Case study: Mothercare nurture category refresh: The Brief

Mothercare appointed HRG to refresh the ‘Nurture’ Category within their stores to maintain their status as the number one destination store for expectant and new mums.

Extended ranges, aggressive pricing and promotional activity from the grocery supermarkets over recent years has meant Mothercare needed to play to their strengths as a baby specialist. The strategy to compete was on added value platforms through improving the in-store consumer communications, Point of Purchase and product training for their store staff.