Multichannel nursery retailer Kiddicare has this week relaunched its website, backed by sponsorship of three ITV series.
Kiddicare partner Scott Weavers-Wright said he expected to increase the number of orders processed each week from 30,000 to 40,000 after its site relaunch and ad campaign.
Kiddicare relaunched its site on Wednesday and up until the end of November will sponsor 49 episodes of shows featuring celebrities Katie Price, Fearne Cotton and Coleen Rooney, such as What Katie Did Next and Real Women.
Kiddicare estimated a sales uplift of 20% off the back of its sponsorship of the series of Katie & Peter: The Next Chapter earlier this year, and it said sales are running at more than 90% up year-on-year.
One of the major changes in the site relaunch allows customers to narrow their product selection based on choices made by other customers who have bought those products. Once a customer selects buggies, they can then narrow the products displayed to just those bought by parents of twins or first-time parents, for instance.
Another development to the site shows products displayed on an image carousel. As customers narrow their choices, the carousel adjusts the images displayed and can highlight best-selling products, or the highest margin products.
Kiddicare will also add product videos of all wheeled products on a “buggy walk”, which can also be viewed on Kiddicare’s YouTube channel to improve the site’s search engine optimisation. Between 2,000 and 2,500 videos will go live, all created in-house by the retailer.
Following feedback from customers, the home page has also changed so customers can view product sub-categories when they hover over the main navigation options.
Weavers-Wright is also planning a community support site, where customers will be able to answer each other’s questions about products. He said customers who offer advice will be rewarded with points that they can spend on the site.