Mamas & Papas launches new app for parents

Mamas & Papas has launched a new app under its ongoing mission to empower parents during their pregnancy and parenting journeys.

As well as being a shopping platform, the baby retailer‘s app provides expert advice and style-led inspiration for parents.

Its features include a ‘parent hub,’ providing users with access to a series of practical tips, expert insights, and emotional support.

This includes advice from the retailer’s resident baby sleep experts, which can be tailored by age from newborn to 18+ months, including sleep needs and wake windows by age, as well as tips to help parents handle sleep deprivation.

The parent hub also offers pregnancy support to users through Mamas & Papas’ charity partner Tommy’s, as well as helpful guidance for the fourth trimester while highlighting parents’ real-life stories.

The app includes a ‘discover the look’ feature, with curated videos spotlighting furniture bundles, interiors and accessories to inspire nurseries.

Additionally, its ‘swipe to like’ feature invites users to explore the brand’s collections more interactively and save their favourite products to a personalised wishlist.

Customers will be able to access exclusive updates on product launches and promotions, and can shop from Mamas & Papas’ full online range.

The app allows shoppers to scan barcodes in-store for real-time stock availability and book appointments from its range of expert services.

Mamas & Papas digital director Jo Molineux said: “The launch of our new app marks a significant step in Mamas & Papas’ digital evolution, reflecting our commitment to supporting parents on their journey so they can feel confident, capable, and enjoy life with their little ones.

“Designed with convenience and confidence in mind, the platform brings together expert advice, product recommendations, and a seamless shopping experience.”

She continued: “Whether browsing while awaiting a new arrival or during a 3am night feed, parents can easily access the support and inspiration they need, whenever they need it.

“The app has already outperformed our expectations in terms of interaction and conversions, with average dwell time of 10 minutes being testament to the highly engaging content we’re putting in the hands of parents and parents-to-be.

“We’re excited to continue evolving the app, with the introduction of features like Apple Pay, a sharable gift lists, and reward schemes and all in the pipeline.”

Mamas & Papas joins The Perfume Shop in recently launching a new app, with the fragrance retailer rolling out the first phase of its “market-leading” Store+ app in January.

The cosmetics company’s app is designed to transform the in-store shopping experience by integrating physical and digital elements.

Additionally, in February, Co-op launched a new rapid delivery app to help indie retailers compete online.

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