In the Baby Department, a Mom’s Work is Never Done

By Diana Marshall
July 23, 2015
Mom with Kids in Walmart Baby Department

Have you ever heard of tooth wipes? If you’ve never brought home a baby, then probably not – unless you’ve shopped for a gift for a first-time mom and noticed such a lesser-known item on her gift registry.

New parents tend to over-prepare because they’re nervous to get everything right. I know this firsthand because two years ago, I had my first son. And I thought I needed every possible item to take care of him – including tooth wipes.

So many of us are familiar with this feeling, and for me, it’s a life experience that translates well to my day job overseeing baby merchandise at Walmart. My team takes care of people in the happiest, but also the most stressful time of their lives. We’re constantly asking ourselves, how can we make that easier? One key – but coincidental – way is that many of the associates on the baby team have intuition from parenting babies and young children themselves.

These perspectives have helped us make simple, but important changes to our assortment – like ensuring our customers can find popular brands like Britax and Plum Organics, and launching Urbini exclusively at Walmart. (It also applies to items like tooth wipes. When I needed them two years ago, Walmart didn’t carry them. Now we do, and they are even assembled in the U.S.!) Our parenting experience has also given us ideas to take to our suppliers that address important concerns, like a car seat with technology that alerts you when your child is still in the back seat if the ignition is switched off.

Talking to our customers, we see our personal insights proven right in many different scenarios. First-time moms like me want everything perfect and brand-name, while second-time moms tend to focus on just getting through the day. Second-time moms also concentrate more on functionality, which applies to their shopping experience, too. They’ve reduced the places they shop from a handful to only a couple, meaning convenience is important. That’s one reason we’ve expanded our assortment not just in-store but also online, and we’ve recently updated our baby registry to be easily accessible with the Walmart mobile app. I love now being able to shop for friends using my phone whether I’m in the store or in transit somewhere.

Research has shown my team that the needs of moms globally are really the same: They all want the very best for their children. I love that we’re able to provide that not just from business experience, but from personal experience, too. We’re able to learn about products and what works well, and then influence that for other parents. Just a few months ago, I took home all the diapers Walmart carries to try on my son and then gave feedback to our suppliers on quality. It helps to be so close to the category to be able to improve our assortment and customer experience.

It’s an intriguing circle, how many of my team members’ jobs influence our parenting and how being parents influences our jobs. Whether it’s updating our mobile registry, adding distinct items like tooth wipes, or ensuring we carry great private-label options like the Parent’s Choice training pants we just launched in partnership with Dreamworks, we’re working hard to make the hardest job in the world – parenting – a little easier.

You can read more about Walmart’s expanded assortment of baby products and services here.