Child-rearing advice, in-store events and free samples are strengthening the baby steps of retailers as they embark upon life's journey with new parents. Successful baby clubs, industry sources note, go beyond just offering discounts on diapers, baby food and formula, and present new and expectant parents with a range of services that provide real value. Assistance like this “automatically communicates to the consumer a level of commitment,” said Dan Butler, vice president of merchandising ...

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