BRITAIN'S
BIGGEST BABY CLUB

The club was launched, through Redwood, in 2005 as an offline programme of magazines, direct mail and exclusive offers, written by parents for parents. We launched the club's online programme in 2006, including a dedicated microsite, online offers, exclusive downloadable content, and a monthly e-mail programme, tailored to the life stage of the readerÕs bump or baby.

Redwood has partnered Boots every step of the way, from the initial research stages and launch of their Parenting Club, to the strategic planning, implementation, execution and fulfillment of a complex multi-channel programme.

The result brings to life the huge inventory and expertise of the brand with a lively blend of honest parenting advice and inspirational product news.

Boots Parenting Club members visit the store more often and, on average, they spend 34% more than non-members. Boots Parenting Club online Members have exclusive access to a dedicated website, which provides up-to-the-minute expert advice and information, plus exclusive downloadable content and tools.

Parenting Club members receive free glossy magazines, tailored to the life stage of their bump or baby. The magazines combine expert advice and peer-to-peer experience, while also showcasing a huge range of products. The package is consistently delivered with honesty, humour and authority Š underpinning the trust and expertise for which the brand is famous.

In 2009, we extended our content digitally, producing test e-zines for Health & Beauty and Parenting Club, and an e-zine to showcase new season beauty. Each e-zine was targeted to a specific Advantage Card audience and to a combined audience of 700,000 Boots customers. These e-zines provide rich editorial content that is interactive, inspiring and entertaining, while also featuring direct links from all the products on the page to www.boots.com with downloadable shopping lists for customers who prefer to shop in store.

Members can sign-up to receive a monthly e-newsletter from Boots Parenting Club, which provides the latest information about their pregnancy stage or child's health and development.

Emails also keep members abreast of their latest exclusive offers and what's new in store.

Loyalty packs are mailed to members on a regular basis, containing tailored information, free glossy magazines, celebration and birthday cards, coupon books packed full of exclusive member treats and offers and mailers containing specific advice about key life stages for parents such as 'weaning' or 'learning through play'.