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Walmart targets new parents with omnichannel partnership

Jennifer Beall Saxton
Tot Squad founder and CEO Jennifer Beall Saxton

Walmart is providing a range of new services to support parents of infants and toddlers, both online and in-store.

The discount titan is partnering with parenting technology platform Tot Squad to support parents of babies and young children with offerings ranging from sleep consulting to feeding support and car seat installation. Tot Squad services can be added to baby registries, purchased independently, or added on to a product purchase.

To utilize Walmart x Tot Squad services, first customers locate the product they would like. On its page on, they then select the option under "Get Expert Help" before adding the item and service to their cart or registry, and a consultation with one of Tot Squad's experts will be included in their purchase. In the store, tags with QR codes will be located throughout the baby department in select locations that can be scanned to buy support from Tot Squad.

Tot Squad has experts available for a variety of parenting needs, including sleep consultants, breastfeeding coaches and lactation support, diet and nutrition specialists, and car seat technicians. The platform is participating in a number of omnichannel activations at Walmart during spring 2022 in conjunction with the Walmart Baby Days promotion. In addition, Tot Squad CEO Jen Saxton will participate in a Walmart shoppable livestream event on Friday, Feb. 25. 2022, at 4 p.m. ET.

[Read more: Walmart continues aggressive livestream shopping growth]

Parents of babies and small children are becoming an increasingly important target for retailers’ omnichannel offerings. For example, Bed Bath & Beyond recently launched a new partnership to help introduce the Uber Eats app’s new baby and kids vertical. A catalog of essential baby and home products from nearly 120 buybuy Baby and more than 750 Bed Bath & Beyond locations nationwide is available for on-demand delivery through the Uber and Uber Eats apps. The delivery assortment includes diapers and wipes, first aid kits and bath toys; as well as a wide variety of Bed Bath & Beyond home products

"Walmart is committed to supporting parents from the exhausting and exciting early days with a newborn through the toddler years, and is excited to offer customers another resource to help make everything in between a little easier with Tot Squad," said Lauren Uppington, VP, omni-merchandising baby hardlines, Walmart. "From car seat set up to breastfeeding coaches, Tot Squad can help the millions of parents who shop with us each week for their baby needs." 

“As a new mom, I was delighted to receive so many amazing products off my baby registry, but I quickly realized that what I really needed was help,” said Jennifer Beall Saxton, founder and CEO, Tot Squad. “I struggled with breastfeeding and sleep training, and researching providers in a sleep-deprived state was nearly impossible. I created Tot Squad to increase the trust and transparency in the process of finding the support new parents need, and now for the first time ever, that support can be seamlessly included as part of your Walmart baby registry."

Walmart operates approximately 10,500 stores and clubs under 48 banners in 24 countries and e-commerce websites.

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