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...