Brief To continue bringing our fresh approach to the Nursery catalogue, taking into consideration changes to the market, John Lewis’ tone, 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. After successfully updating the award-winning Baby publication, we’ve continued to provide parents-to-be with a helpful and engaging format, enabling them to compare products easily and find what they are looking for quickly. The increased amount of editorial content remains an interesting read that also shares 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.