IRUK 500

Mamas & Papas unveils commerce and content strategy for new-look website

Mamas & Papas has put content alongside commerce in its new-look website, part of a strategy to put digital first.

The nursery brand, a Top100 retailer in IRUK Top500 research, aims to take in-store customer service onto the website while showcasing content from bloggers and writers.

Mamas & Papas says the relaunch marks the move from away from transactional online shop to a site where the brand engages with the customer.

Global digital and marketing director Neil Sumner said: “We’ve relaunched mamasandpapas.com as a content-rich, ecommerce website to not only drive digital sales but to connect with our customer and power the brand’s global growth through all our channels.”

The relaunch is part of investment across the business that has also seen some of its 32 stores given a new look and feel. Online, the new site aims to create a personalised shopping experience that takes the service customers receive in-store to the internet. More than three-quarters of Mamas & Papas online customers visit from a mobile or tablet device, and the new site is optimised for mobile. The site has also teamed up with experts in areas from nutrition and sleep to exercise and travel. Guest bloggers include Anna Tizard and Lydia Barron, founders of Tiba & Marl who will share style tipes, and Bloom & Blossom founders Christina Moss and Julia Yule, who will advise on wellbeing.

Head of digital Julie Austin said: “Our customer has different wants and needs at key stages throughout their parenthood journey and we wanted to ensure we are interacting with them – whether through their research or their shopping experience.

“Creation of the new ‘Discover’ content, increased video visibility, enhanced furniture and travel showroom experience on fully responsive templates were building blocks to extending our best in class store experience. This is step one for us on an enhanced international roadmap for all our channels.”

Image credits:
  • Image courtesy of Mamas and Papas

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