Babyshop embraces showrooming

This case study describes how Babyshop, a Norwegian maternity retailer, created a campaign to turn the practice of showrooming to its advantage, targeting customers in and around physical stores.

Babyshop embraces showrooming

Stig Helle

Objectives of the campaign

Babyshop's objectives to engage mothers were:

Digital Communication Objective: Maintain an ROI of at least 2.

Marketing Objectives: Drive traffic to physical and online stores through good deals, inspiration and differentiation from competitors.

Business Objective: Increase customers by 15% and revenue by 23%.

Insight: The marketing challenge and brand insight

"Showrooming" is the practice of checking out a product in a store with helpful staff and excellent customer service - and then buying it cheaper online!

Babyshop, a leading baby retailer in Norway, has helpful staff and excellent customer service, so...

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