is looking to attract as many mobile shoppers as possible with the launch of two products this week, a mobile-optimised website and an iPhone app. 

I've been trying out both the iPhone app and the mobile site...


Homepage / Navigation

The app and mobile site both give access to the full product range available on the main Kiddicare website, and allow users to browse by brand, by product type, while app users can simply scan a barcode for a price comparison. 

This is the mobile site version:


One thing Kiddicare does very well on is website is filtered navigation. Users can browse and filter product searches according to a wide range of criteria, including colour and review score. 

These options are limited on mobile, but users can still filter and sort by brand and price range, and the product categories have been sliced and diced enough that most product searches return a manageable number of results. 


Product pages

The product pages on both site and app are some of the best I have seen on mobile. There is enough detail to help customers decide on a purchase without making the pages too lengthy and text-heavy. 


Shoppers can view more details of customer reviews and product descriptions by clicking on the tabs below the price, while users can view the product image and scroll to the left to see a list of 'best uses and pros' of the product: 


In the same way, customers can view details about delivery timescales: 


Some products on the site are relatively complex, and customers need a decent amount of detail before deciding on a purchase. For example, in the case of the travel system above, questions about car seat fitting and ease of folding will be very important to shoppers. 

Kiddicare answers these questions by providing the same videos on mobile as on the main product pages. More importantly, these are instructional videos made by Kiddicare staff which demonstrate the product in detail. 


Simply Group managed to increase conversion rates by 25% thanks to product videos like this, as they provide specialist advice for shoppers and answer questions about the product which would be hard to convey simply through the use of text or images. 

My one gripe is that I would like to have seen information on delivery charges on product pages. I know orders over £29 qualify for free delivery, but the charge for orders below this only becomes clear during checkout. 


Kiddicare has opted for compulsory registration before checkout, something it doesn't do on the main site. However, by registering and storing address and payment card details, customers can make repeat purchases very easy. 

The registration process is at least simple enough, and forms are clear and well designed throughout the entire process. 



The addition of the barcode scanner justifies the introduction of an iPhone app as well as a site, and by providing users with the opportunity to compare products and prices and order direct through the app, it should be a valuable way to drive additional sales. 

I have argued on this blog that retailers are better advised to launch mobile sites than apps, but launching both is even better, especially with the added functionality provided by a barcode scanner.  

The mobile site and app are both excellent ways to shop from, and both contain plenty of examples of best practice for mobile commerce.

Graham Charlton

Published 25 November, 2010 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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Comments (3)



I defo think the site needs a bit more purple

over 7 years ago



I just tried the site again, did you not notice the 30 page long category list on the homepage?

over 7 years ago

Nico Koepke

Nico Koepke, CEO at KODIME LtdSmall Business

Impressive mobile launch, covering both app and mobile site for maximum reach, and first-mover advantage in their sector - they should do well. 

over 7 years ago

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