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My Quest to Find Out What Expecting Parents Want

Latest Stories
Latest Stories

When it came to designing The Memo’s new services, our Head of Retail and Services went method.

I am not a parent, nor am I expecting, so when I started at The Memo and was given the task of creating our in-house services, my immediate thought was—I’ve got some homework to do.

My previous roles were in a completely different industry and my very basic knowledge of pregnancy and parenting was formed from friends, Hollywood and being the in-house babysitter to a little brother, 13 years my junior. Not nothing, but not the understanding you need to create something to service people about to have the responsibility and care of a tiny human thrust upon them. After some mild panic, I realised I was probably in the position a lot of new parents find themselves in. Even the mild panic part. Most people don’t have an encyclopedic knowledge of what pregnancy, birth and new parenthood is really like. Yoyo, Ergobaby, Shnuggle, Cocoonababy, LoveToDream and Silverettes aren’t in the vocabulary of the uninitiated. In fact, my lack of understanding gave me the perspective (to a degree) of a first-time parent; so much information to consume, lots of opinions and no clear roadmap on exactly where to start. If I thought it was overwhelming, I’m guessing people with a nearing due date definitely did. So I got to work, with one goal in mind, how can we make this whole new parenting thing easier?

My first step was to do everything I could to get initiated and understand what it’s like when you first find out you’re having a baby. I went method. I started reading all the books, I interviewed the Mums and expectant parents in the team, and when I saw my friends that were already on the journey, our catch-ups would turn into detailed conversations about understanding their individual experience and their thoughts on the SNOO. I listened to podcasts, joined Facebook groups and did everything I could to put myself in the mindset of our customers. My Instagram feed went from fashion and food to bibs and bassinets (probably a good thing for my shoe addiction). I would get excited when I recognised a certain “cool-girl” baby carrier in the wild and I would check out people’s prams when I was out. Within a couple of months, I had gone from David Rose serving soft cheeses at a baby shower, to the go-to for any friend who didn’t have kids and needed to buy a gift for someone who did.

While I was gaining knowledge, I knew that I had only scratched the surface—The more I learnt, the more I realised how unique everyone’s experience was. I needed to have some experiences myself—I had to start hitting the stores to do some real-life research of the new expecting parent shopping experience.

I travelled from store to store, hoping to get clarity around what I would need to buy. Going full Daniel Day Lewis, I went in with a story: I was a 13-weeks-pregnant first time mum-to-be, all I knew was my baby was the size of a lemon, according to the app. I walked in feeling excited but quickly, my mind boggled. My mood went from eager to anxious with thoughts like; What do I buy first? How do you choose which bottles to buy? Do I need a breast pump? How much is all this going to cost? Why is everything made of plastic? How do I know what size bra I need? Can nappies not go into a normal bin? There were so many products. 22 change mats, 35 cots, 16 highchairs. How are you meant to know which to pick? After walking out of the final store, brochures overflowing, overwhelmed and feeling extremely empathetic for anyone doing this for real, I had two clear thoughts, the first; I understand why The Memo exists (curated, concise), the second; there must be another way.

Enter: Services at The Memo. When the information gets overwhelming, the product selection becomes too much and you just don’t know where to start, one conversation with someone who gets it and knows their stuff is all it can take to guide you, tell you what you need, what you don’t and make you feel 100% more prepped and prepared. And this shouldn’t be hard or expensive. So we made it virtual (i.e. easy) and free (seriously, no obligation, no charge). We’ve launched with two services, here’s what you need to know about each.

The Check-List Consult is for every parent at any stage from pregnancy to early parenting. You may be familiar with our Lists? Well in this service, we help you understand what list and products you need and when you will need them, from what to pack in your hospital bag to the essentials in your early days of pregnancy. We have a list for you and will customize it based on your needs.

The Gift Registry Consult is perfect for any parent building their gift registry. The Memo Consultants will understand your wants, needs, budget and aesthetic and will help you create your perfect registry–everything you need, nothing you don’t.

Book online and The Memo team will take care of the rest. Maybe I should try out acting next because I really felt the depths of emotion and confusion when I was going into those baby stores. These services are really created so no expectant parent has to feel like that. The Memo is here to help you do baby your way. With knowledge, ease, and now, a whole lot of personalisation. For the record, one thing I have learnt in my time undercover and months of research; I’ll definitely be getting a SNOO.

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