Have you ever wished it were possible to gift new parents a service, rather than a toy or baby clothing the newborn will grow out of in two weeks? Walmart and Tot Squad are partnering to make that wish come true. Families offer a huge, multi-generational opportunity for brands and retailers, and Walmart is committed to supporting families along their parenthood journey with a deep suite of resources to ease any friction points that the retailer is marketing to millennial parents.
A woman-owned company, Tot Squad offers a marketplace connecting parents with vetted care resources and providers who can help along every parenting touchpoint. The company originally got its start in Los Angeles by providing families with proper car seat installation, safety checks, and baby gear and accessory cleaning. In 2020, the platform started to evolve and grow to the point where it is now a nationwide marketplace for every service a parent, caregiver or parent-to-be could think of needing, from the exhausting and exciting newborn days to the toddler years and beyond. The platform’s team of trained parenting professionals provides consultations and helps parents find the support they need while also taking their budget and scheduling needs into consideration.
Through the partnership, the Walmart shoppers are now able to add parenting help and services to their baby registries. Additionally, parents can now shop for “expert help” when completing purchases online, adding a Tot Squad expert consultation to their checkout alongside relevant products or services from sleep consultations to lactation support and dietary advice. In select Walmart stores, QR-code tags will also be added throughout the baby department, making it easier for shoppers to find the resources they need.
Not only can shoppers gift the new parents in their lives a car seat for their infant, but they can also tack on a professional car seat installation too. Walmart and Tot Squad want to normalize asking for help as parents, and Tot Squad will also participate in several omnichannel activations at Walmart in conjunction with the Baby Days promotion.
This article originally appeared in the PSFK iQ report, Family Engagement Strategies.