John Lewis eyes greater share of baby market

John Lewis has announced a partnership with parenting website BabyCentre to promote its nursery product range in a tie-up that will see it target new and expectant parents via both digital and offline channels. 


John Lewis will use the 12-month tie-up to push tailored products and content to expectant parents at key milestones throughout pregnancy on the BabyCentre website, plus its My Pregnancy Today mobile app. 

This will also be extended via a series of in-store experiential events with high-profile childcare professionals on hand to give advice on nursery product purchases and will also be supplemented by a through-the-line campaign implemented by media-planning agency Manning Gottlieb OMD. 

Rachel Swift, head of brand marketing at John Lewis says: “By listening to the BabyCentre community, we will also be able to improve our service to expectant and new mums and tailor it more effectively to their needs.”

Vincent DeLorca, BabyCentre’s general manager in the UK, says: “Over 70 per cent of expectant mums in the UK visit BabyCentre so we are well placed to work closely with John Lewis in order to extend their reach.”  

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