Time for a Change: Supermarkets drive diaper loyalty with savings programs

Time for a Change: Supermarkets drive diaper loyalty with savings programs

“By purchasing diapers and baby care items in-store, customers have the opportunity of one-stop shopping." —MARIA BROUS, Publix Super Markets

Disposable baby diapers may be ideally suited for the fast-growing e-commerce economy, but retailers are working hard to retain share with sharp pricing, membership clubs that encourage loyalty, and other incentives tailored to attract young parents to the store.

Manufacturers, meanwhile, have sought to keep the category vibrant with innovative new product functionality that appeals to today’s young parents.

Williamsville, N.Y.-based

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