Baby love

If there's one department that can catch a John Lewis shopping habit in its infancy, it's nursery.

New customers shop here for buggies, nursery furniture or bedding and can go on to shop across the nursery range, then on to Home, Fashion and EHT.

It's crucial, then, that the nursery catalogue – often a first read for many new customers – lets shoppers know exactly what the benefits of shopping at John Lewis are.

The 2012 catalogue not only has more pages and products than ever before, but also highlights the things that make John Lewis such a grown-up shop.

'Our Never Knowingly Undersold commitment is highlighted throughout, showing customers that we price match the lowest priced competitor on like-for-like products,' says Kate Scott, Assistant Buyer, Nursery.

'It also highlights that there is even more choice online and that we offer free delivery on orders over £30.'

When it comes to the goods themselves, the catalogue delivers, showing key items across 'good, better and best' with both lifestyle and 'cut-out' photographs.

Brand new for baby

John Lewis benchmarks its prices against Mothercare on core own-brand lines, but it also has a point of difference, too, with sought-after brands such as iCandy, Nuna, Bloom and Oxo Tot.

And what of the catalogue itself? 'The size has been reduced, making it more user-friendly,' says Keith Phillips, Publications Planning Manager, Brand Creative, 'and the page count has increased, allowing us to really showcase the products.'

Follow this link to order a free copy of the John Lewis 2012 Nursery catalogue.