Mamas & Papas to launch mobile website in new e-commerce strategy

E-commerce strategy

E-commerce strategy

Baby products retailer, Mamas & Papas, is planning to launch a mobile website as part of its new e-commerce strategy, which includes catering for mobile, tablet and Facebook shoppers.

The company has appointed retail technology specialist One iota to develop a mobile website, which offers customers functionality such as access to the entire product range on the go, locating their nearest store, reading customer reviews and ordering online. 

The evolution of the mobile website is the first step in a broader multi-channel strategy, which will also see the introduction of a tablet optimised website, Facebook commerce and an iPhone application over the next few months, said the company.

Mamas & Papas said it prides itself on offering customers the best possible shopping experience and has already used e-commerce intelligence to guide product development and strategy. 

Now the company is keen to capitalise on the growth in mobile and social shopping and provide customers with a truly multi-channel shopping experience, it said.

Mamas & Papas also plans to increase its digital services to make the purchasing process easier for parents. Future developments will include Wifi enabled stores and providing richer information for customers via QR codes, for example.

The retailer has tied up with commercial Wifi provider, The Cloud, to Wifi-enable stores. This will enable Mamas & Papas to offer customers information via QR codes; including the ability to watch product videos, read customer reviews and view alternative colours or products which are not currently on display, or just browse the web.

Whilst maintaining the entirely traditional shopping experience, Mamas & Papas claims to have adopted a customer-centric as opposed to channel-centric approach; putting power into the hands of the customer, putting as many tools as possible at the customers’ disposal and allowing them to take full ownership of their own retail experience.

Rob Jennings, e-commerce director at Mamas & Papas, said: “Technology continues to play a key part in our operations – currently 20% of website visitors access our site via their mobile and we expect this trend to at least double in the next 12 months. In line with smart phone growth in the UK, we know mobile sales will form a significant proportion of our sales in years to come; particularly as it is so relevant to our industry in which busy parents increasingly want their digital experience ‘on the go’ through devices suited around their lifestyle.

“The Mamas & Papas brand has been built on solid family values and we pride ourselves on delivering award-winning products parents value and trust. As a result of our partnership with One iota, we look forward to enhancing the shopping journey of our customers even further.”

The first components of the multi-channel commerce strategy are expected to go live in early 2012 and will continue to be enhanced in line with shoppers’ feedback and behaviours.

Damian Hanson, CEO of One iota, said: “Mamas & Papas is a world-class ‘superbrand’ and we’re thrilled to be working with the company. The team has a strong desire to invest in its valued customers and we look forward to supporting their customer-centric approach by fusing social, mobile and local technologies to drive loyalty and revenue.”