Vicky Wilkinson, senior planner at Savvy Marketing, shares her view of good and bad sites.
Good site: Mothercare’s mobile site
As a working parent with three young children, I regularly turn to the internet - often using my phone - for baby-
related purchases. Mothercare’s site is mobile-friendly and intuitive, making it a pleasure to explore.
Filtering and navigation are easy - in the feeding category, breastfeeding products are listed above bottles, demonstrating it’s well thought through.
Mothercare also offers personalised gifts, making it easy to buy on the move for my friends’ children.
It’s little wonder Mothercare has won awards for the best mobile app.
I wonder if Kate Middleton has downloaded it yet?
Bad site: Babies R Us’ mobile site
While the Babies R Us site is mobile-friendly, it lacks intuition. Perhaps its mission isn’t to be number one for mums’ support, but when you sell great products, you still need to entice customers online.
Babies R Us feels like it isn’t built with the mum in mind.
For example, the feeding tab led me to bibs first via alphabetical ordering. At point of market entry, I would need the feeding solution first - breast, bottle and then bib.
The site does a standard job and it’s functional, but it doesn’t inspire at all. I wouldn’t be in a hurry to recommend it to friends.
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