Pampers has always been a well recognized brand. When I had my child I was drawn to Pampers for a number of reasons. First, I received a wonderful “free” package from Pampers at my Doctor’s office while pregnant. It had coupons for pampers, a copy to a parenting magazine, and a few travel size Johnson & Johnson product (baby lotion and baby shampoo). When the baby finally came along, I wanted to use Pampers. I soon discovered each box of Pampers had a special sticker with a code on it. You were encouraged to go online and enter your code to earn points. Once you earned enough points you could redeem them for toys and other items. Once you visited the website, you soon discovered the online community. You could sign-up for their newsletter, get parenting information on relevant topics. In addition, you can join their online blog, in the "village" and discussion various parenting topics and issues with other parents.
Pampers is really focused on the brand has been very strategic in its online thinking. They are able to better understand their customer, through the information received online. This information can help them target their users and understand their individual needs. Pampers is building relationships with it there customers online. They offer opportunities for customers to join the online community by enticing customers with free gifts and coupons, so that they are able to migrate online. Once online, they can click to receive coupons, or get the free newsletters. This is all part of the “brand stickiness.”