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Mamas & Papas implements new mobile e-commerce strategy

Mamas & Papas has announced plans to enhance its multi-channel offering by developing its e-commerce capabilities across new channels and mobile devices.


Mamas & Papas implements new mobile e-commerce strategy

The company is partnering with retail technology specialists One Iota to create an advanced mobile website which offers customers key functionality such as access to the entire product range on the go, locating their nearest store, reading customer reviews and ordering online.

The evolution of the mobile website is the first step in a broader multi-channel strategy which will see the retailer launch a tablet optimised website, Facebook commerce and iPhone application over the next few months.

There are also plans to introduce wi-fi in-store and richer information for customers via QR codes including the ability to watch product video, read customer reviews and view alternative colours or products which are not currently on display.

Rob Jennings, e-commerce director at Mamas & Papas, explained: "Technology continues to play a key part in our operations – currently 20% of website visitors access our site via their mobile and we expect this trend to at least double in the next 12 months.

"In line with smartphone growth in the UK, we know that mobile sales will form a significant proportion of our sales in years to come; particularly as it is so relevant to our industry in which busy parents increasingly want their digital experience ‘on the go’ through devices that are suited around their lifestyle."

The first components of the multi-channel commerce strategy are expected to go live in early 2012 and will continue to be enhanced in line with shoppers’ feedback and behaviours.

Damian Hanson, CEO of One Iota, commented: "Mamas & Papas is a world-class ‘superbrand’ and we’re thrilled to be working with the company. The team has a strong desire to invest in its valued customers and we look forward to supporting their customer-centric approach by fusing social, mobile and local technologies to drive loyalty and revenue."

Founded by Luisa and David Scacchetti (pictured) in 1981, Mamas & Papas operates over  60 stores and employs 2,000 staff across the UK.

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