New Mums Have No Time for Nappies

Thursday 24 May 07

New Mums Have No Time for Nappies

New mums* in New Zealand, are starting to show signs of suffering from a serious lack of time, when it comes to buying even the basics for their baby. Ironically, the convenience and comfort of the innovative-disposable nappy, has now become an inconvenience when it comes to time spent shopping. As a result, new mums are now leading a new convenience revolution of their own – online shopping.

According to recent Nielsen Media statistics** 41% of all people who buy nappies, are online shoppers versus 34% of all New Zealanders. There is a strong tendency, for this group to shop online between 8pm and 10.30pm***, probably when baby is asleep, making online more relevant than ever. With 59,000 new babies being born in NZ each year, the trend for the online shop, is set to only increase.

Nico Hume-Ainsworth, new mum to 3 month old Charlotte and new recruit to online shopping says: “Before Charlotte I use to complain about the lack of time in my life, but it is true, nothing prepares you for having absolutely no time in your life. Every waking moment, which is another thing you lack in, is taken up by baby. I never thought something as simple as physically shopping for nappies, wouldn’t actually be that simple!

“A supply of nappies in a trolley, plus handling baby, literally leaves no space for food or anything else. You just can’t shop properly. When I need nappies and other basics to keep the house running, I now shop online. With cheap delivery to the door, I know this simple change is helping to save precious time and keep me sane, which right now - is priceless!”

Nappies Direct is an NZ online retailer that sells quality nappies and everything else for your baby over the internet, at every day prices and in bulk. The business is now in its fifth successful year, taking more than 1000 orders a month. Business partners Kevin and Pia D’Ambros-Smith, say of their success:

“Nappies Direct really started as a simple idea and has continued as a simple idea, because that’s exactly what every mum with babies and toddlers needs in their life – simplicity. Our son was born 2 years into our business and we truly believe there is no group of people as time-strapped and energy drained as new parents. It is not until you have a child come into your life that the concept and need for real convenience comes screaming at you.”

Nappies Direct is not all about the sale, the site also provides a forum for mums and a baby directory to help guide mums through parenthood, Kevin continues: “Mums also need to feel connected and when you are stuck at home with a new baby or a sick toddler that’s impossible. Online is a great place for mums to go and feel that they are a part of something else, be it searching for baby tips or actually spending a bit of time on them”

For two weeks (21 May 07 – 03 June 07) Nappies Direct is joining forces with Ferrit.co.nz – one of New Zealand’s leading online shopping sites – to offer a discount off Huggies Nappies, combined with a free offer of Huggies Nappies wipes and free delivery****. The promotion is already proving strong, in the first few days, with Nappies Direct looking to grow its entire business by 10-20% during this time. With sales running high, mums are encouraged to make the most of this limited offer.

Kevin concludes: “By partnering with Ferrit.co.nz we want to offer mums not only a great deal for baby but also the chance to think beyond baby and the kids. With our Huggies deal, she might come in thinking about baby, but we hope she comes out understanding that shopping for anything she wants, can be really easy. The range of stuff at Ferrit.co.nz is huge and you know the brands. Everything sits safely tucked inside a computer, sticky little fingers can be fast asleep and you can finally have your feet up, with a cuppa. No other shopping experience can deliver such luxury, direct to your door.”

*Households with kids under 5 in New Zealand
**Nielsen Media Panorama, January – December 2006
***24% of nappy buyers who shop online, spend the most time online between 8pm and 10.30pm (compared with 13% of all New Zealanders aged 10+)
****Offer is: $4 OFF Huggies Nappies and get free Huggies Nappies wipes worth $6.69 and free delivery only redeemable on Ferrit.co.nz.

ENDS

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