Mothercare tidies its data for web growth

Mothercare has invested in a data management platform to manage product information across its and Early Learning Centre websites. The...

Mothercare has invested in a data management platform to manage product information across its 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.



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