Morrisons' flagship Kiddicare store opens in Nottingham

By Matthew Chapman, marketingmagazine.co.uk, Wednesday, 26 September 2012 12:35PM

Morrisons has launched its flagship Kiddicare store in Nottingham today (26 September) to take on Mothercare, its mother-and-baby retail rival.

  • Kiddicare2.jpg

    Kiddicare2.jpg

  • Kiddicare3.jpg

    Kiddicare3.jpg

  • Kiddicare6.jpg

    Kiddicare6.jpg

  • Kiddicare5.jpg

    Kiddicare5.jpg

  • Kiddicare1.jpg

    Kiddicare1.jpg

of

The Nottingham store includes free Wi-Fi for parents to price-check items and read online reviews, a Very Important Baby personal shopping experience and a gift registry service to plan shopping for new babies.

In-store features have been conceived by design agency 20.20 and are an attempt to convert the Kiddicare brand’s "great online offering" into a physical retail space.

The developments come as struggling Mothercare attempts to modernise its own stores and improve its online offering.

Mothercare has appointed former LoveFilm boss Simon Calver as its new chief executive to develop its online presence and has scaled back advertising in order to invest in its stores.

Morrisons acquired Kiddicare for £70m in February 2011 to convert the online retailer into a multi-channel brand.

It is using Kiddicare’s expertise to launch the supermarket’s first online offer, a wine ecommerce store, in the second half of next year.

The decision was taken to open the first Kiddicare store in Nottingham following a public poll run via social media.

Morrisons currently has plans to roll out nine further Kiddicare stores after snapping up the 10 megastores previously occupied by electronics retailer Best Buy before its collapse. 

Elaine Weavers Wright, brand director at Kiddicare, claims the brand has created "more than just a shopping experience".

She said: "Our new store concept and brand identity really capture the fun of having a baby.

"We’re creating an emotional relationship that excites existing customers and engages new ones, always remaining true to our ethos of unbeatable value, great range and exceptional service."

This article was first published on marketingmagazine.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

  • Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
  • Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
  • Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
  • Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
  • PR Account Director AF Selection £32,000 - £40,000, Manchester, Greater Manchester