I decided to compare the websites and the target markets of Econobum and Just Cheap Diapers. Both businesses claim to be founded by mothers seeking a better diapering solution.
The target demographic is similar as the customers for both sites are exclusively parents of babies and toddlers. And although the companies both have names that emphasis inexpensive, their target customer's standard of measure for value is different. Econobum's customer's are willing to spend more money and an insane amount more effort for an ethical choice, while Just Cheap customer's top concern is finding a less expensive option. Econobum's customer has most likely more disposable income.
Just Cheap Diapers keeps the site simple with fun graphics and information, offering a range of diapers with quantity pricing. Their site lives up to it's name - it's just diapers at a cheap price. Throwing diapers in the landfill is just fine with their customers.
But Econobum website offers the full experience to show the customer their enviromentally responsible values. Starting with their leaf logo and soft natural color choices, they provide a sense of well being and consciousness. Their site goes into great detail about the quality of the cotton, technological features, care instructions, product awards, and many pages describing their values. In fact, there are more pages devoted to describing their ethical values than their product! It does not list the price for any of their diapers.
Just Cheap Diapers is lacking a call to action, other than a Facebook link and a contact us page. Neither of those choices makes it clear on how to purchase their product. Econobum has a 'find stores' link on the home page. This site is geared toward providing marketing support for brick and mortor retail shops.
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