It’s always bad news when companies have to lay off staff, and our thoughts are with the 700 or so Kiddicare workers who could lose their jobs if stores are closed.

It’s always bad news when companies have to lay off staff, and our thoughts are with the 700 or so Kiddicare workers who could lose their jobs if retail units are closed.

But beyond these figures, there’s a wider story about shoppers - in this instance often mums - beating a retreat from high street and out-of-town stores, and choosing to make their purchases online instead.

At Mumsnet, our five million monthly users are very much in the market for products: from prams and cots to make-up and clothes, parents are looking for durable, reliable and good-value purchases.

Of course, this is what consumers have always looked for; but the last 15 years or so have seen big changes in the way people make buying choices. Households where both parents, or lone parents, work long hours mean that there’s much less time than there used to be for visiting stores.

And, of course, the internet has utterly shaken things up. Why spend a precious Saturday dragging a reluctant toddler around town, when you can research, compare notes, find just the right make and model in your preferred colour at the lowest price, and get it delivered to your door – and all from your sofa while watching Britain’s Got Talent?

It’s not only about convenience; crucially, review sites and peer-to-peer forums offer trust and reassurance.

Having your first baby is something of an information-overload experience. For a complete beginner, the product ranges available for prams alone are bewildering: what, exactly, is the difference between a buggy and a pram? Do I need three wheels or four? What’s a travel system? And what on earth is the significance of the umbrella fold?

On a site such as ours, where 80% of users will check out reviews before buying a child-related product- in just a few clicks, you will find friendly old hands who will explain that for a newborn, you’ll need something that lies completely flat; that prams with proper suspension are something of a revelation; that you might want a pricey pram for heavy use and a cheap buggy for holidays and for stowing in the car; and that if you’re a serious public transport user, the umbrella fold is a lifesaver.

Significantly, this advice comes with no strings. Your fellow site users are not on commission, there is no line manager waiting to berate them for failing to make a sale, or for recommending a competitor.

If they spent £300 on a massive posh pram and found it to be a horrible waste of money, they’ll tell you. (They’ll also tell you which ones are still good, even when second -hand.)  

Badges such as Mumsnet Best, awarded only to products with outstanding reviews on our site, distil the unvarnished views of hundreds or thousands of users. The strength of this peer-to-peer recommendation is borne out by the fact that 79% have gone on to buy a product after seeing it recommended. 

The way forward is for brands to engage transparently with consumers, taking criticism on the chin, and thus to earn their loyalty.

If you’re a John Lewis – trusted and respected by your customers, even when you make mistakes – the future, however digitised it is, will be bright.

  • Heather Rowley is head of brand partnerships at Mumsnet

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