If imitation is the sincerest form of flattery, Amazon.com should have felt very flattered yesterday. Target.com announced the launch of a subscription service that allows parents of infants and toddlers to put aside some of their worries and save money by ordering items such as diapers, formula and wipes on a recurring basis.
Like the Subscribe and Save program on the Amazon Mom page, customers of Target.com can now order from a group of items and have them delivered to their doorsteps at regular intervals, from four to 12 weeks. Target says consumers who participate in the program can save up to 15 percent and receive free shipping. Those who pay using Target's REDcard will save an additional five percent.
A total of 150 items from Target's up&up private label are included in the program, as well as national brands including Enfamil, Huggies, Pampers, Seventh Generation and Similac.
Target is clearly zeroing in on the infant and toddler market. Last week the company formally announced the test of expanded in-store baby departments complete with iPad-wielding Baby Advisors in 10 Chicagoland stores. No appointment is necessary to meet with advisors who will be on the floor Monday-Friday, 1-8 p.m.; Saturday, 11 a.m.-7 p.m. and Sunday, 11 a.m.-6 p.m.
How likely is it that Target's new subscription program for infants and toddlers will succeed?