Marks & Spencer’s baby club for members of its Sparks loyalty scheme has exceeded expectations.
Marks & Spencer said that its Parent Hood club, the first such club, has so far drawn 230,000 members, a third of whom are new M&S babywear customers.
The success of the club, which launched a year ago, has helped Marks & Spencer win its highest kidswear market share in a decade at 6.9%. According to M&S, the Parent Hood initiative has delivered approximately £2m in incremental value.
The club is part of M&S’ wider strategy of appealing more to family shoppers, in food as well as clothing. Members are entitled to offers such as discounts on babygrows, and can go to special coffee mornings held in M&S cafes.
M&S director of loyalty, fashion, home and beauty marketing, and Masterbrand Sharry Cramond said: “Last year we set out to create the best baby club in the country and in just 12 months, we have exceeded our expectations welcoming thousands of customers – both new and existing, to join our first ever loyalty club through Sparks.”
M&S director of kidswear Alexandra Dimitriu said: “With a renewed stylish product offer and the introduction of our first baby club, we now hold our highest market share in kidswear in over 10 years.
“We’ve long been known for the hand-me-down quality of our kids clothing but customers are now turning to us at the start of their parenting journey and discovering what we have to offer… The Parent Hood is here to support families as we continue to broaden our appeal to become more relevant, more often.”
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