Early Learning Centre launches new website with LiveArea


The Entertainer, the fastest-growing, family-owned high street toy retailer in the UK, recently announced the launch of the new and improved website for The Early Learning Centre, ELC.co.uk, developed by LiveArea, the global commerce services provider. The new site aims to streamline the consumer journey for a better experience.

In February 2019, The Early Learning Centre was acquired by The Entertainer. The Early Learning Centre site is built on the same SAP Commerce architecture LiveArea implemented for The Entertainer’s successful TheToyShop.com webstore, which reduced technology outlay and minimised disruption as the site transitioned from a previous platform. LiveArea worked with The Entertainer to deliver the integration within three months.

Both sites include a more refined consumer journey for faster shopping, improved performance to support with high levels of traffic during peak periods, a new predictive search engine which makes locating products easier, and a ‘Present Finder’ tool for enhanced guided selling. The updated website also now closely reflects the branding found in store and allows shoppers to view products by the same categories.

The Early Learning Centre website has been designed with a mobile-first approach to enhance browsing on tablets and phones, and a new feature allows customers to add products from both the Early Learning Centre and The Entertainer sites into one cart, for a quick and easy checkout from both stores. A 30-minute click-and-collect service plus other delivery methods provide versatile fulfilment options.

Talking about the launch, Rob Wood, head of online at The Entertainer, commented, “We are very excited to welcome Early Learning Centre into The Entertainer family. One of our first priorities was integrating The Entertainer and Early Learning Centre websites so customers can choose toys from both brands and only have to checkout once. We are very excited to announce our new and improved Early Learning Centre website and believe it offers customers an intuitive, engaging, and easy way to find and buy toys.”

Paul Lynch, area vice president & managing director EMEA of LiveArea added: “To deliver this implementation project and integrate The Early Learning Centre into our wider web business within three months was a fantastic achievement for ourselves and The Entertainer. The new site forms another part of The Entertainer’s strong omni-channel strategy, and LiveArea is delighted to continue playing a part in this retail success story. We are proud of our role in driving revenue and enhancing customer experience through the launch of another new eCommerce store using SAP Commerce architecture.”

The Early Learning Centre is a toy and games retailer focusing on early years development and supporting children’s learning through play. The company is committed to creating quality products and bringing innovation through new product design, whilst continuing to make the much loved and trusted toys we all know and love.