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Mothercare Ukraine launches as first of a series of franchisee websites, based on one core system

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Mothercare Ukraine has launched online, the first of a series of websites designed to extend the nursery retailer’s ecommerce strategy to its franchisees around the world.

The new Ukraine site features local language, currency, checkout and shipping methods, as well as a loyalty scheme that extends from online into stores, and is built on the Magento Enterprise ecommerce platform. Features also include social media integration, promotions, richer product pages and customer segmentation options, and the site is integrated into Mothercare International’s business systems and operations, with common functionality now available to franchisees through a core system.

“This is a true example of a real international project involving multiple third parties across four locations and three countries,” said Chris Hodge, international ecommerce programme manager at Mothercare Group. “The project has included implementing the ecommerce solution, setting up a new team in the Ukraine and all operational changes to support a new echannel in the Ukraine for our brands.”

The site was designed, built and implemented by Crimsonwing, which will take the multichannel experience to more than 30 markets and could build more than 60 websites, serving both the Mothercare and ELC brands. The IT services provider says the new core system for franchisees will make it much quicker to launch online stores in different markets.

Nicolai Dalli, head of ebusiness solutions at Crimsonwing said: “We have successfully achieved yet another milestone as part of Mothercare’s global rollout plan. The flawless integration of the new online shop with the franchisee’s existing ERP system, togerher with the rest of the customised features, will help Mothercare Ukraine to make the most of ecommerce in their target market. We look forward to continuously supporting the franchiseee, through managing the new cloud environment.”

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