By John Hennessy
Kimberly-Clark has announced the launch of a new online network, Huggies Baby Network, that delivers information and a support community for moms and moms-to-be.
Billed by the company as a one-stop information resource for women on their journey from pregnancy, through birth and into motherhood, the Huggies Baby Network features two sites, "Happy and Healthy Pregnancy" and "Happy Baby."
Kimberly-Clark has developed the site to meet what it sees as a growing market need. According to a recent study of expectant and new moms, nearly half agree there is no single Web site that currently guides them through the journey of pregnancy into motherhood. In addition, 73 percent are looking online for fun activities to play with their baby or young child.
Among the features on the Huggies Baby Network Web site are the:
- Activity Playhouse including a search function by age, skill, duration or keywords
- Keepsake Storybook, an online scrapbook
- Virtual Room Creator, to design and decorate nurseries
- Information Central online advice center
- Sharing Space interactive community
"Understanding our consumers' needs and exceeding their expectations is our priority," said Bruce Paynter, president of North America Baby Care at Kimberly-Clark. "We listened and delivered Huggies Baby Network to meet that need for moms by providing them relevant information, support and activities that allow them to spend more time with their babies."
Moderator's Comment: What are some other ways to build loyalty to your brand or store by identifying and satisfying the unmet needs of specific shoppers groups?
It’s great to see Kimberly-Clark investing in services and content that is relevant for soon-to-be moms and current moms. How about some help for the dads?
Expectant moms and moms with toddlers seem to find each other and connect easily. They share information. They seek advice. They set up play dates. They develop strong support groups.
Dads, on the other hand, are largely left to fend for themselves. And dads are far less likely to phone up another dad for advice... on anything. Having a Web site with advice, tips and information from a trusted supplier is a real opportunity to address the unmet needs of a large group.
Moms are the obvious audience. Repurposing the content and making it dad-friendly might be even more impactful for Kimberly-Clark. - John Hennessy - Moderator