15th August 2024 – Marks & Spencer (M&S) has introduced its inaugural baby club, “The Parent Hood,” exclusively for members of its Sparks loyalty program.
With family shoppers increasing by 24% in Food and a growing customer base in Clothing & Home, M&S is expanding its focus on families. The UK baby clothing market, valued at nearly £900 million annually, presents a significant opportunity for M&S, which currently holds a 6% share in kidswear. The retailer has noted growth in the “newborn” category and sees the baby segment as crucial for further expansion.
Expanding Brand Trust and Loyalty
M&S, known for its trusted reputation, is integrating its offerings across Clothing, Home, Beauty, Food, and in-store Cafés, along with third-party brands, to create a unique experience for Sparks members. The baby club, which is free to join, allows members to save up to £250 annually. It aims to build a community, attract new and existing family customers, increase shopping frequency, and encourage cross-purchasing across different categories.
Increasing Relevance for Family Shoppers
While M&S is a market leader in kidswear and school uniforms, it is now focusing on attracting families at earlier stages, such as during infancy. The retailer’s enhanced in-store baby category—featuring improved signage and more space—has already led to double-digit sales growth, with over 1.1 million baby grows sold annually.
Tailored Offerings for Parents and Babies
To distinguish “The Parent Hood,” M&S has invested in personalized services for both parents and babies. The club provides access to essential items such as birthing bags, maternity bras, postpartum wellness tips, nutrition advice, weaning recipes, and more. Members also benefit from exclusive offers and a strong sense of community.
Exclusive Benefits
Members of M&S’ baby club receive a 10% discount on the entire range of baby grows for a year, along with special offers on maternity and nursing bras, bedding, and products from Bloom & Blossom and This Works. In M&S Food Halls, members get discounts on products from Pampers and Piccolo organic baby food.
Partnerships and Community Engagement
Launched in 2021, M&S’ “Brands at M&S” platform includes curated third-party brands like Mamas & Papas, which joined M&S in 2023. Additionally, M&S is utilizing its store network and Cafés to host weekly parent and baby meetups, offering members a free slice of cake with the purchase of a hot drink.
Statements from M&S Executives
Alexandra Dimitriu, Director of Kidswear at M&S, commented, “We are excited to launch our first baby club, designed with a focus on what parents and babies need. As a mother, I wish I had access to such a resource when I was in the early stages of parenthood.”
Sharry Cramond, Director of Loyalty, Food Marketing, and Masterbrand, added, “The M&S baby club is our first special interest club for Sparks members, and we aim to make it the best in the UK by combining M&S’s top offerings across various categories into a one-stop shop for parents.”
M&S continues to leverage its strengths to enhance its appeal to families and drive further growth in the baby segment.
