Mamas & Papas launches new app to support parents during pregnancy and early parenthood
Mamas & Papas has launched a new app to help parents on their pregnancy and parenting journey.
More than a shopping platform, the app aims to offer supportive expert advice and style-led inspiration to customers of the nursery brand.
A standout feature is the Parent Hub that provides users with practical tips, expert insights, and emotional support. This includes advice from Mamas & Papas’ resident baby sleep experts that can be tailored by age, from newborn to 18+ months. Parent Hub also offers pregnancy support via Mamas & Papas’ charity partner Tommy’s and guidance for the fourth trimester.
Meanwhile, the new style-led functionality includes ‘Discover the Look’ videos that showcase furniture bundles, interiors and accessories to inspire customers’ dream nurseries while making it easy to shop featured items. At the same time, the ‘Swipe to Like’ feature invites users to explore Mamas & Papas’ collections interactively and save their favourite items to a personalised wish list.
App users will have access to exclusive updates on product launches and promotions, and can shop from Mamas & Papas full online range, including travel systems, nursery furniture, clothing and toys. They can also scan barcodes in-store for real-time stock availability and book appointments for services such as Buying for Baby and Let’s Talk Car Seats.
Never Miss a Retail Update!Jo Molineux, Mamas & Papas’ digital director, 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. 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.”
