M&S launches first baby club
M&S has launched its first baby club as it continues to work to broaden its appeal for families.
Free to join, the M&S baby club, or the ‘parent hood’, is available to members of the retailer’s Sparks loyalty programme.
The initiative will aim to offer a “unique proposition” covering “the very best” of M&S products for parent and baby, as well as inspiration, advice and a sense of community.
In addition, members will have the opportunity to save up to £250 each year through exclusive offers on relevant products across clothing, home and M&S food.
Partner brands such as Mamas & Papas will also be part of the club, as will M&S cafes where members will be able to attend weekly parent and baby meetups in participating stores. Each week, they will also be offered a free slice of cake with the purchase of a hot drink.
Sharry Cramond, director of loyalty, food marketing and masterbrand, said: “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.”
To set the baby club apart, M&S has invested in differentiation and personalisation to create a proposition for both parent and baby and tailored to members’ journeys.
The retailer said the move will enable it to foster a community and acquire and nurture both new and existing family customers. It will also help it to increase the frequency of shop and drive greater cross-purchasing opportunities amongst customers who do not currently shop other categories.
Following a renewed focus on baby, which has included the introduction of improved signage and more space in-store, M&S has seen double digit sales growth in the category in 23/24.
Alexandra Dimitriu, director of kidswear at M&S, 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.“
