Mothercare has upgraded its eCommerce offering to a responsive website following investment by the retailer to become a digitally-led business.

Both Mothercare and Early Learning Centre have received refreshed websites, enabling customers to search, browse and purchase products easier and quicker. The websites feature a three-step checkout process, as well as a new store locator to easily direct customers to their nearest store.

"After months of development testing I am really excited to unveil our new website. This is the next natural step in our digital growth story and reflects our shift in focus to delivering a seamless omnichannel service to our customers," said Gary Kibble, global brand and marketing director at Mothercare.

"Underpinning our strategy is the aim to develop Mothercare into a truly digitally-led business," added Kibble. "The launch of a slicker, faster and more user-friendly website along with a whole host of new features, product reviews and advice, is a key aspect of this. Our new platform also provides us with a great foundation for future development initiatives, so we can continue to evolve and enhance our customers’ digital experience."

Over the last financial year, Mothercare reported a 15% increase in UK online sales, with eCommerce now accounting for 40% of total UK sales. Meanwhile, 84% of Mothercare's traffic and 60% of online sales are now from mobile.

The new responsive site compliments Mothercare's award-winning app, which it launched four years ago. The app provides the retailer with an additional shopping channel, as well as tools and advice to help parents going through the life-changing experience of having a baby.

The Mothercare app includes typical retail functionalities, like wish lists, as well as useful tools such as Baby Tunes, which is a collection of lullabies, sing-a-longs and white noises parents can play to their children. According to the retailer 65% of feature sessions occur in Baby Tunes.

Previous to the website upgrade, conversion on the Mothercare app was double than its mobile site, while 70% of Mothercare customers are signed in when they purchase on the mobile app, compared to 70% guest checkout online.