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.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers