Ever forgotten to send a card for Mother’s Day?
Experienced that sense of dread when you realise it’s Saturday and you’ve missed the deadline for getting your flower order in?
Felt like a disappointing child when you’ve had to send a Mother’s Day text message, instead of a gift?
It’s okay, we’ve all been there—including your customers.
... Which is where brilliant retail marketing steps in.
For this post, we've brought together a range of different (old and new) retail marketing campaigns, all designed to help online shoppers find exactly what they want in time for Mother's Day.
Before we begin... 💡
Here are two top tips any retailer can use to optimise their Mother's Day campaigns:
- Use cohort analysis to determine whether you have a segment of gift-shoppers that only shop with you around Mother's Day. If they're signed up to your marketing messages, use this information to send them useful content—such as your 2018 gift-guide. (Learn all about cohort analysis, how it works and how you can use it in this blog post.)
- Remember to include product recommendations. Whether they are personalised (based on the customer-data available), generic (based on factors such as "top products" or "latest range"), or category specific (e.g. only displaying products within your Mother's Day gift-guide range), product recommendations remind your customers what your brand has to offer them. (Learn more about product recommendation engines and how to use them effectively here.)
Now for some marvellous examples of Mother's Day marketing campaigns.
For Mother's Day 2017, Danish jewellery brand Pandora opted for a drip campaign—starting out with a simple promotion at the bottom of its newsletter before moving on to a series of dedicated broadcast emails.
The first email—sent out a few weeks in advance—offered some great gift ideas in the shape of heart charms, whereas the second focused more on the brand's special Mother's Day offer.
Personalised cards and stationary retailer Papier is behind one of our favourite Mother's Day campaigns —not just for its beautiful email template design (shown below), but its charitable cause.
As explained in the copy below, Papier donates 30p from the sale of every Mother's Day card to the Breast Cancer Haven.
Rose & Grey
This old but brilliant Mother's Day campaign from furniture and interiors store Rose & Grey works so well because it's creative, original and evocative.
The email made us not only reminisce about our childhood (as soon as you see the business founders' classic photograph, you immediately want to start searching for your own old family pictures), but also start thinking about the different ways to give a Mother's Day present a vintage twist.
For those after a luxurious, classic gift, Burberry is your friend.
From perfume to ponchos to scarves, what's great about the British fashion house is its brilliant and now famous monogramming service.
(The image on the left shows an old Burberry newsletter promoting the My Burberry perfume especially for MUM, and the image on the right shows their Gifts section, where you can monogram clothing items or simply buy their suggested presents.)
Special Events & Partnerships
Mulberry Bond Street teamed up with McQueens flowers for Mother's Day 2017, inviting a florist to the store to create posies for those buying gifts on the day.
Despite not incentivising their online sales, this campaign definitely encouraged customers to go to their store. It’s these little touches that can help brands earn the customers’ preference, especially on gifting occasions such as Mother’s Day (can’t go wrong with flowers, can you?).
Every year, there will always be certain brands that promote their Mother's Day gift guide on their site—either through a banner/section on their homepage or in a the dropdown of a "gift" tab in the navigation bar.
As shown below, The White Company is one of those brands, devoting an entire landing page to Mother's Day gift ideas.
Below is an older Uniqlo newsletter promoting its guide; by clicking the "shop the guide" CTA, recipients were able to choose between day, work or casual categories of products (image on the right).
A quick visit to the Lush website reveals that the brand is already setting to work with Mother's Day 2018, encouraging visitors to "give the gift of time". The CTA links through to an excellent blog poston unique ways to help mums wind down.
(The handmade cosmetics brand has used social media to promote its products for Mother’s Day in the past, with a few amazing marketing campaigns under its belt:)
Social Media Campaigns
As part of its 2018 Mother's Day campaign (From One Mother To Another), personalised hand-engraved jewellery brand Merci Maman is posting a series of lovely (and funny!) quotes and quips on its social media channels. Here's one of our favourites:
The Body ShopTrue to form, last year The Body Shop introduced yet another brilliant Mother's Day campaign on social media, asking its followers to "share a vintage photo of the woman who passed on her spirit and quirks to you" using the hashtag #GotItFromHer. The brand promoted the campaign mainly on Instagram, as shown in the screengrab below.
On the subject of The Body Shop, who remembers this video for the brand's 'Treat Mum Like a Queen' campaign? Just brilliant.
We believe there are three fundamental aspects to consider when implementing an ecommerce marketing campaign for this sort of occasion: