Mothercare centralises brand content

Childcare products High Street retailer selects ConcretePlatform to provide a single cloud-based home for its Mothercare and Early Learning Centre brands

Mothercare Group has chosen ConcretePlatform to provide a single cloud-based home from which to expand its international brand presence.

The content management system (CMS) will be used to help support store operations, regardless of trading format or location, centralising all content and a selection of workflow processes. It will also provide the hub for collaborative working with Mothercare’s entire store estate across over 60 countries.

Consistent international brand expansion

The CMS platform – delivered as subscription-based cloud service – will act as a one-stop-shop for the company’s business documentation and brand materials across these wholesale, franchise or wholly owned markets. It will include a central catalogue of merchandise descriptors, marketing messages and pricing, as well as sophisticated artwork automation tools. This will allow Mothercare to capture local translations and facilitate the subsequent production of print-ready artwork.

An unnamed spokesperson at Mothercare, stated: “Our aim is to be the definitive one-stop shop for mothers across the world for product, value and service. By using ConcretePlatform to spearhead our international brand management, we are confident that we will achieve operational excellence in market, regardless of location or trading format, to support the Mothercare group on a global scale.”