Launches Baby Department

Mar 15, 2002 launched a new Baby Department with products and information devoted
exclusively to mothers and babies last week. The Baby Department features
online specials and promotions focusing on moms and babies. The homepage also
serves as a gateway to useful information about babies.

“Baby-related products are one of our top-selling categories at 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

“Moms with babies want convenience. The 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.
Anderson – Moderator

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