Mothercare has launched two new consumer websites, built in partnership with Astound Commerce.
As a result of the revamped Mothercare and Early Learning Centre websites, the retailer has reported a 40 per cent week-on-week growth in revenue thanks to the trialling of new ‘endless aisle’ technology.
Following a competitive pitch, Astound Commerce was selected for its strong track record in helping a number of the UK’s leading brands achieve a full omnichannel retail experience.
Previously built on a fragmented codebase, which made it highly difficult to introduce innovative features, Mothercare recognised that its online retail presence was in need of an overhaul. The platform redesigns were delivered in just nine months.
84% of Mothercare’s online traffic stems from mobile, and while the retailer already had an existing mobile platform, this was not up to scratch with the expectations of today’s digitally savvy parents and parents-to-be. Astound Commerce worked closely with Mothercare to conduct an extensive UX design analysis to improve the tablet and mobile journeys.
The seamless omnichannel experience now boasts two new customer tools: instore iPads which have enabled the retailer to implement ‘endless aisle’ technology, and one which empowers customer service advisors with greater online visibility to help deal with enquiries. In addition, Astound Commerce introduced a three-step checkout process to speed up purchases and new store locator technology.
“Astound Commerce has enabled us to introduce a truly omnichannel approach. The launch of slicker, faster and more user-friendly websites along with a whole host of new features is a key step in our digital transformation journey,” said Gary Kibble, Global Brand and Marketing Director at Mothercare. “The Astound team worked hard to ensure the new platform was up and running ahead of peak trading, and the project had a hard go-live date. We’re very pleased with the finished product.”
Pete Youell, European Technical Director at Astound Commerce added, “Astound Commerce spear-headed the full technical implementation of Mothercare’s websites, building the platforms from the ground up, re-writing the code to follow industry best practice and harnessing the latest Salesforce Commerce Cloud features. Overall, the new platform is more streamlined and easier to build on; by futureproofing its platform today, Mothercare has created a great foundation to grow and scale its business in the years to come.”