Mothercare: My Local Mothercare

This case study describes how retailer Mothercare's My Local Mothercare campaign built upon the data it had previously collected to build more meaningful face-to-face relationships with its UK customers.

Mothercare: My Local Mothercare

RAPP

Campaign overview

Having a first child is a time when new parents turn to those they trust most for advice. Mothercare wanted to connected with more new parents, and in turn reach others through word of mouth, to help the brand re-establish itself as a full-price, specialist retailer.

Its My Mothercare parenting club had built an amazing foundation: e-receipt technology had filled the company's database with millions of new customer records, with baby due dates, child dates of birth and purchasing data patterns to fuel hyper-targeted advice, buyer's guides and offers.

My Local Mothercare now...

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