Aligning the store to the brand values and providing an easier to navigate, more engaging and inviting environment, focussing on expressing mothercare’s authority within the sector. The concept set the product zoning principles around the ‘mums to be’ journey, making the shopping experience intuitive.
Navigation around the store was clearly set out with the use of a central piazza and by creating mid floor wardrobe product stories as gateways to the categories, these along with the oversize central lampshades acted to soften the ‘shed’ environment, and create a more domestic ambience.
A pushchair power wall, help and advice centres for pushchair selection and car seat fitting reinforced Mothercare’s authority as the first choice of mums and mums to be.
Building on our work on the out of town stores we created a more fashion focused proposition, expressing Mothercare’s mission and heritage as a supporting partner in parenting since 1961. This concept has now been rolled-out in over 700 stores across 52 countries.