Mothercare: mobile initiatives - The Merchandising Report 2015
Serving the needs of busy parents-to-be and new and existing parents of young children, Mothercare has had to put a clear focus on online merchandising to enable the best customer journey for its customers. In the last year, such investment has paid off, with the retailer reporting both online and mobile sales increasing significantly in the period – with mobile now accounting for 82% of all online sales.
In September, it added digital receipts to its app, with product images that link to the product details within the app and allow shoppers to access their in-store purchase history in one location. “Bridging the gap between online and instore is a huge focus for us,” Chris Bertin, group mobile commerce manager for Mothercare, told InternetRetailing.net in September. Its apps also include everything from information on baby development to a name finder and music. Such a wide range of features not only helps improve customer loyalty, but ensures continuing relevant reasons for customers to choose Mothercare and a better ability to keep in touch with the customer on the go.
The increasing trend for such shoppers to both research and buy online means clear information is vital – especially since the company’s’ predominant market are digitally savvy 25-to-35 year-olds. The retailer plans further investment in improving the customer experience on its website, expanding mobile, video and social capability whilst also integrating its digital and in-store experience through click and collect.
This year has also seen the retailer equip its staff with iPads in all stores in able to allow them to access the online content – including photos, videos and customer reviews – in order to better assist customers.
The retailer is also working on further improvements in terms of presentation, with plans to improve both photo and video presentation, and customer reviews.
Mothercare is also improving what it sells with an expansion of its product ranges – both online and in-store – in order to improve the quality and newness of its product range. This year alone, it has introduced new brands to its range such as Mamas & Papas, Converse, Mamalicious and iCandy, as well as increasing exclusivity across its product categories.