CVS.com launches a baby department

Appealing to a group that is among the heaviest users of the Internet--young women-- pharmacy chain CVS Corp. has launched a Baby Department at CVS.com. The site features products for babies as well as information about mothers and babies and gift items for babies.

"Baby-related products are one of our top-selling categories at CVS.com and women in their late 20`s through late 30`s are our most frequent customers,” said Janice Jacobs, Director of Marketing and Merchandising for CVS.com. “We believe it was an absolute necessity to create this new department to provide our customers with more products and information in baby-related categories."

The site includes a selection of developmental toys not available in CVS stores due to space limitations. CVS.com also features hard-to-find, specialty baby formulas and nursing-related products, including breast pumps, baby bottles, nursers, and bottle cleaning and maintenance systems.

CVS has annual revenue of $22 billion and operates more than 4,000 stores.