Brands are being offered a fresh way to target new and expectant parents with the launch of a lead generation and data insight service challenging the dominance of Bounty and Emma’s Diary.
The Your Baby Box service is being launched early next year by FanFinders, which runs the online community yourbabyclub.co.uk. The site claims to have a sign-up rate of 40,000 new members a month.
This year alone, the company says it has built “strategically collated data and insight” on 69% of all new mums in the UK, a figure it expects to grow to 94% in 2015.
Like Bounty and Emma’s Diary, Your Baby Box will contain a collection of samples and testers from baby brands promoting products, offers and competitions to new parents. Brands which already support FanFinders include Mothercare, Cow & Gate, and Mamas and Papas.
However, FanFinders claims its offering is superior to rivals as all brands will receive contact details of all recipients of their samples, along with email addresses, demographical data, due date and insight into their buying habits.
The company claims this information is essential for tracking the effectiveness of sampling, gaining product feedback and and creating opportunities for future sales and customer acquisition. But FanFinders maintains it will not be selling this data to third-parties, meaning only those in the scheme will have access.
A FanFinders spokeswoman said: “We target the most genuine consumers for brands and encourage them to actively engage. This approach is quickly becoming the most effective and trusted method for lead generation, insight and sampling in the parenting sector.”