Tesco's aim is very clear - to deliver the best baby and toddler product propositions for all budgets and provide parents with unique sources of help and support at the time they need it the most.

“Ten to twelve years ago our market share in baby was a long way behind Boots,” recalls David White, Baby Buying Manager for Nursery, Feeding Accessories and Baby Toiletries. “At that time Tesco started getting into non-food sales. Health & Beauty was the driving engine and baby was part of that. We needed to gain credibility within the babycare sector and to gain peoples' loyalty. Young families are a huge part of our business so strengthening our position and creating a Baby & Toddler Club was the right thing to do.”

Tesco's focus is based around accessibility of its products to customers and offering a breadth of range and better value-for-money prices. Tesco offers a comprehensive range of baby and toddler products, from consumables to larger hardware items via its stores and now Tesco Direct. By combining its unique Baby & Toddler Club, family-friendly stores, links with charities and commitment to delivering the best product propositions Tesco continues to boost awareness and sales to ensure that it is parents' first port of call for all baby's needs. Customers are buying more Tesco brand products than ever before, thanks to innovative new products at great low prices especially in key areas such as feeding accessories and baby toiletries.

The very best in online services

Tesco Direct: Home delivery is a growing and dynamic sector, but Tesco customer research highlighted the need for a better service that fits in with their busy lives. As well as offering a next day delivery service, Tesco are the first retailer to offer a 2 hour delivery slot for smaller items and customers won't have to wait weeks for furniture either. Delivery will be within 5-10 days. For timepoor shoppers, being able to order and pick up goods in-store at the same time as they do their weekly shop is also a point of difference.

David says, “We are really pleased with the response. Our customers like the fact that they can now access larger nursery products such as pushchairs, cots and furniture. We are excited at the prospect of the new Tesco Direct catalogue and the opportunity for customers to order and collect from stores.” Tesco Baby & Toddler Club: In keeping with the Tesco 'Every Little Helps' philosophy, and in direct response to 98% of Baby & Toddler Club members, an online service, www.tesco.com/babyclub will launch on 23rd August 2007. “Our members told us that while they really valued the information we gave them through the Club magazines, they wanted an online offering as well. This allows us to provide support when parents need it most - even if that is at 3am with a screaming baby,“ says Jenna Copeland, Tesco Baby & Toddler Club Manager. “Our new website means that mums can instantly access the information they need and, if they need further reassurance, can contact other mums in our Chat Room.”

For the last 10 years, the phenomenally successful Tesco Baby & Toddler Club has been helping parents throughout the UK by providing them with support. The new website isn't the only exciting new development to mark its 10th birthday. The magazines, which are sent to customers every 3-6 months, have been re-launched with a fresh new look and the club has introduced a compelling new set of member benefits.

The Tesco Baby & Toddler Club concept is simple. Members join the Club through the Tesco Clubcard scheme and receive a series of magazines that are targeted at the key lifestages of pregnancy, birth and the baby's development to the age of three. Each magazine is packed with advice - not a hard sell of Tesco products. “Working in tandem with its 'Every Little Helps' promise, buying guides offer customers invaluable advice and insight into making the best choices,” says Jenna. Benefits like this means that Tesco currently has 320,000 members. Tesco was the first retailer to launch a Club and is the longest running Club of its kind.

Mums' Choice Annual Awards

esco Baby & Toddler Club believes that in most cases 'mum knows best' and that parents can give the best advice. That's why it has created Mums' Choice, a panel of over 4,000 parents nationwide to harness their expertise and give other parents advice on products and emotional issues.

Over the past year, the Mum's Choice panel has been busy testing hundreds of baby and toddler products, with the aim of sharing their thoughts and helping other parents make informed decisions when it comes to choosing from the thousands of different products available. Awarding silver, gold or Mums' Choice 'favourite product' accolades to their top performers, the results are now in! The winners are revealed in a handy 'handbag' sized Mums' Choice Annual Awards Supplement 2007 that's available to all Tesco Baby & Toddler Club members when they join up.

So how does a supplier join in this success?

Tesco are approached in a number of ways by suppliers which include invitations to supplier stands at trade fairs, more formal presentations via e-mail and through the post and, of course, the trade press. David says, “It is always useful when suppliers can make comparisons of their products verses the products already in the market place, highlighting benefits and features. We always look at products from the customer perspective so we need to see how the product makes life easier for customers.” Tesco works very closely with all of its suppliers to ensure that significant marketing support is given to key product launches. “It is exciting to see how sophisticated the innovation continues to become and to ensure that we are at the forefront of the big trends that will ultimately shape the future growth of the category.” Suppliers can get involved with Baby & Toddler Club by contacting Adrian Farr at Forward Publishing.