Sainsbury’s Little ones baby & toddler club has revamped its website with Seven, with an email campaign also rolling out.
The new site splits content by five key lifestages: pregnancy, newborn, weaning, toddler and pre-school, in order to make the sections more relevant for users, with a ‘mum zone’ also introduced.
Helen Renshaw, head of content at Seven, said: “The Little ones club continues to offers members lots of benefits; free access to hundreds of nutritionally approved recipes, including time-saving family meals to make life easier for busy mums, five-day meal planners, parenting tips, exclusive member offers and lots more great savings and rewards from Nectar.”
Seven has also rolled out a monthly email campaign which allows the club to target content to the exact stage of pregnancy or child development of its members, including recipes, tips and offers.
Marie Czucha, Sainsbury’s direct marketing executive, said: “It’s so exciting that Little ones has been relaunched – it’s a sign that the club is moving from strength to strength. With our forever growing membership base, it’s important that we continue to move the club forward and keep incorporating more of what our members want.
“We worked closely with Seven to deliver the strategy for the club. Working together allows us access to editorial expertise and strategy – they understand the lives of our members and produce relevant and engaging content, which help to deliver our objectives. The website and age-targeted emails work in tandem to communicate Sainsbury’s core value and brand messages and deliver significant response rates.”