Mamas & Papas has launched an app combining shopping with practical parenting advice, which it says is a “significant step” in its digital evolution.
The nursery and chilcare retailer said the app was built with new and expecting parents in mind and will offer shoppers “supportive expert advice” and “style-led inspiration”.
The app will allow parents to tailor their experience by selecting their child’s age, offering tips on sleep, pregnancy and more via a Parent Hub. There will also be a “Discover the look” feature, which will allow parents to shop interiors and accessories from the retailer’s range, as well as save items to a wishlist.
Real-time stock availability and the ability to book services, such as car seat appointments, will also feature on the new platform.
Mamas & Papas digital director Jo Molineux said: “The launch of our new app marks a significant step in Mamas & Papas’ digital evolution, reflecting our commitment to supporting parents on their journey so they can feel confident, capable, and enjoy life with their little ones.
“Designed with convenience and confidence in mind, the platform brings together expert advice, product recommendations, and a seamless shopping experience. Whether browsing while awaiting a new arrival or during a 3am night feed, parents can easily access the support and inspiration they need, whenever they need it.
“The app has already outperformed our expectations in terms of interaction and conversions, with average dwell time of 10 minutes being testament to the highly engaging content we’re putting in the hands of parents and parents-to-be. We’re excited to continue evolving the app, with the introduction of features like Apple Pay, sharable gift lists, and reward schemes and all in the pipeline.”
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