Premium parenting retailer The Memo has unveiled a groundbreaking addition to its offerings by exclusively stocking When Fertility’s at-home egg count check test, a pioneering product in Australia.
Maz Coote, co-founder and CEO of When Fertility, described the initiative as a “customer-first approach,” aimed at empowering women to take control of their fertility and navigate their fertility journeys independently. Coote emphasized, “Fertility has often been viewed reactively, only considered when problems arise.”
The collaboration between The Memo and When Fertility seeks to encourage earlier discussions about fertility, thereby expanding future options for consumers. Traditionally, pharmacies have been the go-to for preconception products like pregnancy tests and prenatal vitamins. However, The Memo is redefining its role as a comprehensive destination for parents, extending support from family planning through to child-rearing.
This new product marks a significant evolution in The Memo’s preconception category and highlights the potential for retail to enhance consumer agency in family planning and fertility health.
Addressing Preconception Needs
Kate Casey, CEO and co-founder of The Memo, explained to Inside Retail, “Over the past four years, we have focused on supporting expecting and new parents with a curated selection and expert advice throughout pregnancy, postpartum, and parenting.” She posed the question, “But what about before all that? It starts with preconception.”
Since its inception, The Memo has broadened its scope beyond just baby products to cater to potential, expecting, and current parents. Phoebe Simmonds, co-founder of The Memo, noted, “The industry has heavily emphasized the baby, neglecting the needs of the parent.” She added, “While other baby stores excel at selling products, we strive to build lasting connections with our community.”
Research from When Fertility indicates a shift toward decentralized and proactive healthcare, reflecting growing consumer interest and market potential. Coote noted, “Proactive health management places individuals in a better position to influence their outcomes, and fertility is no exception.”
Empathetic Retail Strategy
The Memo has responded to calls from consumers and the Australian government for greater control over their healthcare journey. Simmonds highlighted a common frustration: “Couples often hear ‘give it 12 months’ or ‘wait and see’ from doctors when trying to conceive, creating a barrier to accessing vital information.”
She emphasized, “Fertility is a time-sensitive issue—gaining early insights can significantly impact outcomes.”
Recognizing the gap in preconception products, The Memo’s introduction of When Fertility involved a thorough understanding of customer needs and an empathetic approach. Casey remarked, “A category represents a story. If customers are interested in preconception, they should find all essentials, from books and nutrition to tests, under one roof.”
Simmonds added, “Preconception requires nuance, a commitment to education, and empathy. This is why we are equipped to handle preconception effectively, unlike others.”
Coote acknowledged The Memo’s alignment with When Fertility’s mission: “The Memo’s core belief from day one has been that parents deserve better. Similarly, When Fertility is dedicated to providing superior information, tools, and education for reproductive journeys.”
The positive consumer response to When Fertility’s availability at The Memo, both online and in-store, reinforces Casey and Simmonds’ vision of a parent-focused baby retailer. “The feedback has been overwhelmingly positive, with numerous meaningful conversations taking place since the launch,” Casey concluded. “It is incredibly rewarding to know that this test is contributing to a better understanding of individual fertility.”
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