Ben Golik -
Ben Golik - 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.
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.
Ben Golik - To get the tills ringing we created a nursery programme that turns the valued shop-floor advice into a series of sales-driving nudges.
To get the tills ringing we created a nursery programme that turns the valued shop-floor advice into a series of sales-driving nudges.
Ben Golik - This manifesto set the tone of the programme.
This manifesto set the tone of the programme.
Ben Golik - We played on the brands strength as the UKs most trusted retailer (Which? survey). We were very up front about the value exchange we were offering in return for customers data.
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.
Ben Golik - The programme is divided neatly into two halves - pre-birth and post-birth.
The programme is divided neatly into two halves - pre-birth and post-birth.
Ben Golik - 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.
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.
Ben Golik - Weekly emails keep pace with a womans pregnancy, delivering the right advice at the right time.
Weekly emails keep pace with a woman's pregnancy, delivering the right advice at the right time.
Ben Golik - Helpful lists were mailed to back up the service promise we made when collecting the customers data.
Helpful lists were mailed to back up the service promise we made when collecting the customer's data.
Ben Golik - A congratulations card sent after a birth had been confirmed.
A congratulations card sent after a birth had been confirmed.
Ben Golik - The beginning of the post-birth programme, which continued the warm weve been there - we know what youre going through tone of voice.
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.
Ben Golik - While print pieces deliver the service, emails deliver the sell.
While print pieces deliver the service, emails deliver the sell.
Facebook Twitter Pinterest Flickr Instagram LinkedIn share