Kiddicare is open!

On the 26th September 2012 baby specialist Kiddicare opened the first of ten new superstores in Nottingham’s Castle Marina Retail Park, marking the first time a pure-play has made the radical transition from e-commerce to cross-channel model. .

20.20 worked closely with Kiddicare’s brand director and creative team to create a store experience that uses retail theatre to bring to life the adventure and joy of having a baby

Every aspect of the 33,000ft² store is thoughtfully designed to make parenting easier, smarter and happier. Through a combination of technology enabled self-service and state of the art visual merchandising, parents can shop 3,000 of the very best baby and toddler products, including over 500 car seats and 350 push chairs, buggies and travel systems.

Elaine Weavers Wright, Kiddicare Brand Director and mum of two, says: “We listened to our customers – mums, dads, grandparents – and with 20.20’s vision we created more than just a shopping experience. Our new store concept and brand identity really capture the fun of having a baby. We’re creating an emotional relationship that excites existing customers and engages new ones, always remaining true to our ethos of unbeatable value, great range and exceptional service.”


Together 20.20 and Kiddicare created a number of family-friendly features, which are implemented at the new Nottingham superstore:
• A dedicated community room offering free parenting support classes and mother & baby events
• An engaging children’s soft play area
• Free guest wi-fi for parents to price-check & read reviews online
• A quiet nursing room with upholstered specialist chairs
• Mummy and me toilet facilities
• A fun Kiddicafe with healthy-bite options
• ‘Walk in the Park’ - try-before-you-buy pushchair test track
• V.i.B. (Very Important Baby) complimentary personal shopping service
• ‘The Pit Stop’ – free car seat fitting and safety checking for all customers
• Baby Gift List – the essential gift registry service to plan and share the shopping for new arrivals

The newcomer in Castle Marina’s Retail Park gives a warm and welcoming first impression, its contemporary wooden fascia celebrating a confetti of colour with directional illuminated stripes, each representing a specialist category within the store.

From the car seat ‘Pit Stop’ to the pushchair ‘Walk in the Park’ the store features customer recommendations, hero products and helpful new buyer’s guides, giving busy mums the option of shopping with or without store team assistance.

The ultimate collaboration between the customer and the brand takes place in the V.i.B. (Very Important Baby) room, which offers a complimentary personal shopping service to help parents choose the right products for them.

The café is a new concept designed with a healthy menu to cater for children and expectant mothers. The Kiddicafé is a place for mothers and families to relax, chat and share advice, while babies play in the adjacent soft play area.

Jon Lee, Creative Director at 20.20 said, “The essence of the store is surprise, delight and wow for families, with a sense that we are here to help and in this together. This should be a ‘wow’ for mums because mums deserve a store like this.”

Lara Snider, Head of Creative at Kiddicare stated, “We worked very closely together. There was real synergy between 20.20 and our brand team. It was intense, exciting and the result is a store that customers will fall in love with, a store that brings out the best of Kiddicare.”

Zara Weller
Posted on Friday September 28 2012 | Comments (1)