Kiddicare eyes international expansion
Kiddicare said the international service is being launched initially in Sweden but will be rolled out to other European countries if successful.
The UK site will resolve the Swedish customers’ IP addresses to display European pricing. Kiddicare said the infrastructure will give it full control over which products are presented to its international customers.
Kiddicare said it had decided to launch internationally following extensive research to identify countries with a high propensity to purchase from UK websites, as well as those with a large percentage of English speaking consumers. The decision was also influenced by Sweden’s relative e-commerce maturity and evidence of traffic Kiddicare.com previously received from the country.
Scott Weavers-Wright, chief executive of Kiddicare.com, said: "We’ll be evaluating the success of the international model from a technical, logistic, marketing, buying and financial perspective with the intention of rolling out the website in Ireland, Greece, Finland and Denmark by Christmas.
“We firmly believe there is a strong commercial opportunity for Kiddicare.com outside the UK – not just based on our competitive pricing, but a ranging perspective."
Founded in 1974, Kiddicare has over 53,000 customers. The company was bought by Morrisons for £70 million in February as part of the supermarket's strategy to grow its multi-channel offering.
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