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Mamas & Papas to develop multichannel around parents "on the go"

Mamas and Papas has laid down plans to develop its multichannel proposition, boosting mobile sales and enhancing the digital retail experience for busy young parents ‘on the go’.

The multichannel strategy will begin with the launch of a mobile optimised website in June, before branching out into other services, including an iphone application and the introduction of Facebook commerce.

Currently, the Mamas & Papas website receives up to one million visitors per month, with 20% accessing it through mobile phones. While only 4% of this traffic delivers sales, the brand hopes to significantly improve this figure with mobile optimisation, in line with the growth of smart phone sales in the UK.

Rob Jennings, ecommerce director at Mamas & Papas, said that mobile technology was particularly important to the brand as their customers are busy parents who want to access digital retail experiences “on the go”.

Mamas & Papas designs and develops its own products, keeping a close relationship with its customers “at every level”, according to Jennings.

He said: “understanding the customer journey gives us great insight into not only their lifestyle across the pregnancy journey and the way they engage with products, but also how, when and where they choose to research and shop.”

Mamas & Papas has also introduced free wifi into several of its London stores, with plans to roll this out nationally over the next three months due to its positive reception so far.

Through the wifi service, customers with mobile devices are able to watch product videos, read customer reviews and view alternative colours or products as they browse in-store. The brand has also increased its use of QR codes on in-store products, which customers can scan to receive further information.

Jennings said that before investing in in-store screens and hardware, Mamas & Papas wanted to engage customers through devices that they are already comfortable using – their smart phones.

However, he said that a new emphasis on technology will enhance rather than replace one-to-one customer service in stores. Prompts throughout the stores remind customers of the benefit of using their mobile devices while browsing.

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