Mothercare has upgraded its ecommerce website to increase its appeal to mobile shoppers after seeing a significant uplift in online sales.
The nursery retailer has overhauled its website and the Early Learning Centre’s ecommerce offer as part of what the retailer says is a “significant investment by Mothercare in becoming a digitally-led business.”
The upgraded website includes multichannel access for mobile, tablet and desktop shoppers, a three-step checkout process to speed up purchases and new store locator technology.
Global brand and marketing director Gary Kibble said: “This is the next natural step in our digital growth story and reflects our shift in focus to delivering a seamless omnichannel service to our customers.”
The launch comes after Mothercare, which recorded a 51% rise in its full-year profits in May, reported a 15% uplift in its UK online sales.
Online accounted for 40% of the retailer’s overall sales and mobile was a significant driver of this growth, accounting for 60% of online sales and 84% of total traffic.
“Underpinning our strategy is the aim to develop Mothercare into a truly digitally-led business,” said Kibble.
“The launch of a slicker, faster and more user-friendly website along with a whole host of new features, product reviews and advice, is a key aspect of this. Our new platform also provides us with a great foundation for future development initiatives, so we can continue to evolve and enhance our customers’ digital experience.”