Mothercare is undergoing a review for its digital businesses, with agencies specializing in direct response campaigns taking part, Branding In Asia has learned.
Team A Ventures, the exclusive distributor for multiple international brands including Mothercare, launched the review last week and sent a brief to global & local media agencies, such as GroupM and MWM Studioz, with expertise and experience in managing campaigns for e-commerce.
“The brief includes the targets for the year 2019 in terms of online and offline sales,” said Tariq Hameed Siddiqui, brand head for the digital business at Team A Ventures. “E-commerce in 2019 is set to represent 10% of our total revenue for Mothercare and we want the digital agency to optimize the brand in terms of awareness, consideration, and conversion while measuring the impact on online and offline respectively with online sales and store footfall.”
According to Siddiqui, the digital media agency with expertise in running paid search, re-marketing, awareness, and conversion campaigns, will be selected for the account.
“Our website is getting a complete makeover based on global guidelines which will also reflect on all communication ends, be it social media, radio or print,” said Siddiqui. “The agency will have analyzing rights to measure the success and then they can recommend any changes they feel are vital.”
RLTSquare, a software development firm specializing in Magento solutions, will complete the new site for Mothercare by the end of February 2019, with Siddiqui and his team finalising the digital agency before then.
“However the agency performs, it will reflect on the budget,” said Siddiqui. “The agency will be compensated by having a chance to get more owned brands on board, increasing their brand share in the fashion retail sector and hence will get a chance to lead media campaigns for top brands within the same sector.”
Pitches are underway, with several agencies participating, and the winner will be announced on Monday, February 4th 2019. Stay tuned for updates here on Branding In Asia.