In the child and childcare sector, competition is tougher than ever . With the emergence of new players and the growing expectations of connected parents, brands must constantly reinvent themselves. Personalization of offers, accelerated loyalty and parental engagement over limited periods have become imperatives to remain competitive. Among our wonderful customers, we have noticed e-retailers and retailers who are particularly creative in this area. This is how the idea was born to prepare a customer case dedicated to this sector of activity. Acquisition, conversion, customer experience, loyalty, you will see, nothing is left to chance!
So, how about finding out how they successfully met these challenges?
The challenges of the childcare sector today
Faced with this new situation, these brands are challenged. They must reinvent their marketing approaches to better attract, engage and retain a more website development service informed and connected clientele than ever. Creativity is no longer just about products, but now extends to all communication and customer experience strategies.
A changing market
In France, the market for childcare products is estimated at around 400 million euros. However, the sector has been facing a major challenge for several years: the decline in the birth rate. At the same time, parents are demanding safety, eco-responsibility and trust from the brands they choose for their children. Not to mention that with the rise of collaborative consumption, and in particular the purchase of second-hand products, brands have no choice but to develop a strong and sincere attachment with their community of prospects and customers.
Limited loyalty
By its very nature, the childcare market is marked by the short period during which parents buy these products. The challenge is therefore clear: brands must redouble their efforts to maximize their conversion and therefore their profitability over limited purchasing cycles. Which means that their acquisition and loyalty strategies must be particularly effective to meet all these challenges!
In response to these challenges, our clients in the children and childcare sector are real examples to follow! So let me tell you a little about their campaigns...
When you operate in a particularly competitive sector, acquisition often proves to be very tough! However, you will see that our clients take on two particularly ambitious challenges in this area: attracting visitors and prospects using levers that complement SEA, and above all, quickly getting them on board in order to establish a fruitful relationship with them from the first contact.
Support as a lever for capture
Many brands have understood this: to capture the attention of parents, it is no longer enough to promote products, you have to support them and provide them with value. Benjie of Switzerland, Blédina or Sentosphère , for example, rely on an engaging and above all personalized content strategy. In exchange for a little information, parents have the opportunity to receive valuable advice, thus increasing their propensity to subscribe to the newsletter and buy the brand's products.