The Knot Combines Social Retailing and Social Networking
Internet Retailer reported that the wedding planning site the Knot Inc. is combining e-commerce and social networking with the launch of its newest web site: TheNestBaby.com
More than 60% of the visitors that used TheKnot.com to plan their wedding also plan on starting a family about the time of their third anniversary, company research shows. To help them plan for both new and growing families – and generate more e-commerce and advertising revenue – TheNestBaby.com features niche communities and editorial areas devoted to infertility, adoption, twins and other topics. The site also features family pages for posting photo galleries, e-mail-based questions and answers with health providers such as pediatricians or fertility specialists and a baby naming blog.
“TheNestBaby.com connects parents to their peers and personalized advice,” says The Knot co-founder Carley Roney. “TheNestBaby.com has been crafted to guide the information-hungry parents of the more than 4 million babies born in the U.S. each year through pregnancy and parenthood by bringing modern advice, an active community and detailed local content together in a single web site,” says Roney.
On TheNestBaby.com visitors can shop an online store and purchase products organized by age group. They can also personalize products and shop by price and category. To find local services, The Knot, worked with Lilaguide.com, a content development business unit of The Knot, to post reviews and contact information for family-friendly restaurants, baby gear retailers, nurses, nannies, pediatricians, music and gym classes, broken down by ZIP code in 30 U.S. cities.
This is an interesting move by The Knot as obviously they make more money the longer someone comes to their web site. By creating this new site, they are extending the customer relationship fro 6-12 months to 3-4 years. The tie-in with local companies is a good move as local search is one of the fastest growing areas online.
Filed under Social Media Marketing, Social Media Optimization, Social Retailing : Comments (2) : Jun 28th, 2007
June 28th, 2007 at 12:45 pm
That’s actually quite a brilliant move on the part of The Knot. It’s such a deceptively simple way of dramatically lengthening the customer-business relationship.
BTW: You wrote “304″ years instead of “3-4.”
June 28th, 2007 at 5:27 pm
Thanx for catching the typo Adam.
I agree it is a great move by The Knot. They more than doubled the number of potential companies that would now be interested in advertising on their sites.
David