Maclaren Baby

A 360° Game Plan.

Maclaren approached DOMANI at a critical point in the brand's evolution. Over the past 50 years, Maclaren strollers and baby products were sold almost exclusively in department stores and smaller, specialty retail outlets, and had only recently penetrated the big-box retailers. They were losing share and traction to mega e-tailers like Amazon and found themselves in desperate need of a consolidated online presence.

Needing a strategy to increase access to its products and penetrate new international markets, Maclaren brought DOMANI on to serve as brand, operations, and technical advisers with the goal of restructuring their entire global digital retail strategy.

Services:
  • Ecommerce
  • Content Strategy
  • Global Localization
  • Design
  • Marketing
  • Strategy

Problem solving at its finest.

Over the course of several months, we performed multiple marketing and technology audits to determine how to transition a strong brand into a place where they had a strong digital strategy to match.

The result of the discovery process included a completely revamped marketing and communications strategy, defining Maclaren’s core essence and values that could be delivered to the consumer through a variety of touch points, including a brand website, mobile site, iPhone and iPad applications, social channels, and point of sale displays.

Additionally, a full technical recommendation was developed, focusing on creating new e-commerce and operations channels. The technical proposal included a plan for a full architecture of the company's online operations, with a comprehensive integration strategy for global e-commerce and transaction management.

  • We devised a 360° strategy that helped Maclaren leverage digital at a critical point in their history
  • From ‘what’ to ‘where’, to “how”, we helped Maclaren tailor thier product offering and plan for eCommerce success in over 30 markets arround the world.
  • From soup to nuts. When developing and refining our strategy for Maclaren we considered every possible angle, ranging from whom the brand could leverage from a partner perspective to the forecasted potential of launching a private line for Amazon.
  • Forward thinking. Instead of just developing a plan for the here and now, DOMANI proposed a comprehensive strategy that would help Maclaren leverage digital and create deep, authentic connections with consumers many years down the line.