Why Timing Is Everything in Baby Retail with Sarah Ashby | RTS 2026

How do you build a retail brand around one of the most emotional, time-sensitive moments in a customer’s life? Live from Retail Technology Show 2026 in London, Chris Walton sits down with Sarah Ashby, Interim CEO & COO of Mamas & Papas, to discuss how the brand is redefining the parenting retail journey through service, timing, and trust. Sarah explains why winning the first-time parent is everything, how Mamas & Papas supports customers through a highly predictable yet overwhelming journey, and why capturing shoppers before the third trimester is critical to long-term value. She also shares how the company blends owned brand and curated third-party assortment, adapts its go-to-market strategy across global markets, and builds loyalty through advice, service, and emotional connection. Key Topics Covered: • Why the first-time parent is the most valuable customer • The importance of timing and capturing customers early in pregnancy • How Mamas & Papas uses service and advice as a competitive advantage • Blending owned products with curated third-party brands • The role of stores in delivering trust and guidance • How international markets shift assortment and go-to-market strategy • Why baby retail is both predictable and expensive to acquire customers • Expanding beyond core categories into gifting and lifetime value Thank you to Vusion for supporting Omni Talk Retail’s live coverage from Retail Technology Show 2026. #RTS2026 #RetailTechnologyShow #OmniTalkRetail #MamasAndPapas #RetailStrategy #CustomerExperience #RetailInnovation #ParentingJourney #RetailLeadership #Vusion

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