Mamas & Papas has transformed its website from a transactional online shop into what it describes as “a content eCommerce experience”.

The nursery brand has ramped up its eCommerce strategy in recent months with the appointment of Neil Sumner as global digital & marketing director, and the website launch is a landmark moment in the retailer’s change of pace online.

Mamasandpapas.com now functions as a more extensive guide for parents and would-be parents, who can obtain information from pregnancy stage and beyond. The business aims to reflect the service that customers receive in store, bridging the gap between the physical and digital aspects of its offering.

Commenting on the new website, Sumner said: “We’ve relaunched Mamasandpapas.com as a content-rich, eCommerce website to not only drive digital sales but to connect with our customer and power the brand’s global growth through all our channels.”

With more than three-quarters of Mamas & Papas’ online customers visiting the site using a mobile or tablet, the company has ensured the redesigned webpages have been optimised for the small screen.

Advice on topics ranging from nutrition and sleep to exercise and travel are presented across the website, while guest bloggers will be a prominent feature month by month.

Anna Tizard and Lydia Barron, founders of Tiba & Marl, will provide styling tips, while Bloom & Blossom founders, Christina Moss and Julia Yule, have been signed up to share their advice on wellbeing. Additionally, author and nutritional health coach Madeline Shaw will use the website to publish extracts from her 12-week post-birth diary.

Mamas & Papas head of digital, Julie Austin, commented: “Our customer has different wants and needs at key stages throughout their parenthood journey and we wanted to ensure we are interacting with them – whether through their research or their shopping experience.

“Creation of the new “discover” content, increased video visibility, enhanced furniture and travel showroom experience on fully responsive templates were building blocks to extending our best in class store experience. This is step one for us on an enhanced international roadmap for all our channels.”

It has been a year of change at Mamas & Papas, with CEO Jonathon Fitzgerald and chairman Derek Lovelock both stepping down from their roles in the summer. Chief operating officer Jason Greenwood was promoted to CEO following their departures.