MAMAS & PAPAS
M&P AND ME
CHALLENGE
Premium baby equipment retailer M&P needed to connect with a new generation of affluent, first-time pregnant millennials and maintain a profitable dialogue with them – in an extremely cluttered market.
ANSWER
We set up a strategic alliance with Emma’s Diary to collect data on newly pregnant women. Then, based on the Hybris ecommerce technology platform we created a personalised ‘due date’ driven rewards programme and content hub called M&PANDME - to guide, excite and empower our mums up until their pregnancy and beyond.
IMPACT
Members spend 23% more than non-members
Increased spend on key product categories was increased by an average of 81%
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