Mamas & Papas, the retail brand which competes with the likes of Mothercare and Kiddicare, is launching a loyalty club designed and developed by Stack, which won the business following a competitive pitch last year.
The M&P and Me club provides a raft of personalised services, including expert advice, inspiration and tips, and club offers to both expectant and new parents. The custom-built club uses data given by the parent which includes the baby’s due date.
The ethos of the initiative is to encourage parents not to lose their individuality’and offers are tailored to them, not just their baby. The content will range from tips for staying fit and eating well, to the latest style and fashion trends through blogs, articles and videos.
The campaign will launch across Mamas & Papas stores, social channels and other online sties.
Mamas & Papas head of marketing Claire Austin said: “Stack has demonstrated a really strong grasp of our business and how our customers engage with our offering. We are delighted with the scheme which will be a great start in giving new parents the rewards they deserve. The parenting club will be key to our ongoing customer relationships.”
Stack chief executive Ben Stephens added: “This launch provides a significant opportunity for Mamas & Papas to drive revenue by combining smart data insight with totally relevant parental content. Providing a platform that encourages customers to engage with this great brand will help form deeper connections and further lasting relationships.”
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