Retailer buybuy BABY is expanding resources to help parents navigate and develop their parenting approach from prenatal to the first 1,000 days of a baby’s life, the company announced Sept. 20.
The Union-based Bed Bath & Beyond subsidiary launched ‘welcome to parenthood,’ an initiative that includes educational resources, revamped shopping experiences, a revised registry, new digital offerings and a new marketing campaign aimed at inspiring customers to embrace “the messy yet magical moments” that make up parenthood.
“At the heart of our business, buybuy BABY is all about helping parents every step of the way. For the past 25 years, buybuy BABY has been committed to equipping parents with everything they need to navigate the parenthood journey,” says John Hartmann, chief operating officer of Bed Bath & Beyond and president of buybuy Baby. “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.”
The initiative gives parents access to guidance from professional pediatricians and therapists, cutting down time searched for reliable information as a new parent on topics from potty training and safety tips.
Additionally, a digital concierge service will enable customers to chat directly with registry and product experts to get questions answered on demand about building a registry full of need-to-have items; and parents can connect with each other and the brand through live streaming to tackle issues such as childbirth, infant safe sleep and bedtime routines, designing a safe and soothing nursery, car seat safety, and toddler nutrition.
buybuy BABY will offer a range of online classes and free webinars covering topics like infant and child CPR, baby proofing, breastfeeding, activity ideas, behavioral challenges and pregnancy loss in connection with the Mommy Mingle online educational community.
The initiative also connects parents to “The Village,” a curated group of buybuy BABY parents who represent different parenting stages who’ll provide personal stories, real advice, and relatable content to support others going through similar parenthood journeys.
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