Mamas & Papas has introduced a new app to support parents on their pregnancy and parenting journeys, combining shopping functionality with expert advice and style inspiration.
Customers can access exclusive updates on product launches and promotions, shop from the full online range, scan barcodes in-store for real-time stock availability, and book appointments for expert services.
The ‘parent hub’ then offers practical tips, expert insights, and emotional support. This includes tailored advice from baby sleep experts, pregnancy support through the retailer’s charity partner Tommy’s, and guidance for the fourth trimester.
Jo Molineux, Mamas & Papas digital director, said: “The launch of our new app marks a significant step in Mamas & Papas’ digital evolution, reflecting our commitment to supporting parents on their journey so they can feel confident, capable, and enjoy life with their little ones.
“Designed with convenience and confidence in mind, the platform brings together expert advice, product recommendations, and a seamless shopping experience.
“Whether browsing while awaiting a new arrival or during a 3am night feed, parents can easily access the support and inspiration they need, whenever they need it.
“The app has already outperformed our expectations in terms of interaction and conversions, with average dwell time of 10 minutes being testament to the highly engaging content we’re putting in the hands of parents and parents-to-be.”
Hear more from Mamas & Papas on an exclusive webinar, available to watch on-demand. Sarah Ashby, CFO of Mamas & Papas and Bobbie Ttooulis, Group Marketing Director of GFS, join Katie Searles to uncover the bold approaches that redefine how businesses are moving beyond traditional cost-cutting measures to make customer-centric delivery a competitive advantage – not a financial burden.
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