Mothercare has invested in a data management platform to
manage product information across its Mothercare.com and Early
Learning Centre websites.
The STEP Master Data Management system will provide the company
with consistent, accurate data, and allow it grow its online
business, said Vic Watson, head of direct IT.
"The fast and continued growth of our online business has meant
we have a large amount of product data to manage and absolutely no
room for inconsistencies," he said.
The data management system, supplied by Stibo Systems, is
expected to free up Mothercare's IT and marketing teams to
concentrate on other work.
Online sales helped to boost Mothercare's total sales by 9.4%
last year. Mothercare's web-based home delivery service, Direct in
Home, reported sales up by 17.4%.
Mothercare revamped its website last year, introducing its
interactive
Ask Carrie service, which provides mothers with answers to 500
commonly asked questions.
The revamp followed Mothercare's deployment of Transversal's
interactive web self-service technology.
The website cut the number of calls and e-mails to Mothercare's
contact centre, allowing staff to concentrate on answering more
complex queries.
Mothercare used the Transversal technology to serve relevant,
tailored advertising and special offers in line with questions
asked using Transversal's Sales Engine software.
Early Learning Centre started using Transversal's technology on
its website and in its contact centre in October 2007.