Babyone has reorganized its online shop. When relaunching the platform, the focus was on the seamless connection between the online offer and the 104 stationary specialist markets in the DACH region, the trading company for baby and toddler needs announced on Monday.
The BabyOne online shop was originally launched as a joint online presence for the stationary shops in the franchise association. At the end of 2019, BabyOne had all local trading partners via a ‘Ship-From-Store’ model connected to the BabyOne online store. Through this model, the company was able to achieve strong sales growth. With the relaunch of the online shop, BabyOne is taking the “next step towards omnichannel market leadership”.
As part of the relaunch, the web design was adapted to smartphone use – because over 80 percent of BabyOne customers make their purchases on their cell phones. In addition, users are now offered a feature that shows at a glance where the product is available. This allows customers to decide between ordering online or making a reservation in the nearest specialist store. The range of services for professional advice has also been expanded – in addition to agreements in the stores, a live chat can now also be used for advice. “Our goal is to build a new ecosystem in which our tech and business teams develop the platform in an interdisciplinary and agile way. We are continuously expanding the platform in order to be able to test new business models quickly and flexibly, pick up on trends and dock new sales channels,” explains Jan Weischer, Co-CEO at BabyOne.
The IT team, which once numbered four people, has now grown into a team of 25 led by an e-commerce boss and an IT director. “As early as 2020, we set the course in our corporate strategy for a complete realignment of the business model away from a purely stationary retailer and towards an omnichannel company. I am very proud that we can now set a huge milestone on the way there with the relaunch,” says Anna Weber, who is Co-CEO at BabyOne. In the future, BabyOne plans to further expand and optimize the online shop – the focus is on the customer experience.