How Mothercare Attracted More New Moms to Their Retail Stores

Using Bionic’s Omnichannel Optimisation of Facebook Advertising

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The first Mothercare store opened in Surrey, England, in 1961, and has since grown to more than 1,000 retail locations in more than 35 countries around the world. As retail increasingly becomes “omnichannel” (blending online and offline consumer experiences), Mothercare wished to capitalise on this growing trend to target consumers online in order to drive footfall to their closest retail stores.



The BIONIC campaign management team developed a series of ads using the store visits objective, which delivers the ads to people most likely to visit and make a purchase at one of Mothercare’s physical retail locations. The ads featured warm, inviting images and ad copy that encouraged expectant mothers to visit the store for advice on everything from pushchairs to toys. A “Get Directions” call-to-action button then directed people to the Mothercare store nearest them.

To ensure it reached the right audience, BIONIC used Mothercare’s CRM to create a Custom Audience based on its customers’ life-stage and purchase history, as well as a lookalike audience that aimed to reach new expectant mothers. The team also targeted its ads to parents aged 22–45 and grandparents living near a Mothercare store.


BIONIC first integrated with Mothercare’s digital receipts EPOS solution to retrieve anonymised in-store sales information.

BIONIC then integrated with Facebook’s Offline Conversions API to process those transactions to more accurately link and measure Mothercare’s in-store sales with its online ads. This not only allowed it to measure these offline conversions, but also to better optimise in-store purchases at the local and transactional level in real time.


With BIONIC, Mothercare not only reached more expectant mothers, but successfully encouraged them to visit one of its many physical retail locations. The campaign also achieved:

  • 7.5X return on ad spend (ROAS)

  • 16% of purchasers were new customers

While physical stores are a cornerstone of Mothercare’s mission, online retailing has become increasingly important, and the ability to analyse and understand our online and in-store customers through BIONIC’s Facebook solution has made this particularly compelling. Retail stores will continue to be an important part of our business and, with BIONIC, we can marry the unique experience of a store with the data and optimisation benefits of online to offline retail.
— Gary Kibble, Director of Global Brand Marketing, Mothercare
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This campaign with Mothercare and Bionic earned the coveted Omnichannel innovation spotlight award from Facebook. Find out more here.

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