In 2011, Woolworths appointed Edge to develop a Baby and Toddler Club – a loyalty club integrated with its Everyday Rewards program.
Create and manage a content-driven loyalty program to foster relationships, increase shopping frequency and increase spend within the target audience: new mothers.
With the growing abundance of specialty shops and increased competition in the Australian grocery space, Woolworths needed a strategic and innovative way to increase customer loyalty and market share among young families. Adding to the challenge was the growing propensity for expectant mums to invest significant of time online to research, communicate with brands.
Mums-to-be spend 60% more than the average shopper and rely on multiple resources i.e. their mentors, friends and other parents for information. Successful engagement with the target audience during pregnancy and birth would mean much greater propensity to retain them as long-term customers.
In 2012 Edge, launched the Woolworths Baby and Toddler Club; a digital offering comprised of great editorial content and member-only offers that tapped into a fresh thirst for knowledge at a time of changing shopping habits.
The offering was a clear mix of relevant, high-quality editorial content and regular, appealing offers. The target audience was segmented into four key life stages; Conception, Pregnancy, Baby and Toddler, allowing optimisation for both readers and search engines.
The strategy integrated with the broader Woolworths brand, leveraging the everyday rewards club and publishing via website, Fresh magazine, Facebook page, catalogues and contributors social networks.
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