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The Gro Company grows mobile revenue by 30% following online revamp

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The Gro Company has seen mobile revenue jump by 30% following an online revamp.

The baby products retailer, acquired by Tommee Tippee owner The Mayborn Group for £22 million in January, relaunched its website gro-store.comin December last year. The revenue increase accounts for the first two months of 2018, compared with the same period in 2017.

Average order values have also grown by 13%.

The Gro Company is working with ecommerce agency Gene to upgrade its online presence and offer shoppers a more tailoredexperience.

“We’re embarking on an ambitious growth strategy,” explains Kirsten Pett, E-commerce Manager at The Gro Company. “Launching our website on the Magento 2 Commerce platform gives us more control over merchandising, which allows customers to find and buy what they need more easily. With mobile devices now accounting for 85% of online traffic to The Grostore, we will be adding extra functionality to further enhance the customer experience.”

Apple Pay and Google Pay are among mobile payment technologies due to be deployed.

The Gro Company is planning to personalise the shopping experience with offers and recommendations as parents go from buying new born items to products for toddlers. It will manage its online content strategy using Gene’s proprietary Magento page builder and content management system tool, BlueFoot.

“Parents are usually short on time and probably sleep-deprived too, so site speed, advanced search functionality and simple payment options make it easy for them to shop by mobile quickly and efficiently,” said Matt Parkinson, MD of Gene. “The Gro Company is continuing to see some fantastic results.”

Customers can also visit, a brand platform and educational hub that offers baby sleep advice, FAQs about products and hosts the company’s digital magazine, Sleep Club. ‘Buy now’ links from product information lead seamlessly into the ecommerce site.

Flagship product the Grobag popularised the baby sleep bag concept in the UK in 2000. Now over 90% of UK parents use a baby sleep bag.

The Gro Company’s retail partners include Mothercare, John Lewis, Boots and Amazon, and products are also available worldwide, both online and in stores. Plans for this year include expansion in Australia, across Europe and the USA.

gro-store.comhas recently introduced a selection of Tommee Tippee products following the company sale.

“Both brands have complementary ranges,” Pett continues. ”Customers looking for essentials for their baby will be able to get them all in one place.”

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