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How Diapers.com Cleaned Up In A Niche Category

EMarketing & Commerce, Friday, May 29, 2009 10 AM

"Diapers.com's innovative Web strategies have turned customer acquisition and retention into an art form," declares eMarketing & Commerce's headline for Melissa Campanelli's cover story on how Diapers.com was able to create a niche and reach $89 million in sales in just four-and-a-half years.

One of the keys, she writes, is the retailer's efficient distribution system, featuring these elements:

• Buying quantities by the truckload from suppliers like Procter & Gamble and Johnson & Johnson

• Offering more economical bulk sizes than many brick-and-mortar stores have space to shelf

• Building its own software that allows it to ship order up to 6 p.m. daily from warehouses in Pennsylvania, Nevada and Kansas

• Negotiating discounts with shipping companies.

Read the whole story at EMarketing & Commerce »

online, retail, strategy

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