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Kiddicare prepares for first of 10 new store openings

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Kiddicare is set to open the first of 10 new superstores next week.

The Nottingham store, location chosen by Kiddicare’s social media fans, marks a large-scale move by the online nursery retailer into multichannel retailing.

“Our expansion into physical retail puts us in a unique position,” said Scott Weavers Wright , chief executive of Kiddicare. “We’ve engineered a truly multichannel proposition, not shoehorned our business into an existing model. We know that our customers are savvy shoppers. They’re doing their research, price comparison, shopping and social networking across multiple platforms so we’re leading the way for them to shop whenever, however, wherever they want: online, in-store, via kiosk, mobile or app. We really are shaping the baby market with the specialist stores of the future.”

The new store will stock more than 3,000 products, have 100 staff, and feature an in-store soft play area, a Kiddicafé, and a dedicated community room for parenting classes, mother and baby events and baby showers. Technology features include touchscreen kiosk technology, barcode scanning for stock availability, and browse and order functionality. Digital signs and electronic shelf-edge labeling will allow agile discounting, while there is also guest wi-fi for pricechecking.

The multichannel environment is underpinned by technology including IBM WebSphere, Endeca, Monetate, MS Navision and SalesForce. “These platforms give us essential ‘single customer view’ clarity so we can really target our customer communications in the future,” said Weavers Wright.

Elaine Weavers Wright , brand director, said: “We listened to our customers - real mums, dads, grandparents - and created more than just a shopping experience. Our new brand really captures the fun of having a baby. We’re creating retail theatre - exciting existing customers and intriguing new ones – but remaining true to our ethos of unbeatable value, great range and exceptional service.”

The Kiddicare.com website is also being redesigned to reflect the new identity.

Richard Pennycook , Kiddicare chairman and Morrisons chief financial officer, said: “Morrisons is delighted to see the first of the former Best Buy retail units open as a Kiddicare baby specialist superstore within nine months of acquisition. It’s a fantastic new journey for Kiddicare and a brilliant new concept for customers. The future for Kiddicare and families alike is an exciting one.”

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