Pushing Britax into the Stroller Market

Learn how we employed shopper marketing strategies and utilized Britax’s reputation for safety to help launch its new stroller and infant carrier line.

about

Britax has earned an admirable worldwide reputation for manu-facturing the industry’s safest child car seats. The company’s products enjoy a premium position in the marketplace based on their exceptional safety engineering, ease of use and stylish designs.

challenge

Britax was set to introduce the Chaperone, its first new infant carrier in more than 6 years, and it was going to be packaged as part of a travel collection with matching strollers. And while the Britax Brand enjoys a strong reputation for safety in car seats, they were not recognized in the stroller market which is influenced by convenience and style.

insight

Focus groups with Moms suggested that there were a variety of factors that influenced their buying decisions relative to strollers. While style and convenience were important, Moms were also concerned with the safety and comfort of their children. So we knew to weave these considerations into a cohesive marketing message.

solution

We introduced the Chaperone Travel Collection with campaign theme of “Smart. Simple. Safe.” All the collateral materials, including POP, online video and advertising, showcased the feature-rich stroller, the exceptional ease of use, and the added point of difference that no one keeps children safer than Britax. In order to cross promote the two products, hangtags on seats and strollers offered a $100 rebate when shoppers purchased both products.

results

The Chaperone Travel Collection has increased Britax’s market share in the infant carrier space and laid the foundation for an aggressive expansion in the stroller market beginning in 2010.

Posted by Leslie Kraemer on Feb 18, 2010