This is not true of all packaged goods, however. There are some niche products which appeal to certain identifiable groups for which it is possible to establish a continuing relationship between the manufacturer and the consumer. Baby products are an outstanding example of this type of niche situation. Today most families have far fewer children than they had a couple of decades ago. About half of the children born are the first child in the family.
New parents are often eager for information.
Manufacturers of baby products have become alert to this situation. Manufacturers of baby food, infant formula, diapers and other products have developed special newsletters which are sent to new parents. The newsletters usually include generous coupons to encourage not only trial, but retention. Nestle Carnation runs such a program used for their infant formula program. Working from a database of expectant parents, The Carnation Special Delivery Club mails helpful information about child nutrition and baby care beginning as early as eight months before the birth.