WORK

M&PANDME

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 M&P AND ME - to guide, excite and empower our mums up until their pregnancy and beyond.

IMPACT

23%
INCREASED SPEND OF MEMBERS

81%
INCREASED SPEND ON KEY PRODUCT CATEGORIES