The approach is even more important for makers of durable products, like Evenflo, where purchasing cycles tend to be less frequent.

FORBES: Target, Evenflo, Kimberly-Clark Throw Out Baby Sweet Talk

The latter is one of the reasons why Evenflo switched its approach.

FORBES: Target, Evenflo, Kimberly-Clark Throw Out Baby Sweet Talk

Another company, Evenflo, which sells car seats, saucers and baby bottles, among other products, via retailers like Wal-Mart, K-Mart and Target, was a bit ahead of the trend.

FORBES: Target, Evenflo, Kimberly-Clark Throw Out Baby Sweet Talk