By Aimee Chanthadavong

At Woolworths’ ‘baby shower’ the company unveiled its new ‘baby’ with the announcement of the Woolworths Baby and Toddler Club.

The Woolworths Baby and Toddler Club is a website that has been designed to target Australian parents. It’s an online community that offer expert information, advice, inspiration and support– from conception through to parenthood – as well as exclusive offers on their baby and toddler essentials.

Speaking at the launch, Tjeerd Jegen, Woolworths director of supermarkets, said the club is about responding to what its customers have been asking for.

“Many of our customers have asked how mothers can get better values, better support and we felt the time was right because we can do it from a technology point of view, because we’ll make the connection to your Everyday Rewards card and we’ll know exactly what you want to buy and we can offer you tailored promotions. We can connect you to the best nutritionist and doctors who can give you advice, great insight and great information,” he said.

After three months in the making, there are four parts to Woolworths Baby and Toddler Club – fresh recipes, feature articles from experts, exclusive offers for club members and parenting tips and advice. It also has more than 120 recipes with new content added every month as well as video cooking tutorials and information on child nutrition.

Members will also receive weekly newsletters with information tailored to their needs. According to Woolworths, the link between Woolworths Everyday Rewards program and Woolworths Baby and Toddler Club enables them to do this.

“The link back to Everyday Rewards is key. It allows us to provide tailored information. So if you’re a pregnant woman you’ll only ever receive pregnancy related information and offers. If you’re a mother of a toddler then you’ll only get information on how to feed your little one and how manage those temper tantrums,” Jo Shapeland, Woolworths marketing lead on Woolworths Baby and Toddler Club, said.

While it’s an online initiative, the company said the program will be promoted in-store through point-of-sale, throughout its isles and through in-store entertainment.