Publicis: Migros Baby Club launched

Migros has developed a new customer engagement tool in collaboration with Publicis Dialog and Publicis Modem. With the «Migros Baby Club,» the Swiss retailer is targeting parents of young children up to three years old, as well as expectant parents. The club has its own website.

Editorial - December 15, 2009

In addition to information, tips and contacts, product information and shopping opportunities are communicated. The Cumlus card provides access to the member area, which offers additional discounts, among other things. Offline measures in the dialogue area and a magazine are also used, as well as measures in retail and with partners. The club is to position itself in the further emotionalization of the customer relationship and provide transfer services to other product ranges. As a club for babies and toddlers, it will act as a link to Migros' Lilibiggs Club, which is aimed at children aged four to twelve.
Publicis Dialog accompanied the process and, together with Migros, defined the basic requirements and developed and implemented the measures. Publicis Modem was responsible for the complete planning and realization on the Internet.

Responsible at MGB: Nicole Dietiker (Head of Customer Marketing), Andrea Schönholzer (Head of Club Management) Chiara Dörrer and Franziska Imhoff (Head of Online Editorial Project Management), Barbara Siegrist (Deputy Editor-in-Chief Migros Magazine), Evelin Roos and Lukas Bürge (Category Management Baby). Responsible at Publicis Dialog: Karin Lang (GL Consulting), Ellen Gundrum (Strategy), René Stettler (Consulting), Nora Dehne (Project Management), Folker Wrage (GL Creation), Eric Fricke, Yeliz Salman (AD), Jens Behmann (Graphics/Art), Oliver Gisi (Text/Concept), Fabian Zahner (Text), Adrian Haeni, Philipp Zubler (DTP), Corinne Spielmann (Litho), Romeo Bucceroni (Production). Responsible at Publicis Modem: Claudia Aeschbacher (consulting), Cyrill Schneider (CD), Thomas Müller (art).