In its 25th anniversary year, buybuy BABY is expanding resources that help parents navigate and develop their own parenting approach in a move to become a more formidable resource for everything from practical advice to on-demand digital content and educational opportunities.
The Welcome to Parenthood initiative arises from the belief that every parent deserves to feel supported on their unique parenting journey through each milestone, big and small, buybuy Baby declared. An important element of the initiative, buybuy Baby added, is to help parents cut through the clutter of child-raising information and focus on solutions that meet their needs and support their developing parenting styles.
According to buybuy Baby, the Welcome to Parenthood initiative is an important component of parent company Bed Bath & Beyond’s strategy to transform the business by fostering long-lasting relationships with customers. As such it aligns buybuy Baby with Bed Bath & Beyond’s strategy to serve consumers at key moments through their lives. Past babyhood, Bed Bath & Beyond, in its namesake stores, tackles everything from back to school and college through wedding registry and on to household building and realignment.
This fall, Welcome to Parenthood will launch in-store and online through educational resources, reimagined shopping experiences, a revised registry, new digital offerings and a fresh marketing campaign that will inspire customers to embrace every aspect of parenthood, from celebrating the small wins to cherishing messy yet magical moments.
As part of Welcome to Parenthood, buybuy Baby has created an expanded operational platform that is giving parents access to resources providing, as characterized by the retailer:
- Parenting Pros. A curated team of seasoned parents who are also professional pediatricians and therapists, and who will offer guidance and advice on parenting, baby’s health and wellness, as well as parent self-care from pregnancy to the first 1,000 days of a child’s life.
- The Village. Working alongside the Parenting Pros is The Village, a curated and vetted group of buybuy BABY parents who represent various child-rearing stages and can offer personal stories, real advice and relatable content as a support system.
- Digital Concierge Services. Rolling out on the buybuy BABY website and mobile app, the virtual concierge service will enable customers to chat with registry and product experts to get questions answered on demand, seven days a week, and gather advice on what they might need as they deal with parenting issues.
- Live Streaming/On-Demand Content. A new service on buybuy Baby’s Facebook and Instagram channels, live stream shopping can help parents celebrate, support and connect with one another in an authentic and engaging conversation.
- Virtual Education. In partnership with the Mommy Mingle online educational community, buybuy BABY will host online classes and free webinars covering topics such as infant and child CPR, baby proofing, breastfeeding, activity ideas, behavioral challenges and pregnancy loss.
- New and Exclusive Owned Brands. To support parent entrepreneurs and introduce customers to new parent-founded brands, buybuy Baby will debut exclusive labels using social channels and news sites as launch vehicles.
“At the heart of our business, buybuy BABY is all about helping parents every step of the way,” said John Hartmann, Bed Bath & Beyond COO and president of buybuy Baby in announcing the Welcome to Parenthood initiative. “For the past 25 years, buybuy BABY has been committed to equipping parents with everything they need to navigate the parenthood journey. As Bed Bath & Beyond continues its broader transformation, we are eager to invest, build and innovate to further grow the business. Welcome to Parenthood is not just a promise of support to our customers as they join the community of parenthood, but the foundation of how we are transforming our business.”
