Mamas & Papas Unveils New Parenting Club With STACK

Nursery retail brand, Mamas & Papas, has launched a new loyalty club called M&P and Me, designed and developed by customer acquisition and engagement agency, STACK. STACK won the business following a competitive pitch in March. 

The M&P and Me club offers personalised offerings including expert advice, inspiration and tips, and club offers to both expectant and new parents. The custom-built club uses data given by the parent which includes the baby’s due date.

The ethos of the initiative is to encourage parents ‘not to lose their individuality’ and offers expert advice which is tailored to them, not just their new arrival. The content will range from tips for staying fit and eating well, to the latest style and fashion trends via blogs, articles and videos. 

The campaign will launch across Mamas & Papas stores, social channels and website. 

Claire Austin Head of Marketing, Mamas & Papas said: “STACK has demonstrated a really strong grasp of our business and how our customers engage with our offering. We are delighted with the scheme which will be a great start in giving new parents the rewards they deserve. The parenting club will be key to our ongoing customer relationships.” 

Ben Stephens, Chief Executive of STACK, said: “This launch provides a significant opportunity for Mamas & Papas to drive revenue by combining smart data insight with totally relevant parental content. Providing a platform that encourages customers to engage with this great brand will help form deeper connections and further lasting relationships. ”