BabyUniverse launches catalog, updates Web site

Share this content:
BabyUniverse launches catalog, updates Web site
BabyUniverse launches catalog, updates Web site

Online baby products retailer BabyUniverse delivered its first-ever catalog to expectant moms on April 1.

The launch coincided with the introduction of a new logo and an overall updating of the brand's imagery on its Web site and in its various communications with consumers. In addition, the site was reorganized and several new sections were introduced.

The company decided to launch a catalog for BabyUniverse based on the success it has had with catalogs for its eToys brand.

The Parent Co. “has been very successful with catalog marketing,” said Sheliah Gilliland, director of public relations at The Parent Co., which owns BabyUniverse. “Catalogs are a vehicle to drive additional customers to the Web site and a great branding piece to drive awareness,” she said. The Parent Co. also owns the brands My Twinn, Posh Tots, Posh Living and DreamtimeBaby.

The 44-page book presents an assortment of “the best of the best” of the BabyUniverse product line, including bedding, furniture and organic products. It was mailed late last month to a list of names from BabyUniverse's own in-house database as well as to names from rental lists. A second drop is scheduled for later this month.

The new BabyUniverse logo and graphics were “designed to appeal to today's modern moms” through the use of the colors green, pink and brown, said Gilliland. The logo, reminiscent of the scalloped edges on a store awning, is reminiscent of a high-end baby boutique in a major city. The look and feel of the Web site is carried through to the catalog.

The revamped Web site has been reorganized to highlight new categories, including eco-friendly products and close to 30 new boutiques, which are specially designed landing pages for specific brands or categories.

To support these initiatives, BabyUniverse has increased search engine marketing activity around the items highlighted in the catalog. It also sent an e-mail blast to all subscribers introducing them to the new Web site.


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above