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Morrisons and Kiddicare.com join forces for first business venture

20 September
09:10 2011

In the first technical joint venture since the acquisition of Kiddicare.com by Morrisons in February 2011, Europe’s largest online baby nursery retailer has installed transactional kiosks in seven Morrisons’ locations.

The convenient, interactive shopping kiosks are designed to target the millions of customers that visit Morrisons’ baby aisles on their weekly shopping trip, raising the profile of Kiddicare.com with a new audience.

Initially, six kiosks have been installed at Morrisons’ stores across the UK with a seventh at Morrisons’ headquarters. A further 22 will be rolled out throughout September, to be trialled for a two month period, before a full roll out.

2012 could also see an additional 30 to 60 kiosks installed each month, with the aim that Kiddicare.com will have a presence in more than 300 Morrisons’ stores.

Utilising a version of the same YESPay EMBOSS Bureau Service kiosk technology implemented in Kiddicare’s Peterborough superstore in 2009 (which quadrupled store transactions), the self serve kiosks, positioned in the baby aisles of Morrisons, allow parents to order anything from a branded buggy to car seat whilst they do their weekly shop.

Customers can access all the products stocked on Kididcare.com via the kiosks, along with a full description, imagery and videos as well as other parents’ reviews of the item, helping them to make an informed purchase.

Customers buying via a Morrisons based Kiddicare.com kiosk will enjoy the same great customer service and outstanding value as those shopping online, including next day delivery within a one-hour time slot, price match policy and 365 day returns facility.

Scott Weavers-Wright, chief executive of Kiddicare.com, said: “We’re thrilled to see the first of Kiddicare.com’s transactional kiosks installed in Morrisons. They will not only raise the profile of our business, but allow Morrisons to provide a greater product selection for its 12 million weekly customers – not only baby products, but products such as home furnishings and electronics in the future as well.”

Richard Hodgson, group commercial director at Morrisons, said: “It’s fantastic for Morrisons to begin our first collaborative venture with Kiddicare, bringing the opportunity for even greater choice and value for our customers in store.”

Source: Kiddicare

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