Mothercare has incorporated digital receipts into its latest mobile and tablet app release, meaning customers can opt to receive confirmation of their in-store purchases straight to their mobile devices.

The baby and maternity products retailer worked in conjunction with NN4M and yReceipts to include the digital receipts in its iPhone, iPad and Android apps.

Part of wider tech-led changes at Mothercare, driven by CEO Mark Newton-Jones, the digital receipts are custom-designed to include product images that link to the product details within the app. Customers will also have the option to send e-gift receipts to friends and family directly from the app, while sales assistants will be able to scan in a customer's email address rather than having to manually enter it, which Mothercare and NN4M say eliminates the margin for human error.

Chris Bertin, group mobile commerce manager at Mothercare, commented: "Bridging the gap between online and in store is a huge focus for us as a business and we see mobile as playing a major part in this."

Other features of Mothercare's apps include a baby namer, kick/contraction counters, a pregnancy week-by-week guide, a collection of lullabies, baby tunes and essentials lists.

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