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Early Learning Centre targets ‘browser-buyers’ with fully-integrated m-website

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Early Learning Centre (ELC) , the UK’s leading toy retailer, has launched a new mobile commerce website to target the smartphone-wielding ‘browser-buyer’ market that offers a complete product portfolio and full integration into ELC’s main e-commerce website and back office systems.

Customers to the mobile website benefit from a full product list, site functionality consistent with the main ELC website, and a shared basket and purchase process. ELC benefits from simplified on-going management of both websites through a single set of business tools.

ELC’s e-commerce website was built last year by Javelin Group on the Demandware platform with complete integration into ELC’s backend systems, including call centre, order management and fulfilment. The development of the mobile website has taken advantage of the in-built capabilities of the ELC platform to deliver a user experience optimised for smartphones. Having successfully delivered ELC’s ecommerce website, Javelin Group was selected to design and build the mobile commerce site, which was completed in just three months.

Jas Virdee, Executive Director at Mothercare PLC said: “We have already seen an uptake of the site with orders being taken on the first day of our soft launch.”

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