BENTONVILLE, Ark. — As part of a bid to reach new moms, Wal-Mart Stores here hosted All Things Baby events at select locations last week. The retailer distributed complimentary baby guides along with samples of products from sponsors including Similac, PediaSure and Huggies.
“There used to be more events like these in the food industry, but as everyone got more worried about keeping prices low, they fell by the boards,” said Frank Dell, president and chief executive officer, Dellmart & Co., Stamford, Conn. “For new parents who have no idea other than what the pediatrician and the baby's grandparents tell them, events like these have appeal. Young couples serve as an automatic link to Wal-Mart and its everyday low prices.”
Wal-Mart plans to begin hosting Baby Solutions 1-2-3 seminars in select stores sometime this spring. These seminars will feature local family-care experts who will discuss topics such as feeding and nutrition, child safety, and play and sleep time.
Wal-Mart's baby-focused offerings come at a time when retailers are appealing to the needs of consumers with value-added services as they encounter life-altering events. (See “Category Catalyst,” Page 18.)
“Pampers [diapers] and Johnson's Baby Powder became so successful because they were given away to new parents in the hospital,” noted Dell.