Bringing the UK’s most trusted children’s brand into the digital age

The ask

Mothercare, the UK’s leading high street retailer for children’s goods, was perceived as traditional, frumpy and disconnected from today’s generation of parents, and needed a way of connecting back into their lives.

The solution

Knowing that a large majority of parents-to-be entered one of their stores during their pregnancy, the brand started to collect customer details at point of sale. Initially adding 80k in-store customers per week to the database via eReceipts. Then centralising disparate sources of data into a single customer view in a multi-channel campaign management platform. Mothercare was able to gain key insights and develop a CRM strategy based on key points of pre and post-natal journeys.

The results

This new platform meant Mothercare could completely change its way of interacting with customers, both on and offline – its stores have now been transformed from places to buy into social hubs, featuring in-store innovations such as product demonstrations, personal shopper experiences and even children’s book readings by authors.

What the client says

“Two years into our turnaround, we have delivered 51% growth in underlying profit before tax (PBT) and our first statutory profit in five years.”

Mark Newton-Jones, Chief Executive, Mothercare

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