Nursery Needs
Baby Mori, voted the number one brand for baby sleep, offers parents items designed for the wellbeing of their babies, with the brand known for quality products and super soft baby essentials made from organic cotton. Despite their strong reputation and premium positioning, they were keen to understand if programmatic and automated mail could help them build value towards their long-term goals and generate extra sales from customers. They faced challenges recovering more from those falling out of the basket process after showing interest, representing lost opportunities for initial purchases and potential long-term customer relationships with new parents.
Sweet Dreams Protocol
Baby Mori, PSE and Paperplanes reviewed strategy and landed on multiple opportunities to add value, including incentivising the next purchase after an initial purchase was made. Creatives were dynamic enough to support recommendations based on what customers had browsed, and an incentive approach was A/B tested to understand if this would create incremental sales and value from customers. The strategy focused on building customer lifetime value through carefully timed touchpoints that encouraged parents to return for additional baby essentials whilst their infants were growing.
Well-Rested Results
The campaign delivered encouraging results with impressive growth opportunities across all new campaign strategies launched, providing a firm foundation to improve even further. Over one in ten customers came back to make a second purchase, almost double the control group’s performance. Customers were 10% more likely to come back to the site after mailing, demonstrating the effectiveness of physical touchpoints in re-engagement. Average basket values were higher than standard non-mail customers, highlighting the extra value that can come from mailing, whilst greater repeat purchase propensity was noted after mailing, proving direct mail’s effectiveness in building long-term customer relationships with new parents during critical purchasing periods.
