Mothercare came to us in 2012 with a vision of engaging their customers in a new way and making their service and offerings more convenient and accessible to mothers around the world. Working together, we were able to help Mothercare’s vision come to life with an award-winning, unique mobile offering.

Mothercare wanted to offer customers not only the full Mothercare shopping experience but also provide give parents and expecting parents reasons to come back to the app every day. With this in mind, NN4M worked closely with the retailer to develop pioneering new iPhone, Android, iPad and Kindle apps. Part of what makes the Mothercare apps so special is the range of award-winning added value features that help parents and parents-to-be. In the iPhone, Android and Kindle apps, these features are displayed as part of a ‘features wheel’, which contains:

  • A Baby namer
  • Kick/Contraction counters
  • Pregnancy week by week guide
  • A collection of lullabies and nursery rhymes
  • Essentials lists
  • To do list
  • Mothercare TV
  • Baby Tunes
  • Ability for users to personalise their home screens with pictures of their little ones

The Pregnancy week by week feature was a particular success, providing expectant mothers with a pregnancy journal in which they could record and store important information and take pictures at various stages of the pregnancy. Additionally, the Baby Name feature is captivating the Mothercare audience by not only offering name meanings, but also offering a shake feature to generate random name choices for those still undecided parents-to-be. The app also features a store locator, a barcode scanner and wish lists.

By capturing customer data including due date and child information, Mothercare pushes out key offers to their customers about key events, promotional activity and new product launches in line with key life stages (e.g. pre-natal and post-natal). This allows the retailer to send relevant and targeted messages and offers ensuring push acceptance rates do not fall too low.

Succesful

The iPad app achieved Number 3 in the App Store Lifestyle Chart and averages a 4.5 star rating.

The Android app achieved chart number 18 in the Google Play Shopping chart and an overall 4 star rating.

Profitable

The iPad app paid for itself within 5 weeks of launch.

The Android app paid for itself within 8 weeks of launch

Awarded

  • Mobile Marketing Awards 2014
  • PayPal Etail Awards 2014 and 2013
  • Retail Systems Awards 2013
  • Effective Mobile Marketing Awards 2013
  • Loved by Parents Awards 2013 (And more)

Unlike other suppliers, NN4M deliver what they promise. They work with us as a partner through the entire development process and beyond to meet, and often exceed, our requirements. One of the main reasons we decided to work with NN4M is their large portfolio of retail expertise and impressive technological know-how. They know what they’re talking about and they get the job done.

Harp Singh, Mobile Commerce Manager, Mothercare & Early Learning Centre