Mamas & Papas has launched a new concept store at the Westfield London shopping centre. The store is designed to attract millennials.
The store, designed by Dalziel & Pow, intends to deliver a digitally-enhanced, full-service shopping experience to inspire and support young families as they navigate the world of parenting.
The interior of the store is organised into ‘worlds’ based around new parents’ key shopping missions. It begins with a fashion boutique featuring curated product bundles named ‘bundles of joy’.
At the travel section, a touchscreen pushchair finder asks the customer questions about their lifestyle and child to help find, edit and select the best travel goods for them.
A new digital measuring tool provides an interactive feature for children to play with in-store, matching up their size to a cast of animal characters while also providing a way of checking height and weight for car seats. Parents can also test out car seats and learn how to install them in a cut out Mini on the shop floor.
The home section, which can also accommodate special events, transports parents to a nursery using domestic-style room sets covering ‘sleeping’, ‘bathing’, ‘feeding’ and ‘playing’ with take-away postcards for discovering the full product range.
The shop also features private changing and feeding rooms, seating areas and a dedicated personal shopping area for one-to-one appointments where customers can create a product wish list and learn about products.
Mamas & Papas is also planning to launch a new e-commerce platform and loyalty programme later in 2016 in addition to taking the new store concept to other retail locations.
