UK’s premier online nursery and baby supplier unveils new merchandising opportunities for suppliers

UK’s premier online nursery and baby supplier unveils new merchandising opportunities for suppliers

Kiddicare, the largest privately owned nursery and baby supplier in the UK, has announced a partnership with HookLogic, provider of e-commerce media solutions and services.

Thanks to HookLogic’s technology platform, this exciting joint venture, which is claimed to be the first retail partnership of its kind within Europe, is designed to create new and innovative merchandising opportunities, allowing Kiddicare’s suppliers to target shoppers within and around the e-commerce environment.

Sharing the web ad opportunity

E-commerce media, powered by HookLogic, will enable Kiddicare to sell premium brand and product placements within its online shop. Brands currently offered in store, including Phil and Teds, Maclaren and Britax, will have opportunities to showcase their brands and individual products throughout the website, in key locations along the shopper’s path.

Suppliers will now be able to advertise in over 30,000 locations across the site and placements available will include featured brand spots on the Kiddicare.com homepage, product category sponsorships, sponsored results within search sorts, and banners.

The advertising planner will be initially managed by the in-house team at Kiddicare. However, the aim is that suppliers will ultimately be able to book and manage their own advertising on Kiddicare.com.

Continuing to innovate with model

The partnership is the latest of many innovations offered by Kiddicare.com, named one of the best ecommerce sites of 2009 by Econsultancy and 2009 Multichannel Retailer of the Year at both the Retail Systems Awards and the E-commerce Awards for Excellence.

Scott Weavers-Wright, partner at Kiddicare, said: “We’re pleased to be able to offer premium placements to our suppliers, creating new opportunities for them to enhance recognition among their targeted shopper segments. And we’re able to do this while enhancing, rather than disrupting, the shopper experience.

“HookLogic has provided us with an innovative way to offer our suppliers the capability they have been demanding whilst helping Kiddicare to maximise the overall value of our shopper audience.”

Ben Cooper, director of sales and operations at HookLogic, added: “It’s a pleasure to work with a retailer as innovative and forward-thinking as Kiddicare and we look forward to working closely together as we continue to grow Kiddicare’s media programme capability.”