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Retail
Published: 11 Apr 2016

Tech-Enhanced Mamas & Papas Store Targets Millennial Parents

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Mamas & Papas, London

British baby, kids and nursery retailer Mamas & Papas has unveiled a new, tech-augmented store in London's Westfield White City shopping mall, devised to boost its appeal to millennial parents. The single-storey space, designed by London-based agency Dalziel & Pow, is segmented into three parts: fashion, travel and home.

The fashion section displays clothing collections against digital wall projections of white clouds that playfully transform into animals.

Travel features a touchscreen 'pushchair finder' where shoppers take a short lifestyle-based quiz to determine the most relevant products, and a digital measuring tool that calculates children's height and weight to assist parents when choosing car seats. The process is made more fun for kids by matching their size to on-screen animal characters, while a replica Mini on the shop floor teaches parents how to safely install the car seat.

Home houses the sleeping, bathing, feeding and play products. A flexible layout (see also Flexible Store Formats) allows the space to be transformed for in-store events such as parental support groups, while a permanent personal shopping area resides at the rear. It also includes comfortable seating zones and feeding rooms.

A signage system throughout the store provides extra tips on how products work, furthering the brand's mission to demystify the business of parenting.

For more on modern parenting, see Digital Parenting, Keep it Real: Community & Branded Dissent in Retail Design Expo 2016, Retailing to Families in Flux and Reimagining Retail Banking.

See also Toy Worlds: Targeting Gen Me, Edu-Branding: Kidzania Hits London and Next-Generation Retail for Kids.

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