Skip to main content

Case study · Maternity and baby products

Maternity and baby: stage-based content lifts online revenue +140%

A leading maternity and baby brand automated content and offers for each stage from pregnancy to parenting: online revenue +140% amid falling births.

Online revenue growth
+140%

Solutions usedCustomer Data PlatformLINE Marketing Platform

Maternity and baby brands serve members in stages: from pregnancy to a baby’s arrival, needs change every few months. This well-known brand delivers health education content and automated marketing for each stage of pregnancy, birth, breastfeeding and parenting, boosting engagement and loyalty and securing its market leadership.

Baby holding a white wooden stool

Challenge

Fewer births make every member count

According to the Ministry of the Interior, births in Taiwan fell from 199,000 in 2013 to about 124,000 in the period up to November 2023.

  • A shrinking market: Competition intensifies for a limited number of consumers.
  • More choices: Parents care more about quality and value.
  • Changing shopping habits: More searching and online shopping cut into store traffic.
  • Hard to retain members: Members pass through stages, so benefits need to be more compelling.

Four pain points for maternity and baby brands

  • Out-of-sync member benefits

    Online and offline member data is scattered and disconnected, so the brand can't see its omnichannel audience pool.

  • Preferences are hard to read

    Without customer profiles, audiences can't be segmented and personalized flows can't be planned.

  • Short lifecycles

    Each stage is brief, so the brand must keep in touch at key moments.

  • Competitors take share

    New marketing tactics keep appearing, yet the true omnichannel impact remains unclear.

Solution

How the ESi CDP does it

  • Unified members

    Online and offline member data is cleansed and standardized to recognize one person across channels and know each member's stage.

  • Data-driven transactions

    Transactions from every channel are managed in one place to build shopping preferences and personalize engagement.

  • Member marketing automation

    Fine-grained member benefit management and points redemption raise conversion while lightening the IT team's workload.

Results

+140%

Online revenue growth

Online revenue up 140%

With LINE linking unifying online and offline members, ongoing testing of campaigns and creative shifted marketing from a wide net to precise targeting and cut spend on wasted messages.

A pregnant woman and a bar chart of online revenue growth

Approach

Right content for every stage

  • Know your members: The CDP captures each member's attributes, preferences and purchase history.
  • Stage-based messages: Health education content and offers are sent automatically based on each member's stage.
  • Varied formats: Regular campaigns are paired with personalized messages, testing multiple formats to find the content that converts best.
Explore the CDP

Keep members at every stage

Tell us about your member journey, and a consultant will suggest automated content for each stage.

Book a consultationMore case studies

Solutions used

  • Customer Data Platform

    Customer data platform (CDP): unify member data, let AI diagnose sales changes and propose campaigns, and base decisions on audiences, product tags, journeys and channel results.

  • LINE Marketing Platform

    AIM for LINE: member binding, tags, personalized messages, lucky draws, MGM, surveys and analytics. Grow your LINE Official Account, cut blocks and turn LINE friends into customers.

More case studies

Book a consultation
Add ESi on LINE (opens in a new window)