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Endless Aisle web revamp helps Mothercare handle 84% mobile traffic and boost sales…

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With 84% of its online traffic coming from mobile, Mothercare and sister brand Early Learning Centre have revamped their websites to use more omni-channel-friendly ‘endless aisle’ technology and the retailer is reporting a 40% week-on-week growth in revenues thanks to the trial.

Previously built on a fragmented codebase that made it highly difficult to introduce innovative features, Mothercare recognised that its online retail presence was in need of an overhaul. The platform redesigns were delivered in just nine months.

84% of Mothercare’s online traffic stems from mobile, and while the retailer already had an existing mobile platform, this was not up to scratch with the expectations of today’s digitally savvy parents and parents-to-be. Astound Commerce worked closely with Mothercare to conduct an extensive UX design analysis to improve the tablet and mobile journeys.

The seamless omnichannel experience now boasts two new customer tools: instore iPads which have enabled the retailer to implement ‘endless aisle’ technology, and one which empowers customer service advisors with greater online visibility to help deal with enquiries.

In addition, Astound Commerce – the technology company behind the upgrade – introduced a three-step checkout process to speed up purchases and new store locator technology.

“Astound Commerce has enabled us to introduce a truly omnichannel approach. The launch of slicker, faster and more user-friendly websites along with a whole host of new features is a key step in our digital transformation journey,” says Gary Kibble, Global Brand and Marketing Director at Mothercare. “The Astound team worked hard to ensure the new platform was up and running ahead of peak trading, and the project had a hard go-live date. We’re very pleased with the finished product.”

The move comes hot on the heals of Mothercare introducing a streamlined mobile app checkout process which has seen sales on mobile rocket by 25%.

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