Moms-to-be are increasingly looking to the internet as they begin the process of decorating their nurseries. The choices available to them for crib bedding and nursery décor accessories expands more every day. The question is are internet retailers of baby bedding and accessories up to the task of helping Mom sort through the choices and find her unique solution.

With the explosion in popular character and themed crib bedding being made available by numerous manufacturers, there are now hundreds, maybe thousands, of choices for Mom. Gone are the days when she purchased a relatively ordinary crib bumper, dust ruffle, quilt, and sheet, and then searched for interesting decorative pieces to complete the nursery décor. Manufacturers are now continually releasing new crib bedding sets and coordinated accessories that are based on a wide variety of decorating themes. In addition to the standard crib pieces, these collections often include coordinating mobiles, hampers, pillows, night lights, valances, diaper stackers, light switch plate covers, bookends, lamps, and other accessories.

It is almost impossible for any one store to carry more than a limited number of the available collections or more than a sampling of the most popular decorating accessories for those collections. In shopping at stores, Mom is thus limited to those crib bedding collections and accessories that the store owner decided had a good chance of selling well. Mom is required to travel from store to store in an effort to see what is truly available. It is difficult for Mom to even remember how that crib set from three stores ago compares to the one she is looking at now.

Internet retailers should be the solution to this problem. Unfortunately, most of them are not up to the task. While they generally provide a much more extensive selection than any store

At Baby Supermall, we have devoted ourselves to learning how moms search for and evaluate their crib bedding choices. We have discovered a number of interesting things, some surprising and some not so surprising:

· Given a choice of sifting through crib bedding by brand, price, theme, and color, shoppers overwhelmingly prefer to search by theme.

· Brand is the least important of these factor to shoppers.

· Shoppers desire the ability to obtain fabric samples for any bedding they are considering.

· You cannot possibly provide Mom with too many images of the crib bedding.

Unfortunately, the vast majority of internat retailers only allow Mom to shop based on brand, do not have fabric samples, and provide only the minimum necessary in terms of images. In fact, many internet retailers never even see the product, preferring to have it drop shipped directly to customers from the manufacturers.

Fortunately, some internet retailers are waking up to the needs of today’s busy moms-to-be. With just a little effort and patience, she can find an internet retailer that provides all the assistance she needs.

Robert Meier is president of Baby Supermall, an internet retailer of crib bedding, nursery décor, and other baby products. Baby Supermall has developed the unique Crib Bedding Finder, that enables shoppers to sift through its hundreds of baby bedding collections by a variety of characteristics, including unique baby nursery themes.

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