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Brief Published: 6 Mar 2017

Baby Guide Shop Targets First-Time Parents, South Korea

Marie's Baby Circle, South Korea

Targeting new parents, Marie's Baby Circle – a nursery brand owned by South Korea's largest retailer, E-mart – has unveiled a flagship focused heavily on guidance and support in the Starfield shopping mall, Hanam City (East Seoul).

The concept, designed by British agency Dalziel + Pow, homes in on an audience seeking an especially reassuring environment. South Korea has one of the lowest birth rates in the world (just 1.1 per woman), making the majority of parents first-timers.

Key features include:

  • Sit, Browse & Be Waited On: A personal shopping lounge where pregnant women can sit down and browse products brought to them by sales assistants. Those with children can use in-store feeding and changing stations.
  • Nutritional Advice: A Baby Canteen with nutritious food for both adults and infants, which also offers advice on healthy at-home recipes.
  • 'Mission'-Based Zoning: The front part of the store stocks toys and fashion (the most commonly searched-for products in this retail sector), while a back section is dedicated to more in-depth, time-consuming purchases such as nursery homeware and accessories. The latter is categorised by feeding, bathing/changing and sleeping.
  • Interactive Learning: A digital wall displays animated characters providing important information on aspects of bringing up a baby, including feeding and sleeping.
  • Mums Create – Product Collaborations: The Mother's Market section displays a range of products designed 'by mums, for mums'. Photos of the women are visible on a large-scale wall display alongside additional product information.

See also Kids-Centric Commerce, 2017, Next-Generation Retail for Kids, Retailing to Families in Flux, Active Flagships and The Supportive Sell.