"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.
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