eCommerce retailer Online4Baby is targeting £100 million annual revenues after seeing a boost in conversion rates, sales and average order value following a rebrand.
The Oldham-headquartered company sells nursery and baby items directly to consumers across the UK. Its product lines range from prams, buggies and car seats to cots, high chairs, nursery furniture, baby walkers, swings and playpens.
It sells leading brands such as Joie, Graco and Cybex and has its own brands, Puggle and 4Baby.
After rebranding, refreshing its website to be more mobile-friendly and introducing the strapline ‘Power to Parents’, year-on-year conversion rates are up 64% in the first two weeks.
Sales have increased by 12% year-on-year and the average order value is up by 7%.
“Most of our sales come through mobile devices, so it’s important to get the design of the website right for smaller screens,” said Christy Foster, managing director.
“Research shows how important visual content is when buying online, and therefore we have overhauled how products are displayed so shoppers can always see the product from all angles.”
As part of its digital transformation, the retailer has focused on increasing its number of followers on social media such as Facebook and Instagram, and last year launched a TikTok channel which is attracting over 1.2m monthly views.
Online4Baby has seen revenues surge from £11m in 2018 to £45m in 2021, and aims to reach £100m within three years.
Foster continued: “We’re building a community where parents from all backgrounds can share their experiences and find support from other parents.
“Our goal is to ensure that we can be counted on to give our customers a helping hand at a time of great change in their lives, giving them one less thing to worry about when they bring new life into the world.
“We are extremely pleased with our new brand identity and website. They have been well-received by customers, judging by the feedback we have had as well as the improved conversion, revenue and average order value rates we have seen.”