Brief

To ensure Tesco is seen as the trusted partner on baby and child advice, and parents’ preferred place for pregnancy and early years shopping.

Strategy

We deliver advice-led, inspirational content to parents – accompanied by enticing life-stage appropriate offers – when and where they want it, via mobile, social media and print. The large database is growing rapidly, providing access to a highly responsive parent panel and enabling the retailer or their suppliers to reach out for product reviews, insights and other marketing-led opportunities.

Results

The programme successfully delivers significant uplifts in sales and visits versus non-members, both in category and across the wider store.