Mothercare UK: Baby & Me Club
CLIENT • Mothercare UK
THE TEAM • Steph Hill, Phil Draper, Matt Beaven, Lucy Ryan, Kirsty Ware, Juan Mingo,Florencia Douek.
Other contributor: 4DM — Print production.
WHAT IS WONDERFUL ABOUT THIS WORK? • We know that for new parents the first year of a baby's life can be a confusing and exhausting time! Our aim was to help change that. The Mothercare Baby & Me Club has 365,000 members and has generated over £12.8 million in sales. For every £1 spent running it we receive over £32 back.
OBJECTIVES • Drive greater loyalty and sales across our multichannel retail network and communicate Mothercare's unique experience, understanding and knowledge of the parenting journey. Recruit 200,000 parents-to-be and new parents in the first year.
STRATEGY AND TARGETING • Through research we knew customers were information hungry and looking for trusted expert guidance on what to buy for their baby and when. While this was an exciting time they didn't want to be overwhelmed and wanted to access information at a time convenient for them. We knewwe had a great opportunity to develop the Club and communicate our unique expertise through targeted communications specifically tailored to baby's age and stage development. The name was also important, as we recognised that it's not just about baby – it's about mum, and often dad too.