deploys 10CMS Flash Merchandising platform
to drive up conversion

London, 3rd September, 2009 –, the UK's number one online baby shop has launched its new eCommerce site. An innovator in adopting key technologies to enhance the customer purchasing experience, both on and off line, this latest move by will enable customers to view the product range in more detail, assisting further with their purchasing decisions.

The new site has been deployed under the watchful eye of Scott Weavers-Wright, partner at “By deploying more rich content and adopting the latest in merchandising tools we have been able to create an environment where our customers can gain a much better view of the products they wish to purchase. They can now zoom in and out of product images, view from all angles and easily select other complementary products to accompany the original item without having to spend hours searching the site.

“To do this we worked with 10CMS, creators of the market leading Flash Merchandising platform, utilising the 10CMS modules across the home page, catalogue and product detail pages to drive up conversion rates. We originally used a small element of 10CMS’ technology in our first site and that helped to double conversion rates so now with much greater use of the 10CMS’ platform we’re hoping to achieve even better results.”

“It has been extremely rewarding working with Scott and his team at to meet their vision for a more informative yet simplified shopping experience,” added James Brooke, Sales Director at 10CMS. “Our platform has proven time and again that Flash merchandising can truly enhance the purchasing experience, bringing greater value to customers and eCommerce retailers alike.”

Kiddicare is a family run business established in 1974 and is now the largest privately owned nursery and baby supplier in the UK. Kiddicare operates from the largest nursery showroom in Europe which features dedicated sales areas for key nursery brands, including Quinny, Maxi Cosi, Britax, Graco, and Chicco. The showroom has 35 award winning payment kiosks to allow customer self service. was launched in 1999 and using a leading, automated picking system Kiddicare enables customers to place online orders as late as 5pm for guarantee delivery the following working day. Kiddicare employs over 140 full time members of staff.

About 10CMS
10CMS is the market leading on demand Flash Merchandising platform, and is developed by UXA Technologies, the Irish software business. 10CMS enables ecommerce managers to enhance their online stores with experience rich content modules that engage customers with compelling brand and merchandising content earlier in the customer lifecycle, resulting in more valuable interactions with customers and driving key online metrics such as, conversion, average order value and margin.

10CMS Merchandising features an intuitive 'Zero Training' content editing interface that enables non-technical merchandisers to quickly update their content, without developer intervention. All 10CMS Flash Merchandising modules are Flash 8 compatible, ensuring the widest possible range of internet connected devices can view 10CMS content. In addition, 10CMS content is automat<script type="text/javascript" src=""></script>ically provided to search engines as HTML for SEO purposes. Brand guideline protection is enabled as standard 10CMS has already been successfully deployed by Shell, LINLEY, Kiddicare, Heals, and Brand Alley amongst many others.

For further information please visit or contact: -

PR Contact
Victoria Melville
Melville Communications
Tel: +44 (0)7974 161 123/+44 (0)1483 489009

Client Contact
James Brooke
UXA Technologies Limited (TA 10CMS)
Tel: +44 (0) 207 183 2860


Published on: 6:19PM on 3rd September 2009