FROM JAMES TOWNSEND-ROSE:
EMPOWER YOUR “TROOPS” related issues, which are written by midwives, nurses and “mommy bloggers”. The community that the company has created on Facebook is incredibly active and discusses a wide range of topics.
BabyGroup’s website is laid out with almost military precision, but with momfriendly aesthetics. One can search or browse through categories like Clothing, Feeding, Changing, Safety, Travel or Books & Music. There’s even a special section for Mom. Within these categories one can search by age group, price and brand. One of the specialised searches is “Eco-friendly”.
Townsend-Rose instituted a system of “landmark purchases”, meaning that for the first, fifth and every subsequent five purchases, the purchase is gift-wrapped. Hand-written notes accompany these and other “special ” purchases. This all happens in a self-contained miniwarehouse in Woodstock, Cape Town, where offices adjoin the despatch area. A small office has been turned into a studio where products can be photographed for the website.
BabyGroup has grown into a thriving business that is now diversifying by producing its own line of customised baby-wear. By focusing on looking after existing customers, it has been able to consolidate and grow its customer base using social media and word of mouth as drivers.
Growing an online brand is all about focusing on the things that matter most to customers, like paying attention to detail and adding a personal touch.