Having the right omni-channel approach is more important than ever for the Baby Category due to the explosive growth which has been occurring on-line. According the April 20th article posted on Internet Retailer 20% of dollars (or $6.0 billion) of the $30 billion category are spent on-line.
Three retailers own 75% of the e-comerce business according to a TABS March 2016 study:
- Amazon and its Diapers.com subsidiary lead all on-line retailers with around 43% share
- Wal Mart and Target make up roughly 32% of the remaining business
Manufacturers that have the right plan and channel strategy in place will be successful and win. The Honest Company is a great example of hitting across the 4 P's.
The millennial consumer continues to change the game for retailers that want to extend their brand experience into homes and mobile devices. Having the right plan is only the start...
Enjoy -
DC