Today, I had a conversation with a prospective client at a baby brand. What's intriguing about customers in this space is that a significant proportion of them are first-time parents. Although they conduct extensive research, they typically put their top products on a registry and may never interact with the brand of choice.
The challenge for baby brands is to establish a connection with these customers and remain relevant for future child-related purchases or family gifts. I see a major opportunity for these brands to invest in educational content via email and other channels, such as guidance on product evaluation and what to consider regarding certifications and safety measures, to position themselves as experts and build trust with potential customers (and of course, grab their contact info).