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Early Learning Centre launches mobile site


Toy retailer Early Learning Centre (ELC), has launched a new mobile commerce website this week featuring a full product portfolio.

Customers of ELC, which is owned by baby and parent products company Mothercare, will now be able to browse for items and use all of the retailer’s online services via their mobile handsets on a specially designed site.

The new solution has been delivered by its implementation partner Javelin Group which helped design its main website, with the new service fully imtegrated with its backend systems such as call centre, order management and fulfilment.

Jas Virdee, Executive Director at Mothercare, said: “In January this year, we made a tough request of Javelin Group to help us move into mobile commerce by delivering our mobile site by April.

“They met this challenge, working efficiently with our team to deliver a high quality site within our budget and timeframe. We have already seen an uptake of the site with orders being taken on the first day of our soft launch.

“We are very happy with the solution which has been delivered to us by Javelin Group.”

Mothercare’s operations are coming under increasing pressure from supermarkets which undercut them for price and pure play e-tailers which can offer a more specialised service.

In February leading supermarket Morrisons paid £70 million for online retailer Kiddicare, further emphasising Mothercare’s need to improve its websites.

Tony Stockil, CEO at Javelin Group, said: “So far, relatively few retailers have successfully built a fully-integrated mobile site on their base ecommerce platform.

“We are very pleased to have delivered such a high quality solution on time and within budget.”

Published on Thursday 26 May by Editorial Assistant

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