Brief To take a fresh look at the Nursery catalogue, taking in recent changes to the market and customer preferences
Solution Millennial parents are used to being able to access information on any topic at any time – whether it’s comparing pushchair prices or browsing nursery décor ideas. Our recent update to the award-winning Baby publication developed a more helpful format, enabling readers to compare products more easily and find what they are looking for more quickly. We also increased the editorial content, creating a more engaging read and sharing John Lewis product expertise. As ever, our maternity fashion shoots, gorgeous baby photography and creative room sets highlight the product offering and provide John Lewis with high-end assets to use in store and online.
The Baby catalogue plays a huge part in engaging new parents and subsequently driving sales, with a huge year-on-year sales uplift of products featured in the catalogue compared to 2013