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Central Markets, Stepherson's, Met Food and Pioneer Supermarkets have launched co-branded MyBaby.com sites with MyWebGrocer, the social networking tool that offers parents peer-to-peer interaction.
According to MyWebGrocer, its customers are seeing up to 40 percent new customer acquisition with MybBaby.com.
"MyBaby helps parents connect with each other to share information," says MyWebGrocer c.e.o. Rich Tarrant. "The site helps parents and retail grocers connect so that parents can provide feedback and rate products, and these grocers can use the site to let parents know what child-oriented specials and activities are available at their stores. MyBaby.com creates the place for dialog and connects parents."
The market the site taps into is a lucrative one: Mothers control $1.7 trillion in U.S. spending annually, and 80 percent of all household spending.