Bridgewell enters a strategic partnership with Les Enphants
to create the first “Maternity-Baby-Child” Retail Media

Taipei, Taiwan – August 14, 2024 – Bridgewell has announced a strategic retail data partnership with Les Enphants to create Taiwan’s first “Maternity, Baby, and Child Retail Media Network (RMN).” Through this partnership, Les Enphants provides encrypted, multi-layer data and audience tags related to the maternity, baby, and children industry, while Bridgewell offers its AI-powered advertising technology, platform, and end-to-end advertising services. This collaboration maximizes the value of retail media data, enhancing RMN revenue while delivering high-quality, targeted traffic for advertisers.

Unique consumer journey presents new opportunities for Retail Media

Pei-Lin Chou, Chairman of Bridgewell, stated, “The maternity, baby and child market is characterized by clear and specific needs across different age stages, making it ideal for retail media to strive. Bridgewell continues to invest in the RMN market, recognizing that combining retail media data with advertising technology creates new value and growth opportunities for retailers. This allows advertisers to leverage consumer insights for optimized marketing strategies to build long-term brand value against competitors.”

Lin Bo Tsang, Chairman of Les Enphants, commented, “Les Enphants is actively expanding its services through new online and data-driven technologies to enhance customer experience. Our stores will evolve into experience centers, while data applications will help us meet customer needs more efficiently. Strengthening our data capabilities is a pressing priority for Les Enphants.”

The maternity, baby and child market offer a unique customer journey that spans across a longer time frame when compared to other sectors. Typically divided into stages of pre-pregnancy, pregnancy, newborn care, and childhood, with each stage requiring specific products and services. For example, dietary and health supplements are needed for mothers during the pregnancy phase, while the newborn phase focuses on purchasing clothing, food, and strollers. Each phase also involves different decision-makers and needs, such as the father in the family, who might prioritize car upgrades, travel, and education programs for children over the age of 5. By having a full understanding of the target audiences and their needs across all phases, brands are able to expand their product offerings and build a long-term relationship with the customers. Non-retail, service-oriented advertisers can also leverage the diverse and targeted data to reach potential customers through advertising. 

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Driving RMN growth with Les Enphants’ market experience and rich data

Given the unique multi-stage characteristics of the maternity, baby and child market, reaching audiences across different phases and roles requires multi-dimensional and diverse datasets. Les Enphants has invested heavily in transforming and growing the influence of their eCommerce channels. By continuing to integrate the newest retail and membership data, Les Enphants are able to deliver a full online-to-offline experience for their customers. 

Les Enphants’ rich data spans three dimensions: digital footprint and purchasing history based on personal data, membership data at the family level, and baby data such as age and residential location. This provides a comprehensive audience profile with relevant labels like product categories, needs, interests, and purchase preferences.

Pei-Lin Chou, Chairman of Bridgewell, added, “With over 50 years of experience in Taiwan, Les Enphants has extensive insight into the market. Their ability to curate and protect data at the highest level makes them an ideal partner for providing retail data. Through this data-driven partnership, we believe we can establish a highly competitive RMN for the maternity, baby and child industry.”

Bridgewell’s advertising technology creates new value for retail media 

Retail media data comes with information on product categories, member profiles, and behavioral preferences, which can provide advertisers with quality insights at a general level. To reach audiences with personalized targeting, it would require advanced technology to fully leverage the value of retail data and fulfill the needs of customers at every stage of the life cycle. 

With over 20 years of experience in precision targeting, platform and technology integration, and data management, Bridgewell is fully equipped with all the essential RMN technologies.

Ren-Pei Chen, General Manager of Les Enphants, stated “Bridgewell has top-tier digital advertising technology and extensive experience in using data for high performance ad placement. Their 20 years of experience in serving e-commerce and retail customers has given them a deep understanding of what the industry and advertisers need, making them the top choice of our RMN partner.”

For brand advertisers, Bridgewell leverages retail media data provided by Les Enphants to deliver precise targeting and exposure at the top of the funnel. The high-quality traffic of retail media and data will also enable advertisers to have a healthier funnel structure and the capacity to plan full-funnel campaigns. 

Moving forward, Bridgewell will continue to collaborate with strategic partners to bring more vertical RMN solutions to fulfill the needs of high-quality traffic and data insights from advertisers. Bridgewell’s long-term goal is to help retailers uncover value of their data and create a new revenue stream from advertising, by providing the best-in-class technologies and services.