BEFORE THE PANDEMIC disrupted our lives, one of Mothercare’s key instore services was to offer customers a personalised shopping experience. Since COVID, customers have understandably preferred to stay at home and shop online. Mothercare – which has been offering parenting and baby-related products to families for more than 60 years – quickly launched an e-commerce store, with a difference.

To provide clientele with the same personalised service as it did prepandemic, Mothercare created the 2AM Club Viber Community – a platform where staff and customers connect with each other as if they were inside a Mothercare store. “Our customers can inquire and order directly from any of our stores nationwide, and have their products delivered to their door,” says Danice Abril, Mothercare Philippines, Brand Marketing.

But the Viber Community has become much more than simply connecting customers with the Mothercare brand. It has become a platform where customers help out fellow customers by sharing parenting tips and information, as well as choosing an outfit.

Mothercare offers fashionable and practical items made from cotton for newborns to children up to ten years old. To be more sustainable, last year, Mothercare started using organic cotton on selected Baby Essentials.

The Mothercare online store functions just like its physical stores, with services such as free gift wrapping, exclusive brand partnership and a gift registry, which has proved very helpful for baby shower, christening and birthday e-celebrations during lockdowns.