Customer relationships bloom for nursery retailer using third-party marketing services

Customer relationships bloom for nursery retailer using third-party marketing services

Nursery brand, Mamas & Papas recently revealed it is using insight and technology from Experian Marketing Services to create more fruitful relationships with its customers and generate more value from its customer lifecycle.

With its website and over 60 stores across the UK, Mamas & Papas caters to a purchasing journey that typically extends from early pregnancy to a child’s toddler years, so the brand has a time-limited opportunity for customer engagement.

Mapping accurate purchasing journey

Working with Experian Marketing Services’ data analysis and segmentation tools and its campaign management capabilities, Mamas & Papas has analysed its customer data to map the ideal purchasing journey through pregnancy and beyond by identifying key customer touchpoints.

Using marketing data analysis and campaign management database platform iMarketer, the retailer is building an accurate picture of every customer to understand their purchasing behaviours and segment effectively.

This insight then drives the deployment of targeted marketing communications to allow the brand to engage on a consistent basis with parents and grandparents, delivering email marketing campaigns based on different Trimesters and targeting special offers at specific groups.

As a result, Mamas & Papas has seen the value derived from its customer database increase significantly. The retailer has found that customers opted into marketing communications are worth 50% more than those who are not opted in.

In addition, when the due date of the child is known, and allowing for even more relevant and accurate communications, Mamas & Papas found that these customers are worth 130% more in terms of spend than non opted-in customers and transact twice as many times. Repeat customers online have also increased by 27% year-on-year.

In-depth analysis pays dividends

Rob Jennings, e-commerce director at Mamas & Papas, commented: “Through in-depth customer analysis, Mamas & Papas has mapped what the ideal customer purchasing journey is for the expectant and new parent.

“We can now tailor communications to that journey, enhancing the customer experience by pre-empting their needs and deploying reactive communications whenever a customer deviates from that path to extend and enhance the value of each customer. This is a win for both Mamas & Papas and our customers, in that by providing targeted, relevant communications we are offering improved customer service, whilst also driving the lifetime value of each customer. ”

Mamas & Papas and Experian Marketing Services are now extending their relationship to draw on more cross-channel data derived from instore and mobile activity to build a consistent view of individual customers, create more effective customer segmentation and deliver ever more relevant communications.

The retailer also recently announced it was working with Tesco, Amazon and digital agency One Iota as part of its e-commerce integration strategy.