The Indian baby care products market has experienced remarkable growth over the years, and one brand that has stood out as a pioneer in this industry is FirstCry. Established in 2010, FirstCry has become a household name in India, especially in urban areas, owing to its extensive range of baby care products and exceptional marketing strategies. In this article, we will delve into how FirstCry operates, its target audience, and the marketing and advertising strategies that have propelled its success.

FirstCry operates on a hybrid business model with a strong online and offline presence. The brand's headquarters are situated in Pune, and it has rapidly expanded its footprint through franchising, boasting over 380 stores across India. These stores offer products from around 700 Indian and international brands, with several exclusive products available only through FirstCry.

FirstCryTargeting New Moms

FirstCry effectively targets parents aged between 25-40, primarily working mothers who prefer online shopping for high-quality baby care products. The brand positions itself as a one-stop-shop for discerning parents seeking top-notch products for their children.

Marketing and Advertising Strategies

  • Online Presence

FirstCry maintains a robust online presence across social media platforms, including Instagram, Facebook, and Twitter.

With over 400,000 followers, FirstCry engages its audience through regular posts about products and utilises Instagram's shopping features for easy purchasing. The brand also leverages 'Instagram Guides' to create product catalogues for toddlers.

The brand's Facebook page, with 2.1 million followers, is a hub for parenting tips, live sessions, and promotional campaigns. FirstCry integrates the 'Shop Now' feature, redirecting users to its website. The brand effectively uses Facebook ads and campaigns, such as #MomPreneur, to connect with its audience.

FirstCry maintains a customer-centric approach on Twitter, addressing queries, concerns, and complaints promptly. While it has limited promotional activity, the brand's responsiveness enhances its customer service.

FirstCry uses blogs to connect with new parents, offering valuable information and advice on various parenting topics, including travel tips, strollers, and baby food. These blogs not only assist parents but also highlight how the brand's products can benefit them.

The brand also operates a YouTube channel called FirstCry Parenting, catering to its audience with videos on baby food recipes, yoga for moms-to-be, and developmental milestones. The channel has amassed over 300,000 subscribers and provides a wealth of information for parents. Additionally, the brand runs a second channel, FirstCry Shopping, which focuses on activities and games for child development.

  • Direct to Parent Strategy

FirstCry's micro-marketing strategy involves distributing gift boxes, called 'celebrating the first cry,' to new mothers in hospitals across India. These boxes contain essential items for new mothers and include coupon codes for shopping on the FirstCry website. The brand has partnered with numerous hospitals, ensuring widespread reach for this initiative.

FirstCry's commitment to enhancing the customer shopping experience goes beyond just its online presence. The brand has innovatively merged the convenience of online shopping with the tactile experience of offline stores. To bridge the gap between the two, FirstCry introduced interactive kiosks equipped with 32-inch touch screens within their brick-and-mortar stores.

These touch screen kiosks serve as digital catalogues, allowing customers to explore the vast array of products available on the FirstCry website while physically present in the store. Customers can browse through different categories, view product details, and make selections with ease.

This innovative approach not only caters to the preferences of tech-savvy parents but also ensures that customers have access to the entire FirstCry product catalogue, which may not be feasible to display comprehensively within the physical store.

Furthermore, FirstCry's in-store delivery option adds a layer of convenience for customers. Once an order is placed through the kiosk, customers can choose to have their purchases delivered to their doorstep or collected from the store, combining the immediacy of in-store shopping with the flexibility of online ordering. This approach revolutionises the traditional retail experience and creates a seamless omnichannel shopping journey for customers.

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  • Loyalty Program

FirstCry's commitment to building strong and lasting relationships with its customers is further exemplified by its 'Shop n Earn' loyalty program. This program is designed to reward and incentivize parents who frequently shop for baby care products, enhancing customer retention and loyalty.

Under the 'Shop n Earn' program, parents earn points for each purchase they make on the FirstCry platform, whether online or at physical stores. These points accumulate in their loyalty account. The more parents shop, the more points they accumulate, making it a win-win situation for both the customers and the brand.

The key highlight of the loyalty program is the flexibility it offers. Customers can redeem their accumulated points when they receive the delivery of their products, giving them the opportunity to enjoy discounts and special offers on future purchases. This not only incentivizes repeat business but also fosters a sense of loyalty and trust between FirstCry and its customer base.

FirstCry's success story in India's baby care market is a testament to its hybrid business model, targeted marketing strategies, and commitment to providing parents with quality products and resources. With its extensive online and offline presence, innovative approaches, and engagement with its audience, FirstCry continues to be a trusted partner for parents in their journey of nurturing and caring for their children.