Focusing on the Ego, Id, and Superego we selected the three following concepts: Income, Loyalty, and Hugs.
We decided to try and create a conceptual "hug" experience for a group of people known to be facing a very emotional, anxiety -filled time in their lives - first time expectant mothers.
With our program, Babies-R-Us would create a loyalty program dedicated to first time expectant mothers based on the amount of money they spend at the store. For each specified dollar level spent, the expectant mother would earn hours of time with a "Pregnancy Concierge" - who would be personally available to address the expectant mother's unique concerns, help her shop for the items she wants and needs - and to help assure her about her level of preparation for the baby to come.
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