Closer to customers
Background
Mothercare is a prominent retailer specializing in products for children and babies. They were keen to build a better position in the marketplace as they faced increased competition from brands like Kiddicare.
They also wanted help implementing a more customer-connected culture across all teams – including subject matter experts sharing expertise, before transactions were made. He was also tasked with helping develop a game-changing mobile experience to maximise this fresh approach.
Overall Impact
Mothercare staff excitedly created a further 50 pieces of engaging product content with 36% click-through rates & unparalleled media coverage. Staff morale rose measurably with a reduced staff turnover.
The new mobile-friendly site grew sales by 22% winning the best brand experience at the Mobile Web Awards.
So what was done:
Expertise Identification and Utilization
Ben and his team conducted an internal review to identify staff with specialized knowledge. The next step was to create content which leveraged expertise that aligned with under-serviced product areas.
Content Development and Engagement
Over 50 new pieces of engaging content were curated. This content achieved a high engagement rate, with a 36% click-through. The content strategy resulted in significant media attention, enhancing the brand’s visibility.
Mobile Experience Enhancement
Developing the site was another objective of this project. Ben & his team created a new, mobile-friendly website designed to provide an exceptional user experience.
Conclusion
The strategic initiatives overseen by Ben, particularly in content creation and mobile user experience, resulted in increased customer engagement, sales growth, and industry recognition. It demonstrates the effectiveness a customer-focused approach can bring.