Mothercare’s mobile strategy: apps, iBeacons & content, but no RWD

Apple’s iBeacons are becoming increasingly popular among retailers and event organisers, with numerous trials rolled over the past 12 months.

And now Mothercare is likely to become the latest brand to adopt the technology, though trials won’t begin until the New Year.

At Demandware’s Xchange ’14 Summit Harpinder Singh, Mothercare’s senior omnichannel development manager, discussed the brand’s current mobile platforms and what it plans for the near future.

The company operates a separate mobile site, plus apps on iPhone, iPad and Android.

But as Mothercare continues its move to becoming a multichannel business there is less focus on mobile as a sales channel and a greater appreciation of its role in the overall customer experience.

To give an insight into what this means in practice, here’s what Singh had to say on how Mothercare is approaching some of mobile’s biggest challenges…

Mothercare to focus on e-commerce as it shuts 111 stores

Mothercare has announced plans to shutdown 111 UK stores as it moves to become a more streamlined business with a greater focus on e-commerce.

The news comes after the maternity and childrenswear retailer reported that full year like-for-like sales for 2011 dropped 6.2% in the UK.

It estimates that the ‘store reduction’ programme, which includes closing 36 Mothercare stores and 75 Early Learning Centres, will help boost profits by £13m by 2015.

Mothercare grows Facebook following with contextualised app campaign

Mothercare has grown both followers and levels of engagement within its Facebook page (and that of sister brand Early Learning Centre) following a contextualised Advent Calendar Competition that ran last December. 

In the first two weeks the app added 31,266 fans across both the Mothercare and Early Learning Centre communities without any support from Facebook advertising, and led to a fivefold increase in the levels of engagement across both pages.