Diapers.com has proven that destination consumables can sell online—particularly if the target is busy urban moms who do not want to lug bulky packages. Josh Himwich, director of e-commerce, oversees on-site projects, site analytics, user experience, SEO and new site technologies. Mr. Himwich spoke to eMarketer about the nuances of targeting moms and how Diapers.com is broadening its customer base.
eMarketer: How do moms learn about your Website?
“Word-of-mouth is our strongest marketing tool.”
Josh Himwich: Word-of-mouth is our strongest marketing tool. We offer a compelling referral program that rewards both the customer and the friends and family she refers.
We also have a marketing relationship with BabyCenter, the premiere content site for expectant and new moms. We’re included in their top navigation, in banner ads and in regular e-mails to their users. We also run full-page advertisements in Parents and Parenting magazines almost every month. For now, we’ve shied away from mom blogs and forums.
eMarketer: How do you engage moms on these sites?
Mr. Himwich: We believe in direct response advertising. We try to make that message as relevant as possible. While you’ll frequently see a new customer offer or sale in our advertising, we segment the market with focused messages to moms in particular stages—expectant, moms of newborns, moms of toddlers, etc.
“Like many e-commerce companies, we’re developing our social media strategy. We have a significant presence on Twitter and Facebook.”
Like many e-commerce companies, we’re developing our social media strategy. We have a significant presence on Twitter and Facebook. We’re anxious to deepen and mature those connections in the second half of 2010.
eMarketer: Have you observed any major differences among moms of different demographics?
Mr. Himwich: Moms with more than one child depend more on online shopping. With the first child, many are eager to get out of the house. With the second it becomes a circus. Shopping online becomes a welcome means of achieving sanity.
Geographically, city moms are at the forefront of the e-commerce revolution. Our free overnight delivery is a solution for their just-in-time lifestyles. And mothers in rural communities love us because the local grocery store or Wal-Mart is often their only resource. Selections cannot rival those of a dedicated pure play.
eMarketer: Do moms shop online differently than other consumers?
“The hardest thing online companies have to contend with is convincing shoppers that consumable merchandise can easily be replenished via overnight shipping.”
Mr. Himwich: Both want the best value and good customer service. The hardest thing online companies have to contend with is convincing shoppers that consumable merchandise can easily be replenished via overnight shipping.
eMarketer: What do moms look for in a retail Website?
Mr. Himwich: We spend considerable time thinking about how to make online shopping easy and intuitive—from the click patterns on our homepage to our search algorithms. We were an early adopter of customer reviews and we now have over 50,000. When you’re talking about the happiness and safety of your baby, you want to know everything you can.
