Mothercare toddler case study
Agency: OgilvyOne Worldwide
Winner at DMA Awards 2005. Awarded Gold in Retail
Retailer Mothercare wanted to position itself as not just a shop for babies but toddlers too, targeting parents living near revamped stores.
It recognised toddlers have their own views and opinions and produced a ‘mix and match’ book to emphasise how toddlers like to dress themselves in their own style. It also developed a ‘Bank of Mothercare’ currency to increase average transaction by 25 per cent, from a £25 average.
The book was mailed to some 300,000 homes within a print and postage budget of 30 pence a unit. Respondents spent 100 per cent more than normal shoppers during the promotion. Profiling also identified that customers came from affluent family groups, giving Mothercare a new audience to target.
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