Mothercare set for 'Little Things' marketing drive

Mothercare will next month launch a marketing campaign aimed at getting it back on track after a disastrous year that has seen it hit by stock availability snags and the departure of its chief executive.

The mother and baby retailer is planning an in-store marketing blitz at its 245 UK stores, through which it will introduce the strapline 'Because little things matter'. Mothercare has worked with AMV Advance on revamping its entire in-store look.

For the first time, Mothercare is producing individual catalogues for specific occasions such as 'Summer Toys' and 'Preparing for Baby'. Marketing chief Andy King said this reflected Mothercare's increased focus on lifestage marketing to ensure that the company's offer was relevant to all customer segments. King added that the revamp was aimed at boosting average customer spend, footfall and conversion in stores.

Earlier this year, chief executive Chris Martin resigned after problems with the firm's warehouse led to poor stock control. Mothercare has yet to appoint a replacement.

In May, the firm announced that turnover for the year to March 30 was down from £509m to £427m, while pre-tax profits fell to £0.1m, from £8.4m.

Analysis, page 13.

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