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Published
Nov 9, 2017
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Mamas & Papas launches new site, focuses on content

Published
Nov 9, 2017

The British retailer has overhauled its online presence and launched a new-look online website offering a content e-commerce experience where parents and would-be parents are guided through pregnancy and beyond.


Mamas & Papas


The company said the launch is part of a digital transformation following the arrival of Global Digital & Marketing Director Neil Sumner. In addition to providing useful tips for parents, the site builds on the brand’s focus to create a personalised shopping experience by mirroring the service customers receive in-store.

As part of the content push, Mamas & Papas has partnered with a wide range of experts including guest bloggers Anna Tizard and Lydia Barron, founders of Tiba & Marl; and Bloom & Blossom founders Christina Moss and Julia Yule, who will be sharing advice on topics from nutrition and sleep to wellbeing.

Additionally, author and nutritional health coach Madeline Shaw will publish extracts from her 12-week post-birth diary.

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

“Our customer has different wants and needs at key stages throughout their parenthood journey and we wanted to ensure we are interacting with them - whether through their research or their shopping experience,” added Head of Digital Julie Austin.

To replicate the in-store shopping experience, the website features a new “Discover” tool, increased video visibility and a furniture and travel showroom experience based on fully responsive templates.

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