Contact Us

LEEDS
ripe design (UK) Ltd
Clarence House
48 Black Bull Street
Leeds
LS10 1HW

tel: +44 (0) 113 204 2800
fax: +44 (0) 113 204 2801

e-mail: info@ripe.co.uk

Registered in England & Wales. Company No. 2854317
Vat number: GB 834 8624 07

 

LONDON
Argentum
2 Queen Caroline Street
Hammersmith
London W6 9DX

tel: +44(0) 208 323 8005
fax: +44(0) 208 323 8055

e-mail: hello@ripe.co.uk

 

CAPE TOWN
Ground Floor
Unit 2D
Black River Park North
Fir Street
Observatory
7925

tel: +27 (0) 21 447 5107
fax: +27 (0) 21 447 5108

e-mail: craig@ripe.co.za
web: www.ripe.co.za

Fisher Price Website (play.laugh.grow)

Background Information

A trusted name in early childhood development, Fisher-Price is the most widely recognized brand of infant and preschool toys in the industry.

Brief

Ripe worked with Fisher Price to establish the following site objectives:

• Establish Fisher Price as the Experts in Play and child development through play
• To support and underpin all offline promotional activity.
• Maximise reach to as many mums with children from 0-5 years
• Develop a knowledgeable, reciprocal long-term relationship with mums
• Give mums reasons to want to keep frequenting the site
• Show the consumer the relevant product at the right time on the site
• Drive traffic from online third parties to the site
• Convert first time visitors to subscribe to e-mail, to build list
• Encouraging click-throughs from outbound e-mail to the web site
• Achieve repeat visits as pregnancy and child develops & maximize the number of active mums on the list and minimize dormancy.

Solution

Market and Competitor analysis was undertaken during the initial stages to establish if there was room in a highly competitive online market for a purely 'play' orientated site.

Understanding customer journeys was crucial creating a customer-centric solution. Different audiences with different entry points were considered at early planning stages to ensure effective site structure and informational organisation.

CMS was a crucial inclusion to ensure that not only articles but also rapidly changing content such as news stories and member participation are managed and updated.

Personalisation is used to build member relations and encourage log-in. Members are greeted with their own homepage detailing their child's development stages.

Forum/members' comments functionality acts as a strong incentive for sign-up allowing members to post feedback on articles and teaching resources enhancing the feeling of community and member-to-member interaction. Member participation is further enhanced as site editors can post 'star comments'.

Articles, activity guides and toys are assigned to a relational link to ensure that the visitor's journey is smooth and they are presented with a tailored journey relevant to their precise journey.

Result

Significant international sign-up to the professionals and main member site area.