Nursery Today magazine

Real Insights for Reusable Nappies

Bambino Mio gains fruitful customer insights in partnership with C Space

This year, has seen a significant increase in the use of reusable nappies, with more customers than ever before demanding product alternatives to single-use plastics; parents who do switch to reusable nappies are extremely happy with the results and enjoy the numerous benefits that reusable nappies bring.

Now there is an even bigger pool of potential customers considering this product category, Bambino Mio, market leader in reusable nappies and associated change-time essentials, has recently collaborated with customer agency C Space to help understand the barriers that some parents may be faced with when considering reusable nappies.

Over a period of 4 months, C Space and Bambino Mio engaged with a variety of parents and their little ones through face to face focus groups, as well as engaging with an online community of parents to bring the baby Brand even closer to consumers to truly understand how they can support consumers to help them overcome misconceptions about the products.

Joreen Singh, Head of Marketing at Bambino Mio, commented: “Customers are at the heart of every business decision we make so with our Brand seeing rapid growth it is the perfect time to make investments into understanding our customers better. We want to be able to take our relationship with customers to the next level; understand what’s important to them, build positive emotional connections and have relevant conversations. We’ve explored the journey into the category, the barriers faced once there and have outlined key strategies to overcome these barriers - all within the complex framework of socio-parenting choices. Approaching this through an anthropological lens has been fruitful and insights are being utilised to shape messaging, improve customer experience and help more consumers enter the category.”

The project has allowed Bambino Mio to further understand parents priorities, to ensure that consumers have all the information needed to make an informed decision about what nappies they use, which in turn will increase the effectiveness of partner support and retailer campaigns and ultimately to ensure that parents have the best experience when it comes to the reusable nappy product category.

Neha Viswanathan, Head of Excellence for Partnerships at C Space UK, added: “The real joy of this project was helping Bambino Mio align with parents' hopes for more sustainable solutions. We know that parents have positive intentions of making better choices but in the real world, this can be hard. We worked closely with parents to uncover the emotional, financial and practical drivers that Bambino Mio can use to be more customer-centric and pathbreaking in the category. This is turn will create a deeper, more rewarding relationship between parents and Bambino Mio. We hope this relationship means a better experience for the customer – from buying reusable nappies to becoming regular users and passionate advocates of the Brand.”

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