Business to consumer direct mail: Sunday Publishing's campaign for Mothercare UK

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 training

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 knew we 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. The target audience engages with a wide range of media during pregnancy and early parenthood.

It was vital that the programme was accessible to all potential and existing customers, so we maximised touchpoints including stores, DM, email and a fully integrated microsite with life-stage information and links to real-time product pricing. In stores, in return for data, customers were given Welcome booklets with advice, information and vouchers. In addition, an online marketing strategy drove customers to register on the microsite. Each pack and life-stage communication is relevant and specific to the customer’s stage in the parenting journey. We identified five key life stages, each with a different set of challenges, questions and information.

Database

The data has allowed us to identify and optimise segments for cross-selling opportunities across the group. We’ve also been able to analyse the values of Club membership. This in turn is driving consolidation and improvement, not only across promotional campaigns, but other data-driven and channel initiatives.

Results

The Mothercare Baby & Me Club has exceeded even the wildest aspirations. With an ROI of 1:32 and acquisition averaging 30,000 a month, Mothercare has created a unique programme: new parents get the support, advice and information they need, and Mothercare get uplifts in sales – truly a win-win.