Mamas & Papas Ecommerce Review
From the Retail Inventory: Expectations vs Reality report series
With an ecommerce website and 30 stores across the UK and Ireland, Mamas & Papas also boasts over 60 international franchise outlets and offers its range of products through concessions including, John Lewis, Next and Very.
As a company that prides itself on supporting parents, Mamas & Papas offers its customers a personal shopping experience and invites parents to come to in-store events such as product demos, first aid advice and the opportunity to meet other expecting parents.
For the purpose of this article we’re using the word ‘parents’ to cover, parents, guardians, grandparents, foster parents, aunts, uncles et. al. who care for young children.
Why is stock control important for the company?
Planning for a baby is a huge life event and preparing the nursery is often a joyful experience, which is why full visibility of stock and sales data is important – you don’t want to be disappointing expectant parents, especially those who have their heart set on a specific item.
When shoppers click on the ‘find in store’ link, the option to type in a postcode or use geolocation to ‘find stores near me’ is given, which is perfect for shoppers on the go.
Mamas & Papas were one of the 6% of retailers researched that shows exact quantities available by store, and nearby stores online. If the item isn’t available in store, there is a 1-3 day click and collect option available. However, if the store has stock, shoppers are given the option to collect within one hour of ordering.
With real-time access to stock, Mamas & Papas are providing shoppers with added confidence when shopping online. Knowing that an item purchased online will be available within an hour in-store increases the chance of purchase and footfall to store.
Why is Mamas & Papas inventory management so good?
Mamas & Papas were the only retailer researched who achieved full marks in Cybertill’s Retail Inventory: Expectations vs Reality report – highlighting its commitment to providing shoppers with full visibility of stock across all consumer touch points.
With a clear homepage, the website is easy to navigate, and the product pages are free of clutter, letting the shopper see the item, cost, if it is in stock online, plus the ability to find in store.
Room for improvement?
Overall, the process of looking for stock and finding it in-store with Mamas & Papas is seamless. As they are the only retailer to achieve full marks in the research, any improvements would be a ‘nice to have’ rather than a must. Including online stock levels would create a sense of urgency for shoppers, and including a map-view of nearby stores would make for an even better online experience.
To learn more about Mamas & Papas and what other retailers are doing with their multi-location inventory, download our free Retail Inventory: Expectations vs Reality report.
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Rachel is passionate about retail and the ever-changing retail technology environment, with a keen eye for upcoming retail trends that are set to shake up the sector.
