Marketing to Mothers

Here’s a great example of market segmentation in action. Each year in the UK around 700,000 babies are born, many to first-time mothers. Almost the moment the baby has been safely delivered, the direct marketing teams at a range of baby-related brands swing into action, trying to capture the attention and loyalty of a customer segment with very specific needs and wants!

The Bounty Club is featured - they claim a 96% conversion rate (i.e. new mothers introduced to the marketing scheme) thanks largely to a sales force that is introduced to the new mums by the hospital staff. Bounty is a great example of the use of sales promotion (free samples) to begin the process of building customer loyalty to relevant products and brands. Laura Tenison (a good friend of tutor2u) also gets a mention. Her specialist retail chain (JoJo Maman Bebe) enjoys a high level of customer loyalty and repeat purchase - their top 25% of customers buy from the brand at least 10 times a year).