Close this search box. launches two pronged assault on m-retail with app and m-web site

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UK nursery products retailer has launched an all out assault on mobile retailing with the roll out of both an iPhone app and a mobile optimized website, both of which offer secure transactional capabilities. The app will feature bar code scanning to deliver the must have mobile experience du jour of mobile retail that also acts as an adjunct to the in-store experience.

The retailer already sees some seven per cent of its web traffic – or 70,000 unique users per month – come in through mobile, so the two products tap into an existing and growing demand. Launching both m-web and an app also taps into a developing theme in m-retailing: different mobile products for different uses and demographics. The app is designed more for the loyal customer as a tool for both mobile shopping as well as to drive consumers into store. The m-web site more for allowing easier use of the e-commerce site over the air.

The app has been developed to support’s drive for an innovative multi-channel strategy, technology provider Infogain has created an iOS app which, for the first time, integrates secure payment, bar code scanning, video, price comparison and power search, alongside core e-commerce features, to deliver a shopping application for time and price-conscious consumers anywhere in the UK.

“In these tough economic times, everyone’s looking to get the best value for essential family items,” said partner, Scott Weavers-Wright. “Infogain has enabled us to further deliver on our ambitions and brand promises; taking our unique online environment out onto the High Street, enabling hard-pressed parents to find the best products and cheapest prices at their greatest convenience.

“We’ve worked closely with Infogain from inception to integrate the most valuable customer services; working alongside our creative agency, Ubiquitous, we’ve created more than just another iPhone app, effectively enabling Kiddicare to set the bar for the mobile shopping revolution.”

The fully secure transactional Kiddicare app is now available from iTunes. Its easy-to-use, custom-designed interface allows shoppers to simply scan the bar code of any product on-site at any comparable UK retailer and search for a competitive price or price match and stock availability – even view a video demonstration and key comparative details on over 4,500 products. Customers can then immediately add items to their shopping basket and request next day delivery; lightening the load of both trolley and purse.

The Kiddicare app is unique in its front-to-back-end integration of data and services – joining up user search to live data, secure wallet transactional payment and delivery specifications. The system links IBM Websphere, Endecca Search, Cybersource Payment and Liveclicker video among others to produce a seamless, intelligent application which truly adds value to the customer.

Mark Collin, Infogain’s Vice President, Europe & Africa is thrilled with the result: “Kiddicare is a highly progressive retail leader and a much-valued partner to Infogain in its approach to developing custom-built mobile solutions for multi-channel retailing.

“We have been integrating new technologies into businesses for almost 20 years and the mobile revolution presents a groundswell of opportunities for the retail industry. Our strength is in seamlessly connecting multiple systems – legacy, new, front and back-office – but it takes a visionary organisation like Kiddicare to demonstrate the real-world value of such a pioneering approach.”

The fully transactional mobile site enables shoppers to browse and purchase items on the go. Customers can access to their personal account, providing the option to store credit card details safely, yet conveniently, and review their previous orders. This one ‘basket’ per user approach, means shoppers can browse and select items whilst on the go, but save their order and checkout at home, if they prefer.

Rather than investing in new software to create a dedicated mobile site, Kiddicare has succeeded in producing a fully transactional mobile site by utilizing existing WebSphere V6 technology which renders automatically to mobile devices. The mobile technology also uses pre-existing web server infrastructure, allowing Kiddicare to produce the mobile interface without requiring any additional server hardware. When is accessed via any device with internet technology, the site responds by loading a mobile friendly interface on the domain, meaning it works efficiently on all mobile platforms.

Developed and designed in-house by Kiddicare’s IBM development team, the interface allows’s award winning SEO work to continue to drive traffic to the site from any link on the web. From inception to launch, the production of the new mobile technology has taken just seven weeks. Assisted by Salmon, who helped develop the system’s architecture, and incorporating existing Cybersource decision manager solutions,’s fraud protection system, the mobile friendly interface ensures an easily navigable, yet safe shopping platform.

Visually stunning, the user interface was designed in just seven days by Ubiquitous, Kiddicare’s creative agency, to reflect the familiar feel of and the iPhone App to put mobile shoppers at ease.

KIddicare’s Weavers-Wright says: “’s new mobile site is a fantastic achievement for us and a brilliant opportunity for our customers. The transactional site overcomes any concerns about taking our shopping experience mobile in an effective and affordable way. Our customers can now surf and shop whenever they choose, with the same protection offered via the traditional website. We’re really excited about the impact this new technology will have on our business.”

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