:21
  had
• 5:22
  a
• 5:22
  great
• 5:22
  family
• 5:22
  holiday
• 5:22
  in
• 5:23
  Australia
• 5:23
  in
• 5:23
  October
• 5:24
  and
• 5:24
  there's
• 5:24
  one
• 5:25
  particular
• 5:25
  brand
• 5:25
  there
• 5:25
  that's
• 5:26
  actually
• 5:26
  smashing
• 5:26
  it
• 5:26
  out
• 5:27
  of
• 5:27
  the
• 5:27
  park.
• 5:27
  You
• 5:27
  wouldn't
• 5:27
  know
• 5:28
  about
• 5:28
  it
• 5:28
  in
• 5:28
  the
• 5:28
  UK
• 5:28
  or
• 5:28
  the
• 5:28
  us,
• 5:30
  whereas
• 5:30
  there's
• 5:30
  other
• 5:30
  brands
• 5:30
  that
• 5:31
  are
• 5:31
  much
• 5:31
  more
• 5:31
  global.
• 5:32
  So
• 5:32
  I
• 5:32
  think
• 5:32
  firstly
• 5:33
  it's
• 5:33
  about
• 5:33
  getting
• 5:33
  the
• 5:33
  right
• 5:34
  range
• 5:34
  and
• 5:35
  the
• 5:35
  right
• 5:35
  choice
• 5:35
  for
• 5:36
  the
• 5:36
  customer.
• 5:37
  I
• 5:37
  think
• 5:38
  the
• 5:38
  second
• 5:38
  thing
• 5:38
  is,
• 5:39
  I
• 5:39
  mean,
• 5:39
  look,
• 5:39
  the
• 5:39
  go
• 5:40
  to
• 5:40
  market
• 5:40
  model
• 5:41
  and
• 5:41
  how
• 5:41
  people
• 5:42
  actually
• 5:42
  shop,
• 5:42
  do
• 5:43
  they
• 5:43
  go
• 5:43
  to
• 5:43
  a
• 5:44
  destination
• 5:44
  specialist
• 5:45
  retailer?
• 5:46
  Do
• 5:46
  they
• 5:46
  want
• 5:46
  to
• 5:46
  shop
• 5:47
  online?
• 5:47
  Do
• 5:47
  they
• 5:47
  want
• 5:47
  to
• 5:48
  shop
• 5:48
  in
• 5:48
  a
• 5:48
  department
• 5:48
  store?
• 5:49
  So
• 5:49
  we've
• 5:50
  got
• 5:50
  quite
• 5:50
  a
• 5:50
  multifaceted
• 5:52
  go
• 5:52
  to
• 5:52
  market
• 5:52
  model
• 5:53
  where
• 5:54
  we
• 5:54
  do
• 5:54
  shop
• 5:54
  in
• 5:55
  shops.
• 5:56
  We,
• 5:56
  we
• 5:56
  have
• 5:57
  obviously
• 5:57
  online,
• 5:57
  we
• 5:57
  have
• 5:58
  an
• 5:58
  app,
• 5:58
  we
• 5:58
  have
• 5:58
  our
• 5:58
  own
• 5:59
  stores.
• 5:59
  We
• 6:00
  actually
• 6:00
  just
• 6:00
  have
• 6:00
  our
• 6:01
  brand
• 6:01
  in
• 6:01
  other
• 6:01
  retailers
• 6:02
  as
• 6:02
  well.
• 6:02
  So
• 6:03
  we've
• 6:03
  had
• 6:03
  to
• 6:03
  be
• 6:03
  quite
• 6:03
  cute
• 6:04
  depending
• 6:04
  on
• 6:05
  the
• 6:05
  territory,
• 6:05
  on
• 6:06
  what
• 6:06
  go
• 6:06
  to
• 6:06
  Market
• 6:07
  model
• 6:07
  works.
• 6:09
  But
• 6:09
  you
• 6:09
  know,
• 6:09
  the
• 6:09
  one
• 6:09
  thing
• 6:10
  that
• 6:10
  is
• 6:10
  consistent
• 6:11
  throughout
• 6:11
  is
• 6:11
  that
• 6:11
  journey
• 6:12
  is
• 6:12
  messy
• 6:13
  and
• 6:13
  overwhelming
• 6:13
  when
• 6:14
  you're
• 6:14
  pregnant
• 6:15
  and
• 6:15
  service
• 6:15
  and
• 6:16
  advice
• 6:16
  is
• 6:17
  so
• 6:17
  wanted
• 6:18
  and
• 6:18
  needed.
• 6:18
  So,
• 6:19
  you
• 6:19
  know,
• 6:19
  we're
• 6:20
  kind
• 6:20
  of
• 6:20
  consistent
• 6:20
  on
• 6:20
  that
• 6:20
  front.
• 6:21
  Yeah,
• 6:21
  that
• 6:21
  is
• 6:21
  the
• 6:21
  through
• 6:21
  line.
• 6:21
  I
• 6:22
  mean,
• 6:22
  that's
• 6:22
  the
• 6:22
  thing
• 6:22
  I
• 6:22
  loved
• 6:22
  about
• 6:22
  running
• 6:23
  the
• 6:23
  baby
• 6:23
  business,
• 6:23
  is
• 6:24
  that
• 6:24
  every
• 6:24
  year
• 6:24
  you
• 6:24
  had
• 6:25
  a
• 6:25
  new
• 6:25
  customer
• 6:26
  for
• 6:26
  the
• 6:26
  most
• 6:26
  part.
• 6:27
  You
• 6:27
  know,
• 6:27
  I
• 6:27
  mean,
• 6:27
  you
• 6:27
  might
• 6:28
  have
• 6:28
  a
• 6:28
  second,
• 6:28
  a
• 6:29
  second
• 6:29
  time
• 6:29
  mom
• 6:29
  or
• 6:29
  dad,
• 6:30
  but
• 6:30
  like
• 6:30
  for
• 6:30
  the
• 6:30
  most
• 6:30
  part.
• 6:30
  Is
• 6:31
  that
• 6:31
  everything's
• 6:31
  hand
• 6:32
  me
• 6:32
  down.
• 6:32
  Yeah,
• 6:33
  right.
• 6:33
  You
• 6:33
  know.
• 6:33
  Right,
• 6:34
  yeah.
• 6:34
  It's
• 6:34
  a
• 6:34
  different
• 6:34
  experience
• 6:35
  the
• 6:35
  second
• 6:35
  time
• 6:35
  around.
• 6:36
  But
• 6:36
  that
• 6:36
  was
• 6:36
  really
• 6:37
  fun
• 6:37
  because
• 6:37
  it
• 6:37
  was
• 6:37
  very
• 6:37
  invigorating
• 6:38
  to
• 6:38
  try
• 6:38
  to
• 6:39
  do
• 6:39
  things
• 6:39
  that
• 6:39
  were
• 6:39
  new,
• 6:40
  to
• 6:40
  capture
• 6:40
  that
• 6:40
  person.
• 6:40
  And
• 6:41
  you're
• 6:41
  right,
• 6:41
  I
• 6:41
  gotta
• 6:41
  imagine
• 6:41
  that
• 6:42
  dynamic
• 6:42
  when
• 6:42
  you
• 6:42
  look
• 6:42
  internationally,
• 6:43
  it's
• 6:43
  gotta.
• 6:43
  Be,
• 6:43
  oh,
• 6:44
  it's
• 6:44
  wild.
• 6:44
  Even
• 6:44
  more
• 6:45
  exponentially
• 6:45
  different.
• 6:46
  Well,
• 6:46
  this
• 6:46
  is
• 6:46
  it.
• 6:46
  And
• 6:47
  you,
• 6:47
  I
• 6:47
  think
• 6:47
  there's
• 6:48
  a
• 6:48
  real
• 6:48
  positive
• 6:48
  and
• 6:48
  there's
• 6:48
  a
• 6:49
  real
• 6:49
  negative.
• 6:49
  The
• 6:49
  positive
• 6:49
  is
• 6:50
  if
• 6:50
  you
• 6:50
  don't
• 6:50
  get
• 6:50
  it
• 6:51
  right,
• 6:51
  you
• 6:51
  know,
• 6:52
  yesterday,
• 6:52
  you
• 6:52
  can
• 6:52
  get
• 6:53
  it
• 6:53
  right
• 6:53
  tomorrow.
• 6:53
  Right.
• 6:54
  So
• 6:54
  that's
• 6:54
  great.
• 6:54
  It's
• 6:54
  a
• 6:55
  new
• 6:55
  customer
• 6:55
  every
• 6:55
  time
• 6:56
  and
• 6:56
  you
• 6:56
  can
• 6:56
  start
• 6:57
  to
• 6:57
  sort
• 6:57
  of
• 6:57
  shift
• 6:58
  and
• 6:59
  try
• 6:59
  things
• 7:00
  actually.
• 7:00
  But
• 7:01
  also
• 7:01
  it's,
• 7:01
  it's
• 7:02
  expensive
• 7:02
  because
• 7:02
  you've
• 7:02
  got
• 7:03
  to
• 7:03
  acquire
• 7:03
  a
• 7:03
  new
• 7:03
  customer
• 7:04
  every
• 7:04
  day.
• 7:06
  So
• 7:06
  actually
• 7:06
  that
• 7:07
  customer
• 7:07
  acquisition
• 7:08
  is
• 7:08
  so
• 7:08
  important,
• 7:09
  that
• 7:09
  funnel
• 7:10
  to
• 7:10
  make
• 7:10
  sure
• 7:10
  that
• 7:10
  you
• 7:10
  capture
• 7:11
  them
• 7:11
  first
• 7:11
  time.
• 7:12
  Because
• 7:12
  if
• 7:12
  you
• 7:12
  don't
• 7:12
  get
• 7:12
  them
• 7:12
  in
• 7:13
  your
• 7:13
  ecosystem
• 7:13
  that
• 7:13
  first
• 7:14
  time,
• 7:14
  you
• 7:15
  won't
• 7:15
  get
• 7:15
  them.
• 7:15
  Well,
• 7:16
  that's
• 7:16
  what
• 7:16
  I
• 7:16
  was
• 7:16
  going
• 7:16
  to
• 7:16
  ask
• 7:16
  you
• 7:16
  about
• 7:16
  actually.
• 7:17
  I'm
• 7:17
  glad
• 7:17
  you
• 7:17
  brought
• 7:17
  that
• 7:17
  up
• 7:17
  because,
• 7:18
  because
• 7:18
  like,
• 7:18
  you
• 7:18
  know,
• 7:19
  if
• 7:19
  you
• 7:19
  know
• 7:19
  the
• 7:19
  baby
• 7:20
  business,
• 7:20
  you
• 7:20
  know,
• 7:20
  there's
• 7:21
  like
• 7:21
  you
• 7:21
  said,
• 7:21
  there's
• 7:21
  the
• 7:21
  first
• 7:22
  time
• 7:22
  mom
• 7:22
  and
• 7:22
  then
• 7:22
  there's
• 7:23
  kind
• 7:23
  of
• 7:23
  the
• 7:23
  postnatal
• 7:24
  mom
• 7:24
  too
• 7:24
  or
• 7:24
  postnatal
• 7:25
  parent
• 7:25
  or
• 7:25
  post
• 7:26
  first
• 7:26
  time
• 7:26
  parent.
• 7:27
  How
• 7:27
  do
• 7:27
  you
• 7:28
  think
• 7:28
  about
• 7:28
  that
• 7:28
  from
• 7:29
  your
• 7:29
  personalization
• 7:29
  and
• 7:30
  your
• 7:30
  loyalty
• 7:30
  strategy?
• 7:31
  Like
• 7:31
  how
• 7:31
  does
• 7:31
  that
• 7:31
  duality
• 7:32
  play
• 7:32
  into
• 7:33
  the
• 7:33
  tactics
• 7:33
  you
• 7:33
  all
• 7:34
  deploy
• 7:34
  at
• 7:34
  mamas
• 7:35
  and
• 7:35
  papas
• 7:35
  to
• 7:36
  keep
• 7:36
  that
• 7:36
  customer,
• 7:36
  you
• 7:37
  know,
• 7:37
  the
• 7:37
  first
• 7:37
  time
• 7:37
  and
• 7:38
  keep
• 7:38
  them
• 7:38
  coming
• 7:38
  back
• 7:38
  as
• 7:38
  soon
• 7:39
  as
• 7:39
  they
• 7:39
  can.
• 7:40
  So
• 7:40
  the
• 7:40
  most
• 7:40
  valuable
• 7:41
  customer
• 7:41
  is
• 7:41
  first
• 7:42
  time
• 7:42
  and
• 7:42
  the
• 7:42
  most
• 7:42
  valuable
• 7:43
  moment
• 7:44
  is
• 7:45
  pre
• 7:45
  trimester
• 7:46
  three.
• 7:46
  Okay.
• 7:46
  So
• 7:47
  we're
• 7:47
  even
• 7:47
  more
• 7:47
  maniacally
• 7:48
  focused
• 7:49
  on
• 7:49
  even
• 7:49
  the
• 7:49
  week
• 7:50
  of
• 7:50
  pregnancy
• 7:50
  of
• 7:50
  when
• 7:51
  we
• 7:51
  want
• 7:51
  to
• 7:51
  capture
• 7:52
  the
• 7:52
  pregnant
• 7:53
  woman.
• 7:53
  Yeah.
• 7:54
  So
• 7:55
  we
• 7:55
  have,
• 7:55
  we
• 7:55
  have
• 7:55
  some
• 7:55
  really
• 7:56
  set
• 7:56
  targets
• 7:56
  in
• 7:56
  terms
• 7:57
  of
• 7:57
  our
• 7:57
  funnel
• 7:57
  of
• 7:57
  when
• 7:57
  we
• 7:58
  want
• 7:58
  to
• 7:58
  capture
• 7:58
  them,
• 7:58
  how
• 7:58
  we
• 7:59
  capture
• 7:59
  them
• 7:59
  and
• 7:59
  how
• 7:59
  we
• 7:59
  speak
• 8:00
  to
• 8:00
  them
• 8:00
  each
• 8:00
  sort
• 8:01
  of
• 8:01
  week
• 8:01
  of
• 8:01
  pregnancy.
• 8:03
  Because
• 8:03
  it
• 8:03
  is
• 8:03
  like
• 8:03
  I
• 8:04
  said,
• 8:04
  time
• 8:04
  bound
• 8:04
  and
• 8:04
  prescriptive,
• 8:05
  you
• 8:05
  know,
• 8:05
  you
• 8:06
  know,
• 8:06
  by
• 8:07
  let's
• 8:07
  say
• 8:07
  37
• 8:08
  weeks
• 8:08
  pregnant.
• 8:08
  If
• 8:08
  you
• 8:08
  haven't
• 8:09
  got
• 8:09
  your
• 8:09
  stuff
• 8:10
  sorted
• 8:10
  and
• 8:10
  you're
• 8:10
  not
• 8:11
  nested,
• 8:11
  it's
• 8:12
  quite
• 8:12
  stressful.
• 8:13
  So
• 8:13
  you
• 8:13
  need
• 8:13
  to
• 8:13
  have
• 8:13
  all
• 8:14
  your
• 8:14
  gear
• 8:14
  by
• 8:14
  that
• 8:14
  point.
• 8:14
  But
• 8:15
  actually
• 8:15
  you
• 8:15
  might
• 8:15
  not
• 8:15
  have
• 8:16
  done
• 8:16
  your
• 8:16
  nursery
• 8:16
  furniture.
• 8:17
  You
• 8:17
  need
• 8:17
  your
• 8:18
  bedside
• 8:18
  sleep,
• 8:19
  but
• 8:19
  you
• 8:19
  don't
• 8:19
  necessarily
• 8:19
  need
• 8:19
  your
• 8:20
  furniture.
• 8:20
  So
• 8:21
  we
• 8:21
  almost
• 8:21
  try
• 8:21
  and
• 8:22
  predict
• 8:22
  and
• 8:22
  help
• 8:23
  the
• 8:23
  customers.
• 8:24
  We
• 8:24
  sort
• 8:24
  of
• 8:24
  tell
• 8:24
  them
• 8:24
  almost
• 8:25
  what
• 8:25
  they
• 8:25
  need
• 8:25
  before
• 8:26
  they
• 8:26
  even
• 8:26
  know
• 8:26
  they
• 8:26
  need
• 8:27
  it.
• 8:28
  And
• 8:28
  then
• 8:28
  after
• 8:28
  birth
• 8:29
  we
• 8:29
  have
• 8:29
  a,
• 8:30
  we
• 8:30
  have
• 8:30
  still
• 8:30
  have
• 8:30
  quite
• 8:30
  a
• 8:31
  large
• 8:31
  range
• 8:31
  of
• 8:31
  products
• 8:31
  to
• 8:32
  be
• 8:32
  helpful,
• 8:33
  but
• 8:34
  our
• 8:34
  pre
• 8:34
  birth
• 8:35
  market
• 8:35
  and
• 8:35
  share
• 8:36
  is
• 8:36
  way,
• 8:36
  way
• 8:36
  higher.
• 8:37
  Got
• 8:37
  it.
• 8:37
  So
• 8:37
  you're
• 8:37
  still
• 8:38
  leaning
• 8:38
  into
• 8:38
  those
• 8:38
  traditional
• 8:39
  prenatal
• 8:40
  categories
• 8:40
  at
• 8:40
  that
• 8:41
  time.
• 8:41
  Wow.
• 8:42
  Over
• 8:42
  say
• 8:42
  like
• 8:43
  the
• 8:43
  feeding
• 8:43
  categories
• 8:43
  and
• 8:44
  things
• 8:44
  like
• 8:44
  that.
• 8:44
  Yeah.
• 8:45
  Interesting.
• 8:45
  Wow.
• 8:45
  I
• 8:45
  never
• 8:45
  would
• 8:46
  have
• 8:46
  guessed
• 8:46
  that.
• 8:46
  Okay.
• 8:47
  All
• 8:47
  right.
• 8:47
  Well,
• 8:47
  let's
• 8:47
  say.
• 8:48
  Let's
• 8:48
  say
• 8:48
  for
• 8:48
  the
• 8:48
  sake
• 8:48
  of
• 8:49
  argument
• 8:49
  that
• 8:49
  it's
• 8:49
  2027,
• 8:50
  we're
• 8:51
  back
• 8:51
  at
• 8:51
  RTS,
• 8:52
  and
• 8:52
  I'm
• 8:52
  interviewing
• 8:53
  you
• 8:53
  again.
• 8:54
  What
• 8:54
  do
• 8:54
  you
• 8:54
  hope
• 8:54
  to
• 8:55
  accomplish
• 8:55
  and
• 8:56
  take
• 8:56
  pride
• 8:56
  in
• 8:56
  telling
• 8:57
  me
• 8:57
  about
• 8:57
  next
• 8:57
  year?
• 8:58
  I
• 8:59
  think
• 8:59
  on
• 8:59
  those
• 9:00
  three
• 9:00
  things
• 9:00
  I
• 9:00
  want
• 9:01
  to
• 9:01
  be
• 9:01
  famous
• 9:01
  for,
• 9:01
  I
• 9:01
  think,
• 9:01
  you
• 9:01
  know,
• 9:02
  great,
• 9:02
  solid
• 9:02
  progress
• 9:03
  on,
• 9:04
  I
• 9:04
  want.
• 9:04
  Great.
• 9:05
  We
• 9:05
  already
• 9:05
  have
• 9:05
  wonderful
• 9:06
  customer
• 9:06
  feedback,
• 9:06
  but
• 9:07
  even
• 9:07
  better,
• 9:07
  like
• 9:08
  NPS
• 9:08
  scores,
• 9:09
  trust
• 9:09
  pilot
• 9:10
  scores
• 9:10
  on
• 9:10
  how
• 9:10
  our
• 9:10
  customer
• 9:11
  is
• 9:11
  seeing
• 9:11
  Mama's
• 9:11
  and
• 9:11
  Papa
• 9:12
  show
• 9:12
  up
• 9:12
  and
• 9:12
  us
• 9:13
  giving
• 9:13
  that
• 9:13
  brilliant
• 9:13
  advice.
• 9:14
  I'd
• 9:15
  love
• 9:15
  to
• 9:15
  have
• 9:16
  a
• 9:16
  brilliant
• 9:16
  gifting
• 9:16
  business.
• 9:17
  I'd
• 9:18
  love
• 9:18
  to
• 9:18
  have
• 9:18
  a
• 9:18
  deeper
• 9:19
  business
• 9:19
  in
• 9:19
  a
• 9:19
  number
• 9:19
  of
• 9:19
  different
• 9:20
  territories.
• 9:21
  I
• 9:22
  think,
• 9:22
  from
• 9:22
  a
• 9:22
  personal
• 9:22
  point
• 9:23
  of
• 9:23
  view,
• 9:23
  I'd
• 9:23
  love
• 9:23
  to
• 9:24
  still
• 9:24
  be
• 9:24
  here
• 9:24
  as
• 9:24
  well,
• 9:25
  you
• 9:25
  know,
• 9:25
  leading
• 9:26
  the
• 9:26
  business.
• 9:29
  It
• 9:29
  is
• 9:29
  absolutely
• 9:30
  a
• 9:30
  dream
• 9:30
  job
• 9:31
  and
• 9:31
  a
• 9:31
  business
• 9:31
  I'm
• 9:32
  so
• 9:32
  proud
• 9:32
  to
• 9:32
  lead.
• 9:32
  It
• 9:33
  is.
• 9:33
  It
• 9:33
  is
• 9:33
  a
• 9:34
  business
• 9:34
  that
• 9:34
  has
• 9:34
  so
• 9:35
  much
• 9:35
  purpose.
• 9:36
  You
• 9:36
  know,
• 9:36
  our
• 9:36
  purpose
• 9:36
  is
• 9:37
  to
• 9:37
  inspire
• 9:37
  and
• 9:38
  support
• 9:38
  parents
• 9:38
  to
• 9:38
  be
• 9:38
  the
• 9:39
  best
• 9:39
  they
• 9:39
  can
• 9:39
  be.
• 9:39
  And
• 9:40
  when
• 9:40
  I
• 9:40
  say
• 9:40
  that,
• 9:41
  it
• 9:41
  isn't
• 9:41
  just
• 9:42
  like
• 9:42
  a
• 9:42
  strap
• 9:42
  line,
• 9:43
  it
• 9:43
  is
• 9:43
  a
• 9:43
  golden
• 9:44
  thread
• 9:44
  running
• 9:44
  through
• 9:44
  our
• 9:45
  business
• 9:45
  today,
• 9:45
  whether
• 9:46
  it's
• 9:46
  for
• 9:46
  our
• 9:46
  colleagues
• 9:47
  or
• 9:47
  our
• 9:47
  customers.
• 9:48
  So
• 9:48
  I
• 9:48
  think
• 9:48
  being
• 9:49
  true
• 9:49
  to
• 9:49
  that
• 9:49
  purpose
• 9:50
  will
• 9:51
  also
• 9:51
  be
• 9:51
  important.
• 9:51
  That's
• 9:52
  great.
• 9:52
  All
• 9:52
  right,
• 9:52
  wonderful.
• 9:53
  Well,
• 9:53
  Sarah
• 9:54
  Ashby,
• 9:54
  the
• 9:55
  interim
• 9:55
  CEO
• 9:56
  and
• 9:56
  COO
• 9:57
  at
• 9:57
  Mamas
• 9:58
  and
• 9:58
  Papas,
• 9:58
  thanks
• 9:58
  for
• 9:58
  joining
• 9:59
  us.
• 9:59
  Thank
• 9:59
  you
• 9:59
  for
• 9:59
  having
• 9:59
  me.
• 10:00
  Thanks
• 10:00
  to
• 10:00
  the
• 10:00
  Retail
• 10:01
  Technology
• 10:01
  show
• 10:01
  and
• 10:01
  Divusion
• 10:02
  for
• 10:02
  making
• 10:02
  our
• 10:02
  coverage
• 10:03
  of
• 10:03
  conference
• 10:03
  the
• 10:04
  possible.
• 10:04
  And
• 10:04
  on
• 10:04
  behalf
• 10:04
  of
• 10:04
  all
• 10:05
  of
• 10:05
  us
• 10:05
  at
• 10:05
  omnitalk,
• 10:06
  as
• 10:06
  always,
• 10:06
  be
• 10:06
  careful
• 10:07
  out
• 10:07
  there.