John Lewis had identified that millennial parents are used to being able to access information on any topic, at any time, very easily – whether it’s comparing pushchair prices or browsing nursery décor ideas. Another crucial trend that they have identified is that sharing product expertise and review has the potential to sway readers to make a purchase. There needed to be an update to the baby publication to ensure there is a helpful format, enabling readers to compare products more easily and find what they are looking for more quickly. They also needed to increase the editorial content.
