Two prominent Australian retailers are revolutionizing the fertility sector by prioritizing consumer empathy and empowerment. Premium parenting retailer The Memo has announced it will be the exclusive retailer of When Fertility’s groundbreaking at-home egg count check test, marking a significant first for the Australian market.
Maz Coote, co-founder and CEO of When Fertility, emphasized that the new test represents a shift towards a customer-centric model. “This product puts control back into the hands of women who want to better understand their fertility and manage their reproductive health,” Coote told Inside Retail. “Traditionally, fertility has been treated as a reactive measure; we only address it when issues arise.”
The Memo and When Fertility are collaborating to encourage earlier discussions about fertility, offering consumers more choices and options down the line. Traditionally, preconception products like pregnancy tests and prenatal vitamins have been confined to pharmacies. In contrast, The Memo is carving out a niche as a comprehensive resource for parents, spanning from family planning to child-rearing.
The introduction of When Fertility’s test to The Memo’s product lineup underscores the retailer’s commitment to empowering consumers in their fertility and family planning journeys.
“Over the past four years, The Memo has concentrated on meeting the needs of expecting and new parents with a curated selection and expert support throughout pregnancy, postpartum, and parenting,” stated Kate Casey, CEO and co-founder of The Memo. “But what about before that? The journey begins with preconception,” she added.
Since its inception, The Memo has expanded its offerings to cater to potential, expecting, and new parents, focusing on holistic support rather than just product sales. Phoebe Simmonds, co-founder of The Memo, criticized the traditional baby store model for its lack of focus on parental needs, stating, “We aim to forge long-term connections with our community rather than merely selling products.”
Research by When Fertility suggests that proactive and decentralized healthcare is the future, reflecting growing consumer interest and market potential. “Being proactive about your health positions you to better influence your outcomes, and fertility is no exception,” Coote remarked.
The Memo has responded to calls from consumers for more control over their healthcare journey. Simmonds pointed out that many couples face barriers such as generic advice like “wait and see” from doctors when trying to conceive. “Fertility is a time-sensitive issue; gaining early insight can profoundly impact outcomes,” she said.
Integrating When Fertility’s product required The Memo to deeply understand and empathize with its customers. “A category is a narrative, and if someone is interested in preconception, they need to find everything they need—from books and nutrition advice to tests—under one roof,” explained Casey.
Simmonds highlighted that preconception care requires both nuance and empathy, a quality she believes sets The Memo apart from others. “Preconception involves a commitment to education and understanding, and that’s why The Memo excels where others may not.”
Coote noted that When Fertility’s values align with those of The Memo, reflecting a shared belief in better support for reproductive journeys. “The Memo’s commitment to improving the parenting experience resonates with When Fertility’s mission to provide superior information, tools, and education,” she said.
The positive reception of When Fertility’s test at both The Memo’s online and physical stores has affirmed the retailer’s vision for a parent-focused approach. “The meaningful conversations we’ve had with customers have been incredibly rewarding,” Casey concluded. “It’s gratifying to know that this test can provide a greater understanding of one’s body.”
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