Diapers.com

Fast, Affordable...and So Much More

Challenge: Be more than just a low price

Diapers.com is the largest online specialist offering baby care necessities in the US. Founded in 2005, Diapers.com was the fastest growing online retailer in 2007. The company's mission is to offer the lowest prices online, along with the convenience of fast, free shipping and the best customer service around. To help fuel its expansion, Diapers turned to Fluid to create a highly interactive customer experience that helps them execute on a sophisticated merchandising strategy to drive incremental sales across multiple product categories. This has allowed the company to build the Diapers.com brand and extend the company's tradition of industry-leading product selection, customer service and logistical excellence.

Solution: A consumer brand grows up

After working with Diapers.com to clearly define the site's target audience, busy moms living primarily in urban and suburban areas, Fluid's team went to work. The resulting site delivered both convenience and fun, capturing the energy excitement or parenting young children while helping shoppers easily find, and in many cases automatically surfacing, the products they need. The Fluid Retail interactive merchandising platform is used throughout the site to more effectively showcase products and encourage engagement by the consumer. The entire experience is friendly and fun throughout, while maintaining a clear and consistent visual vocabulary.

Results: More sales and a better brand experience.

Since launching the new design in November 2008, Diapers.com has improved conversion rate, average order size, and cart abandonment. The site was also named one of Internet Retailer's Hot 100 2009 – America's Best Retail Web Sites.