First-time parents crave information. What’s best for them? What’s best for baby? They soon find out everyone’s ‘best for them’ is different. That’s where John Lewis comes in. Britain’s most trusted retailer is first port of call for many expecting couples. Unfortunately many soak up the advice, then spend elsewhere.
To get the tills ringing we created a nursery programme that turns the valued shop-floor advice into a series of sales-driving nudges.
This manifesto set the tone of the programme.
We played on the brand's strength as the UK's most trusted retailer (Which? survey). We were very up front about the value exchange we were offering in return for customer's data.
The programme is divided neatly into two halves - pre-birth and post-birth.
The tone of voice is very warm, and content was informed by partners who work in the nursery departments - many of whom are former midwives.
Weekly emails keep pace with a woman's pregnancy, delivering the right advice at the right time.
Helpful lists were mailed to back up the service promise we made when collecting the customer's data.
A congratulations card sent after a birth had been confirmed.
The beginning of the post-birth programme, which continued the warm 'we've been there - we know what you're going through' tone of voice.
While print pieces deliver the service, emails deliver the sell.
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