Mothercare online sales in the UK soared 40 per cent after the retailer trialled ‘endless aisle’ technology on its website in Ireland earlier this year.
Now the company plans a major assault in Mainland China with a plan to implement the technology by ebizmarts in China.
The software allows shoppers at Mothercare physical stores to place online orders in-store.
“Our pilot in Ireland proves that customers are comfortable with this quicker and more convenient means of purchasing,” Mothercare global brand and marketing director Gary Kibble told Retail Week.
“The app is not just a sales tool, it provides rich product details, images, videos, descriptions and more, assisting our customer advisers in their efforts to improve the customer’s shopping experience.
“Our ambition is to launch the system into China, supported by the solutions’ capacity to work with a wide variety of payment types. In so doing, we will become one of a pioneering group of western retailers able to take face-to-face payments from Alipay in China,” Kibble concluded.
The company was so impressed with the results of the six-week trial, it estimates that once the technology is introduced to franchised stores it could become responsible for as much as 10 per cent of total sales.
Mothercare has 1400 franchised retail points of sale in 58 countries.