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.
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.
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.
Mark Newton-Jones, Chief Executive, Mothercare