Ecomdigest Baby Care Newsletter - 09.26.2024

PLUS: Join TikTok, Seraphine and Sweaty Betty for Fospha's BFCM live discussion on October 3

Author

Marina Mouka
September 26, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 🌟

Peak season is the single best opportunity for D2C brands.

To help you capture it, Fospha has assembled a panel of industry experts. Join them for a live discussion featuring leaders at Sweaty Betty, Seraphine, and the Head of Measurement at TikTok.

📅 Date: Thursday, 3 October 2024

🕒 Time: 11 AM EST / 4 PM BST

P.S. You'll have the chance to ask the experts questions about peak season strategies in real-time!

Gain exclusive insight into:

  1. Proven tactics to maximize peak period opportunities, shared live by experts

  2. Strategies for capturing customers efficiently through a full-funnel approach

  3. Insights on growing your customer base profitably with effective measurement

  4. Methods for identifying and capitalizing on growth headroom for efficient scaling across channels

Specialty Bites 🍪

Source: Business Wire

Kohl's has launched its third Babies R Us experience in Pickerington, Ohio, offering a curated selection of baby brands and products. Shoppers can explore items like strollers and car seats in-store. Additionally, an online registry and rewards program are available, enhancing the shopping experience for new and expecting parents.

British plant-based brand Deliciously Ella has been acquired by Swiss food group Hero, known for its baby and toddler food brand Organix. This move marks Hero's entry into the UK's healthy snacks market. The acquisition aims to expand Deliciously Ella's reach globally, though the purchase price remains undisclosed.

Founded in 2012 by Ella Mills, Deliciously Ella has grown from a plant-based recipe website to a brand with six cookbooks and products in major UK supermarkets.

Ella and her partner, Matthew Mills, will continue with the company, believing Hero is the right fit to bring their products to a wider audience. Hero's CEO, Rob Versloot, expressed enthusiasm about the acquisition, highlighting the synergy between the two companies.

Harbor has launched a smart baby monitor and secured $7M in seed funding. The monitor features a 10-inch high-resolution screen, operates independently of the internet, and offers encrypted data storage. Investors include Tim Ferriss and John Isner. The funding will fulfill pre-orders and enhance product reliability.

Soft N Dry Diapers with ecoFlex Core

Soft N Dry Diapers Corp. has launched the ecoLiite Core, a tree-free diaper technology enhancing absorbency, durability, and comfort. This innovation aligns with the new EU Deforestation-Free Regulation, offering a sustainable solution for OEMs and retailers. The ecoLiite Core is now available, promising superior performance and environmental benefits.

The Baby Cubby, a small business in Utah, offers essential products for new parents, including pacifiers, swaddle blankets, wash cloths, organic wipes, and baby clothes. They emphasize product research and testing. During Child Passenger Safety Week, customers receive a $50 gift card with car seat purchases.

Performance Platters 🍽️

Brands like Belgian Boys and Olipop are shifting their focus to reach U.S. shoppers in smaller cities. They are investing in retail media networks and hyper-localized marketing to connect with busy parents and larger households. Platforms like Hummingbirds help brands create targeted campaigns, driving sales in specific regions.

Perplexity, backed by Nvidia and Jeff Bezos, is in talks with brands like Nike and Marriott to revolutionize AI-powered search advertising. They aim to replace Google's auction-based system with sponsored questions featuring AI-generated answers. This shift promises unbiased answers while enhancing user experience and advertising effectiveness.

VTEX's survey reveals that 45% of U.S. consumers have engaged in live shopping, with men leading in participation. Social video commerce is also popular, especially among Gen Z and millennials. Brands should leverage these trends, focusing on consistent, engaging experiences to boost consumer engagement and sales.

Ecomdigest is a Contentive publication in the DTC Ecommerce division