M&S has launched its first ever baby club, called ‘The Parent Hood’, which is exclusive to members of its Sparks loyalty programme.
The retailer is “bringing together the very best of M&S” across clothing, home, beauty, food, its in-store cafés, and third-party brands to create a “unique proposition” for Sparks members.
The Parent Hood club is free to join and offers members the opportunity to save up to £250 each year.
M&S said the club allowed it to “foster a community and acquire and nurture both new and existing family customers”.
It also hopes to increase frequency of shop and drive greater cross-purchasing opportunities amongst customers who don’t currently shop other categories.
By joining M&S’ baby club, members immediately receive 10% off the retailer’s entire range of quality baby grows for 12 months, plus tailored offers across clothing and home, including maternity and nursing bras, bedding and brands such as Mamas & Papas.
In its food halls, members will receive offers across specialist products from Pampers to Piccolo organic baby food.
To set the baby club apart, the high street retailer has invested in differentiation and personalisation.
M&S said: “From birthing bag essentials, choosing the right bra, postpartum wellbeing, nutrition for parent and baby, weaning recipes, styling, to activities for baby – ‘The Parent Hood’ brings together trusted value, recognition, inspiration & advice, and a sense of community, with access to exclusive offers.”
M&S director of kidswear Alexandra Dimitriu said: “Our customers trust us for the hand-me-down quality of our kids clothing and with our growing style credentials and a presence in so many communities, there is so much opportunity to grow our market share through appealing to new customers and introducing existing customers to more of what we have to offer.
“As a mum, I’m incredibly excited to be launching M&S’ first baby club – the proposition we’ve created by remaining laser-focused on what baby – and parents – need, when they need it, is something I wish I had access to when I was a member of the 2am club!”
Director of loyalty, food marketing and masterbrand Sharry Cramond added: “The M&S baby club is the first of our special interest clubs for Sparks members, and we have big ambitions to make it the very best baby club in the country by bringing together the very best of M&S – from food, to clothing, to our cafes – and be a one stop shop for the UK’s incredible community of parents.”
Click here to sign up to Retail Gazette‘s free daily email newsletter
