The first store is due to open today (26 September) in Nottingham with nine more opening in former Best buy store sites icluding Thurrock and Bristol. Launch activity for each store will initially be local.
Alison Lancaster, Kiddicare CMO, adds it is also working with Google and Facebook to create a geo-targetted campaign for each store to drive online traffic in store.
Local print and outdoor ads will run as well as advertising in specialist parenting press.
Social marketing will also have a role in Kiddicare’s marketing strategy to take advantage of the fact that mums are “particularly chatty” online, Lancaster adds.
The new store launches will also be supported by cross promotional activity via Morrisons, which bought the online baby care retailer last year.
Morrisons’ articulated trucks have been branded with Kiddicare and its recently introduced Catalina coupons at till scheme will identify customers buying baby products in local stores and offer them a voucher to encourage visits to the new store.
Lancaster says: “We’re doing national press and local outdoor advertising now but when [our stores] have national coverage we’ll start to really emphasise the brand. There’ll be a big brand campaign towards the end of next year.
“Really, our best advertising is what people say. Social is still in its infancy in terms of what it does commercially, but in brand reputation and awareness it’s very powerful having an army of vocal mums raving about you.”
Activity for the brand campaign in 2013 will include TV, digital, press, CRM, PR and outdoor. The business has previously only used TV advertising for tactical promotional campaigns around its flagship Peterborough store.