"Baby-related products are one of our top-selling categories at CVS.com and women in their late 20s through late 30s are our most frequent customers. We believe it was an absolute necessity to create this new department to provide our customers with more products and information in baby-related categories," said Janice Jacobs, Director of Marketing and Merchandising for CVS.com.
"Moms with babies want convenience. The CVS.com Baby Department raises convenience to a new level. You can go online at home, any time of day or night, while the baby is napping and order what you want, all in one place, from a name you know and trust -- CVS," said Jacobs, "and your order is delivered to your door."
Moderator Comment: Are retailers fully leveraging the business opportunities associated with breastfeeding?
Recent statistics for the U.S. show that 67 percent of newborns (roughly 2.7 million babies) are breastfed. Still, many retailers appear to handle related products as an afterthought. Here are a few ideas for winning over new moms and their families:
Designate more space for breastfeeding products or develop a mother/baby store within the store. Many Wal-Mart stores have designated four-foot sections devoted entirely to breastfeeding related products.
Partner with and/or supporting local breastfeeding efforts with medical institutions or other community groups. Offer space to local La Leche League groups to hold their monthly meetings. La Leche League is a non-profit international organization dedicated to mothers, babies and breastfeeding. Meeting groups generally include between 10 and 30 women and their babies and toddlers. Borders Books is one chain that has opened up its stores for this purpose.
Post entry signs that communicate that breastfeeding moms and their babies are welcome. Simple, direct and effective. Include a private area within the store for women to breastfeed their children. Nordstrom's has this type of area in some of their stores.
Develop a mother/baby club with educational information, local resources, etc. while providing discounts for related items.
Having a baby is tough work. Many women (and their husbands or partners) find themselves wishing they could have spent a few more days in the hospital to get rested up. Retailers can become heroes to new moms and dads alike by offering home delivery or store pickup of heat and eat meals. Include this as benefit of a mother/baby club and watch the word spread about your business. [George Anderson - Moderator]