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Mamas & Papas unveils new website

Nursery brand Mamas & Papas has unveiled a new look website as part of its digital-first strategy.

GENERAL MERCHANDISE

Mamas & Papas unveils new website

The retailer said its site has been transformed from a transactional online shop into a content ecommerce experience, where parents and would-be parents are guided through pregnancy and beyond.

The redesigned site has been optimised for mobile as more than three quarters of Mamas & Papas’ online customers visit the site using a mobile or tablet.

Guest bloggers Anna Tizard and Lydia Barron, founders of Tiba & Marl, will provide styling tips, while Bloom & Blossom founders, Christina Moss and Julia Yule, will share their advice on wellbeing. In addition, author and nutritional health coach Madeline Shaw will publish extracts from her 12-week post-birth diary.

Mamas & Papas’ digital transformation follows the arrival of Mamas & Papas’ new global digital and marketing director, Neil Sumner.

Sumner said: “We’ve relaunched mamasandpapas.com as a content-rich, ecommerce website to not only drive digital sales but to connect with our customer and power the brand’s global growth through all our channels.”

Mamas & Papas head of digital Julie Austin added: “Creation of the new “Discover” content, increased video visibility, enhanced furniture and travel showroom experience on fully responsive templates were building blocks to extending our best in class store experience. This is step one for us on an enhanced international roadmap for all our channels.”

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