Being a new parent can be extremely daunting. From figuring out the best milk formula for their newborn child, to constantly cleaning up after the meals’ gooey result, new parents can face up to 6 years of sleep deprivation, according to a team of researchers from the University of Warwick.
In Malaysia, the recruitment portal, Monster, reports that over half of new mothers struggle to balance work and family life, leading them to quit their jobs to fully commit to this equally demanding role.
That being said, it should be relieving to witness a growing trend of working mothers amongst the younger generation, in this modern era of equality. However, this could also mean that new mothers lack the support and resources necessary for parenting, as all-time and attention are focused on their careers. The lack of motherhood support and resources could lead to disastrous outcomes for new mothers, postnatal depression is one of them.
How then do we help new mothers to reach accessible maternal specialists and peer support from the comfort of their own workspaces or homes? Aerospace engineer-turned-businessman and Founder of Astra Baby, Gwei Tze Co, plans to answer this through a first-of-its-kind loyalty program called the Carrot Club. Here’s what we gathered from an interview with him.
Q: What is the Carrot Club, and how does it work? Could you give me an example from a user point of view?
A: Carrot Club is a Smart Loyalty Program that is catered towards new mothers and fathers. With no registration fees to pay, the program works by tagging all childcare products distributed by Astra Baby with QR code scratch stickers. By scanning the code via the WeChat app or any QR quote scanner, consumers will be able to register as a Carrot Club member and begin collecting points – the points continue to rack up carrot points with more purchases. The stickers would be hard to miss with its striking colour.
Q: What are some of the brands/products that Carrot Club is partnering with?
A: Currently, Carrot Club is available through baby products from NUBY and PLAYGRO. It will soon be available on baby products from PHILIPS AVENT, SHIELD, and BARE NUHCESSITIES.
Q: What are some of the benefits and services users can expect from the Carrot Club?
A: One of the key features and best parts about Carrot Club is that your points will never expire. This means that you can keep collecting and redeem the reward you’ve always wanted at your convenience. Once redeemed, your rewards will be shipped directly to you in 2-3 weeks’ time. All you have to do now is sit back and wait for it to arrive. There is no need to lug a crying baby to a redemption centre, no braving the jam or lengthy processes. Remember, our loyalty programme is meant to be hassle-free so that all members can enjoy the rewards from the comfort of their own homes. There is no need to waste time on lengthy processes. Time is precious and time wasted can never be replaced. We are committed to making it easy for everyone because we’d rather see time being well spent with your family and loved ones.
We will also share first-hand promotions, contests, and introduction on new items with our users.
Q: What are some of the current challenges faced by new mothers in raising their children, especially in this digital age?
A: We understand the struggles faced by parents, especially in terms of their precious time. This is especially true for urban parents living in a competitive metropolitan city. So we set out to make our loyalty programme accessible to all, whether you’re a working parent or not. After all, a loyalty programme should be about the customers.
Another main challenge faced by new parents is the influx of online resources available around them in this digital age. With an abundance of resources online, it may be harder to discern which information is reliable and trusted. Astra Baby partners with lactation specialists to enable new mothers and fathers access to professional, reliable consultations through the Carrot Club. Carrot Club also wishes to create a supportive online community for parents by leveraging on the fact that new mothers would be able to trade advice with each other regarding early childcare experiences, thus leaning on each other for support.
Q: Are there any tips you can share to support new mothers and fathers in their parenthood journey?
A: As new/first-time parents, many tend to over-worry, over-think, and over-buy. This is understandable! It is a new phase and you would want the very best for your child. The best tip we can give is: Go back to basics. Get advice from other experienced parents is priceless! Sharing their joy and true-life experiences. Get pointers from other parents from day to day chores to feeding, there is no other genuine and effective way.
Q: How can Carrot Club help new mothers/fathers to navigate their parenthood journey better, especially if they are working adults?
A: CarrotClub is perfect because it is a loyalty programme created with parents in mind and at the forefront. We understand the piling house chores, the demanding jobs that put food on the table, and children who always need your attention. We acknowledge your busy schedules and made a loyalty programme with no frills, that are straightforward and fast. This not only frees up more quality time for you and your family but also allows you to reap the benefits under our programme at the same time.
Q & A with Gwei Tze Co,
Founder,
Astra Baby
