12/12/11
By Karen Moss
Kiddicare is working with Responsys on a new programme to highlight Kiddicare’s expanded product range. The retailer will leverage the interactive power channels - email, social and the web - to increase overall customer lifetime value and average shopping basket size.
Simon Harrow, chief operating officer at Kiddicare, comments: “From pregnancy through early infancy, parents follow a unique purchasing lifecycle and there is huge scope to increase the lifetime value of a customer. The rise of mummy bloggers has demonstrated that this is a loyal community which shares and advocates products and services. As such we are working with Responsys to get closer to our customers, better understand how they like to browse, shop, receive offers and share communications.”
“Kiddicare has a reputation for exceptional customer service so we are delighted to be working with them on a new digital vision,” says Simon Robinson, senior director of marketing and alliances at Responsys EMEA. “Shoppers and parents now use the internet to meet a host of everyday purchasing needs, not just to research and invest in big ticket items. To increase the lifetime value of a customer, it’s important to build a brand which is easily accessible through multiple channels, caters to individual preferences and is top of mind for all purchasing decisions.”
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