Using the net to bring its brand closer to its customers UK baby and childrenswear retailer Mothercare is highlighting its recently launched social networking site gurgle.com in-store. Driving awareness of the Mothercare brand, the site aims to allow parents to create their own online community, share their experiences and gather expert information.
Developed in part in response to Mothercare’s own research indicating a huge appetite among parents for their own online community, gurgle.com brings together all of Mothercare’s authority and expertise in the parenting arena. Alexa Procter, Mothercare Direct Marketing Manager says: “People are engaging with brands differently now and we need to be where are customers are. It is another medium mums can go to and talk in a non-commercial way
The in-store campaign flagging up the website features a baby held in the palm of his mother’s hand with a ‘This Way Up’ stamp on his back. The advertising conveys the message that gurgle.com is at hand for new parents, providing advice and support in a easy to navigate and approachable online destination.
Tom Wright, managing director of the site’s developer MediaBurn says: “There is a clear movement towards on-line activities and this big sister style site from Mothercare fits in with the appeal of communities around a given theme. At such a crucial time in their lives, parents turn to trusted sources for support and advice and have a personalised experience of talking to their peers in their own area.”
