In a bid to win with new moms, Walmart Canada has launched a baby registry at Walmart.ca.
The registry features a broad assortment of basics like diapers, formula and wipes, as well as an expanded selection of cribs, mattresses, strollers and car seats.
“It was 100% grounded in consumer insight,” said Meghan McConchie, Walmart Canada’s director of category marketing for baby. “Consumers were telling us that they’re in our stores shopping for products to prepare for the arrival of their new child, but there was no way they could extend this to their friends and family.”
On top of that, “they were actually a little bit embarrassed or reluctant at times [to register with our main competitor] because they felt that was quite expensive. So we found that there was a niche in the market, in that we have a wide breadth of assortment of products and are able to set up our moms in the right way. They can provide their friends and families a low-cost solution at the best possible price.”
Walmart wants a bigger piece of the new mom market for a simple reason: “it’s a very lucrative market,” said McConchie. According to Euromonitor International, retail sales of baby care products alone (such as wipes and toiletries) reached $262 million in Canada in 2013. Retail sales of baby food were $585 million in 2013.
“The hope here is that we win her loyalty by being a partner in this first step, and she will then continue to stay with us throughout the life journey of her family,” said McConchie.
The online baby registry features a Baby Resource Centre, which includes advice, tips and articles on topics such as how to throw a great baby shower to buying a car seat to creating a safe sleeping environment for babies. The site is mobile-friendly, so customers can set up, view and edit their registry from their mobile devices. Walmart is also offering free shipping with no minimum purchase.
Walmart is promoting the baby registry primarily through online ads, SEO and mom blogger outreach. “We know that moms are so heavily focused on digital, whether they’re Googling ‘I’m pregnant’ or what they need to set up a baby’s room,” said McConchie. “[We want to ensure] that Walmart pops up within that search, but also that Walmart is in those social mom network groups because that’s a huge influencing spot. We’re definitely dialing up our digital and online presence so we’re top of mind when it comes to all things baby registry.”
