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Procter & Gamble’s Pampers lets parents-to-be create registries via bar code scans

Pampers scan

Scan the product's bar code

Procter & Gamble’s Pampers brand has rolled out a multichannel effort to simplify the baby shower and registry process for parents-to-be. The effort spans mobile, online and social media.

Pampers is providing expectant parents with personalized tools to create a baby registry. The "Ultimate Baby Shower and Registry Guide" is available on Pampers Village at http://www.pampers.com/mybabyregistry, via Facebook and on mobile via two new applications.

“Pampers has always taken pride in becoming a part of your family from the moment your baby is born, and now we want to extend that relationship into the days leading up to your baby's arrival," said Tracy Higgins, babycare external relations for Pampers at Procter & Gamble, Cincinnati.

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"There is a lot to think about when making final preparations before baby's arrival, and Pampers new content and applications aim to soothe the oncoming transition of soon-to-be parents," he said.

Pampers is a trademark of Procter & Gamble.

Pampers sca n 2

Add the item to your registry

Other Procter & Gamble brands include Tide, Ariel, Always, Whisper, Pantene, Mach3, Bounty, Dawn, Gain, Pringles, Charmin, Downy, Lenor, Iams, Crest, Oral-B, Duracell, Olay, Head & Shoulders, Wella, Gillette, Braun and Fusion.

Mobile apps
My Baby Registry provides expectant parents the ability to instantly combine any product, from any store, on to one registry and easily share items, news, and information with family and friends.

My Baby Shower helps expectants parents choose party themes, send invitations to their Facebook friends and keep track of their guest list, while allowing them to be highly interactive with friends and family.

The two application's are the brand's most content-rich and technical applications to date.

The My Baby Registry mobile application offers unique components such as retail bar code scanning, instant sharing capabilities with Facebook networks, and an interactive blogging feature for expectant parents to share pregnancy experiences with friends.

It is Pampers first fully integrated digital application connecting social networks with mobile capabilities, as well as the first iPhone application for the brand.

Available in formats for iPhone and BlackBerry users, the application connects parents to their registry online via Pampers Village or Facebook.

The application’s unique bar code scanning feature allows users to add items to your registry from any store, anywhere. It’s easy scroll-through feature also allows users to keep track of your baby registry while on-the-go.

By downloading the My Baby Registry mobile application parents can easily add products in-store by scanning a product bar code, entering a SKU number or searching a product name.

Once the parent searches for a product from one of the above methods, they are served a results page and can select the product they want to add and the item will automatically be added to the registry. It allows parents to add items to their registry from any store, anywhere and keep track of their baby registry while on-the-go.

Expertise
The new applications help parents determine and organize gift registries. The apps also help plan the perfect celebration, via custom content written by mom bloggers and party planning professionals that offer parents-to-be, friends and families useful tools in planning for parenthood, all in one, easy-to-access place.

Pampers has partnered with six notable party planning professionals and parenting bloggers to share their personal insights and ideas in preparing for a parenthood debut.

Articles in Pampers Village's new "Ultimate Baby Shower and Registry Guide" section cover an array of topics from themes, games, food, decorating and preparation tips, to registry ideas and gift guides.

Content providers include: Allison Czarnecki (PetitElefant.com), Amy Belle Isle (StemParties.Blogspot.com), Audrey McClelland (MomGenerations.com), Jane Maynard (ThisWeekForDinner.com), Lori Falcon (ACowboysWife.com), and Tammy Gibson (AMomInRedHighHeels.com).

"We’re firm believers that getting started in the parenthood planning process will only help parents feel more confident once labor starts," Ms. Higgins said.

"The new Ultimate Baby Shower and Registry Guide, including our new My Baby Registry and My Baby Shower applications, not only provides the tools, must-knows and creative tips in parenting straight from the voices of real parents and professionals, it helps make the transition to mom, dad, aunt, uncle, even grandma and grandpa much easier," she said.

Final take
Here is a demo of the registry application

Giselle Tsirulnik is deputy managing editor on Mobile Marketer and Mobile Commerce Daily. Reach her at giselle@mobilemarketer.com.

 
Related content: Consumer packaged goods, Procter and Gamble, Pampers, John Brase, mobile marketing, bar code scanning, mobile

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