Case Study: Diapers.com acquires new parents and grows customer base with Experian’s New Parents Database

Diapers.com acquires new customers with Experian’s New Parents Database

Diapers.com, an e-commerce retailer founded in 2005 to simplify buying baby supplies, needed to reach new parents quickly—before they formed loyalties with other retailers. As a fast-growing start-up, the company lacked the time and resources to compile verified birth data and to target the demographic segments (higher income, education, urban households) that matched its best customers.

Experian’s New Parents Database, a compiled file of more than 8 million prospects built from 50+ public and proprietary sources, allowed Diapers.com to target new and expectant parents with demographic filters and a series of three direct-mail postcards containing unique coupon codes. Tracking redemptions showed the program exceeded expectations for cost-effective new-customer acquisition, enabling Diapers.com to double its acquisition campaigns, accelerate customer and sales growth, and earn placement on the 2010 Inc. 500 list.

Diapers.com