Mothercare: Becoming the world's most caring retailer

This case study explains how Mothercare, the baby and children's retailer, created a loyalty club in the UK to provide useful content to new parents and grow sales.

Mothercare: Becoming the world's most caring retailer

RAPP

How did the campaign make a difference?

Although 80% of first-time mums visit a Mothercare during pregnancy, the brand was viewed as being out of step with the 'digital age' – perceived as traditional, frumpy and disconnected from today's generation of new mums. It has a large store base, but it was not connected to its customers' multi-channel journey.

Mothercare were able to know from one purchase how far along the parenting journey a customer was and then plot their needs and purchases until their baby's sixth birthday. It learned to help...

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