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Mothercare tops LivingSocial records

Mothercare has broken the record for sales on LivingSocial, with over 21,643 vouchers sold in seven days at a total pre-discount retail value of $2.9 million.

This new record beat sales by Tourism New Zealand which sold 19,069 $1 ski passes at Mt Ruapehu in 2 hours 53 minutes in June.

The Mothercare deal offered discounts of over 60 percent on its $99, $150 and $250 gift vouchers to be redeemed in any store on any maternity, baby and kids fashion item.

According to Mothercare Retail Trade General Manager Jonathan Gavshon the deal exceeded expectations, particularly because the Mothercare brand is relatively new to Australia.

“Thanks to LivingSocial’s reach and their contribution to media spend, we have attracted a number of new customers: about a third of customers coming in store with the LivingSocial deal are saying they are new to the Mothercare brand,” he said.

“The customers… have been really excited about the quality of the product and what great value the LivingSocial vouchers are. We are encouraged by their positive response.”

LivingSocial Australia, with its two websites LivingSocial.com.au and JumpOnIt.com, attracted a total of 1,263,000 unique visitors in July, making it the number one deals company in the country.

LivingSocial Australia and New Zealand CEO Colin Fabig said Mothercare’s success indicated LivingSocial’s enormous potential for both SMEs and national retailers looking for a new customer base.

“At a comparatively low outlay to traditional marketing channels, the marketing dollar goes further on LivingSocial, reaching 1.5 million email subscribers nationally, and the most unique browsers of any daily deals site.”

In a June survey of 211 merchants who advertised on LivingSocial and Jump On It, 95 percent said the sites had helped them attract more customers. 80 percent of respondents said daily deal sites brought the most new customers when compared with Google search advertising, local newspaper advertising, Yellow Pages advertising, direct mail, radio, TV and PR.