Joe Bellissimo Launching Consumer Website Brands for Moms
Jane Kitchen -- Kids Today, 9/29/2011 8:13:27 AM
Los Angeles - Joe Bellissimo, husband and business partner of juvenile designer and brand queen Wendy Bellissimo, is launching two websites to help moms find products and services they need locally.
Bellissimo said the sites will be very focused; localbaby.com aims to help connect consumers with local juvenile specialty stores and the brands that they sell, and localmom. com, for moms of young children, will include broader categories, such as daycare, preschools, restaurants and entertainment.
"We're going to build a brand meant to be a first point of contact for pregnant women," said Bellissimo. "... It's looking at your neighborhood and finding the resources you need. We're going to be that connective point between the retailers and consumers."
Bellissimo said the site will work with local specialty stores rather than majors that everybody knows.
"The point is to keep it grass roots and allow people to find those special shops in their neighborhood," he said.
The sites will also enable retailers to see what consumers in their area are looking for. Consumers can set a threshold for deals that they're interested in - say a stroller sale where prices are at least 20% off - and be notified when there's a match in their area.
Retailers, meanwhile, can set a radius - say 15 miles from their store - and see how many moms are in the market for strollers.
"You'll know exactly who you're reaching," said Bellissimo.
The sites will feature only listings and no advertisements. Retailers pay a low price for a listing, and can also buy premium space.
"We've got to spend some time marketing to consumers to send them to independent stores," said Bellissimo. "I really feel like there's a need for this for independent stores."
There are also opportunities for manufacturers to promote their brands through the site, and for retailers to be associated with particular brands.
Bellissimo said he plans to run an advertising program in Fit Pregnancy to promote the sites, and he is focusing his outreach efforts to the top 25 metro markets for Fit Pregnancy.
Bellissimo is also launching similar sites in other popular categories, including localpet. com and localbride.com.
"Our goal is to make it easy for consumers," said Bellissimo. "...and to provide a cool and valuable service to both ends of the market."
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Sharla Buzzard - 2012-02-21 22:13:36 EST
