Mothercare: How emailing receipts transformed a business

This case study explores how Mothercare, the specialist retailer, used email receipts to collect customer data and increase store visits and purchases in the UK.

Mothercare: How emailing receipts transformed a business

Agency: RAPP UK

Although an estimated 80% of expectant mums visit Mothercare during pregnancy, they bought elsewhere. So Mothercare wanted to play a greater role in their lives and increase customer visibility from 2.3% to 20%, while raising life time value by 10%. The mother of all challenges!

Strategy

The strategy centred on owning the pregnancy journey across all channels via the 'My Mothercare' loyalty club.

Data unearthed a strong purchase pattern from early pregnancy and Mothercare needed to know their customers and what they were buying.

So it rolled out e-receipts across...

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