Kiddicare, the online baby and nursery retailer, is introducing a paid-for merchandising system that will allow brands sold by the website to position themselves more prominently.

The retailer said it was the first system of its kind in Europe, allowing suppliers - including Maclaren and Britax - to merchandise their products across the site, including on the homepage and category pages, and in an ‘alternate product choice’ slot on a product detail page.

The system will be based on keyword bidding, similar to Google AdWords, and has been set up in partnership with HookLogic, a US company that specialises in making retail websites profitable.

Kiddicare partner Scott Weavers-Wright said the system had been implemented after supplier requests over several years. He said it would create “opportunities for suppliers to enhance recognition among their targeted shopper segments” without disrupting shoppers.

Separately, Kiddicare is launching an iPhone app this month. It will let users scan a barcode in a rival retailer and check the price against Kiddicare’s. It is also launching a full mobile version of its site.

Kiddicare is adding more social functions to its website, including a community support forum.